People buy with their hearts
People are being asked to make significant financial decisions based only on the facts, when everyone knows that we buy with our hearts first and our heads later. 'That’s why fashion brand Kit and Ace don’t describe their products; they tell the story of the customer’s life with those products in it. An $88 scarf isn’t a scarf; it’s a ‘cashmere hug on a cold day. Like the first sip of soup on a cold day or a warm body curled up beside you under the blankets, surrounding yourself in warmth tops the list of simple pleasures.’ (...) The bottom line is that people don’t just buy the thing, they buy the feeling, so knowing what feelings your products and services are designed to elicit is just as important as knowing what features to leave out or put in.