You know that morning. The way-too-early one. You’re standing in the hallway with sleepy kids, four suitcases, carry-ons, passports, tickets – and what you hope resembles a plan. The clock is ticking louder than usual, breakfast is half-eaten, and you suddenly realize you forgot to check traffic. Airport train? Taxi? And where the hell is the suitcase with the swim diapers?
But what if you didn’t have to deal with any of that? What if someone just came to your home, picked up your luggage, checked it in for you, and left you free to focus on your kids – with both hands free and your shoulders relaxed?
Well, that solution actually exists. Flytoget, the airport express train in Norway, offers a baggage pick-up service that lets you hand off your suitcase responsibilities before you’ve even left the house. They show up, scan your boarding pass, tag your bags, and make sure they arrive on the carousel when you land. A luxury, maybe. But also something more. Because what you’re really buying isn’t baggage transport – it’s peace of mind. It’s the ability to focus on your family and enjoy the trip.
Funny thing is, they hardly even mention that in their marketing.
The Forgotten Goldmine in Marketing: The Benefit Behind the Benefit
Too many companies stop at explaining what the service is and how it works. That’s a decent start – but it’s not what gets people to click “Buy.” To truly connect with your audience, you need to sell what’s behind the service. The why. What it means in their everyday life.
Take Flytoget’s service:
“We pick up your luggage from your home and check it in for you.”
Great. But why should I care?
Here are some real benefits, translated into human language:
- You don’t have to juggle kids and luggage at the same time.
- You get both hands free – for a coffee, a hand to hold, or just to breathe.
- You avoid stress and save time – in moments where there’s usually little margin for error.
- You start your journey as a human – not a stressed-out pack mule.
That’s the benefit behind the benefit. And that’s what creates willingness to pay.
Drill, Hole – and the Family Photo on the Wall
Marketers love to say that people don’t buy a drill – they buy a hole in the wall. But even that misses the point. They’re not buying the hole. They’re buying the ability to hang up a photo of their family and make their house feel like a home. That’s the emotional reward. And that’s what we should be talking about.
Same goes for travel and logistics:
- Service: Baggage pick-up.
- Benefit: You don’t have to carry the suitcase.
- Benefit behind the benefit: You can focus on your kids, your partner, and the joy of traveling.
SAS and Valizo – Same Idea, Same Potential
Scandinavian Airlines offers a similar service at Copenhagen Airport, in partnership with Valizo. But again, the focus is often technical: how it works, who it’s for, when you can book it. Clear and informative – but it doesn’t move you. And that’s not where buying decisions happen.
- You’re not selling comfort – you’re selling a lower heart rate.
- You’re not selling time – you’re selling presence.
- You’re not selling logistics – you’re selling flow.
PS: What if they also sold the benefit behind the benefit?
The Real Reason We Say Yes
Looking for other options to get to and from the airport? DailyScandinavian has a helpful overview: Airport Pickup and Drop-Off Services. There, you’ll find everything from hotel transfers and rideshares like Uber, to premium services like Blacklane, Hoppa, and World Transfer – operating in over 150 countries with more than 600,000 vehicles.
Sounds tempting, right? But the truth is, these services are often pricey – especially for solo travelers or small families. For most people, they’re not a real option.
But what if they marketed the real benefit?
Not just safe and punctual transport – but the calm you feel when someone is waiting for you with a sign and a smile. Not just “VIP vibes” – but that warm feeling of landing in a new country and already feeling a bit at home. Not just door-to-door logistics – but the freedom to lower your shoulders before your vacation even begins.
Smart Brands Know This: People Buy Emotion
Emotionally intelligent brands know: People don’t decide based on price and function alone – but on feelings. On safety. On comfort. On control.
And yet, many of these companies still think too small in their marketing. They speak as if customers are buying transport – when what they’re really buying is a better start to their journey. They’re selling services, when they could be selling experiences. They’re talking about what they offer, but forgetting to show why it matters.
It’s only when the customer recognizes that feeling that the price starts to feel reasonable. When you meet the emotional need – not the practical one.
So the next time someone says “people won’t pay for that,” maybe the real issue is that no one’s given them a good enough reason to.
In Summary: Make It Easy to Say Yes – or Impossible to Say No
When marketing a service, don’t stop at functionality. Think like your customer. Ask yourself:
What are they really getting out of this?
– A sense of calm.
– A smoother start to their trip.
– A better experience – for them and their travel companions.
– The freedom to be present in the moment – not trapped in logistics.
Too many marketers put all their energy into explaining what’s great about the service – without saying why it matters to me and you. They’re great at selling the benefit, but forget to sell the benefit behind the benefit. And in today’s sea of noise and options, that’s exactly what sets the winners apart.
If you can hit the benefit behind the benefit behind the benefit – then you’ve really hit the mark.
So next time you write an ad, a brochure, or a web page:
Forget what you’re offering.
Talk about what the customer gets.
Don’t sell the service – sell what it gives them.
