How to actually make people buy from you.

Here’s the thing. Whether you’re buying tea or a Tesla (okay, let’s say a Tata Nexon EV for relatability’s sake), you’re not really buying the product.

You’re buying the benefits that product gives you. This isn’t some fancy MBA-level nonsense—it’s just how our brains work.

Product ≠ What People Care About

Take Maggi, for instance.

No one buys Maggi because they enjoy the idea of eating boiled noodles. (Let’s be honest, no one dreams of eating boiled atta.)

What we’re buying is the promise of a 2-minute escape from reality. Maggi is comfort food in a pack, a warm hug on a plate.

That’s the benefit,
and Nestlé knows it.

That’s why they’re not just selling noodles; they’re selling nostalgia, convenience, and happiness.

If you’re still selling your product or service by listing its features, bro, are you stuck in 2002 with dial-up internet and floppy disks?

Features are the boring part.
Benefits are what make your customers feel something, and feelings are what drive buying decisions.

The Rasgulla Theory of Benefits

Let’s break this down the Stupidpreneur way. Imagine you’re at a Bengali sweet shop, staring at a rasgulla. What are you really buying when you fork out ₹30 for a piece of sugary heaven?

• Feature: It’s round, it’s soft, it’s sweet.

• Benefit: A bite of rasgulla takes you to a parallel universe where calories don’t matter, life is perfect, and your gym trainer is smiling down on you.

The feature is the rasgulla.
The benefit is the joy, indulgence, and momentary escape from reality it gives you.

And honestly, joy tastes better than sugar any day.

How to Sell Benefits, Not Products

If you’re running a business, listen carefully because this might save your startup from becoming a forgotten "Myntra for pet food" wannabe.

Here's how you can flip your branding script:

1. Stop Talking About Yourself
   Nobody cares that your dosa batter is "stone-ground in traditional chakki mills" unless it means their dosas will taste like Amma made them.
   
   Talk about what they’ll get,
   not what you’ve done.
   

2. Find Your Emotional Hook
   Why do people buy Patanjali products? Not because they love Baba Ramdev’s beard, but because they believe they’re buying health, purity, and a slice of old-school Indian values.
   
   Find that emotional connection your customers want to feel.
   

3. Be Shamelessly Obvious About Benefits
   Zomato doesn’t just deliver food—they deliver happiness. Fevicol isn’t just glue—it’s the promise that you can stick stuff for life.
   
   You have to be that clear.
   
   Subtlety is for WhatsApp forwards, not for branding.

Why This Matters for Branding

At the end of the day, branding is about carving a space in your customer’s mind.

That space isn’t filled with your product’s specs or prices—it’s filled with how they feel when they use it.

That’s why Apple sells creativity, not iPhones.
That’s why Amul sells taste, not butter.
That’s why Shashank SN sells newsletters, not… wait, who am I kidding? I’m selling fun and insight.

If you want to build a business that people don’t forget, stop trying to be the rasgulla.

Be the sweetness people remember.

Sell benefits, and watch your brand become everyone’s favorite story to tell.

Until next time,
Your neighborhood Stupidpreneur who just sold you some benefits in 500 words.

P.S. If you want to build a brand that stands out, my step-by-step guide can help you do that.

And the best part is, I’ve done a huge price drop already.

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