Selling with Scenarios: Why People Buy What They Want, Not What They Need

29 May

Written By Rosie S

Let’s start with a simple question: what is a candle? (But feel free to replace this with whatever item you’re selling)

You might picture wax, wicks, jars, and fragrances. You might think of pouring soy wax into glass containers, trimming wicks, and labelling your brand by hand. Maybe you show yourself working late, crafting each candle from scratch. Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Right? Maybe your goal should be to make it feel right for right now. Later will take care of itself. It always does… Doesn’t it?

But here’s the thing: none of that sells the candle.

Because a candle isn’t just wax in a jar.
A candle is a mood.
A feeling. A signal to slow down. A ritual. A reward.

Here is where we Sell With Scenarios

If you're trying to market your product (whether it’s candles, boots, cookies, or anything else) and you’re focusing only on how it’s made, you're missing the magic.

What sells is the scenario. The story. The emotion that comes with the product.

Let me set the scene:
It’s been a full-on day. You’ve shut your laptop, the dishes are done, the house is finally quiet. You light your favourite candle. The room glows soft and golden. A calming scent fills the space, lavender, vanilla, maybe cedarwood. You take a breath, sink into the couch, and just be. For a moment, nothing else matters.

That’s what sells.
That’s selling with scenarios.

We Don’t Need Candles, We Want Them

That’s the truth for most of what we sell today. Candles aren’t essential; they’re emotional.

And when your customer wants something, not needs it, your messaging has to inspire that want.

Ask yourself:

Are you showing me how your candle feels, not just how it's made?
Are you painting a picture of when and why I’d want to light it?
Are you telling a story that makes me see your candle as part of my life?

It’s not about flooding social media with candle-pouring videos (We have seen enough of those!). It’s about creating content that pulls people in and makes them feel something.

Don’t just show me the wax pouring in the jar; show me the moment I light it.

Don’t just list your scent notes; help me picture when I’d want that scent.

Don’t just talk about soy vs paraffin; tell me how your candle turns a space into a sanctuary.

If your content doesn’t tap into emotion, you’re just another product in a very crowded space (and users will scroll past).

The Bottom Line:

When you're selling something people don't need, your message must make them want it. And the most powerful way to do that is through scenarios, placing your customer right in the moment where your product becomes the obvious choice.

Whether it’s a candle at the end of a long day, a pair of gumboots for a on the farm, or a hot drink on a stormy night, selling with scenarios creates connection, not just clicks.