Are you selling the end destination or the aeroplane?
When you want to book a holiday and you go to the travel agent, what’s the thing you’re most excited about? The end destination, right? If the travel agent starts telling you about the amazing aeroplane you’ll get if you choose one service over another, do you really care? All you’re thinking about (if you’re like me) is the cocktails by the pool, and the beautiful beach you’ll be close to – the end destination. I don’t care how I get there. I just want to know that I’ll get there.
It’s the same in marketing.
People don’t generally care about the process you’ll use to get them from A to B. They just want to know that you can transport them from their current ‘before’ state into their desired ‘after’ state.
Let’s use an example from Fempire to demonstrate the difference between speaking in feature-based language and outcome-based language.
At Fempire, we offer a twelve-month coaching program that helps female business owners bring their business vision to life and to finally make the money and impact they deserve.
Check out this image below. In the top section, we’re using feature-based language. In the bottom section, we’re using outcome-based language.
One of them sounds much more powerful, right?
So how can you start to change the way you market your products or services to be much more outcome-focused? Learn to speak transformationally, and you’ll start to sell more.
Try it and see for yourself.
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