Weekly Tips Roundup

How to Sell Experience: Tips from John Sculley, Dylan Lauren and Jon Taffer

Reader Resource

Position yourself for growth in 2017—join us live at the Entrepreneur 360 Conference in Long Beach, Calif. on Nov. 16. Secure Your Seat »

Check back each Monday morning for this weekly tips recap designed to help you work smarter.  

Instead of focusing on product features and functions, stand out by selling an experience to your customers. Former Apple CEO John Sculley accomplished this through "experience marketing" in the company's infamous first '1984' ad, focusing on how the product would make someone feel. Dylan Lauren, founder of Dylan's Candy Bar, accomplishes the same excitement through store design and packaging, creating a whole new world for her shoppers. And Bar Rescue host Jon Taffer says entrepreneurs should tweak a product or service until it evokes a certain kind of response -- one that will bring customers back again and again.

Related: Uber's Latest Expansion -- Weekly News

Edition: October 2016

Get the Magazine

Limited-Time Offer: 1 Year Print + Digital Edition and 2 Gifts only $9.99
Subscribe Now