Let me ask you something: when was the last time you got excited about a product itself? Like, a phone, a blender, or some fancy software? Probably never.
Because here’s the truth—nobody actually cares about your product. What people really want is a way out of their problems.
Spoiler alert: People don’t buy products. They buy solutions.
Think about it. When you buy a mattress, you’re not dreaming of springs and foam. You’re dreaming of deep, uninterrupted sleep and waking up feeling like a champ.
When someone signs up for a gym, they’re not excited about the dumbbells or treadmills. They want to feel stronger, healthier, and confident in their own skin.
And that app? It’s not the flashy dashboard they crave — it’s the freedom from chaos and the ability to actually get things done.
So why are so many businesses still shouting about features?
Because it’s easier. Features are tangible, easy to list, and make you sound “professional.” But they don’t move hearts or wallets.
Here’s the secret sauce:
Start by selling the solution — then bring in the product as the hero’s trusty sidekick.
Instead of saying:
“Our software has customizable dashboards and AI-driven analytics.”
Try:
“Sick of drowning in endless spreadsheets? We help you finally get clarity and close deals without the headache.”
See the difference? One talks at the customer. The other talks to their pain.
Why does this matter so much?
Because people buy emotionally and justify logically.
If you make them feel like they can solve their problem — whether it’s stress, wasted time, or feeling stuck — they’ll want your product. The features just become the proof.
Here’s how to nail it:
Get inside their head. What’s keeping them up at night? What do they really want?
Paint the dream. What does life look like after their problem is solved?
Use simple, human language. Speak like a friend, not a salesman.
Tell stories. Real people, real wins — it’s magic.
Make your product the tool — not the hero. Your customer is the star of their own story.
Wrap-up?
If you want to stop selling and start connecting, lead with the solution. Help people imagine their better future. Make them believe it’s possible. Then hand them the product that gets them there.
That’s how you go from “meh” to hell yes!
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