How to Make Any Product Sell More (Even If It’s Not the Best Looking)

How to Make Any Product Sell More (Even If It’s Not the Best Looking)

The ugliest product can sell more if… there’s an inbuilt feel attached to it.

This was a big revelation to me. I went to get a new wristwatch, and as usual, I was presented with many options.

Of course, I already had my budget, and money was no object at all. But while I was about to pick my preferred color, something happened.

I paused.

I thought to myself: why do I need a wristwatch this expensive at all? Why?

I already have other wristwatches—some even more sophisticated. I just needed something to decorate my wrist.

Why not just get this cheaper one? It tells the time, after all. Isn’t that the basic function of a wristwatch?

Then, it dawned on me that even though there are bazillions of other wristwatches that can do exactly what I was looking for, I wasn’t just looking for function alone. I was looking for something deeper—something intangible yet powerful.

I was also looking for:

• How the wristwatch would make me feel when in public.
• The status it would give me when people saw it on my wrist.
• The transformation that status could bring to my personal and professional brand.

And that was it. That was the real reason.

I concluded that the emotions a product evokes are far superior to the features of the product itself.

At that moment, I understood why people buy luxury. It’s not just about quality; it’s about the identity the product gives them. It’s about the way it makes them feel. It’s about the silent but powerful message it sends to those around them.

This is why the most successful brands don’t just sell products; they sell emotions. They sell prestige, status, and identity. They make you feel something so deeply that you don’t even realize you’re being sold to. You just want the product.

Think about Apple. Why do people queue up for hours, sometimes days, just to get the latest iPhone? Is it because their current phone suddenly stopped working? No.

It’s because Apple has successfully built an emotional connection with its users. It has created a feeling of exclusivity, innovation, and status.

People don’t just buy Apple products; they buy the experience, the lifestyle, and the identity that comes with them.

When you want to sell, think of inducing an emotional appeal to the product. This is where marketing consistency comes in.

Branding isn’t just about logos, colors, or fancy designs. It’s about how you make people feel about your product.

Take Rolex, for example. A Rolex watch isn’t just a timepiece; it’s a symbol of success. It tells the world, I’ve made it. It doesn’t matter that another watch at a fraction of the price could tell the time just as accurately. The difference is the feeling a Rolex watch gives its owner.

This is why some products—no matter how simple, ugly, or seemingly useless—still sell like crazy. Because they have successfully attached a feeling to them.

If you don’t believe me, take a look at the fashion industry.

Many high-end fashion pieces are outrageously expensive, and sometimes, if we’re being honest, they’re not even that aesthetically pleasing. Yet, people rush to buy them. Why?

Because it’s not about the clothes. It’s about the statement they make. It’s about the perception they create. It’s about the status they bring.

Now, let’s bring this home to business owners and marketers.

If you want to sell more, don’t just focus on what your product does. Focus on what it makes people feel.

• How does it improve their confidence?
• How does it make them look in the eyes of others?
• How does it elevate their status?

This is why storytelling in marketing is crucial. Stories tap into emotions. They make people feel connected to your brand.

Nike doesn’t just sell shoes; they sell the spirit of perseverance and achievement. Their tagline, Just Do It, isn’t about shoes—it’s about a mindset. And that’s why they dominate.

If other brands have stayed in people’s faces long enough, they’ve created that sort of feeling.

When you see Coca-Cola, you think of happiness and nostalgia. When you see Louis Vuitton, you think of class and luxury. When you see Tesla, you think of innovation and the future.

It’s all emotions.

So, if you’re struggling to sell, ask yourself: What feeling does my product create?

Because at the end of the day, people don’t just buy products.

They buy emotions.