Hey Reader,
I've been thinking a lot about personal trainers lately.
Not because I need to get fit myself, but because of how they approach their business.
Personal trainers aren't really selling workouts or meal plans.
They're selling transformation.
Taking you from where you are to where you want to be.
The exercises and nutrition advice are just their tools to help you get there.
This got me thinking about our businesses.
What transformation are we actually offering our clients?
It doesn't matter if you're selling software to big companies or handmade jewellery to individuals.
The brands that win are offering some kind of change in their customers' lives.
For everyone I work with, I want them to become the champion of their industry.
That's the transformation I'm selling.
What about you? What change do you create for your clients?
Once you've figured that out, your next step is simple: share those success stories in your marketing.
Show the before and after.
Just like personal trainers do with those transformation photos where their clients trade the beers for the protein-infused smoothies.
Your customers don't just want your product or service.
They want to become something different or better by working with your brand.
To your success,