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

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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.

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Edition: May 2017

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