Jimmy Choo has spent the past fifteen years successfully selling exactly the same thing over and over again and that thing isn’t leather or heels.

When a woman holds or covets a pair of Jimmy Choos, she isn’t imagining how the shoes will feel on her feet, she’s fantasizing about how she will feel in those shoes. Jimmy Choo packages that feeling and the story she tells herself, then sells it back to her.

If you’re in any doubt about that, just read these Choo Stories.

Then work out how to get your customers to tell those kinds of stories too.

Image by Kekkoz.