{"id":5081,"date":"2025-02-18T11:50:15","date_gmt":"2025-02-18T18:50:15","guid":{"rendered":"https:\/\/cohnmarketing.com\/?p=5081"},"modified":"2025-02-12T16:42:21","modified_gmt":"2025-02-12T23:42:21","slug":"selling-the-dream","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/selling-the-dream\/","title":{"rendered":"Selling The Dream"},"content":{"rendered":"

Selling The Dream: How to Market Something That Doesn\u2019t Exist\u2014Yet<\/h1>\n

Let\u2019s face it\u2014marketing agencies aren\u2019t all the same. Some are boutique, nimble, and specialized. Others are massive, with global reach and deep pockets. Many thrive on big national clients with big budgets, while others stretch tiny budgets into powerful results through earned media and creative ingenuity. Some agencies buy ads. Others drive coverage. Some are thinkers. Some are doers.<\/p>\n

So what makes COHN different? What makes us the \u201cright fit\u201d for clients?<\/p>\n

At COHN, one of the things we do best is we sell what\u2019s possible\u2014and selling mere possibility is an impossible task for some agencies. It’s where our passion lies. This is what we call dream selling, and it’s how we approach marketing any idea.<\/p>\n

Selling Possibility Requires Storytelling in Marketing<\/h2>\n

Marketing a product<\/a> or service is one thing. A beer is a beer. A casino is a casino. A shoe is a shoe. People already understand these things, so marketing them is about making them more appealing, more exciting, or more top-of-mind.<\/p>\n

But what if the thing you’re selling doesn’t exist yet? What if you\u2019re trying to convince people to believe in something still forming in their minds? A new concept. A vacant lot that a developer envisions as a thriving urban hub. A startup still searching for its market fit. A public policy shift that could change lives.<\/p>\n

Selling possibility isn\u2019t about features and benefits\u2014it\u2019s about belief. How do you get people to believe? It\u2019s about taking an abstract idea and turning it into something so real, so compelling, that people feel like it already exists. That\u2019s where we excel.<\/p>\n

Bringing Possibility to Life<\/h2>\n

We\u2019ve helped people envision and want a future where homes generate more energy than they consume. This wasn\u2019t just about selling houses\u2014it was about shifting perceptions of what\u2019s possible in sustainable living. We didn\u2019t just market eco-friendly homes; we made people believe in the idea of self-sustaining communities.<\/p>\n

We\u2019ve driven organ donation sign-ups with campaigns that made the unthinkable feel personal, urgent, and heroic. Organ donation is an abstract, emotionally complex decision. It\u2019s not something people wake up thinking about. So we told stories that made it real\u2014stories of lives saved, of families changed forever by one selfless act.<\/p>\n

And when it came to changing daily habits, we helped commuters reconsider their environmental impact. No easy feat. People are creatures of habit, and convenience often wins. But through research, strategy, and compelling storytelling<\/a>, we made sustainability a choice people actually wanted to make.<\/p>\n

The COHN Method: Transform Ideas into Reality<\/h2>\n

Selling possibility requires more than a great tagline or a flashy ad. It\u2019s a mix of deep research, sharp strategy, and boundary-pushing creativity.<\/p>\n

Want to know our secret? Here\u2019s what we can share for free, but if you want to know more, just hit us up:<\/p>\n