What people buy and what they say they buy are, almost always, two different things. For example, nobody just buys a new car. When somebody gets a new car, he is buying:
- Sex Appeal
- An Ego Boost
A new car is actually a “middleman” standing in the way. If there is an easier way to get these things, or if the person already has them, there is no need for the car.
By this same token, nobody simply buys music. Most of the time, they are purchasing the feeling they get while listening to that music. For example, the relaxation they feel when listening to some gentle New Age music or the rebelliousness they feel when listening to a gangsta rapper’s opinion of the police.
Music is a soundtrack to our lives. It’s what’s playing in the background when we’re doing other things, because it helps to facilitate these other things.
Archie Bell said it best...
"Just think, no more dancing
no, no, no people dancing to the beat
They’d be no birdy to wake you in the morning
with a sweet, sweet melody"
Music is what adds value to everything else we do in life. You could still dance without music, but it wouldn’t be nearly as fun. And although birds can be very beautiful just to look at, the songs they sing add an entirely different element to that beauty, since they involve another sense.
That is the power of music. It adds a sonic element to everything else we have going on, which makes everyday experiences even more powerful. When you know this is what you’re selling, your marketing efforts will become even more powerful as well.
For a great, non-music example of this concept (although the music in the background adds to what I'm talking about), look at the commercial below to see how Google is selling its products. It's not about email, spreadsheets, maps, online video, and the ability to translate text into different languages, it's about the basic human need of connection.