Stop Selling And Start Transforming For Higher Profits

Many marketers make business far too complicated.

When it comes right down to it, creating a successful business boils down to this:

You get paid to move people from a BEFORE state to an AFTER state.

In the “before” state, your prospect has a problem. Could be she’s bored. Frustrated. In pain. Or, simply unhappy about the way things are.

In the ‘after” state – one which your product or service helps bring about –  life is much peachier. The pain is gone. The frustration has subsided. Your prospect’s life has changed for the better.

You see, your prospects don’t buy your products or services – they buy outcomes. They are chasing the “after” state.

If you’ve never thought of it this way before, think of yourself as being in the transformation business.

All your marketing should be built around this premise.

For many business owners who struggle with marketing, the problem can be traced to a failure to offer a desired “after” state or a poorly articulated transformation from the “before” state to the “after” state.

Often, your prospects can’t easily “see and feel” how life will be different after their experience with you. You need to help them “see” that.

Ok, so how do you shift from “stuff” marketing to outcome marketing?

Start by asking yourself the following questions:

What does your prospect HAVE in the “before” state? What does your prospect HAVE in the “after” state?

How does your prospect FEEL in the “before” state? How does your prospect FEEL in the “after” state?

What is an AVERAGE DAY like for your prospect in the “before” state? What is an AVERAGE DAY like for your prospect in the “after” state?

What is your prospect’s STATUS in the “before” state? What is your prospect’s STATUS in the “after” state?

Here’s an example:

Say you sell a little squishy baby bathtub that your customer places in a sink or in a larger bath tub.

An average marketer would explain how it keeps babies comfortable and safe while parents bathe them.

A great marketer would make sure the message of HOW customers who buy this soft squishy tub will have their lives transformed:

…From HAVING a cold, hard bathtub to a warm squishy bathtub.

…From FEELING scared and frustrated to confident and in control at bath time.

…From having an AVERAGE DAY with a terrible bath time experience to making bath time a breeze.

…From a STATUS of unappreciated as a parent to “super parent.”

We THINK in pictures.

The more you can get your prospect to SEE how her life will be different after her experience with you, the more likely you are to add her as a happy customer.

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