What are you really selling?

Jul 05, 2024

This is a difficult one for so many businesses to get their heads around.

Customers don't buy your product or services. They buy THROUGH your offering to what it can give them

Put another way, people don't care about YOU, they only care about what you can do for THEM.

That might sound selfish but in business, it's absolutely fine.


Sell the value.....

What do I mean by this? Well, here are a few examples:

Flowers: I don't buy my wife flowers, I buy my wife's REACTION when I give her flowers.

Florists know this all too well. They don't rant on about how fresh the flowers are on their aroma, they sell the reaction of receiving flowers.

Robotic milking units: a more farm related example. Dairy farmers don't buy robotic milking unit, they buy not standing in a parlour getting shat on for 6 hours a day.

They buy cost savings, productivity and ultimately freedom from not having to milk cows themselves.

Quadtrac: arable farmers don't buy a Quadtrac because they have 50/50 weight distribution across the axles and a 1900 litre fuel tank.

They buy more output in less time.

What do I really sell? Well, I don't see marketing services, content creation or video editing.

I sell getting you noticed in a crowded market

Stop talking about you!

Stop talking about your company, your awards, you products or your services because the harsh reality is, NO ONE CARES!

Work out what it is you are REALLY selling and market that instead.

The more you align your marketing to what you really offer, the more value consumers see and the more you'll sell.

Until next week.....


 

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