"I'm a realtor, I sell real estate." Or do I? Maybe I sell the American dream of owning a home. Or the idea of putting down roots. Or of having a safe haven to raise kids.

Look below your product or service and find out what people are really buying from you. The man who buys an expensive Mercedes is probably not shelling out his hard-earned cash for what's under the hood. He's more likely attracted by the feeling of luxury and belonging to an elite group of people. A lady is not just writing a check for a haircut: she's buying beauty or a desire to look her best. An acupuncturist is not selling a treatment with needles, he's selling health.

You see this in action when you read or watch ads. Notice which ones really grab your attention. Then look at the hidden appeal. How many of them really focus on features? A purse may be made of the highest quality leather but the ad may appeal to your sense of style.

You see, it's the emotional message underneath it all that gets your attention first. Charles Revson, the founder of Revlon Cosmetics once said "In the factory we make cosmetics. In the store we sell hope."

Of course, buyers want to know the features of your service or product, but the main thrust of your content should be geared towards tapping into the feeling your clients will get from using your product or service. That's because we make our buying decisions emotionally, not rationally. Then we rationalize why we made that decision. Illogical, but true!

Once you define what you're really selling, you can use this information to speak to the underlying wants of your target market. When you draw prospects into the inner experience, they're much more likely to snap up what you're offering.

Now it's your turn: What are you really selling?

Copyright 2006 Maggie Dennison

Maggie Dennison is a marketing writer and consultant. Her mission is to help small businesses get their marketing messages across with impact and clarity. She is a published author with a Master's Degree in Applied Psychology, and a fascination with what triggers people to do the things they do. And that's what marketing materials are all about.