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If you have products and you’re selling products, you’re making a huge mistake. That sounds weird, but let me explain: if you have products and you’re selling products, that’s not what people actually want.

As much as you believe that they want your products, they don’t actually want your products.

They want what your products can do for them. They want to solve some sort of problem. They feel like your product fills a void in their life, but even more than that, they want what your product helps them become.

Your customers aren’t buying your product, they’re buying a better version of themselves.

Your customers are buying a better version of themselves, so if you are selling your products you’re missing out.

Yes, you will get a few customers, you will make a few sales, but not as many as you could be if you were selling people a better version of themselves. That’s what they actually want.

People only want your product to help them become a better version of themselves so that is what you should be selling them.

Don’t sell them the product, don’t sell them the features, sell them the benefits.

Who do they become as a result of using your product? What does their life look like? Paint that picture. Help them imagine it.

Help them see what they can become as a result of buying your product. If you have products and you’re selling products, make the switch to selling people a better version of themselves.