Marketing observation:

People don't buy products and services. They buy outcomes.

But in order to get an outcome, they need to go through a transformation.

That's where you want to focus your marketing.

@Basecamp knows this and does it well.

A thread:

Check out Basecamp's Before and After page. On it, you’ll see dozens of testimonials.

But not just any testimonials. They focus on one thing: the transformation.

https://basecamp.com/before-and-after

And that's where the magic happens.

Basecamp’s Before and After page contains all the hallmarks of good testimonials:

1. Actual customers’ natural language, i.e. “Basecamp really helps us organize our unorganized employees”.

2. Jargon-free language customers actually use, like “…everyone is moving in the same direction”.

3. Emotionally charged words to evoke a feeling, like, “Stressful, impossible, difficult, overwhelming” and “it felt like sitting in a wind tunnel”.

4. Unexpected benefits, like, “It makes people feel like they are being heard”.

5. A range of customer demographics, including industry, gender, and company size (i.e. it will work for me, too).

But the thing worth highlighting in these is the transformation.

Basecamp knows this and literally built a page that articulates this transformation.

They show you that not only is transformation possible, but it’s also possible for people just like you.

To summarize:

When you’re selling something, focus on the transformation, not just the current problem or end result.

That’s where the juice is.

Here's a link to the full article: https://kevin.me/transformation/ 

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