I remember this key moment when I was running my e-commerce business. I had just finished submitting all of the designs for my new products that I was manufacturing for the next season. I always poured my heart into each and every design, spending countless hours on every little detail, from the color of the thread to the placement of each button or snap to creative features that would hopefully make lives easier for moms like me. I even flew to China to hand pick the fabric samples myself. I never spared any detail in trying to make the most perfect products while still keeping them affordable for normal people to buy.
When I finally came up for air and submitted my designs to the factory for production, I checked my email and noticed I had an escalation in my inbox from customer service, and they were asking how I wanted to respond. I don’t remember exactly what the email said, but it was essentially just a customer complaining about a certain feature of a product she had recently purchased, and she was asking for a refund, even though it was past the time for the return policy. The customer was not happy, and made that fact very clear, and used some colorful words to describe my products.
I was completely offended, appalled, shocked, enraged (I could get out a thesaurus and list plenty of other words to describe how I felt in that moment). I wanted to give that customer a piece of my mind. Didn’t she know how much work I put into that one single item and every other item in my store? Didn’t she realize that it was a piece of my heart that she was stomping on?
And in this particular moment, a little voice came into my head and said “no, she doesn’t.”
All of a sudden it was like this light bulb went off for me. Customers don’t care about all of the features and all of the time that YOU put into designing or creating the products. Maybe it plays a small factor for some customers, but most don’t care. What they do care about is what that product will do for THEM.
In the case of my customers, they weren’t even buying clothes from me, even though that’s what it said on the receipt. They were buying the matching outfits that would be in the pictures hung up over their fireplace or sent out on the family Christmas Cards. They were buying the “oohs” and “aahs” that they wanted to get when their best friend opened up the gifts they gave them at their baby shower. They were buying the anticipated likes on their instagram pictures of their kid taking his first steps while looking like a dapper little man. They were buying memories that they would cherish for a lifetime.
The color of the thread and placement of each button meant nothing. The time I spent designing the products or the fact that I flew all the way to China to hand pick the fabric meant nothing. It was all about the results and the experience I could offer them.
Selling results means highlighting the benefits and value your products provide, rather than just their features. It means connecting with your customers on an emotional level, and helping them see the real-world impact your products can have on their lives. They need to know exactly how their lives will be better and different when they buy from you.
In this blog post, we'll explore the art of selling results for product-based e-commerce businesses. We'll cover the key strategies and tactics you can use to make your products stand out in a crowded market, and connect with your customers in a meaningful way. So, whether you're a small business owner just starting out, or an established e-commerce brand looking to take your sales to the next level, read on to learn how to sell the results of your products, and not just the products themselves.
Building a successful business is like building a house. Before you start putting up walls and adding decorations, you need a solid foundation. Similarly, before you can effectively sell the results of your products, it's important to know yourself - to know your brand, your mission, your values, and what you stand for. When you have a clear understanding of these elements, you can create products that are aligned with your brand and mission, and that you're confident will create real results for your customers. This level of confidence and authenticity is key to building trust and credibility with your audience, and establishing a strong brand reputation. So, take the time to define your brand and mission before diving into selling the results of your products. Not only will it make your sales efforts more effective, but it will also help you build a stronger, more purpose-driven business.
There are some simple steps you can take to really get to know yourself better. However, don't mistake simple for fast. Spend time getting to know yourself and completing these steps, and don't rush them. The impact they will have on your business is directly tied to the amount of effort you put into creating them.
Selling your products without knowing your target audience is like trying to hit a bullseye with a blindfold on. You might get lucky, but chances are you'll miss the mark. By taking the time to really understand your audience, you can take off the blindfold and aim with precision, increasing your chances of hitting the target every time.
You have to know your audience the way you know your close friends. Simply saying "I sell to moms" or "My customers are men" doesn't cut it. You must be able to describe them far deeper than that. You need to understand both your customers' demographics, meaning things like their age, gender, and income, and their psychographics, meaning their attitudes, goals, and fears.
Knowing your target audience is critical when it comes to selling the results of your products because it allows you to tailor your messaging and approach to their specific needs and desires. When you have a deep understanding of your target audience, you can speak directly to their pain points, challenges, and aspirations, and position your products as the solution they've been searching for.
By contrast, if you don't know your target audience, your messaging may be too generic or broad, and fail to resonate with anyone in particular. You may also miss important opportunities to highlight the specific benefits and results that matter most to your ideal customers.
Additionally, knowing your target audience can help you identify new opportunities for growth and expansion. By understanding their needs and desires, you can develop new products or product features that address unmet needs or solve new problems.
Overall, knowing your target audience is a crucial foundation for selling the results of your products effectively. It ensures that your messaging is targeted, relevant, and resonant, and helps you build strong relationships with your customers over time.
