Describe the Transformation
I hear this all the time. I don't know how to communicate what I do or why should someone should buy it. I don't know how to talk about what I have to offer. I don't know how to do it without spending an hour talking about what I you know what I do and how I work with clients. And so I think the easiest way to describe what you do and the value of what you offer and why someone should buy what you do is to tell a makeover story. And so this is step five of the product development process. It's understanding and articulating the before and after and you absolutely must be able to do this before you start building your product. If you can't describe the before and after, you have no business creating a product yet because you'll waste time, you'll waste energy and you will get beaten down with sales flops. If you go about trying to build a product before you can describe this, that's why this comes uh this early in the process. And the reason for this is that value is transformation. We ...
talk about wanting to create value, offer value, give value with our content, marketing or social media. I just want to be a value. I just want to give people value. We never talk about what that actually means. It doesn't mean you write a 1500 word blog posts and you send it out. Value. Giving. Value is changing the way people see something, it's changing the way they behave, it's changing the way they see themselves, It's changing a mindset that they have when you make someone change something because of the way you've explained something, a step by step process that you have to offer an example that you've got a case study that you've got, you create value until someone understands that transformation, until someone understands that change, they haven't experienced value. So if you find yourself feeling like you're wasting your time with your blogging, if you feel like you're not getting any results from that, if you feel like you're wasting your time with email marketing or social media or go showing up to networking events, it's probably because you're not creating transformation. You have to create change to create value. That's what value is. And once you know what matters to people right now, you need to know what or you need to describe what's possible. That is the transformation that you need to make. We spent the first four steps understanding what matters to your customers right now, what's relevant to them right now, what the world looks like right now, how they act and what they feel right now now is the fun part. You get to describe the after you get to describe what's possible, being able to describe before and after gives you an insanely concrete way to describe what you have to offer someone to describe your product in a way that's insanely meaningful to them uh with the before and after. You get to tell a story, you're not making a pitch, you're not closing a deal, you're telling a story. So it's not only sales that works or marketing that works or value description that works. It's also value description and sales and marketing that feels really good. We love telling stories. So your task for this lesson is to describe the transformation your prospects can expect in as much detail as possible, detail, detail, detail, detail, detail, more details you put in the better story you're going to tell. Don't worry about excluding people with details, details can only help you include people very often. Um, you know, we see ourselves in details that aren't even ours right? Um, when you tell a really specific story about someone, it actually helps you see yourself in their shoes, whether that's your world or not. So the more details the better if you're saying again, if you're saying things like confidence, power speaking your truth, not feeling so frustrated, ask yourself what that looks like and how you can include some of those details