What is it that you sell?

A friend asked me the other day, what exactly it is that I sell.

This is a powerful question to ask yourself, so it’s worth your time to stop and think about it.

It comes down to features vs benefits, but it goes deeper than just that.

In case you’re not familiar with this type of thinking:

Features is what a product or service is, and benefits are the results that come from buying.

Features is ‘100% natural Amazonian latex mattress’ and benefits is ‘The best night’s sleep you’ve ever had’.

Or put differently: People don’t buy 8mm drill bits, they buy 8mm holes.

But that’s only surface level benefits.

What’s beneath that is more powerful, more personal, and far more important.

And this applies no matter what the product or service is.

Here are some examples:

Tesla don’t sell electric cars – they sell ‘belonging to a vanguard community’.

Tony Robbins doesn’t sell seminars – he sells ‘you’ll walk away brand new’.

J.K. Rowling doesn’t sell books about wizards – she sells an immersive experience and ‘belonging to a group of passionate fans’.

In all these cases, what is really being sold is about identity.

Whatever someone buys, whether it’s a service or an artwork or an education, the final purchase has to do with the identity of the buyer.

‘I’m the kind of person who values xyz for reasons abc’.

I have a pair of Greve shoes, handmade in Holland.

Frightfully expensive, and they last for ages.

But I didn’t buy handmade shoes.

I bought in to ‘taking care of my feet, my back and my gait, while being well-shod’.

So with that… what is it that you sell?

What is the identity-piece that your buyers purchase?

Get clear on that, and you’ll find that your marketing gets easier.

It’s the one thing that really speaks to people: their identity.

Like when I sign up for yoga classes.

I don’t buy stretches and perspiration: I buy taking real good care of myself.

Compare it to a simple habit that I have:

The first thing I do each morning is make the bed.

Because ‘I’m the kind of person who does that’.

Simple, but very powerful. It starts my day with an action that states something about my identity.

And that identity, the ‘who you are and what are your values’ is irresistible to your buyers, once you communicate that to them.

As for me, do I sell coaching or education?

Nope, those are just the features.

What I really sell is ‘your potential manifested, by way of your desire for change and growth’.

So what is it that you sell?

What about your work defines your buyer’s identity?

Meanwhile, if you want to change and grow, and learn too, my masterclass is available for you right here: https://gumroad.com/l/artmarketingmasterclass#

Cheers,

Martin


Also published on Medium.

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