Your gentle marketing reminder for today (and everyday)

Most marketing is simple. Maybe so simple that the basics are easily forgotten.

So consider this your important marketing reminder for today (and everyday): People aren't buying your product or service, they're buying the outcome it delivers.

This principle applies in more places that you think. There is low-hanging fruit such as:

• Are you focusing on features and specs, or the?benefits?those features provide?
• Does your messaging speak to the?problems?your audience faces and how you solve them?
• Are you showcasing the?transformation?your product enables?

But equally, in conversations with your clients, your boss, your direct reports: are you selling the outcome the thing delivers? You might have the best idea in the world, but why should your boss care? You might have a clever way of solving a problem, or an insight that you want to share, but how does it affect the buyer? What does it mean, for them?

Don't sell the thing. Sell the outcome the thing delivers.