Get Growing E-Book

Dean Seddon

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 316

Veröffentlichungsjahr: 2024

Beschreibung

Get more clients, grow your business faster, and spend less time selling! 

Are you new to getting clients online? Are you struggling with building your crowd and converting them into clients? Are you tired of having to sell? Do you feel like nothing is working? 

A common challenge for expertise-led businesses is the struggle to market themselves, leaving them frustrated with their stagnant growth and ineffective marketing and sales strategies. In Get Growing, Dean Seddon shows you what really works when it comes to sales and self-promotion. The founder of the fastest-growing business consultancy in the UK, Dean has helped thousands grow their brands and expand their reach, ranging from individual freelancers to international corporations like Amazon, Mastercard, and Microsoft. 

You don’t need to have a big budget or spend all your time harassing people for sales. Using Dean's simple and scalable methods, you can attract the right audience and convert them into paying customers. Filled with proven ways to grow your business, real-life stories, illustrative examples, and practical applications, this comprehensive guide: 

• Offers practical advice for building awareness, belief, and relationships to eliminate ‘"selling" 
• Explains packaging your services and expertise based on value, not price 
• Features step-by-step guidance on leveraging social selling and personal branding to accelerate growth 
• Provides methods for consistently increasing revenue without cold-pitching, expensive ads, or complex funnels 

Dean Seddon's foolproof process teaches you to leverage your time and build an audience of people who need what you sell. Get Growing is essential reading for all business owners who feel overwhelmed and confused when it comes to marketing their services and expertise. 

Leseprobe

Table of Contents

Cover

Table of Contents

Title Page

Copyright

Dedication

Introduction

Chapter 1: Changing the World with Outcomes

A Vehicle of Transformation

Beach Holidays

The Gaddie Pitch

Transforming Curiosity into Sales

Chapter 2: Knowing Your Most Valuable Clients

Making Marketing Easier

Identifying Your Most Valuable Clients

Creating a Buyer Persona

Financial Fred

Chapter 3: Creating Your Offer

Step 1: Identifying Your Most Valuable Clients (MVCs)

Step 2: Defining the Desired Outcome

Step 3: Developing the Process

Step 4: Determining the Price

Reducing the Risk in Your Offer

Chapter 4: Building Your Message to the World

The Big Promise

What Is a Personal Brand?

How Do You Build a Personal Brand?

Repetition Is Powerful, Even When You Think It's Annoying

Can I Create a Personal Brand?

Busting Common Myths About Personal Branding

Authenticity Matters

Chapter 5: Getting Organized and Systemizing Your Growth

Searching for the Missing Puzzle Piece

Diarizing Your Actions

The Eisenhower Matrix

Focusing on Long‐Term Success

Avoiding Short‐Term Results

Eliminating Activities That Add No Value

Outsource or Automate

Chapter 6: Reducing Sales Friction

Awareness

Relatability

Belief

From Curious Prospects to Believing Fans

Education‐Based Selling Certainty

Chapter 7: Social Selling: Leveraging Social Media Without Becoming an Influencer

The Proper Focus of Social Selling

Should I Do Social Selling?

Which Platforms Should I Use?

Where Do I Start?

The Seven Steps of Social Selling

Customizing Your Strategy for Each Platform

Chapter 8: Creating Prolific Content Efficiently and Effectively

The Big Challenge of Creating Content

Overcoming the Content Creation Problem

The Power of Repurposing Content

Strategies for Repurposing Content with a Fresh Perspective

Repurposing Other People's Ideas

Adding Your Unique Spin

Replaying Your Best Hits

Reformatting Your Content

Content Tips for Driving More Engagement

Chapter 9: Unleashing Your Selling and Marketing Power with Email

Why You Need an Email List

How to Build Your Email List

The Bottom Line

Chapter 10: Creating Compelling Copy That Converts Prospects into Paying Clients

Engaging the Emotions

Structuring Your Writing

AIDA (Attention, Interest, Desire, Action)

PAS (Problem, Agitate, Solution)

FAB (Features, Advantages, Benefits)

The Four Cs (Clear, Concise, Compelling, Credible)

The Four Ps (Promise, Picture, Proof, Push)

The Bridge Method

Chapter 11: Handling Inquiries and Discovery Calls

Do You Need a Call?

