A short coaching clip (YouTube) advising video-business owners to sell outcomes (the "vacation") rather than deliverables (the "flight"). The speaker stresses that clients only care about results; if customers don't receive meaningful results after implementing videos, the creator should change their product/service to produce results — otherwise higher pricing and demand will be difficult.
So here's why. You need to sell your clients on the result of what you're going to do, as opposed to just the deliverables of what you're offering. And what a lot of video business owners do is they're selling their clients on the deliverables of what they're offering and not necessarily on what those deliverables are going to get them. So at the end of the day, the client only cares about the result. And if you're asking yourself, well, I don't really get any results from my clients, then you need to fix that, because there is something that happens after they buy your product or service, after they implement your videos. And if they're not getting enough of a result, then you need to look at your product and figure out why are they not getting any result and how can I change that so I can sell more of a result? Because at the end of the day, if your clients are not getting a result, then it's going to be hard to charge higher prices for that same service just because there's not really a lot of need there and you're not really doing anything for them.
