This is a YouTube video titled "This is how you sell your products" containing a short monologue by Jimmy Fung (recorded January 2024). Fung argues that business owners buy outcomes (filling calendars, gaining paying customers, freeing up time), not tactics like cold emails, and advises framing offers and outreach around those results rather than the delivery vehicle.
So over the last few weeks, I have worked with many different business owners building out their offer for cold email. And the number one mistake that I see they make is they don't realize that they're selling an outcome. So let's say you're selling lead generation as a services, you're selling cold emails, right? People, business owners, they're not working with you because they care about cold emails. They're working with you because they want to fill the calendars. They're working with you because they want more customers, paying customers. They don't really care whether you're getting them meetings, using cold emails, phone calls, paid ads, pigeon mail. They don't really care. What they're working with you for is an outcome. The outcome that you will help them fill their calendar, helping them make more money for their own business. So next time you're crafting your own offer, next time that you're reaching out to prospects, to different business owners, remember that you are selling an outcome. You're not selling the vehicle, you're selling the ability for that business owner to free up their time, to make more money and to never worry about where the next customer is coming from.
