People aren’t looking for your service (or your product, or your program). They’re looking for results.
Your customers want to change the way they feel. They want to adjust the way they act. They have goals, they have desires, they have dreams.
All too often, businesses position their offers around the “what” of what they’re offering instead of the “why” people would actually go looking for it in the first place. Further compounding this problem, is that business models are built around “whats” instead of “whys.”
Instead of considering the best ways to achieve the desired end result for you and your customer, many business owners build models that are based on how a particular service or product has always been delivered. There’s a status quo web design model, a status quo life coach model, a status quo jewelry model.
When was the last time status quo got you the results you wanted?
You can build a business model that is focused on results, different from the rest of the marketplace, and more effective for your customers. But to do that, you need to start by making sure your core product or service is positioned function-first.
Here are 3 easy ways to reposition your offers around why your customers are actually looking to buy in the first place.
1) Lead with value, not the name of your product or service.
Your product isn’t the selling point, so why make it your headline?
If your service helps people feel better about their bodies, lead with that. If your product helps make a brand more memorable, put that front & center. If your program, helps people feel more confident about the business decisions they make and, consequently make more money, make that the star.
2) Make good use of “before & after.”
Just because you’re not Extreme Makeover doesn’t mean your product can’t benefit from some before & after swagger.
It might be as simple as listing a feature that implies the “before,” as this Bang Buster headband from Lululemon does. Or it might involve turning your customers’ before into a bullet point list that exudes empathy and an equally empathetic list of bullets that describe the “after” your customers have in mind.
3) Use visuals that allow your customers to see themselves getting the results they want.
Great visual merchandising helps customers see themselves actually owning, using, and loving a product. That’s why you prefer flipping through an Ikea catalog to browsing Amazon. While this might be standard practice for physical products, it’s also extremely useful for services and programs.
Maybe you use beautiful photos of happy mamas. Or images of curvy bodies successfully practicing yoga.
Instead of just focusing on you, let your customers see themselves achieving the results they want.
Side note: Stocksy has become my go-to source of non-stocky stock images.
I mostly pointed to sales page examples in this post (click the links above to see the examples) but positioning must be woven through all parts of your business–from the Most Valued Customer you seek to engage to your brand identity to your regular email communication. Dive deeper into the businesses I highlighted here and you’ll see a results-centered culture at the heart of everything they do.
Remember, your product is important to you but it’s results your customers are after. Click to tweet. Make how life will be different–whether in big ways or small–the focus of how your engage your customers and you’re sure to get bigger, better results for yourself.
You’re ready to lead your business instead of follow the jet stream. You’re ready for more confidence, more revenue, and a greater impact in the world. It’s time for 10ThousandFeet.
Work with me over the next 4 months to create a business model that serves you & your customers, a conversation that nourishes your goals, and a plan to leverage your skills, strengths, and passions. Registration is now open.
— Laura Whitman, co-founder, Red Balloon Relations