Peter Vander WallFounder driving creative community growth

People Buy Transformations #shorts

Name: People Buy Transformations #shorts
Uploaded: 2023-12-24T11:00:45+00:00
Duration: 43 s
Channel: Peter Vander Wall
Description: A short YouTube clip by Peter Vander Wall arguing that customers buy the transformation a product or service provides, not the product itself. Speaker…

24 Dec 2023 · 1 min

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0:43

A short YouTube clip by Peter Vander Wall arguing that customers buy the transformation a product or service provides, not the product itself. Speaker uses examples (dental visits, tax-strategy calls) to show desired outcomes—whiter teeth, clearer taxes/confidence—and concludes that features like one-on-one calls don't automatically add value unless they meaningfully contribute to that transformation.

Chapters

Nobody wants to buy your product or service. They want to buy the transformation you're creating. If I go to the dentist, I'm not going because the dentist is fun. I'm going so my smile can be whiter, my oral health can be better, my teeth can be cleaner, something along those lines. And so in the same way, people don't want a one on one tax strategy call with you, they want clarity and confidence with their taxes. They want to know they're not paying more than they have to to the US Government, who's just going to send it to some war overseas. And so as long as you're creating that transformation from, they don't really care how it happens. And it's crucial that you think about this as you're thinking about how to leverage your offer, because you're going to come to realize that one on one calls do not necessarily inherently make your offer more valuable.