I’m not sure who said it first, but by now it’s marketing gospel: People don’t buy courses, or services or things, they buy transformations. People want to put their money toward things that will change their lives—in ways both big and small.
For example, people don’t buy gym memberships because they want gym memberships. People buy gym memberships because they want the transformation of being healthier, feeling confident about how they look, and a slew of other emotional transformations.
Similarly, people don’t even buy iPhones because they want iPhones. They buy iPhones because they want to feel like a technology leader, to feel safe because they can rely on it when they need it, to take pictures of loved ones and places and things that they can treasure and share.
In order to sell people on your product’s or offer’s transformation, you need to first hone in on what, specifically, that transformation is. Then, you need to connect with your audience in a way that is authentic and emotional.
What Transformation Does Your Program Offer?
So, what is your big transformation? What is the life change that people are going to experience if they purchase your product or offer?
This is key: Your transformation is what holds your entire sales system together. It’s what allows you to connect with your audience in an authentic and meaningful way that allows them to see the merits of your offer. So, don’t rush through this. Get crystal clear on what transformation your customers can expect.
I also want to share with you a pro-level copywriting tactic: the deep benefit. The deep benefit goes beneath the surface reasons for wanting something and gets to the emotional heart of the matter.
Getting at the deep benefit helps make a genuine emotional connection between you and your potential customer, helping them understand that you understand them, you care, and you have the solution to get them to where they want to be.
Connect With Your Audience Using the Deep Benefit
To get to your offer’s deep benefit—to the most emotionally compelling transformation—you need to dig a little deeper.
Ask yourself, “what’s the result that people get out of my offer?”
Then ask, “why does that matter?”
And then, “what do my customers get out of that and why does that matter?”
You’re digging below the surface to get to what people really want and what emotionally moves them.
Examples of Deep Benefits
Example 1: Dog Training
Someone who dog training might say that what people get out of their dog training services is a well-behaved dog.
Okay, fine. That’s a solid benefit to consumer. But it’s a little, well, boring, don’t you think?
So, let’s dig deeper.
A well-trained dog: why does that matter? What do dog owners get out of it? Well, they get a dog that they know that they can trust in all scenarios and that behaves like a friend instead of a demon.
Okay, but let’s go further. Why does that matter? What do dog owners get out of a dog they trust and behaves like a friend? They get a deeper connection with a lifelong companion, a calmer household, and a more fulfilling pet-owning experience. Instead of a crazy, yappy animal, they get a true heart connection and partner for life.
See the difference?
Example 2: Courses for Moms With Toddlers
I was working with a woman who put together courses for moms with toddlers. She told me that the end benefit was to help them feel less overwhelmed. And yes, that’s certainly a benefit.
But “to feel less overwhelmed” isn’t very powerful. It’s not irresistible. It’s not such a deep desire that it’s going to drive her audience to take action and purchase.
What did the tactics and tools in her course really provide her audience? Well, a mom who feels in control of her schedule allows her to feel more calm. It also lets her be a more patient mother and keeps her from losing her cool with her family members.
She can also stay on top of her schedule, so she’s never overbooked and forgetting events or obligations or the dreaded “Little Susie was supposed to bring something special today for show and tell and didn’t have anything to share.”
It’s not just about not feeling overwhelmed. It’s about feeling confident, feeling calm, being able to be the kind of mom she aspires to be while still being the kind of woman she wants to be. She is able to reclaim her own sense of self and keep things together in this new chaotic phase of life.
That’s so much more powerful and that’s what gets people to take action and clamor to purchase from you.
Your Next Steps To Connect With Your Audience
The first thing you need to do is really dig deep and get at the emotion. What is the transformation? And how will that make people feel?
Definitely don’t rush through this part. In fact, I’d guess that you’re probably pretty sure you know what your deep benefit, what your transformation is.
Even if you’re positive you know what your deep, emotional transformation is, I’d encourage you to go through the exercise. Ask yourself these three questions and explore what comes up:
- What’s the result that people get out of my offer?
- Why does that matter?
- What do my customers get out of that and why does that matter?
You can even repeat question #3 several more times if you feel like you haven’t quite reached the deepest benefit.
It may just be that the most powerful transformation—and the message that’s going to most resonate with and move your target audience to take action—has been right beneath the surface.
What transformation—what deep benefit—does your program offer? Share in the comments below!