In all aspects of business, especially copywriting, it’s imperative to remember: Customers don’t buy products or services. They buy outcomes. They buy results and experiences.

The grandmother buys pies, not rolling pins. The Mozart lover buys music, not concert tickets. The lumber yard buys security, not video monitoring.

These distinctions may seem inconsequentially small. They are not. In fact, they are huge.

In this social media driven world where we’re expected to sell without selling, not understanding the difference is marketing suicide. Pitching a power drill’s latest features or maximum horsepower is like a political activist standing on a box in Time Square, shouting at the top of their lungs and expecting to convert the masses.

As the customers’ options have expanded, so too have their expectations. Businesses which have rested on their laurels, simply pumping, “Buy my product! Buy my product!” add campaigns, have fallen by the wayside.

Today, your marketing campaign must answer the question: “What will this do for me, the consumer?”

It is not enough to say why your product or service is the best. You need to show what your product will deliver. In the case of drills that make holes, you give a father the chance to build a tree house with his daughter. A rolling pin isn’t just for flattening dough. It is the time a grandmother spends with her grandson making pumpkin pie for Thanksgiving dinner

In each instance, you’re sharing a story, the snapshot moment of emotion which your customer wants and is willing to pay for.

Identifying The Story
Right now you should be able to fill in the blank: I sell ________________ product or service. Identifying the outcome or result – the story – connected with that product or service takes a little more time and attention.

Is the time worth it? Definitely. In the end, we want to answer the all-important question addressed above: “What will this do for me, the consumer?”

The answer isn’t as simple as A + B = C. Being able to successfully arrive at that point is a fine tuned skill. Fortunately, taking the time to answer these questions will help you get started:

  • Where will this product or service be used?
  • How will this product or service be used?
  • What will this product or service create?
  • What emotional benefit will this product or service provide?
  • How will this product or service allow me (the consumer) to connect with others?

The answers to these questions will begin to paint a picture. It’s this picture which will show your customers not just why they should care about your product or service, but why they need it.