Target mindset: “We offer great service”
Features Don’t Sell—Outcomes Do
Customers don’t buy:
- Products
- Services
- Ads
They buy solutions to problems.
The Value Equation
Perceived Value =
Outcome – Risk – Effort
The higher the perceived outcome and the lower the risk and effort, the more likely someone is to buy.
Why “Great Service” Isn’t Enough
Every business says it.
Few explain why it matters to the customer.
Translating Features Into Value
Instead of:
- “We’ve been in business 20 years”
Say:
- “You’ll avoid costly mistakes because we’ve already solved them.”
Your Unique Value Proposition (UVP)
Your UVP answers one question clearly:
Why should I choose you instead of someone else?
Next week: Now that we know who you’re talking to and what you offer, we learn how attention actually works.