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independence3 unconnected
applies to

b2b, no audience needed

assumes $100 and up

outcome not stated

confidence

high

evidence

6 claims · 5 articles · 2 receipts

window

2015-04-20 → 2023-01-19

3 builders who never spoke to each other

Sell the unit of value, not the deliverable

A service advertised as what you produce only reaches buyers who have already diagnosed themselves as needing it, which is a fraction of the people with the problem. Price and describe the countable thing instead: not a redesign but a number of extra completed forms each worth a known amount. Aim one level further out where you can, at the problem your client has to solve for their own customers.

The method

  1. 01

    Frame the marketing around the outcome the buyer wants rather than the service you supply, because a webinar advertised as design work only reaches people who already know they need a designer.

  2. 02

    Sell the unit of value rather than the artefact: you are not selling a redesign, you are selling more form completions each worth a known amount.

  3. 03

    Write the pitch and the proposal around why they need this done and what it will do for them, instead of listing the technical items you will hand over.

  4. 04

    Front-load the targeting so the wrong people never enter the funnel, and describe the offer from the client's point of view as a single outcome instead of a list of services.

  5. 05

    Pitch by role rather than by feature: name the exact job each kind of buyer wants done and what it saves them.

What it returned

  • A web designer Brennan knows pitches chiropractors on getting more leads rather than on a new site, which reaches owners who think their current site is fine.

  • Three role-based cases: sales reps logging CRM updates, product and support teams filing tickets straight out of chat, and individuals capturing notes, with claimed savings of an hour a day on manual CRM entry.

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.

More in copy

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the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.