Many businesses sell a commodity item – something that has ‘one hundred and one’ of uses, or ‘that everybody needs’. There is a portion of your audience who will buy it because it is available, and a portion who buy it with a specific use in mind.
Let’s say it is a candle.
If you are a candle-maker looking to increase sales or profits, you might consider adding features like scented oils to fill a room with gentle aroma; or a wooden wick that makes a crackling sound like a fire; perhaps even a variety of shapes, sizes, and configurations with multiple wicks; or even a designer name or endorsement. And these would likely provide predictable increases.
Buying a candle is one thing, but USING a candle is another. Placing a lit candle and a single flower on a small table can turn a microwave dinner into something romantic. Maybe it is the candle, maybe it is our imagination of something else to come.
Using a candle is one thing, but NEEDING a candle is another. Lighting just one single candle brightens the spirits as well as a room when the absolute darkness from a power outage threatens to take over. Perhaps it is the candle, perhaps it is our imagination that we are on an exotic safari trip.
One sure way to bring great success to your business is to tap into the imaginations of your customers. Allow them to dream with your product and imagine the places they might go, the variety of ways they might enjoy it. As beneficial as candles can be; they simply emit light in all directions. The same can be said for most products.
Just like positioning a mirror behind the flame helps to focus the light towards a single direction, each of us can focus the benefits of our products and services and for greater impact.