Selling the Invisible: The Art of Marketing the Intangible

Affluent clients don’t buy products or services—they buy how those offerings make them feel. In this episode, we delve into the art of selling a vision, inspired by the approach of Marlowe “Mirage” Morgan, a consultant whose pitch is as captivating as the skyline from the Shard in London.

Marlowe’s unique ability to sell belief rather than features or benefits led half the room at her private event to sign up for her services—without ever discussing price. Learn how to craft a vision that resonates with your audience, connects on an emotional level, and positions your offering as the key to their success and legacy.

What You’ll Learn in This Episode:

• Why selling a vision is essential when working with affluent clients.
• How Marlowe Morgan uses emotion and belief to inspire action.
• The power of positioning your service as a gateway to prestige, dominance, and legacy.
• Practical steps to shift from selling features to selling a transformative vision.

Key Takeaways:

1. Emotion Drives Decisions: Affluent clients make purchasing decisions based on how an offering aligns with their aspirations and values.
2. Sell the Outcome, Not the Process: Focus on the results and transformation your product or service delivers, not the details of how it works.
3. Craft a Compelling Narrative: Build a story around your offering that evokes belief and desire.
4. Position Yourself as a Catalyst: Present your service as the key to achieving your client’s grand vision for the future.

Action Steps:

• Identify the emotional and aspirational drivers of your target affluent clients.
• Refine your messaging to focus on the transformation and outcomes you offer.
• Practice crafting narratives that position your product or service as a key element in achieving your clients’ goals.
• Evaluate your sales process. Are you selling belief, or are you stuck on features?