Years ago, a girlfriend of mine in Seattle joined a climbing gym. One day, she was talking to some of the teens in the gym.
(By the way, I was never much for talking to teens, even when I was one, so she was doing me an immense service in picking up the slack in that department.)
She asked them why they paid $50 a month to join the gym.
And what did they say?
“I love the feeling of falling.”
“I love the feeling of being strong.”
“I love the feeling of telling my friends I’m going to the climbing gym.”
Not one of them said, “I pay $50 a month so I can tie myself to a rope and hold onto fake rocks.” Not even one.
People don’t buy things. They buy feelings.
Conversion rates, and average ticket values, go up when you remember you are selling feelings, not things.