Mementum

David Ogilvy said to make your product the star in your marketing.

That may bear remembering, but the product or idea-centric approach may not always be appropriate. In reality, your customers are buying the feeling they wish to experience, something that fits the story they tell themselves.

So perhaps that should be the star?

Instead of squarely focusing on your product (no one cares about it), perhaps instead inspire the prospect to imagineer the end result. How can you get them there?

It’s our heart strings we want tugged, nothing else.