It’s no secret that many businesses are shifting part – or in some cases, all of their business –...
When people aren’t buying or conversions are low, it’s typically because what you’re offering doesn’t align with what your market really wants.
Meaning, your messaging is off.
But once you get that alignment, selling becomes easy.
And the fun part is, your answer to a single question can virtually guarantee that you’ll be in alignment and selling with ease.
The first thing I want you to do is think about your market and what they’re wanting. Are they looking to solve a problem or challenge? Is there a goal or desire they’re looking to obtain? Or are they looking to simplify something that feels complex?
Now we’ve all heard that we need to focus on the “benefits” instead of the “features”.
And that’s true.
But this question then takes it a step further…
The question is: What is the result of the result that your market really wants?
Let’s look at some examples:
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Purchasing a Family Vacation:
When someone buys a family vacation, seeing new sites is only part of the reason they’re buying. The result of the result is that they’re really buying memories. They’re really buying the conversations at family gatherings when they reminisce about their experiences. What they’re really buying are the bonds that get forged in these moments.
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Joining a Teaching Membership for Lesson Plan Templates:
When a teacher buys access to a membership providing lesson plan templates, they’re not just buying the templates. What they’re buying is the TIME that they get back because of those templates. Time with their spouse, their kids or to finally have a bit of a social life without feeling guilty or unprepared for the class the following week.
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Hiring Help Around the House:
When someone hires help around the house, it’s not just the convenience of having the laundry or cleaning done. It’s the reduction of stress in the house. It’s the relief of tension or frustration that gets built up in the house when the laundry starts piling up and then a whole afternoon gets lost washing, drying and folding all day. Or the guilt of not having friends over because the house is a mess but you just don’t have the energy to clean. With help, you’re more relaxed, relationships are better and you show up as the best version of yourself.
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Working with a Personal Trainer:
When someone hires a trainer, getting stronger or looking good is only part of the story. What they’re really wanting is the “double look” of joy their husband takes when they walk buy… the feeling he’s as attracted (if not more) now than he ever was. Or to have the energy to keep up with the kids so that when they ask to go outside and play, it’s always a “heck yeh!”.
Do you see the difference?
Go a layer deeper.
When you think of the benefits, then ask yourself, “so what?”
Why does that matter?
What is the result of the result that your market really wants?
When you take a minute to think abouton that question, your messaging becomes far more effective and your conversions will skyrocket.
