Super Mario Marketing! It is still the most common mistake in marketing: selling the product instead of the result.

Mario isn’t interested in the mushroom.

He is interested in what the mushroom gives him.

The mushroom transforms Mario into a better version of himself.

People don’t buy products, they buy a better version of themselves.

1. Do you offer a cleaning service? Tell me how it makes my life easier (not what options are in it).

2. Do you sell solar panels? Stop talking about the technical details of those things. Rather tell me how much energy it gives me.

3. Do you sell a course for employees? Show how it makes employees more productive (not the entire content of the course).

But it goes deeper than that.

What is the benefit of the benefit?

1. A cleaning service makes your life easier. What is the benefit of the benefit? That you can spend more time with family & friends.

2. Solar panels give you energy. What is the benefit of the benefit? That you will not have a energy bill of 100 euro every month anymore and it saves you money in the end.

3. A course makes people smarter and more efficient. What is the benefit of the benefit? Productivity will increase by 10%. The advantage of that? More profit.

After all, we are all looking for the same things in life.

The 6 universal things people look for:

1. Make more money

2. Save time

3. Fear taken away

4. Get Status

5. More comfort

6. Better health

These are the benefits that people really “go for”.

You have to respond to that!

It’s not about the product features. It’s about the advantage: what you can achieve with those properties.

And then you have to dig deeper for the real benefit (money, time, status, comfort, health).

People don’t buy products, they buy a better version of themselves.