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Selling Behavior Change

Warby Parker doesn’t sell eyeglasses. Warby Parker sells a behavior change – a different way to buy eyeglasses. Peloton Interactive doesn’t sell an exercise bike. Peloton sells a behavior change – a way to make sure you exercise and keep exercising, no excuses. Airbnb doesn’t sell rooms and apartments. Airbnb sells a behavior change – a different way to travel. Uber doesn’t sell rides. Uber sells behavior change – a different way to get from here to there and a different way to earn a living too. Dollar Shave Club doesn’t sell razors. Dollar shave club sells a behavior change – a different way to buy razors. HelloFresh doesn’t sell meal kits. HelloFresh sells a behavior change – a way to make home cooking fit modern life. Sun Basket doesn’t sell meal kits. SunBasket sells a behavior change – a way to cook Paleo or Whole30 or Vegan… Stitch Fix doesn’t sell clothes. StitchFix sells behavior change – a totally different way to get yourself dressed. If you’re in the direct-to-consumer business, you’re a behavior change marketer. Period. Your customer doesn’t choose you to get something. Your customer chooses you to change something. You are in behavior change marketing. Branding for behavior change is different. Designing for behavior change is different. Content for behavior change is different. Advertising for behavior change is different. Marketing for behavior change is different. Learn more about behavior change marketing here. It’s free. No funnel.  About DiMassimo Goldstein (DiGo) DiMassimo Goldstein (DiGo) is a Behavior Change Marketing agency, trusted by sophisticated marketers and committed change agents to understand complex situations quickly and to bring forward highly-effective creative solutions. DiGo helps life-changing brands grow by helping people make more inspiring decisions and form more empowering habits. The brand, advertising and design agency’s clients, from start-ups to blue chips, have built legendary brands that inspire action. DiGo is applied behavioral scientists, growth strategists, brand planners, designers, writers, marketers, data storytellers, technologists, social and digital media experts, project managers, producers, artists and brand leaders – all of them change agents.