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Short transcript of a copywriting tip advising that customers buy outcomes (the avoided cost/benefit) rather than the product itself; recommend selling the desired outcome and then proving the product delivers it.

Short transcript of a copywriting tip advising that customers buy outcomes (the avoided cost/benefit) rather than the product itself; recommend selling the desired outcome and then proving the product delivers it.
Alright, so here's a copywriting tip. People don't buy a waterproof phone case, right? What they buy is not having to spend thousands of dollars on a new phone if they drop it in the water. So you want to sell people the outcome they want and then prove to them that the product provides them.

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