You’re not really trying to sell your prospects your products or services. You’re trying to sell them a better version of themselves.
Everyone wants to live a better life. If you’re selling fresh-made veggie juice, you’re selling a healthier, cleaner version of your customer. If you’re selling the latest iPhone, you’re selling a cooler, more efficient version of your customer. If you’re selling business-planning services, you’re selling a more relaxed, more confident version of your customer.
Successful communication, successful marketing, is all about knowing what you’re really selling and knowing how to translate that into words and images your prospects will understand.
We exchange money for products and services that will give us what we want — a better version of ourselves.