I subscribed to an influencer’s workout programme once. Not because they offered anything special. But because I respected them as a person.
The programme was priced at USD20, and while I don’t regret making that purchase, I feel like I could’ve easily gotten that information for free.
But that’s not the point. It’s not about how cheaply I could scour the internet for information. They could’ve charged USD50 and I’d still have signed up. The real reason behind my subscription was because I liked them. I liked how they lived their life, and I liked their message.
That’s when it hit me—I buy things for the brand or personality, not just for the actual product.
Because every product available today will have its alternatives: writing courses, diapers, goat blood. Everything that can be sold will be offered by someone else.
The differentiator is who sells it. And that’s where the magic lies. The magic is in each and every one of us. It’s us being ourselves. Hemingway is already taken. So too is Michelle Obama. But you can be you. That’s something nobody else can ever emulate.
Remember that the next time you’re worried about your Etsy store or your online editing services.
The person behind the product is just as important—if not more—as the product itself.
Your Friendly Malaysian Writer 
I love this message. I’m also curious if you know how many times you’ve mentioned goat sacrifices/blood on your blog; I’m sensing some bitterness towards goats. :D
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Thank you, Stuart.
I needed to read that today. 💜
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I agree with you on this one. People buy into what resonates with them – and often that is the person behind the product. I also bought a program from an influencer previously. It was a course on branding your business. I wasn’t expecting much but I felt most of the content was informative and I learned quite a bit. I bought the program in the first place because like you, I liked how they lived their life and their message, and also how they consistently showed up on social media with consistent messaging across their business. Hope you are doing well :)
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I love this view on the marketing of things and it’s so very true, However it’s also one of the things that holds me back, because why would anyone care about my opinion? Definitely something I’m working on, but it’s been a huge stumbling block.
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This is why advertisers try to capture someone with charisma, charm, and a big personality when choosing someone to sell their products. The sales really explode when it’s someone who’s well-liked with an established platform to begin with.
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Going for something because of the person behind it has its merits. The thoughts of a scientist on a topic, versus a journalist who’s covering the topic to a wider audience, versus a Wikipedia page which holds the same information, each can bring about their own good. The Wikipedia page, even though a little inaccurate and sometimes presented a little too on the raw side, is great for getting a general sense of something with ease. The journalist is better at making the same information easy to digest and also brings about a more memorable means of understanding the information. The scientist gives you insight into the attitude he brings to the table when he looks into stuff like this, which in turn gives you an idea of how to approach matters like this. Sometimes there’s definitely a lot of worth in the examples behind them as much as the information itself.
Of course, this means being aware of why you’re actually following them in the first place. Like if a brand charges you ten times the amount for something because the company knows it’s popular and you’re buying because everyone else is buying, there’s not really any good in that.
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Speaking of, I can get you a great price on goat blood if you buy it from me, Stuart. ;)
:P :)
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I’m an ugly, fat female, so it’s more difficult. People say that what’s on the inside is worn on the outside. Most of my body was created when I stopped caring about life. Yes, my pills make me gain weight, but I can lose it still. I only feel good about myself when I accomplish something, to be honest. I’ll admit that are challenging days for me, sometimes weeks, and once an entire year.
To me, the person is in the product. I buy books that have been popular or earned awards.
I’m doing a lot better now that I feel safer, not that I’ll let my guard down. We have a literal nightmare in my country that most people are oblivious to.
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This is very true what you’ve written…
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goat blood lol…
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Hmm 🤔🤔🤔
Stuart, you’re always a step ahead man. I’m always happy to read from you. 🥰🥰😍
Although I sometimes went offline due to some personal life experiences, but coming back to my mail reading your stuff always worth the time.
Thanks man 🙏🙏🙏
Keep up the good work 💪💯
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Meaning, if I build up enough respect, more people will show up to read my blog? That is just wishful thinking on my part I feel.
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I absolutely agree with you! As I was reading through your post, I couldn’t help but reflect on my own buying habits. I too have made purchases—whether it’s a book, an online course, or a beauty product—not just because I needed the item itself, but because I admired the person and/or company selling it.
This has made me realize that the emotional connection we feel is often with a brand or a personality, and their values and what they represent, can significantly influence our purchasing decisions. It’s almost as if we’re buying a piece of their life story.
Thank you for sharing your thoughts and insights!
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Stuart this is great to read. I’ve got plans in the pipeline for a book/online course, that is little more than a scribbled spider diagram on a sheet of paper and a Scrivener installation at this point. One of the things that has always held me back from writing it is my fears of how it would be received – would it be popular? Wouldn’t it? Would people even want to buy it and read it? Isn’t this advice already available online? A dear friend of mine (who has sadly now retired from blogging following the sudden loss of her husband) wrote a couple of books, and while some were well received, others were criticised as containing biased activities (ie for biological women or people in a relationship only), which made me wince. But you are right, what I forget is not what i’m trying to sell but what I bring to the table, the things that people like (naysay even love) about me: my wit, realism and honesty. A great and enlightening post, thankyou 😊
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You are your own brand, your own story, your own struggle.
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If I am pointed by a great musician that I am a singer I am more recognized even if I have less talent than another person 😃. The letter of recommendation is the same.😊 Anyhow I am not a musician just giving an example.
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