How the Best Brands Sell in 2025
Stop selling features. Start selling the transformation your customers actually want.
Read Time: 2 Minutes 43 Seconds
Hey - Robert here.
In today’s edition:
Why people don’t care about your product
How the world’s best brands are selling in 2025
3 actionable strategies to increase your sales
Have you ever wondered why someone pays $5 for a cup of coffee…
Or $40 a month for a cafe workspace like O3space…
When they could brew coffee at home for 20p…
Or work from their couch at zero cost?
Here’s the secret: It’s not about the product.
It’s all about the transformation.
You see, people aren’t just buying coffee.
They are buying focus, connection, belonging.
They’re not paying for a desk in a cafe.
They’re paying for community, productivity, atmosphere.
Here’s the thing:
The world’s best brands know this.
And they aren’t just selling features.
They are selling a change, an emotional outcome, a transformation.
Because in a world where features are easy to copy…
The story you tell and the outcome you deliver are your real differentiators.
Brands that understand this will dominate 2025.
But the rest will struggle.
So, let’s explore 3 tactics how to sell a transformation, not just a product.
1. Identify the Real Purchase
Selling your product without knowing the real intention behind the purchase…
Is like aiming at a target in the dark.
So, stop thinking about what you’re selling.
And start thinking about what your customers are buying.
Here’s how:
List 3 emotions your customers deeply desire
Identify their current pain or frustration
Visualize their dream outcome
Your only job is to close the gap.
Making your product the bridge from pain to transformation.
Because people don’t buy the product…
They buy the story they want to tell about their life.
Here’s an easy-to-understand example:
No one spends $50K on a luxury watch to know what time it is.
They buy it to feel accomplished, express style, and command respect.
From being unnoticed to signalling confidence in every room they step into.
That’s what selling is truly all about.
2. Create Emotion-Driven Content
Most buying decisions aren’t logical.
They’re emotional.
So, don’t convince people to buy.
Instead, create an environment that makes them feel like buying.
Start by showing them the problem they have…
Then present your product as the transformation that solves it.
To do this, create content entirely focused on:
A specific feeling you want your brand to evoke
Your customer’s ideal lifestyle
A clear before-and-after transformation
All while mentioning your product minimally.
The best examples:
Stellski Cafe: Selling warmth, connection, and a cozy escape.
Tuxedo Society: Selling the elegance of an old-money lifestyle.
Tracksmith: Selling the transformation into a committed runner.
Notice what they all have in common?
They’ve built brand worlds, not just single campaigns.
To build your own:
Use recurring characters and familiar faces
Shoot in consistent locations that fit your brand’s identity
Create associations and perceptions around your brand
This works because familiarity builds trust.
And trust is what sells.
3. Compare Results and Iterate
The best brands don’t do guesswork, they measure.
Compare the engagement rate and conversion rates from:
Feature-focused content
Emotion-focused content
If emotional storytelling outperforms, double down on it.
If it underperforms, find the cause.
Reconsider your customers’ buying decisions and search for answers online.
Research their real motivations through:
Reddit Threads
Quora discussions
Social media comments & posts
Look for common patterns in their shared experiences and words.
It’s completely normal for this to take time to figure out…
But once you do, scaling your brand becomes inevitable.
This is how you sell the transformation, not just your product features.
The Only AI That Knows All Your Work
Most AI tools start from scratch every time. ClickUp Brain already knows the answers.
It has full context of all your work—docs, tasks, chats, files, and more. No uploading. No explaining. No repetitive prompting.
It's not just another AI tool. It's the first AI that actually understands your workflow because it lives where your work happens.
Join 150,000+ teams and save 1 day per week.
How did you like today's newsletter? |
One step at a time. More strategies next week.
Talk soon,
Robert
Reply