When we sell something we don’t sell the facts, the dimensions or the attributes.
We sell emotion, feelings, association and potential.
It sounds basic but often overlooked. Sporting codes get it wrong all the time. The A-League have been obsessed with attendance figures for a while now.
For now, numbers are irrelevant. The focus has to be on making the experience unforgettable.
Then the people who do show up will bring their friends next time and the numbers magically grow.
When writing a press release, copy or advertisement don’t start with the facts, start with the story.