There are several steps you can take to get to know your target audience and ideal customer better:
People like to claim that they buy things logically, but in fact, most of our purchases are made with some level of emotional investment. To appeal to these emotional needs, you have to dial into the benefits that your customers get when they make a purchase with you. Imagine you're looking to buy a puppy. You see an ad with a list of technical details: breed, size, coat color, and weight. Sure, these details matter, but they don't tell you anything about the experience of owning that puppy. You want to know if this furry friend will bring joy and companionship to your life, if they'll snuggle up with you on a cold night, and if they'll wag their tail with excitement when they see you come home. In the same way, when selling your products, it's important to focus on the emotional benefits they provide. Sure, the technical details matter, but they're not what's going to make your customers feel satisfied and fulfilled. By highlighting the emotional benefits, such as the feeling of confidence, happiness, and security that come with using your products, you can create a more compelling and meaningful connection with your target audience.
Highlighting the benefits of your products over their features is important because it allows you to speak directly to your target audience's needs and desires, and position your products as a solution to their problems.
Features describe the technical details and specifications of your products, while benefits describe how those features solve your customers' problems and meet their needs. Benefits are what your customers care about most, and what ultimately motivates them to make a purchase. As Brian Tracy said, all of your customers are listening to the same radio station: WIIFM (or "What's In It For Me?"). While others in your industry might be impressed by the type of stitching or the technical processes you make for manufacturing your products and all of the details you put into your work, all your customers care about is how it makes their lives better and how they can achieve their desired results faster.
By focusing on the benefits of your products, you can paint a picture of how your products can improve your customers' lives, solve their problems, or help them achieve their goals. This emotional connection can be a powerful motivator for purchasing decisions, and can help differentiate your products from competitors that focus solely on features.
Additionally, highlighting the benefits of your products can help you appeal to a wider audience, including those who may not be as familiar with your industry or product category. By using language that speaks to their needs and desires, you can make your products more accessible and appealing to a broader range of customers. And to do this, you need to
Here are some tips for highlighting the benefits of your products rather than just the features:
Have you ever been to a party where you didn't know anyone? It can be a daunting experience, trying to navigate a room full of strangers and make connections. But then someone comes up to you and shares a story about their own experience, and suddenly you find yourself engaged and connected.
In the same way, when selling products, telling a story can be a powerful way to connect with customers on an emotional level. Imagine you're trying to sell a new line of running shoes. You could list all the technical details of the shoe: the materials used, the sole technology, the weight. But your customers might not be able to visualize how those features translate to a better running experience.
Now imagine telling a story about a runner who struggled with shin splints until they discovered your new line of shoes. By focusing on the emotional side of the story -- the pain and frustration of the runner's previous experience, and the relief and joy they found with your product -- you're creating a connection with your customers that goes beyond the technical details. Your customers can see themselves in the story, and they're more likely to remember your brand and feel positively about it.
So, whether you're selling running shoes or any other product, don't overlook the power of storytelling. By focusing on the emotional benefits of your products and telling stories that resonate with your customers, you can create a stronger connection and a more memorable brand.
Through storytelling, you can illustrate the benefits of your products in a more engaging way. By weaving your product into a narrative that customers can relate to, you can help them understand how your product can solve their problems or improve their lives. When you tell a powerful story, you can inspire your customers to take action and make a purchase. A well-told story can create a sense of urgency or desire in your customers, motivating them to take action and make a purchase.
In addition to illustrating the benefits of your products, storytelling can also help differentiate your brand from competitors who may offer similar products. Stories help to create a sense of personality and identity around your brand that is difficult for competitors to replicate. By telling a unique and compelling story, you can establish a deeper emotional connection with customers and build a loyal following.
But don't worry, you don't have to pick up a night job as a storyteller to create amazing stories that really connect with your customers. There are several ways you can easily collect or create stories to share:
How many times have you pinned or added an item to your cart, planning to come back to it later, but later never comes? Creating a sense of urgency is important for product-based brands because it motivates customers to take action and make a purchase now. When customers feel a sense of urgency, they are more likely to prioritize their need for your product and make a purchase sooner rather than later. This is especially important when selling results because customers are often looking for immediate solutions to their problems.
By creating a sense of urgency, you can help customers understand that your product can provide the results they need quickly and efficiently. You can use messaging that emphasizes the immediate benefits of your product or the potential consequences of not taking action. For example, you can use phrases such as "limited time offer" or "while supplies last" to create a sense of scarcity and encourage customers to act quickly.
Creating a sense of urgency can also help you stand out from competitors who may offer similar products. By emphasizing the urgency and immediacy of your product's benefits, you can differentiate your brand and increase your chances of making a sale.
There are many ways to create urgency for your products:
Imagine you're planning a trip to a new city, and you want to find a great place to stay. You search online for hotels, but with so many options to choose from, it's hard to know which one will be the best fit for you. As you're browsing through your options, you start to pay closer attention to the reviews from other travelers. You read about their experiences, what they liked and didn't like, and how their stay impacted their trip. The more you read, the more you start to feel like you know these people, and the more confident you feel in making a decision about where to stay.
Customer testimonials and reviews are powerful tools for businesses as they provide social proof and build trust with potential customers. When customers are considering purchasing a product, they often seek out reviews and opinions from others who have already purchased the product. Testimonials and reviews provide an opportunity for satisfied customers to share their experiences with others, which can help persuade potential customers to make a purchase.