What Is a Discovery Call?

Preparing for the Call

Breaking the Ice

Setting the Agenda

Discovery

Mirroring Back

Presenting Your Offer

Scheduling Next Steps

Fortune Is in the Follow‐Up

Chapter 12: Mastering Your Mindset

Establishing a Growth Mindset

Practical Tips for Building Your Mindset

Chapter 13: Tactics and Resources to Take Your Business to the Next Level

How to Write Content for Any Social Media Platform

90 Days of Social Media Content

20 Marketing Ideas to Grow Your Business

21 Sites and Tools You Should Check Out

Chapter 14: It's Time for Action

Acknowledgments

About the Author

Index

End User License Agreement

List of Tables

Chapter 1

Table 1.1 Selling transformations for different services.

Chapter 2

Table 2.1 How your MVCs differ from your entire market.

Chapter 8

Table 8.1 Macro and micro content examples.

List of Illustrations

Chapter 1

Figure 1.1 Your service is a vehicle to get clients from Point A to Point B...

Chapter 3

Figure 3.1 Creating Your Offer

Chapter 5

Figure 5.1 A Variation on the Eisenhower Matrix

Chapter 7

Figure 7.1 Clarifying Social Selling

Guide

Cover Page

Title Page

Copyright

Dedication

Introduction

Table of Contents

Begin Reading

Acknowledgments

About the Author

Index

Wiley End User License Agreement

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DEAN SEDDON

GET GROWING

GET CLIENTS, GROW FASTER, AND SPEND LESS TIME SELLING

Copyright © 2024 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging‐in‐Publication Data:

Names: Seddon, Dean, author.

Title: Get growing : get clients, grow faster, and spend less time selling / Dean Seddon.

Description: Hoboken, New Jersey : Wiley, [2024] | Includes index.

Identifiers: LCCN 2023046856 (print) | LCCN 2023046857 (ebook) | ISBN 9781394205844 (cloth) | ISBN 9781394205868 (adobe pdf) | ISBN 9781394205851 (epub)

Subjects: LCSH: Small business—Growth. | Small business marketing. | Self‐employed.

Classification: LCC HD62.7 .S425 2024 (print) | LCC HD62.7 (ebook) | DDC 658.4/06—dc23/eng/20231207

LC record available at https://lccn.loc.gov/2023046856

LC ebook record available at https://lccn.loc.gov/2023046857

Cover Design and Image: Wiley

To adversity and consistency, the unsung heroes of our growth and progress

Introduction

At the age of 17, the world of business captivated me with its allure of entrepreneurial autonomy and unlimited potential. The idea of becoming my own boss, charting my own path was an intoxicating vision that spurred me to dive headfirst into starting my own business. Nothing was going to stop me. For every obstacle I would find a solution. I was too young to open a business bank account, so I settled for using my student bank account. Maybe foolish looking back, but nothing could deter me. I was brimming with enthusiasm and that carried me past each hurdle.

I ventured into offering design and printing services to businesses. Looking back, I'm not sure the idea itself was that exciting, but it was the first real idea I came across. Any business would have got me excited back then. I chose my business name, designed my logo, and set up my domain name and email. The internet was pretty new in 1999, it was all dial‐up, but I got a single page up online. I also got myself an impressive batch of business cards ready to hand out to the hundreds of people who would want to do business with me.

I was open for business. And nothing happened.

I dropped leaflets around industrial estates, showed up at networking events, put in tireless efforts to drum up business, yet the phone remained eerily silent. A question gnawed at me: “Why is this so hard?” After all, I could see the potential in my business, so why couldn't others?

I did land some business deals, even a few significant ones. Yet they were random victories in what felt like a continuous uphill battle. Some people called up and asked for quotes, but the success was hit and miss because most people wanted it cheaper. I did do okay when customers needed a rush job. And I picked up one client who was an absolute dream and I felt lucky to have them. They became my biggest customer. They spent $5k a month, and this was in the ’90s.

