When Volvo wanted to stand out, it didn’t talk about speed, strength, or features like other car brands. Instead, they said something different:
“We support actions that protect people and the planet.”
The same product can be purchased for different reasons depending on the motivation. Whether it’s functional, such as mobility, or emotional, such as a sense of security (as in the case of Volvo).
Understanding the motivations your product fulfills will help you grow more and sell more!