"In the factory we make cosmetics,” said Charles Revson, founder of Revlon, “in the store we sell hope."

Revson was a student of copywriting. So he understood makeup was just a means to an end, a bridge to something bigger and better, something intangible. 

He understood folks who bought Revlon products weren't buying lipstick or eyeliner or blush. They were buying a sense of confidence or normalcy or, as Revson put it, hope.

And understanding this principle helped him position his products, their ultimate value. 

And it helped him connect with his prospects, their ultimate desires. 

Fact is, Revson wasn't selling makeup. 

He was selling a feeling. 

And your marketing should almost always work to sell a feeling, too.

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