Stop selling your products! Yeah, that may sound weird coming from a company that builds e-commerce sites. But my point is that you have to stop thinking that you’re simply selling tangible products that are x-size and x-color and that these are the reasons people buy your products. People aren’t really buying a tangible product; they’re buying its “essence.” What you’re really selling might be peace of mind (e.g. alarm systems, long-term care insurance), longevity (e.g. vitamins, supplements), an improved relationship (e.g. “Re-connect with your sweetheart by booking our Jamaica Romance Package!”), treasured memories (e.g. personalized photo gifts).

So how do you figure out the essence of what you’re selling? First, you need to understand the difference between your product’s features and benefits.