TCM #013: Selling The Outcome
Read time: 4 minutes
Hey 👋 – Tom here.
Happy Saturday to 936 motivated ecommerce entrepreneurs.
Below is your weekly one short tip on marketing and revenue growth for your ecommerce business.
Enjoy.
Taking a break from our usual content to spotlight a customer experience pro seeking her next big role.
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Today, inspired by Sarah Levinger over on Twitter, I wanted to share the importance of selling the outcome of a product, rather than just its features.
And what better example to use than our good ol' buddy, the Energy Drink?
Selling the benefits and outcomes is all about getting your customers to envision the *transformative* power of your product in their lives. It's not enough to list the ingredients, flavours, or fancy packaging – we need to paint a picture of how their lives will improve after chugging down one of your energy drinks.
Story Time 📚
"Remember that time I went on a hike with my friends around The Three Peaks? Let me tell ya, I was dragging. I had no energy left, and I was seriously considering throwing in the towel. But then, a little birdie (okay, it was my buddy, Steve) reminded me about the energy drink in my backpack. And guess what? One gulp, and I was back on my feet, climbing the highest peak like I was a real-life superhero! 💪"
We want to tell stories that make our customers the hero of the journey; selling the benefits and outcomes of our energy drink.
On that, I highly recommend diving into the concept of The Hero's Journey if you haven't before.
A step-by-step guide:
1. Identify the core benefits: Before you can sell the outcome, you've got to know what you're selling. What does your energy drink do that others don't? How does it make people feel? What does it allow them to achieve that they otherwise couldn't? Write it all down.
2. Create a compelling story: Use real-life experiences to showcase how your energy drink has changed lives. Don't forget to focus on the emotions and the outcome, rather than just the features.
3. Bring in testimonials: Share stories and quotes from customers who've had their lives transformed by your product. Their success is your success!
4. Choose the right platforms: Now that you've got your stories ready, it's time to showcase them. Instagram Reels, Facebook, TikTok, email campaigns, landing pages, podcasts, blog posts – pick your poison and spread the word. If they gain traction, pour a little gasoline on the fire in the way of ad dollars.
5. Keep track of your progress: Set up tracking to see what's converting to see how your new sales strategy is impacting your bottom line. What's garnering attention? What's not? Tabs Chocolate does a phenomenal job of tracking this and creating new content off the back of previous results.
If you can nail storytelling and sell the outcomes, you're well on your way to building a brand that connects on an emotional level.
Two books for going deeper on selling outcomes via stories:
• Building A Story Brand by Donald Miller
• Founder Brand by Dave Gerhardt (ex-Privy)
Stay energetic, stay awesome, and happy Saturday!
Remember to touch grass.
Cheers,
Tom
P.S. Have a topic you'd like me to cover in the next newsletter? Let me know. I'm all ears. 📬
P.P.S. Ready for more? Here's how I can help you level up your ecommerce game:
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Catch you next week or over on Twitter.
