Wearing Axe deodarant makes men feel more attractive. Listening with Beats By Dre headphones makes listeners feel like a producer. Watching videos and reading stories about Charity Water makes people feel like they need to donate.
All marketers are liars. They exaggerate their stories to provoke feelings of potential adequacy. They compel you to buy the product in order to successfully emulate their advertising.
Of course, there’s a difference between marketers that lie to make money and marketers that want you to contribute to the greater good. Charities endeavor to ameliorate real-world problems.
A good marketing campaign converts emotions into sales. Buying the product intends to make you feel better. It instills belief.
But all believing is betting. The marketing is only as good as what it helps you accomplish.