Outcome v Feature Based Selling

We’re talking about the different between outcome and feature base selling. They are selling an outcome, not features.  They are selling the thing people actually want, not their software. We spend much more time talking, thinking about and testing features than our customers do. We assume knowledge they don’t have or even care about.  Understand…

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The StoryBrand Concept

The StoryBrand concept is a proven approach to copywriting, more information in this podcast episode: http://buildingastorybrand.com/episode-65/ Here is the framework: a character who wants something the character has a problem “people file your business under the problem you solve. the character meets a guide “Customers aren’t looking for a hero. They’re looking for a guide. Lay…

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Fogg Behavior Model

in order to influence someone to do something, you have just two levers: Motivation – how much someone want to do something Ability – how easy it is to do the thing

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