Transformations are what sell what you do. Features need to be listed of course, but it's the results that count.
Think about it... if you REALLY wanted to lose weight and someone 'sold' you on how amazing you'd feel to be a jeans size smaller, how fit and healthy you'd feel, what confidence you'd have, how you would be happy with what you see in the mirror, how you could strut along the beach in your swimmers feeling perfectly content with your tum... then you'd be ready to buy. And you haven't even asked yet what they are selling! It could be the cabbage soup diet :)
The truth is: typically we buy results - the transformation - more than we buy 'what it is'. For the weight loss example, if you're sold on the results you'd probably be open to all manner of diets, fitness regimes, hypnosis, or something else - as long as it worked.
So go look at your sales copy, and think about what you say when you're speaking to someone about what you do. Don't tell them what you 'do' in detail. I've written about what you 'do' before and today I really want you to make sure you're selling that transformation. That you can see the benefits.
It's very easy when you're doing your 'Thing' in business to be very (over!) excited about what it is that you know and you do. But not all your clients share your enthusiasm (yet!) so you need to be very clear about what results - what transformation - they are going to get from working with you.
The detail is very important to you about the ins and outs of what you do and how you do it, but for it to really stand out in your market you need to make it irresistible. You need to explain why you do what you do in detail that resonates and connects with your ideal clients so they go "Oh YES! This is what I am looking for!".
Back to the weight loss example: it is the feeling and emotion of being confident that will 'sell' your weight loss program, not the details of how that actually happens.
With your 'Thing' think about how people are going to use, enjoy, feel, think and act differently as a result of using or owning it. This works as well with services as it does with products.
When you have a well known brand or luxury product you can market 'the name' but if you're not yet at the household name stage, don't try and sell your brand... sell your benefits and your transformation - that is what people want to buy.
You can change how you talk about what you deliver today - focus on feelings and see what happens. I'll bet you'll make that sale.
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