Sell the Transformation, Not the Product
Sell the Transformation, Not the Product
People don't buy the product you're promoting because of its features.
They buy it because they visualize the transformation that it will bring to their lives.
Whether it's a weight loss solution, advice on how to make your partner appreciate you more, how to knit a sweater or something else entirely, your job as a marketer is to reach into their minds and help them see the new person they'll become after getting your product.
To do this, you must understand their desires and pain points.
Yet so many of us think we can make sales by posting a list of features.
Even though it never (or at least rarely) works.
Your starting point is to find your audience and ask them questions.
Find out what they want to achieve.
What are the roadblocks stopping them from getting there?
You may need to create a survey and bribe your visitors into completing it by offering a lead magnet relative to their issue.
But that conversation is the start of trust and subsequent conversions and sales.
Recent Comments
58
Good stuff here Phil! Spending over a decade in the auto industry I can tell you firsthand that I sold more vehicles showing people how it would change or enhance their life, than I did letting them know how many mpg they could expect. It is funny how it never occurred to me that the same strategy should be used online. Thanks for sharing.
Rod
That's true Phil. You must get to know your audience first by seeing what they like and go for and that will be the way to do it.
Myra 💜
lol Phil!
Have you been reading my blogs on selling benefits 👅
You ARE correct of course… you sell sausages by promoting the Sizzle not the skin 😎
No I haven't, sorry. But yes there are a number of ways of saying the same thing. It's just that so many marketers don't.
Great advice Pil. I'm just about to add products to my new sites, so this is timely! Transformation's the name of the game!
Blessings and many thanks!
🙏🏼
No, I couldn't connect at all. I'm ringing my wifi provider today to see if they can make any suggestions. I tried absolutely everything but just kept getting an error message.
I'll try to use the Apple Version if the providers can't shed any light.
Anyway, thanks for your concern and input.
No, not at all, Phil. You did absolutely everything you could as well as other colleagues, Rudy and Abie+. It's just my location I think. Anyway, I'll let you know if I'm successful. I've reviewed the Apply version, and it seems very good.
It was quite an adventure. ????
Yes, we never stop learning and for most (but not all) of us, it's an enjoyable and rewarding experience.
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Thank you for sharing your insightful perspective on selling the transformation rather than the product. I completely agree with your viewpoint. It is crucial for marketers to understand that people are not solely interested in the features of a product, but rather the transformation it can bring to their lives.
As you rightly mentioned, the key to successful marketing lies in helping potential customers visualize the new person they will become after using the product. By understanding their desires and pain points, marketers can effectively communicate how the product will address their needs and lead to a positive transformation.
Your suggestion to engage in conversations with the audience and ask them questions is spot on. Creating surveys and offering lead magnets can be effective strategies to encourage audience participation and build trust.
I found some interesting insights from various sources that support your argument. People are often more motivated by the fear of losing something than the prospect of gaining something positive. Therefore, it is essential to help prospects embrace the transformation and overcome their loss aversion. Phil, your emphasis on selling the transformation aligns with the idea that people buy results and solutions to their problems. By understanding the desires and pain points of your audience, engaging in conversations, and effectively communicating the transformation your product can bring, you can build trust and drive conversions. Thanks for sharing. :)
Wow! I'm knocked out by your insightful comment. Thanks, Eric.
Keep those golden nuggets coming!
I'll certainly try!