Marketers: You Aren’t Selling What You Think You’re Selling
You think you’re selling a product or a service.
But what if I told you, you’re actually selling something else entirely?
Huh?
Lemme explain — with a real-life example.
A Birthday, A Brief, and a Breath of Fresh Air
As a marketing and design strategist, I work with business owners who want to do rad things — without the overwhelm.
Recently, my client Cara came to me stressed.
Her store’s anniversary was coming up, and she wanted to celebrate — but had no idea how to make it happen without losing her mind.
“Karishma, can you help? I’m overwhelmed.”
I said yes. ✨
What I Did (The Practical Stuff)
I asked about:
What worked (and didn’t) at her last event
Budget and staffing support
What success looked like to her
Then I created a tight plan including:
Goodie bags
Nail art station
Selfie zones
Prizes
Catering, music, and a STUNNING cake
Marketing messaging and content (EDMs, Insta posts, flyers, local outreach)
And more — all tailored to her goals and resources
But here’s the thing…
Humans Are Emotional Beings — Science Proves It
We like to think humans make decisions logically, but emotions drive 90% of buying decisions (Harvard Business Review). Neuroscience shows our emotional brain — the limbic system — actually shapes our choices before logic kicks in (Antonio Damasio, Descartes’ Error).
So when marketers focus just on features or price, they miss the bigger picture:
How their brand makes people feel.
What I Was Really Selling
What I gave Cara was:
💨 A sigh of relief.
🧠 Headspace to focus on other things.
💖 The feeling of being truly understood and supported.
Why This Matters: You’re Selling Feelings, Not Just Products
That feeling of relief, excitement, or trust?
That’s the real currency.
When you understand that, you’ll realise:
✅ You don’t need to convince your customers with sales.
✅ Your messaging needs an update.
✅ No one can do it like you.
Own that, and you’ll own your market.
Curious?
Let’s talk. I help business owners craft marketing that feels as good as it works.