Two years in, I made the hard decision to call it quits. My dream client went out of business and I didn't have much else in the pipeline. The steady lack of business, combined with my dream client's bankruptcy (and their unpaid invoices), left me in a financial mess. The entrepreneurial journey ended with me deep in debt.

The failure was a harsh blow, not just to my wallet but to my spirit. I was left feeling wounded and embarrassed, and the failure was traumatic to my mental health. In the aftermath, I spent months licking my wounds. But I needed money. I needed a job. So I had to go job hunting. The irony? I was now working for a company that I owed money to from my failed venture. Every person there knew about my debt, an uncomfortable reality that weighed heavily on me. But they gave me a chance—a chance to pay them back and get back on my feet.

But what might have turned into a daunting experience turned out to be my lifeline. The team at the company was nothing short of supportive and patient. They did not see me as a failure but as a fellow worker with potential. Over the course of two years, not only did I manage to clear my debts, but I also acquired invaluable knowledge and experience about running a successful business. The company had extended more than just a job opportunity; they had given me a chance to grow, learn, and heal.

Despite this, I knew I couldn't remain there forever. My identity, tarnished by the public memory of my failure, was a feeling I carried every day at work. I had to escape that stifling feeling. So I decided to move on—not out of ingratitude, but out of a need to find my own path again.

The experience taught me the crux of the issue that led to my business's downfall: sales, or rather the lack thereof. Funny how that story sparked my 24‐year journey of learning how to master sales across different industries, verticals, and types of businesses. The struggle that brought my business down became almost a mission for me to help others. Along this journey, I've met thousands of business owners struggling with the same issues I faced, asking the same questions, “How do I get clients?” “How can I grow faster?”

Sales and marketing are critical to the success of a business. Nobody starts a business intending to become a salesperson or a marketer. Most start because they have a unique idea and a desire to share it with the world. But without sales and marketing, those great ideas are just dreams. The ability to attract new clients and grow a business is not a nice‐to‐have; it's a necessity. It's the lifeblood that sustains and fuels a business.

Unfortunately, many business owners find themselves overwhelmed with the demands of sales and marketing, from the hours spent crafting social media posts to writing sales copy. I've seen a common pattern in many small businesses. They start from passion and build from a personal network. Most small businesses rely on the network and connections of their founder. I've met a number of ex‐corporate execs who have started businesses and thrived because they were well connected. This gives them a network to work, to get the business off the ground. As time goes on that network gets dry, so more and more the business has to rely on marketing and sales to get clients and grow. That's when a business is really tested. For many, their business has had the backing of the founders' connections and network to get a hearing with prospects, but eventually the baby has to stand solely on its own two feet.

That's when you need a strong strategy to attract, nurture, and convert clients.

Looking at the media's portrayal of businesses, one might think that the economy rests solely on the shoulders of large, global corporations. Billion‐dollar deals and venture capital funding dominate the headlines, overshadowing the reality that small businesses form the backbone of our economy. As of now, more than 90% of global employment is generated by small businesses. These are not just statistics; these businesses are the life force that keep our communities thriving.

This book is not intended for multi‐billion‐dollar companies. It's for the tireless entrepreneur working late into the night, the business owner juggling multiple roles, the innovator navigating the maze of self‐marketing. It's for those who believe in the power of their ideas and work tirelessly to bring them to fruition.

The prosperity of our nations and our societies is linked intrinsically with the success of small businesses. A small business that grows and expands can provide employment, give others a chance, and help a community flourish. Small businesses can give second, third, and fourth chances to people that corporate hiring managers often can't. Small businesses may be overlooked in the media, but they are key to the prosperity of our community.

I know firsthand the pain of trying to market and promote a business. I know the frustration of fruitless efforts, the sinking feeling of impossibility. I've experienced the disappointment when your idea doesn't find the reception you hoped for. But I've also heard incredible success stories of ordinary people building extraordinary businesses that make a difference in their communities.

When I first started my own business, I didn't anticipate the challenges that would come with sales and marketing. It seemed like an uphill battle, and I often found myself questioning the best way to sell my services. I would daily overthink every aspect of the sales process, leaving me feeling overwhelmed and unsure of the most effective strategies to attract clients.

