Let me ask you a question.
Have you ever said this to your partner?
Let’s pack our bags, grab the passports, wrangle the kids together, jump on the highway, drudge through the airport.
And then…wait for it…
Jump on the airplane.
Because the airplane is fun!
Never. Going. To Happen.
I’d rather be blindfolded, and kicked in the nuts by a three-legged donkey.
I should know. This past March we made a last minute trip to Cuba.
I live in the southern Ontario and going through months of miserable winter weather make you crave the sun and sand.
Like us the majority of normal people will never, ever go on a trip solely because you wanted to get on the airplane.
If you work in the airline industry, I’m not telling you something you didn’t already know.
For the rest of us, you can probably sympathize.
You get on the airplane because you want to get to your destination.
You had pictures in your head of you lying on a beach while someone hands you drinks.
Not because you wanted to spend hours on a plane sitting next to a complete stranger that’s somehow fallen asleep on your shoulder.
Not because you dread having to tie your bowels in a knot because you’re trying desperately to avoid using the awful airplane toilet.
Your product/service is like the airplane.
It gets your ideal client TO THEIR ideal destination.
So you need to paint a picture of the destination, of the OUTCOME that your ideal client wants.
Ideally, you want to show them what their life will be like, when they choose you.
Let’s be honest.
So long as the wings stay connected to the airplane, and you get where you’re going in one piece, you don’t care about the plane.
Likewise, most customers won’t care or won’t understand how your product or service works.
That might be important to you, but your prospect could care less.
They just want, they just need the outcome.
When you’re describing your product/service, you want to avoid making the mistake of filling your sales copy with all of the features of how awesome you think your product or service is.
Focus instead on what the future outcome will be for the customer.
How will they feel?
How will their life be better?
How will their life be easier?
Take a look through your sales copy and make sure that you’re focusing on what your product/service can DO for the prospect (the destination).
Don’t stress on the steps to get there.
Imagine if a travel agent told you about the joys airline baggage claim.
How about the thought of being seated next to the airplane toilet?
We buy things to solve a problem. So focus on the solution you can provide for them.
But frame it in a way that focuses on the benefits the customer will receive — or even, the benefits they will miss out on if they don’t take immediate action and miss the opportunity to take you up on your offer.