One of the key benefits of customer testimonials is that they provide an unbiased perspective on the product. While business owners can talk about their products and their benefits, customers are more likely to trust the opinions of other customers who have used the product themselves. Testimonials provide a personal touch, with real stories from real people that potential customers can relate to.
Another benefit of customer testimonials is that they can provide specific details and examples of the results that customers have achieved with the product. This can be particularly effective in product-based businesses, where the focus is on selling the results rather than the product itself. Testimonials can showcase the benefits that the product has provided for customers, which can be more convincing than simply listing the features of the product.
Overall, customer testimonials are an effective way to build trust and credibility with potential customers, providing real-world examples of the results that your products can deliver. By using testimonials in your marketing and sales efforts, you can leverage the power of social proof and help to persuade potential customers to make a purchase.
Unfortunately, most brands make the mistake of simply hooking up a product review app to their website, setting it up, and then forgetting about it. Reviews and testimonials are some of the most powerful marketing tools you can have in your arsenal, and there are many creative ways to use them to their full potential:
Selling a product without considering the experience of buying and using that product is like hosting a party with bland decor, no music, and mediocre food. The guests might enjoy the food, but they won't have a memorable experience that they'll want to talk about or come back for. It's the same with selling products – the experience is just as important as the product itself. By putting thought and care into the overall experience, you can create a lasting impression on your customers that will keep them coming back for more.
This means intentionally creating the experience you want your customers to have through product design, packaging, delivery, and more. By focusing on the emotional and sensory benefits of your products, you can create a deeper connection with your customers and ultimately sell more products.
For example, if you sell skincare products, you can focus on the feeling of relaxation and rejuvenation that comes with using them. You can highlight the sensory experience of the fragrances and textures of your products, and how they make your customers feel pampered and taken care of. You can also design your packaging to be visually appealing and luxurious, which can enhance the overall experience of using your products.
In your sales messages, you can focus on the experience by using language that taps into the emotional and sensory benefits of your products. Use descriptive language to paint a picture of what it's like to use your products and the positive feelings that come with it. This can create a powerful connection with your audience and make your products feel more valuable and desirable.
Focusing on the experience also means that businesses should intentionally design and deliver a positive and memorable experience for their customers throughout the entire product journey, from purchase to delivery and beyond. This includes product design, packaging, delivery, and customer service, as well as the way the product is marketed and sold. Businesses should design products with the customer in mind, invest in high-quality packaging, provide timely and accurate shipping updates, and offer excellent customer service. Customers are more likely to remember and recommend products that provided them with a positive and memorable experience.
There are many practical ways that you can focus on the experience with your products and sales messages:
Emphasizing the value of your products is important because it helps customers see beyond the immediate price tag and instead focus on the long-term benefits of investing in your products. By highlighting the value your products provide, you can appeal to your customers' desire for lasting benefits and help them justify their purchase.
One aspect of value that businesses can focus on is monetary value. This involves demonstrating how purchasing your products can save customers money in the long run. For example, if you sell high-quality clothing that lasts for years, you can emphasize how customers will save money in the long run by not having to constantly replace cheaply-made clothing.
Another aspect of value is non-monetary value. This refers to the benefits that can't be easily quantified in monetary terms, such as improved health, happiness, or quality of life. For example, a skincare brand could emphasize how using their products leads to healthier and more radiant-looking skin, which can improve a customer's overall confidence and well-being.
To effectively emphasize the value of your products, it's important to understand your customers' needs and desires. By understanding what matters most to your customers, you can tailor your messaging to showcase how your products provide the greatest value. Additionally, it can be helpful to provide real-life examples or case studies of customers who have benefited from your products, as this can help to further illustrate the value your products provide.
There are several ways you can quickly emphasize the value of your products:
Overall, selling the results of your product-based business is not just about the products themselves, but also about the experiences and benefits they provide to your customers. To successfully sell the results, it's important to know yourself, know your target audience, highlight benefits over features, tell stories, create a sense of urgency, use customer testimonials, focus on the experience, and emphasize the value. By incorporating these tactics into your marketing strategy, you can create a strong emotional connection with your audience and effectively demonstrate how your products can improve their lives. Remember, selling the results is about showcasing the transformation your products can provide, so don't shy away from highlighting the positive impact they can have. By doing so, you'll be able to build a loyal customer base that keeps coming back for more.
I challenge you to take action on at least one of these items today. If you need help, don't hesitate to reach out for some personalized advice and support!
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I’m a wife, mama to 4, baker, creator, fitness enthusiast, & 7-figure e-commerce entrepreneur, dedicated to helping you succeed in your own product-based business.
I believe that every business, and every person for that matter, has a light within them, a spark, that they need to share with the world.
Something that is already there, waiting to be drawn out into the open.
And that the more we share our light, the more the world glows and becomes more beautiful than we could ever imagine.
My goal is to help entrepreneurs find their spark and let it shine.
