In this clip from his Simple Writing System course, John Carlton helps his students understand what they are really selling is not the physical product. It is the benefits of using the product.
This is a part of the Simple Writing System.
John’s comments:
What most people will do is that they will come to me I and ask “What do you sell?” “I have a 10-DVD course and written material”. No, that’s not what you sell. “And, I have a seminar, so I sell a seminar”. No, you’re not selling a seminar. The physical product of what you sell is not what you’re selling. His 10 step, or whatever it is…10 DVD course is the physical manifestation, the delivery system for what he is really selling.
What’s he really selling? He is selling hope. Or, as we were saying with John, you are selling transformation. It kind of breaks down to just a few…Tony, am I missing anything? Is there another kind of basic thing that we sell? The lists that describe what we are selling are really pretty small.
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