Deboras “Dev” Andrejevas ⏐ 12 Mar 2025 ⏐ 2-minute read.
Ever wonder why some ads make you whip out your wallet without a second thought, while others just fade into the background?
It’s not because of logic. Logic is boring. People don’t buy because of facts—they buy because of how something makes them feel.
Think about the last time you bought something that wasn’t an absolute necessity. A fancy coffee (caramel Frappuccino macchiato—or whatever you call it), a new gadget, those overpriced sneakers…
Did you sit down and make a spreadsheet comparing all the features? Probably not. You bought it because it made you feel something—excited, confident, happy, nostalgic maybe.
When working with business owners, I’ve noticed that most of the time, they’re more concerned about explaining the features of their product, rather than the benefits. Here’s a practical example of this:
Picture the average guy going to buy a car.
Scenario 1: The salesman says “you’d love this car. It has X horsepower, it will get you from point A to point B, it has this kind of engine, and this kind of exhaust” yada- yada.
Boooorrriiiiiinnnnng.
Scenario 2: The salesman says “This car? Drop the top, feel the wind in your hair, and watch heads turn. People will notice you in this. Your colleagues will be jealous. Women love this model.”
What sounds better to you? If you said scenario 1, congrats—you’re a car nerd. For everyone else, it’s scenario 2.
Why? Because it’s not about the car. It’s about how the car makes you feel.
Let’s be real—no one buys a sports car just because of its horsepower. They buy it because they want to feel powerful.
No one chooses an expensive perfume because of the ingredient list—they buy the fantasy, the confidence, the idea that they’ll turn heads when they walk into a room.
If you want to run ads that actually convert, stop selling the product. Sell the dream. Sell the outcome. Sell the way life looks and feels after someone buys what you’re offering.
If you sell fitness coaching, you’re not selling workouts and meal plans. You’re selling confidence, energy, the feeling of walking into a room and knowing you look your best.
If you run a bakery, you’re not selling cakes—you’re selling memories, celebrations, the joy of sharing something delicious with loved ones.
Emotion drives action. Logic justifies it later. Nail this, and your ads will print money.
Talk soon,
Dev.
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