What are you (really) selling?

People buy more than a product and they buy for reasons other than the functional performance. That is, people don’t buy a dress (only) because they need to be clothed; they buy a clothing item (e.g.) to make them feel better.

People don’t buy books because they want to read, they buy it because they want to become better people or because they want escape, or because they want alleviate boredom. This is a crucial point, because if people are buying escapism and you are selling books, you won’t be faring very well in that particular transaction.

People don’t buy Lotto, they buy HOPE. What are you selling?