2 builders who never spoke to each other

Build the offer backwards from the buyer's outcome

List the results the buyer wants first, then map what you have onto them, instead of starting from the material you feel like teaching. The strongest targets are people already moving toward a goal, so frame the offer as clearing one obstacle on a route they are already walking. What actually triggers the purchase often sits outside the core function anyway: easier operation, familiar wording, a sense of control they cannot reach alone.

The method

1. 01

   Build the offer from the outcomes your buyers want rather than from what you want to teach. Kahl listed the learning outcomes first, then mapped them onto what he knew.

2. 02

   The strongest target is a professional already moving toward a defined goal, so frame your offer as removing a specific obstacle on that route - lift sales by 30%, kill the downtime, fix the onboarding flow.

3. 03

   The value that triggers a purchase usually sits outside the product's core function: it is easier to operate than the alternative, it is described in wording the buyer already uses, or it hands them a sense of control they cannot reach alone.

Sources

• How I Learned to Make MoneyAlex Hillman · dangerouslyawesome.com · What Would You Say You Do Here? · 2011-10-01
• Don't sell to beginnersJustin Jackson · justinjackson.ca · Don't sell to beginners · undated
• Being Imperfect in Public – The Bootstrapped FounderArvid Kahl · thebootstrappedfounder.com · 2022-02-03