You don't sell a product, you sell everything that goes into it

Very true and great points! It's like a coffee shop. It's not selling overpriced coffee. It's selling you the ambiance, the human interaction, the right to hangout for a couple hours and use the WiFi.

Great read, @yakattack! Keep up the efforts on Substack.

Having a clear purpose and mission drives more conversions than most tactics out there. I started getting good trajectory with ruttl especially after I established a purpose for my product too.

When I started building, I had came across a big problem. As I worked on different websites for clients, I noticed that a lot of time was spent asking for feedback from the client. This pushed me to find a way that was better than the traditional methods to gather feedback.

But eventually I found my purpose of changing the way people collect visual feedback.

Completely agree with this. You need to get your customers to buy into what's behind the product. But it's hard to do with some things - like a piece of software that makes your job easier but is otherwise boring and just in the background and you'd only think about it if it suddenly stopped working. Difficult to sell this as anything but the product.

I guess you could also say this is selling a 'lifestyle choice'. With Tesla it's an eco-friendly life. With Nike it's a healthy life. You have to get customers to believe they are buying into something much bigger than the product itself. If I think about the coffee brand I buy, its fancy packaging makes me feel like I'm buying a luxury life. In a way, it's that that makes the coffee taste good. That's psychology for you.