One of the biggest struggles all small businesses face is getting leads and inquiries. It's frustrating when you know the value of your service but people don't see it. You pour your heart and soul into your business, passionate about making a difference in the lives of your clients. Yet, despite your best efforts, you find yourself struggling to attract the right kind of inquiries and leads from clients who truly value what you offer.

You want to spend less time on marketing and selling, and more time doing what you love. But it seems like it's a never‐ending, all‐consuming task. After all, that's why you started your business in the first place: to pursue your passion and make a meaningful impact. But the reality is that marketing and selling consume a significant portion of your time and energy, leaving you with less time to focus on the core activities that you're truly passionate about.

The good news is that you're not alone in this journey.

There are countless small business owners and solopreneurs who share the same struggles and desires as you do. They want to overcome the obstacles that come with marketing and selling our services effectively. They want to connect with clients who appreciate the value we provide and are willing to invest in our offerings.

Imagine a world where your marketing efforts effortlessly attract the right clients, those who understand the true worth of your services and eagerly seek your expertise. How much time would you get back if you could systemize your client acquisition? In the pages of this book, I will share practical insights, strategies, and mindset shifts that will empower you to overcome the challenges of marketing and selling. We'll explore ways to effectively communicate the value of your services, attract leads that align with your vision, and streamline your marketing efforts to accelerate growth.

For the last decade, I've been imparting the principles enclosed in this book to entrepreneurs worldwide. I've watched businesses prosper and lives change thanks to these strategies. I've shared ways of thinking that can simplify and demystify the sales and marketing process for small businesses.

It's time to unleash the potential that lies within your business and discover the secrets to marketing and selling your services in a way that aligns with your values and goals.

“How do I get clients, grow faster, and spend less time selling?”

This is the handbook I wish I could have sent back in time to my ambitious 17‐year‐old self, and the guide I hope will help countless entrepreneurs avoid the pitfalls I encountered.

This book is my contribution to a world full of dreamers, innovators, and tireless workers who want to take their ideas to the world.

Chapter 1Changing the World with Outcomes

Back in the days of my fledgling printing business, I tried my hand at every marketing tactic that I could lay my hands on. From old‐school leaflet drops to making connections at networking events, sending out marketing faxes, and even the somewhat daunting cold calling, I threw myself into the task headfirst. It was certainly no walk in the park.

With meticulous effort, I designed a portfolio of polished marketing materials to showcase our outstanding printing and design services. Yet, despite the creativity and thought put into each piece, the response was disappointingly tepid.

The scanty clientele I did manage to attract fell into two distinct categories: those who had been let down elsewhere and required an urgent service, and the bargain hunters looking for a lower price. These two groups eventually formed the bulk of my inquiries. Yet the individuals seeking exceptional design and superior quality printing—the exact offerings we prided ourselves on—were conspicuously absent. The focus, it seemed, was primarily on speed and affordability.

Looking at other businesses in the locality that had been around for longer, I couldn't help but wonder about their success. They were charging significantly higher prices, and yet they seemed to be doing incredibly well. I found myself grappling with an enigma. Why would people choose to pay more to purchase from them? I was just as visible, promoting my services just as hard. Yet something was missing.

As I delved deeper, it dawned on me. I was showcasing my services, but I wasn't clarifying why people should choose me. The clients I attracted were driven by two motivations: speed and affordability. They were reaching out because their needs hadn't been met elsewhere. Having come across my marketing material, they decided to reach out to see if I could offer them what they needed: either a faster service or a cheaper one.

It was only years later, with the benefit of hindsight and a deeper understanding of business dynamics, that I could connect the dots. I understood why I consistently attracted only two types of inquiries. It was a fundamental revelation, as simple as it was profound: people buy outcomes. The desire for an outcome—whether faster service, lower price, or something else—drives their purchasing decisions. It's not just about what you offer, but how it transforms their current situation. That, in essence, is the key.

