How to sell something you literally don't sell

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It's all about perception, isn't it? Today I read a quote from Ken Calwell, Domino's chief marketing officer, on the pizza juggernaut's approach on what they sell to customers:

            "Our target's need isn't for pizza, it's for convenience."

Which it true. Who needs pizza? And yet Americans eat almost 90 acres of it every day. Sure, it tastes good, but it turns out people buy pizza because it is a convenient, tasty dinner that only requires one phone call (or one website visit). You don't even have to leave the house.

Calwell's understanding of this concept is important as a marketer, and indicates what incites people to become customers. Good marketers have a keen understanding of what makes their target customers tick. It requires learning their behaviors and needs, then building a product or service that meets them.

Which means oftentimes you'll discover that you're actually selling something you don't literally sell; instead, you're selling another intangible benefit. Here are a few examples.

- Domino's doesn't sell pizza, they sell convenience.

- Apple doesn't sell computers, they sell style and simplicity.

- Chevrolet doesn't sell cars and trucks, they sell an American tradition.

- Wal-Mart doesn't sell you convenience, they save you money.

- Nike doesn't sell shoes and apparel, they sell a lifestyle.

- ADT doesn't sell security systems, they sell you peace of mind.

- Rolex doesn't sell watches, they sell status.

- Home Depot doesn't sell lumber and tools, they help you beautify your home.

- Swiss International Airlines doesn't sell air travel, they sell pampering.

- Jell-O doesn't sell flavored gelatin, they sell low-calorie snacks.

- Coca-Cola doesn't sell flavored carbonation, they sell refreshment.

- Celebrity Cruises doesn't sell you boat rides, they sell you complete relaxation.