Selling the "WHAT" Not the "HOW"

In my journey as an entrepreneur, I've come to realize a fundamental truth about marketing and selling products: it's not about how great your product is, but rather why someone should buy it. This distinction, subtle as it may seem, has the power to transform your sales and marketing strategy.

Traditionally, when you approach a copywriter, they might inundate you with a lengthy questionnaire, probing into every intricate detail about the product. They might ask about its inception, its features, the number of videos or modules it contains, and so on. But here's a revelation: these details, more often than not, are inconsequential. What truly matters is the end goal, the vision, the transformation that the product promises.

Let's take a moment to reflect on this. When you decide to invest in a training program, for instance, are you primarily concerned about the number of hours of video content it offers? Or are you more interested in the skills and knowledge you'll acquire, the transformation you'll undergo, and the potential business opportunities that might arise as a result? The latter, right? It's the vision of the end result that truly captivates and compels us.

This brings me to the concept of the "hook" in marketing. The hook is not about the structural or ingredient-based differences of your product compared to others. It's about how the results, the outcomes, differ. It's about what makes your offering unique from a results perspective. And believe me, if you can nail this hook, you've won half the battle. A strong hook can shape your mission statement, define your value proposition, and help you build a tribe of like-minded individuals. It can elevate your sales messaging, streamline your processes, and skyrocket customer satisfaction.

Ask yourself: among the myriad of options available in the market, why should someone choose your product? And not just from a structural or ingredient standpoint. What differentiates your product is the results it promises. That's where your hook resides, and it's 90% of the battle. Get the hook right, and everything else falls into place: your mission statement, your value proposition, even your brand's tribe.

Let me share a personal example. For years, my company operated in the broad domain of custom-software development. But there came a point when I felt a disconnect, a lack of enthusiasm. I realized I was missing a clear vision. Every entrepreneur needs to see the peak of the mountain they're climbing. While the journey is crucial, having a clear end goal is equally vital. That's when I zeroed in on my strength: customer experience. Recognizing this, I rebranded my company around this expertise. This clarity not only reinvigorated my passion but also positioned us as experts in the field.

Your hook, in essence, is your unique selling proposition. It's what sets you apart in a crowded marketplace. It's the promise of a transformation, of a better future. And once you've identified it, it's crucial to stay true to it. Deviating from your core message can dilute your brand's impact.

The art of selling lies not in highlighting the features of your product but in articulating the vision it promises. It's about selling the dream, the "WHAT," not the process, the "HOW." Understand this, and you're well on your way to crafting messages that resonate and convert.