I was standing in the checkout line at the grocery store last week when I overheard an interesting conversation between a couple behind me.
They had a few cans of Red Bull in their cart:
“I don’t know why you drink this stuff, it’s gross”
“I dunno, I just like it”
That simple, offhand remark—“I dunno, I just like it”—is worth unpacking, because hidden inside it is one of the most powerful lessons in marketing.
You see, it wasn’t just a random comment. It revealed a core truth about why people buy.
The product itself isn’t always the hero. Often, it’s the transformation—the identity—the experience that people are buying into.
It’s the reason a drink with a polarizing (and often unpopular) flavor can dominate its industry and sell billions of cans every year.
And it’s a lesson I think more business owners need to hear.
Because too often, we focus entirely on features:
- How our product/service works.
- What it includes.
- Why it’s better than the competition.
But in reality? People buy because of how it makes them feel.
Anyway this whole thing prompted me to make a short training video about this where I break down how the world’s most successful brands have mastered the art of marketing psychology.
I’ll share the surprising strategies they’ve used to create not just products, services, or offers, but full-blown movements.
It’s packed with real-world examples and actionable takeaways you can use to sell anything—without even feeling like you’re selling.
So, if you’ve ever wondered how to turn your offers into “must-haves” that your customers can’t resist, this one’s for you.
Let me know what you think—there’s a particular case study in the video that still amazes me every time I think about it.