A Vehicle of Transformation

Not long ago, I found myself sifting through a collection of old boxes filled with artifacts from the early days of my business. Among these relics was a marketing leaflet from 1999. Glancing at the cover, I noticed three promotional prices for printed stationery, prominently displayed for potential clients. My contact details and a list of our additional services graced the back, along with the enticing offer of a 24‐hour turnaround service.

As I looked at this old piece of marketing, I realized that, albeit unintentionally, this leaflet was perfectly crafted to appeal to individuals who needed their printing done either urgently or on a budget. A nostalgic smile formed on my face, reminding me of countless inquiries from people in need of promotional marketing materials, who had either been let down by their regular supplier or simply lacked the necessary budget to afford their prices.

It brought into sharp focus a powerful lesson that's applicable across all sectors, whether you're dealing in accountancy, technology, or any other service. At the core of every purchase lies a transformation, a transition from their present state to a desired future one. This is the underlying motivation that drives every client, irrespective of who they are. From the CEO of a multinational corporation to the janitor maintaining the premises, each and every one of them buys outcomes, not just the product or service itself.

I realized that the most successful businesses sell transformation.

What customers are really buying is not just the product or service; it's the outcomes they anticipate those products or services will deliver. These outcomes often coincide with their desire to improve their current state or to resolve a pressing issue. They aren't just purchasing a service; they are investing in a promise, a promise of a specific outcome that will propel them closer to their goals or help them navigate a challenging situation. It's an understanding of this fundamental concept that forms the bedrock of effective marketing and sales.

The world of business is teeming with companies offering a myriad of products and services. However, when you peel back the layers of marketing jargon and promotional fluff, the core principle that underpins every transaction becomes clear. It's not about the product or service itself; it's about the outcome it delivers. In essence, every service or product is a tool, a vehicle that transports the customer from their current state to a future, more desirable one. (See Figure 1.1.)

Take a simple gym membership, for instance. People don't purchase a gym membership to gain access to rows of treadmills and weight racks; they're investing in the promise of improved health, a more attractive physique, or a boost in self‐confidence. The gym equipment and facilities are merely tools enabling them to reach their fitness goals. They are buying transformation, not access to machines.

Figure 1.1 Your service is a vehicle to get clients from Point A to Point B

This understanding is key to selling and marketing outcomes. It's about reframing your product or service from being a mere commodity to being a solution, a bridge that takes your customer from where they are now to where they want to be. This shift in perspective allows you to better understand your customers, their needs, and the unique value your offering provides.

The heart of outcome‐focused marketing and selling is empathy. To sell outcomes, you must first understand the problems and desires of your target market. What keeps them up at night? What are their aspirations? Where do they want to be in six months, a year, or even five years? Once you gain clarity on these points, you can align your product or service as the ideal tool for the transformation they desire.

Take Apple, for example. When they launched the iPod, they didn't market it as a 5GB MP3 player. They sold it as “1000 songs in your pocket.” They didn't emphasize the device's technical specifications but focused on the outcome it delivered: an unprecedented level of music portability and accessibility. Apple understood that people weren't just buying an MP3 player; they were buying the ability to have their entire music library at their fingertips, no matter where they were.

Outcomes also form the basis of the value you deliver too.

People are willing to pay more for products and services that deliver desired outcomes more efficiently or effectively. Understanding this can allow you to price your offerings based on the value they provide, not just the cost of the resources involved. The power of an outcome‐based approach is undeniable. However, it requires you to shift away from a product‐centric mindset. It's about understanding that what you're really selling isn't a product or a service, but a promise—a promise of a better future, a solution to a problem, or a stepping stone towards a goal.

This process starts with really listening to your customers. Understand their needs, their desires, and their fears. Read up on your industry. Check out forums and see what your prospective customers are saying. Use this insight to build your products and services so they address the real needs and wants of the market. You're probably already doing that, but once you understand the outcomes clients want, tailoring your offering to that will make your services easier to market and sell. You need to paint a clear and enticing picture of the future state your customer desires.

Ultimately, selling and marketing outcomes is about positioning your product or service as a vehicle for transformation. It's about showing your customers how you can help them achieve their goals, solve their problems, and improve their situation. In doing so, you're not just selling a product or a service, you're selling a brighter future. And that is a promise worth investing in.

