“When you sell a man a book, you don't sell him 12 ounces of paper and ink and glue – you sell him a whole new life.” – Christopher Morley, Born May 5, 1890.
And so it goes with everything.
You aren't selling the action you want the mark to take. Whether it's buying, subscribing, or whatever.
That's not the thing they want.
What they want is the outcome. The result. The superior future that outshines their present.
That's what they want to buy. So sell them that.
The action you want them to take is merely the fee, the charge, the token of exchange.
So many people focus incorrectly on trying to sell the actual thing. But that's wrong.
You don't sell the gun – you sell the thing that will be shot with the gun.
You don't sell the pill, you sell the altered state that chemical cocktail supplies.
You don't sell the sex, you sell the release.
The item – the gun, the pill, the wing wang or wooty hooty – those are merely steps between the buyer and what they really want.
It's only after they reach that state of completion and fulfillment that they become satisfied with the actual item they bought.
So keep that in mind. You're not selling an item. You're selling the experience that item provides or delivers.
Once the mark wants THAT, then your product becomes merely a shortcut or aid in facilitating that experience they've decided to have.
When you understand this, the copy practically writes itself. All you have to do is explain how the product fits between point A and B.
<!—- lagniappe Not gonna lie, cultist. This one is hard to add extra to on account of it being so damn concise already, lol. But I will try. What I will offer is a simple thought exercise one can try when working on a sales piece to really get at those stretch goals beyond the simple solution, far into the dreamed-of future your prospect would rather reside in. So, let’s take your product. Let’s say for the sake of example that it is something meant to cure really terrible toe fungus. So we are looking first at the immediate benefit of the product. It gets rid of your nasty toe fungus. Gone. No more itch, no more stank. But what else? What effect does it have on wearing socks and shoes? Walking around during the day? At home, at work, in between? This may seem weird, but follow along. How will this cure impact relationships? Maybe on dates or hanging out with friends? Spouse, kids, parents, roommates? What emotional states did suffering from this problem cause, and how did those ripple outward, touching other aspects of their life negatively? What domino effects did this set up where things got worse and worse over time? Now we have the beginning of the picture of the WHOLE NEW LIFE that this simple remedy can provide. It only starts from the tip of the toes, and it doesn’t stop at the top of your head - it radiates outward into everything. So you should sell it just like that. —->
1 thought on “Don’t Sell Objects – Sell Results, Outcomes – Sell THE FUTURE”
Responding to the CTA to let you know that your efforts are appreciated. I'm not missing the fast cars, mansions and yachts in the slightest.