Practical Sales Training™ > How To Connect With Your Buyer > The “I have a dream” Effect
The “I have a dream” Effect
What Is It?
Martin Luther King gave us the clearest example of this idea. So we borrow his phrase as a kind of equivalence for something bigger.
This is about businesses with a larger vision. So if you stand for something, you can attract buyers who believe in that same thing too.
Why Does It Work?
It goes beyond just making the sale. So it connects with buyers on a different level entirely.
Apple costs more than most rivals. But buyers pay it gladly, since they believe in the simplicity behind the product.
A strong because changes everything. TOMS built their whole brand around donating shoes to those in need. So people don’t just buy the shoes. They buy into the reason behind them.
How Can You Use It?
Name Your Actual Belief
Work out what you genuinely believe in. Not a slogan. A real belief. So take time to name it honestly before you try to sell it.
Say It To Everyone
Make your mission clear to staff and clients alike. So it can’t just live in your head. It needs to show up everywhere buyers actually see you.
Remember It’s Bigger Than The Sale
This isn’t just about closing today’s deal. So keep the mission front and centre, even when it feels slower than a direct pitch.
When It Works Best
This works best when your belief is genuine and specific. Vague values like “we care” rarely move anyone.
It also works well for brands with an emotional or ethical angle. So sustainability, fairness and social causes all suit this naturally.
When It Becomes Dangerous
The risk is claiming a mission you don’t actually live by. Buyers spot a hollow claim fast, and it damages trust hard.
Overstating your impact causes a similar problem. So only claim what you can genuinely back up with real action.
Used honestly, this builds loyalty that lasts. Used as marketing spin, it just invites suspicion instead.
Common Mistakes
Staying Too Vague
“We believe in quality” says nothing real. So name the actual belief behind what you do.
Talking The Mission Without Living It
Buyers check if you actually follow through. So back your words with real, visible action.
Hiding The Mission Away
A strong belief buried on an about page gets missed. So put it where buyers actually decide to buy.
The “I have a dream” Effect – An Example
The Sustainable Fashion Brand
A sustainable fashion brand opens its homepage with: “We believe fashion should never come at the cost of the planet. That’s why every garment we make is organic, ethical, and traceable, from seed to stitch.”
They follow that with a breakdown of their carbon neutral process and profiles of the artisans they support. Then comes their mission line: “We’re here to reshape the industry.”
Buyers connect with the belief first, not just the clothes. So when values like sustainability and fairness align, buyers feel like they’re joining something, not just purchasing something.
That kind of loyalty runs deeper. So it often lasts longer and can support a higher price too.
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