Remember, it's not about the service you provide; it's about the transformation you offer. As you market your services, always highlight how they help your clients achieve their desired future state. (See Table 1.1.)

Table 1.1 Selling transformations for different services.

Service

Transformation Sold

Gym Membership

Enhanced fitness, better health, improved physique

Financial Planner

Wealth growth, financial stability, retirement readiness

Digital Marketing Agency

Increased web traffic, brand recognition, customer engagement

Software as a Service (SaaS)

Improved efficiency, cost savings, streamlined operations

Life Coaching

Improved mindset, achieved goals, enhanced life satisfaction

Home Cleaning Service

Clean, comfortable living space, saved time and effort

Catering Service

Delicious meals for events, hassle‐free event planning

Language Learning App

Proficiency in a new language, cultural understanding

Web Development Service

Professional online presence, increased customer trust

Interior Designing Service

Beautiful living space, improved comfort, increased home value

Real Estate Agent

Successful home buying/selling, minimized stress during the process

Graphic Design Service

Visually compelling brand materials, enhanced brand image

Car Rental Service

Convenient transportation, flexibility during travel

Meal Delivery Service

Nutritious meals, convenience, saved cooking time

Personal Training

Custom fitness plan, personalized coaching, faster results

Professional Development Courses

Improved skills, career advancement, increased job opportunities

Beach Holidays

Every year, I eagerly anticipate my beach holiday. I'm a sun, sea, and sand kind of guy—the kind who yearns for the warm embrace of a sun‐soaked coastline and the comforting rhythm of waves lapping against the shore. I crave the serenity that comes from sitting by a sparkling pool, with a drink in hand, doing little more than soaking in the joy of being away from the daily grind.

However, the week leading up to the holiday is an entirely different story. It's a frantic race against time, a flurry of activity. I'm rushing to tick off everything on my to‐do list, working late, and trying to preemptively extinguish potential fires at work. My world becomes a blur of tasks and responsibilities, all in the name of setting myself up for that cherished tranquility on my holiday.

What drives me to dive into this whirlwind of action? What propels me through those long nights and relentless days? Quite simply, it's the anticipation of my beach holiday, the tantalizing image of my future state—reclining on a sun‐lounger, the ocean spread out before me, and the world of work a distant memory.

Let's take a moment to consider this in the context of sales and marketing. I see an intriguing parallel between my frenzied preholiday efforts and the way consumers respond to a well‐crafted value proposition. Like my anticipation of the beach holiday, a compelling product or service paints a picture of a desirable future state that motivates customers to take action.

Take travel agents, for instance. On the surface, they are selling flights, hotel accommodations, and transfers. These are the tangible products they offer. But if you've ever browsed through a travel brochure or visited a travel website, you'll know that they are selling something much more powerful. They aren't just selling the means of getting from point A to point B. Instead, they're selling the promise of relaxation, adventure, discovery—the chance to create memories that will last a lifetime.

They sell you the scent of the sea, the warmth of the sun on your skin, the taste of exotic cuisine, the sound of a bustling foreign market, and the sight of landscapes you've only ever seen in your dreams. They sell the promise of a new experience, of a break from the mundane, of an opportunity to recharge and rejuvenate.

They are not marketing the hotel's room service or the flight's legroom. Instead, they market the outcome of using their service: the vacation, the break, the escape. They show you pictures of beautiful destinations, enticing you with promises of the joy and relaxation you will experience. It's the vision of these outcomes that propel you to take action, to make a booking, to invest in the promise of a future state that aligns with your desires.

This concept is not exclusive to travel agencies. Regardless of the industry, successful businesses understand that what they are truly selling is not a product or service but an outcome. They recognize that their product or service is merely a vehicle to transport their clients from their current state to a desired future state. It's not the features of the product that hook the customers, but the transformation that the product promises to deliver.

People buy outcomes, not products. They invest in a vision of their future that resonates with them, that promises to bring them closer to their goals, solve their problems, or fulfill their desires. By framing your offerings in terms of outcomes, you can tap into this powerful motivator and encourage your customers to take action. Just as the anticipation of my beach holiday propels me to work harder, so can the promise of a compelling future state drive your customers to engage with your business.

