06/10/2025
You don't buy a drill because it drives screws into wood.
You buy it so you can finally put up that kitchen shelf, finish off the room you've been working on for weeks, and proudly display your favourite kitchen for you to admire every time you make coffee.
You're not buying the drill. You're buying the finished kitchen. The satisfaction. That moment when you step back and think, "Yes, I actually did that."
This is the difference between features and benefits - and it's costing you sales.
Big brands like Apple, Nike, and Airbnb don't lead with what their product has. They lead with what it does for you. The transformation. The result. The life you get to live after.
But most small businesses get stuck listing specs, features, and "what we do" and to put it bluntly, your customers don't care.
What they do care about is their problem being solved. Their life getting better. The transformation you're offering them.
Check out the headphone example in the graphic. Which speaks to you more: "Active noise cancellation blocks 95% of sound" or "Double your productivity by completely shutting off the outside world and immersing yourself in your most important work"? One's a spec. The other's a transformation.
If my problem was being distracted while trying to work in a noisy environment, I'd be reaching for your bank card at the second statement.
When you shift from selling features to selling outcomes, everything changes. Your messaging clicks. Your ideal customers see themselves in your words. And they actually buy.
So here's my question for you:
Are you selling the drill... or are you selling the dream kitchen?
Have a great Monday, all. Go and sell your customers the transformation that your business provides.
