Member-only story

Belief and the Art of Selling Dreams

tapping into people’s beliefs

Sunil Dom
1 min readOct 5, 2024

Advertisers are masters at tapping into people’s beliefs, often using subtle psychological triggers to influence buying behavior. At the heart of many advertising campaigns is the promise of a better life, success, or happiness — all through the purchase of a product or service. This form of marketing is deeply rooted in the understanding that people have a fundamental need to believe in something that will improve their lives.

Photo by Alex Nemo Hanse on Unsplash

Consider luxury brands like Rolex or Gucci. These companies don’t just sell watches or clothing — they sell an image. People buy into the belief that by owning these high-end products, they are signaling wealth, success, and social status. The product itself becomes secondary to the belief in what it represents.

In another example, fitness brands like Nike or Peloton sell more than just shoes or exercise equipment. They tap into the belief that people can transform themselves into healthier, more disciplined versions of themselves. The slogan “Just Do It” isn’t just about sports; it’s about believing in the potential to overcome obstacles, whether physical or mental.

These brands effectively play on people’s innate desire to believe in a better version of themselves, making their products a symbol of that aspiration.

--

--

Sunil Dom
Sunil Dom

Responses (1)