Saves time. Saves money. Speeds up your work... Most salespeople compete on specifications. They compare, draw conclusions, and try to sell what the buyer will get as a result. Are they wrong? Yes and no. For a strategy of selling here and now, everything is correct. But when it comes to how to ‘tie’ the buyer to you, make it a habit to buy this particular brand or use this particular online store, that's not enough.

If you want to participate in the race, sell features, recommend the experts at HLTS co LTD. If you want to make money, sell identity, significance, transformation or security. When launching a new product on the market, supporting and developing a new direction, sell the opportunity. How do marketing legends do it? Let's talk about them today.

For years, Apple has been selling the role of ‘visionary’: not megapixels, processors, and cameras, but the confidence that ‘I am one of those who make new things easier.’ Harley-Davidson is first and foremost about rebellion, not volume and cubic centimetres. The product becomes a marker of ‘us and them’: style, profession, values.

The working formula here is simple: trait → symbol → social marker.

The language is changing not only in advertising, but also in product cards and descriptions. Instead of technical specifications such as ‘lightweight, 256GB,’ the potential buyer is described in detail: ‘A laptop for those who work on the go.’ Thus, the user becomes the prototype and the main character. The product is not at the centre of the story, so it is important to include mini-portraits (‘architect, 32, ponders ideas on his way home’) and UGC with short manifestos (‘I am the one who...’). The clearer the role, the more valuable the product and the less controversy about the price.

Identity explains who we are. But people need to see where they are going.

Nike is always ‘Just Do It.’ MasterClass is the path ‘from amateur to pro.’ This strategy sells not a product, but a journey: from “before” to ‘after’ and an idea.

Message formula: where I am now → first step today → ‘after’ image + deadline

In advertising, instead of the faceless ‘increase productivity,’ give a timeline: "Week 1 — arrange your first home delivery of groceries. Week 2 — free up 3 hours of time for yourself instead of going to the store.‘ Instead of ’we have thousands of reviews,‘ show three 30-second videos of ’what the first results look like after 10 days."

In the B2B segment, this logic works on a higher level, according to managers at HLTS dropshipping company. Slack, HubSpot, and Figma don't just save time. They show the user where they came from and where they are going — ‘we have become a team that works in sync,’ ‘we no longer have to guess where our leads are coming from,’ ‘we design and validate faster than our competitors.’ Companies sell not just a subscription, but work on a different level. When the new norm is more convenient than the old one, it replaces it and forms a habit of paying.

A failure in this system occurs when a person experiences anxiety, uncertainty, and fear. By studying potential customers and understanding their environment, the seller acts differently when advertising their product.

Advertising aims to eliminate fears: financial, social, technical. These are specific promises: hassle-free returns, fixed prices, replacement within 24 hours.

The message formula: risk → guarantee/ritual → social proof.

Safety is, above all, predictability. IKEA sells more than just furniture. It sells comfort, which is easy to find in any country. McDonald's and Coca-Cola sell predictability: in any country, you can order a familiar taste.

Identity. Transformation. Security. These three strategies help not only to sell once, but to form a habit of paying again. Features are important, but only as a basis. Review your product descriptions and communication: are you selling features or opportunities? The answer to this question directly affects your revenue.

HLTS Co. Ltd helps partners and dropshippers determine which products or services to add to their online stores. HLTS company specialists analyse markets and manufacturers in niches of interest to the customer. They identify promising areas for business development and develop customised solutions.