Selling the Dream of a Better Future

So whether you're selling a service, a product, or an experience, it's crucial to remember that you're selling more than just the physical or tangible aspects. You're selling a transformation. You're selling the bridge between where your customer is now and where they aspire to be.

Take an education consulting service as an example. Parents don't hire these consultants simply because they can help with paperwork and applications. They hire them because they promise a future where their child is admitted into a prestigious university, leading to a successful career and a secure life. They aren't buying the service; they're buying the outcome.

The best sales and marketing strategies lean into this understanding. They don't highlight the features or specifications of a product or service. Instead, they emphasize the ways in which their product or service will make the customer's life better, easier, happier, or more fulfilling.

Remember my anticipation for the beach holiday? The most effective marketing strategies harness the power of that anticipation, that vision of a brighter future. They understand that people don't want to buy a quarter‐inch drill; they want a quarter‐inch hole. They don't want to buy a pair of shoes; they want to feel comfortable and stylish. They don't want to buy a car; they want to experience the freedom and convenience it offers.

This is the art of selling outcomes, of understanding that people are motivated by the promise of a better future. It's about understanding that your product or service is a tool, a means to an end, and not the end itself. So sell the dream, the transformation, the outcome. That's what truly moves people to act.

Whether you're a business owner, a marketer, a salesperson, or an entrepreneur, take this lesson to heart. Don't sell the plane ticket or the hotel room. Sell the sun‐kissed beach, the bustling foreign market, the adventure, the relaxation. Sell the destination, not the journey. Because at the end of the day, people don't just buy products or services. They buy outcomes. They buy transformations. They buy dreams. And that's a powerful insight that can transform your sales and marketing strategy.

Clarifying Your Value Proposition

When it comes to marketing outcomes, the type of outcome you choose to focus on will greatly impact the interest you receive from potential clients. The way you market your offering should consider how, when, and where your clients will arrive at their desired destination. These factors determine not only who will be interested but also how much they are willing to invest. Your outcome directly influences your value proposition. Different clients will perceive the value of your outcome differently based on their unique circumstances and preferences.

Think about it: a first‐class plane ticket is marketed in a completely different way compared to economy tickets. The outcome of the travel experience, the level of comfort and luxury, and the overall prestige associated with a first‐class ticket attract a specific audience. On the other hand, economy tickets appeal to those who prioritize affordability and practicality. A first‐class ticket may be chosen for its exclusivity, superior service, and enhanced travel experience. It appeals to those seeking a luxurious journey and a seamless, stress‐free trip. In contrast, an economy ticket caters to individuals who prioritize cost‐efficiency and practicality. They may be willing to forgo certain amenities in favor of a budget‐friendly option.

The concept of value is intrinsically linked to the outcome you promise. Value is not a fixed measure; it varies based on individual perspectives, needs, and desires. Understanding this distinction is crucial in your marketing strategy.

Moreover, it's important to recognize the difference between needs and wants. Needs are the essential requirements of individuals, the fundamental aspects necessary for survival and functionality. Wants, on the other hand, are aspirational in nature. They represent the desires and dreams individuals hope to fulfill.

When marketing essential outcomes, you are addressing the core needs of your clients. These outcomes provide practical solutions to their pressing problems, offer convenience, or fulfill necessary requirements. On the other hand, marketing aspirational outcomes taps into the desires and dreams of individuals. It's about positioning your product or service to achieve their aspirations and elevate their lives.

Mixing up essential and aspirational outcomes can blur your value proposition. It can lead to confusion among potential clients, as they may not clearly see the specific value you provide. By aligning your marketing efforts with the right outcome, you ensure that your target audience understands the unique value you offer.

Remember, it's crucial to tailor your marketing message to the specific outcome you are promoting. If you're selling essential outcomes, focus on addressing the pain points, challenges, and practical needs of your target audience. Provide them with solutions that meet their immediate requirements. On the other hand, when marketing aspirational outcomes, emphasize the transformation, the fulfillment of desires, and the potential for personal growth and achievement.