It’s true. Your customers don’t like you. But don’t take it personally.

What they like is how you, your products or services make them feel.

For some things, this is obvious – for example: good restaurants, motivational speakers and psychic mediums all evoke and associate strong feelings with what they’re selling.

For others, a printer for instance – it’s not so obvious, yet just as true.

You are quite inconsequential compared to the emotional hit your customer is searching for. If you can give them the feeling they crave, they’re more likely to buy and come back.

But they’re not coming back because they like you – they’re coming back because they like the feeling they get from you.

Remember that in your marketing.

(Thanks to a quote from Scott Dikkers pithy book “You Are Worthless” for the inspiration of this post.)

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