Internet marketers and others think they’re selling products of some kind. Not true. The product is only the format or means by which you sell other things. Remember that emotions are the strongest motivators of customers.

1 – Hope. Mostly you’re selling hope. Think of all those promises on sales pages. Only secondarily are they about the product. The writer wants the visitor to hope that the promises are true, such as increased traffic to their website. They wouldn’t read one word more if that weren’t the case. What would be the point? They want more traffic and they want to turn their hope into a fact, by using the product.

2 – Experience. You’re also selling an experience. You’re claiming your product is unique or original and can’t be found anywhere else. If they want that experience of increased traffic then they have to buy your, and only your, product. However, you could be selling a membership subscription or an online service. You describe the experience of being a member of these, probably in terms of the ease and effectiveness for their business.

3 – Attitudes. You’re selling a way of life. Here, you might say, is a new start for your business or a new way of understanding and viewing online business. This new way of life could be yours, you might say. If they have traffic flowing automatically to their website, then they can spend time differently, doing other things. No doubt you’d be able to list some of these, maybe in glamorous terms.

4 – You’re selling ideas. You’re doing this together with emotions. You’re offering a new and exciting way of conducting business. This new idea will change forever how you do business on the web. In other words, you’re making the idea sound irresistible, and through that, the product, too.

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