Because that’s what I’m buying. I’m not actually that bothered HOW you do it, I just want to know it works. And I know you know it works, so why are you spending so much telling me about how it works. I’m not actually that interested. I mean I might want to know the details AFTER I’ve decided I want the result. But I’ll buy the result first.
I don’t really know how cars work , I get the basics of engines, sort of, but can it get me where I want to, will it start, be comfortable and let me enjoy driving there? That’s a result I want. Now I appreciate there are plenty of ‘petrol heads’ who WILL want to more details, but still... they’ll also want to know the results of speed, torque and er, other stuff :) They are actually still interested in a result.
Now the result of your Thing might be very obvious and measurable. Weight loss? Measurable. Get more clients? Measurable. Make more money? Measurable.
What if it’s harder to measure your result in absolute terms? What if you make people ‘feel’ better, get them to a ‘clear’ place of understanding. It’s still a result. And that’s what you need to market.
What people really buy is results—the transformation—the change that you deliver. Sure, it’s nice to wrap it up in a nice ‘how’, but at the end of the day if all the niceties were taken away you still need a result to sell.
And get specific.
Add in examples, numbers, expressions, before and afters. Get really clear where people and business were right before they worked with you and where they are now. How much exactly are they bigger/better/faster/clearer/happier. If you can use specifics do—numbers, measures, sizes, data of any kind is gold in your marketing. And if that’s not possible get people to add a subjective measure e.g. how many out of 10 were they feeling/thinking? And how many out of 10 are they now?
Case studies and client stories are the best stories you can tell in your Marketing. So make sure you are telling lots of them about your results.
Go take a look at your marketing messages today, read through your ‘About you’ story, check your networking introductions, scan through your web copy and see if you’re being clear on the results you deliver.
My result? I help people get clear on their Thing and how to get famous for it. i.e. How to be a Business Celebrity.
(I think I mention that plenty?)
Want to talk more about this?