Have you seen an ad for a weight loss program? If you’ve been on the internet, even a minute, chances are, you have.
What’s missing from those ads?
Think about it.
We’ll get to what’s missing in a minute, but while we’re here, let’s talk about where those types of ads excel.
Before and after pictures.
These pictures, and their corresponding captions, do a really great job of letting you, the viewer, imagine yourself transforming.
You see people describe what life was like before (dark and bad) and what it’s like now (light and good).
What’s missing then?
You got it: specifics of the program.
There’s nothing prescriptive about these ads.
Nothing that indicates what you’ll learn, not really.
The names of these programs aren’t “A salad and 20 pushups a day to a new you.”
Now, my guess is, you’re not in the diet industry.
And you think that what people need is more information. More knowledge. More… salads.
But that’s where you’re mistaken.
Your product or service is all about transformation as well.
Focus on the transformation and you’ll find much greater success.
Focus on the what and the why, and leave the “how to” for your customers.
Why would someone need to solve this problem that they’re having?
What’s life like now?
What will life be like after they transform?
Focus on that.
Don’t focus on what happens inside the chrysalis.