What are You Really Selling? (Hint: It’s NOT Your Product or Service)

When you go into business for yourself, it’s easy to hyperfocus on getting your product or service “perfect”.  We can get so entangled in the details and minutiae that we can lose sight of what it is that we’re really selling to our customers.  Not that it isn’t important to ensure that you’re putting forth a quality product or service…it most definitely is, but it’s not the sole focus you should have.  What you also need to be honing in on is the solution that you are offering to your audience.  This is what’s going to sell your product or service in the long term.  Not sure what I’m talking about?  Let’s look at a few examples.

Consider, if you will, a hardware store.  Hardware stores have all sorts of products in them; drills, hammers, nails, leaf blowers, et cetera.  You need a drill, and off you go.  If you think about it for a second though, are you really looking for a drill?  Not so much if you consider the bigger picture.  What you’re actually looking for is the end result…a hole in a piece of wood or drywall, for example.  So, technically, you are looking for something that will put a hole in the material you are working with.  The drill is just the vehicle that will get you to the desired end result. 

Not convinced?  Okay, let’s pretend that you’re a nutrition coach and personal trainer.  Your services include items such as meal planning & prep, customized exercise plans, and one-on-one training.  Your marketing speaks to these things, but you find that you’re just not getting many bites.  Why do you think that is?  Because you’re not showing your audience the transformations that they will achieve as a result of working with you!  Your sales message needs to highlight the solutions that your product or service can offer.  Are you helping people lose or gain weight?  Boost their energy?  Build strength?  Increase their confidence levels?  All of the above? 

Maybe you’re a water damage restoration company.  Are you selling fans that come in to dry up the water or technicians to locate the water damage?  No…you’re selling peace of mind, the restoration of a person’s home sanctuary, the promise that everything is going to be okay, and a breath of relief for the homeowner that they don’t have to face this daunting challenge alone.  Those are your key marketing points and what is going to sell your product or service. 

This concept can be applied to literally any business.  No matter what product or service your company offers, there is some sort of a transformation that happens for your clients and that is their pain point.  Your client wants to know what’s in it for them.  How will it make their life easier?  How will they feel after they’ve chosen to work with you?  What will they walk away from the experience with that they didn’t have before?  If you’re having trouble pinpointing what that might be, take a moment to think back on some of your existing or previous clients.  What was your initial interaction with them like verses your interactions now?  Are they calmer, happier, more creative, safer, relaxed, more confident, or something else? 

Once you’ve determined what you are actually selling, you can apply this to literally all of your marketing content.  Your social media posts, live video reels, blogs, podcasts and anything else that you use for marketing should be solution and/or transformation focused.  Remember that free guide I’ve offered over the past few weeks, “How to Build 90 Days of Social Media Content in 30 Minutes”?  Well, use this information and make sure that you’re applying it when you download my guide and get to work creating your content! 

Don’t forget that you can always use me as an ally on your entrepreneurial journey.  Work with me privately or join our Facebook group, “Be a Confident Entrepreneur, Gain Confidence and Grow Your Business” to gain access to hundreds of like-minded individuals working toward the same goals as you:  success, abundance, and freedom from the daily grind. 

That’s not all, either!  I have some very exciting news to share!  I will be launching my brand new, online course, “Business Visibility Made Easy:  A Step By Step System to Gain New Clients Every Day Without Paid Ads” within the next 45-60 days and I am giving away 10 spots at a special, discounted rate!  This course is going to be amazing!  You’re going to learn how to grow your audience, attract your dream clients, boost your income, and SO much more!  Registration will be capped at 30 members and only the first 10 will receive this discounted rate of $597.  Regular pricing of $897 begins after that!  This is 4 modules focused on navigating all the aspects of Facebook, going live on social media, networking, collaborations, getting guest spots on podcasts, and implementing a referral program, to name just a bit.  Plus, you’ll get eight weeks of group coaching directly with me in an intimate zoom environment where every single attendee will have access to some one-on-one guidance.  Sound like something you need?  Reach out to me in the comments, via my website, or on IG or Facebook and let’s get you registered!

💥 You really can create social media content with ease!
Grab my free video and guide to show you how you can create 90 days worth of social media content in only 30 minutes.