20d • Tutorials
What people actually Buy (Hint: It's not your product or service)
Let me tell you something that might sting a little, but it will help you.
People are not buying your product.
They never have. They never will.
You spend weeks building your course, polishing your workshop, designing your templates, doing everything “right” and then… nothing.
It is not because your work is bad. It is because you are selling the wrong thing.
Here is what people actually buy.
1. Solutions
Not your 40 modules. Not your 6 week program. Not your beautifully branded PDFs.
People buy relief.
They buy getting rid of the thing that keeps them stuck. They buy answers that help them breathe again.
Example:Not “I teach newsletter monetisation.”But “I help creators make their first 5K in 30 days so they can finally see progress.”
One is a product. The other is a solution.
2. Transformations
People buy who they become on the other side.
They buy confidence. They buy clarity. They buy the feeling of “I finally did it.”
Example:Not “My program teaches pricing.”But “My program helps you become the person who charges premium prices without apologising.”
One is information. The other is identity.
3. Connections
People do not just buy access to you. They buy access to the community around you.
They want to be around people who understand them, cheer for them, and won’t let them quit on themselves.
Example: Not “You get lifetime access to the portal.”But “You get lifetime access to a private community of people building the same thing as you.”
One is a feature. The other is belonging.
4. Experiences
People buy how it feels to be part of something.
The energy of a live workshop. The motivation of a group. The excitement of building together.
Example:Not “This course has 20 videos.”But “In this live 2 day intensive, we build your offer together and you launch before the week is over.”
One is content. The other is an event.
And here is the truth most people avoid.
People are not buying your product.They are buying the outcome.
Will this help them make money, feel confident, stop procrastinating, move forward, or finally hit a milestone that matters to them.
If the answer is clearly yes, they buy.
If the answer is unclear, they scroll away.
So how do you sell this properly
Stop talking about features.Start talking about outcomes.
Instead of “This has 6 modules.”Say “In 30 days you’ll launch your offer with confidence.”
Instead of “I teach AI marketing tools.”Say “You’ll finally know what to say so your audience pays attention and buys.”
Instead of “You get weekly coaching calls.” Say “You will not be left alone to figure this out.”
If you want a simple formula to follow:
Transformation + Timeline + Proof
Examples:Launch your first offer in 30 days. Book your first 3K client this week.Go from confused to confident in 90 days.
That is what people buy. Not the product. The after.
I would love to hear your take on this. What are you selling right now, and what is the real outcome you help people achieve?
Drop it below.
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What people actually Buy (Hint: It's not your product or service)
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