Outcome

As discussed in earlier chapters, people don’t buy products or services because they want them, instead, they are looking to purchase the outcome of what you provide.

So here is where you should look to use sentences which will get your customers to use the ‘logical’ part of their brain rather than their ’emotional’ side.

Examples:

• Don’t waste your time starting from scratch.
• You too can achieve X by following Y.
• Let my solution help you just like it has helped me and many others.

Exercise:

Write a sentence summarising how your customers benefit from your offer. Remember you have already developed the solution to their problem, so focus on what they won’t have to do.