From Pain to Pleasure: A Guide to Developing Products That Solve Problems and Delight Customers

When was the last time you watched a perfume advert? If you have not watched one recently, check out the advert below:

Have you ever wondered why these types of adverts often don’t mention the product, never try to explain what the product is about, or give a price for what the product is?

Despite that, they must be getting something right! Reported revenue for Dior last year was €79 billion.

So what are they trying to sell you, and why did they not try and explain their product?

They are trying to sell an emotion or a feeling rather than using logic to sell their product. So why do they adopt this approach?

Why selling with logic does not work

Selling with logic is a common approach that many businesses use to try and persuade customers to buy their products. The idea is that presenting customers with a logical argument will convince them to purchase the product. However, this approach often falls short of its intended goal.

One reason selling with logic does not work is that it fails to account for the emotional aspect of purchasing decisions. Customers are not purely rational beings; emotions and desires drive them. When purchasing, they often look for a product that will satisfy a particular need or desire. Simply presenting them with logical arguments may not sway them towards a purchase.

Another issue with selling with logic is that it can come across as cold and impersonal. Customers want to feel like they are being heard and understood. When businesses only focus on presenting logical arguments, they may become uncaring and more interested in making a sale than meeting the customer’s needs.

Finally, selling with logic can be ineffective because it fails to differentiate the product from its competitors. If a business only relies on logical arguments to sell its product, its competitors are likely doing the same thing. This can make it difficult for the business to stand out and convince customers to choose its product over others.