Omar Zenhom argues course creators should sell the transformation, not the product. People don't want videos or coaching sessions; they want the after version of themselves. Focus on emotional storytelling and results, not features.
Imagine for a moment that I can upload information to your brain, just like in the Matrix. Would you rather me do that or give you a course with 10,000 videos or a coaching program that has a session every week? You'd go with the upload to my brain please option, right? That's what we choose because it's quicker, it's easier, and really all you care about is transformation, is getting the skills you're looking for, is getting the result. So you're not really selling the course or the videos or the training or the coaching. You're selling the after photo that the customer has in their mind. They're buying a better version of themselves, a better version of their business, a better version of their life. If you can show someone how their life will be better after using your product, they'll lean in. They are interested. This is emotional storytelling and not just selling features.
