Sell futures, not features


This is the best advice I can offer when it comes to writing copy for your website, brochures, social media, and ads.

Customers are interested in the outcome of what you do, not the features, or how it’s done.

In fact, I’d go a step further and say they have zero f*cks to give how you get the results they want, as long as you get them (legally, of course!).

So, focus on the outcome that your service provides (the future).

Tell them how great it will make them feel, or how their life will be improved by it.

BMW doesn’t tell you how the car works, they just show you what it looks like to own one.

When Apple launched the first iPod, they didn’t tell you it was an MP3 player with 5gb of storage – they told you that you could have 1000 songs in your pocket.

Stop telling people about the nuts and bolts, they seriously don’t care.

Instead, tell them about how they’ll feel after they’ve experienced your product or service.How will their life be impacted?