Stories of transformation are powerful.
We watch movies about sports teams that go from underdog to champion. We read books about people who face incredible odds and succeed. We stop the scroll on socials to marvel at images of weight loss. HTGV has dozens (hundreds?) of different home makeover shows…
Why do stories of transformation captivate our attention?
Because we draw courage and resolve from them as we pursue our own transformations. We want to know we have what it takes — “If ‘they’ can do it, then I can, too.”
Use the power of transformation when you’re talking with potential customers.
Talk about how transformative your product or service is. Not how it will transform “the industry” or “the way they do business.” Talk about how it will transform them.
Here are a few examples. Notice how the customer is a certain type of person before they buy and then becomes someone better after:
✨ Landscape Customer Transformation
- From: Someone who is burdened by the chore of maintaining their landscaping…
- To: Someone who is free to spend time on more important things.
✨ Tax Strategist Customer Transformation
- From: An uncertain investor who hopes they’re not paying too much in taxes…
- To: A savvy investor who knows they’re benefiting from the best tax strategy.
✨ Ethical Meat Customer Transformation
- From: Someone who knows they’re not making the best meat choice and secretly feels bad about it…
- To: Someone who’s proud they’re making the most mindful meat choices for their health, family, and the planet.
If you can help someone become a better version of themself, they will buy. Brands that promise (and then deliver) transformation will win in the marketplace.
Action Steps:
- Step 1: Write down who your customer will become after they buy from you.
- Step 2: Review your website and marketing materials to see if you talk about and show images of this transformation.
- Not sure what transformation your customers want to undergo? Start by filling in this blank: “We know you want to be ____________.” Use a word like strong, proud, admired, confident. Think about how your customer wants to be perceived by their peers.
