What Are You Actually Selling

But over the years, as my business grew and my expertise deepened, I started noticing something. The clients who succeeded had one thing in common: they knew how to market their websites and drive traffic to them. The ones who struggled had beautiful websites that nobody ever saw. 

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Now? I don't want to just build you a website unless I can see that you know how to market it and drive traffic to it. And if you don't know how, I can show you. 

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What am I actually selling now? Not websites. I'm selling the transformation from "having a website that sits there looking pretty" to "having a website that actually works as a business tool that brings you clients and makes you money." 

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See the difference? Same skill set, completely different value proposition. 

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This probably sounds familiar, right? What did you think you were selling when you first started your business? I bet if you dig deeper, you'll discover you're actually offering something much more valuable than your original idea. 

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The Before/After/Bridge Framework 

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Every successful business follows this formula: 

• Before: Your customer's current frustrating state 

• After: Their desired future state 

• Bridge: You're the vehicle that gets them from Before to After 

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Take a financial planner who thinks he sells "investment advice." Using the framework: ​

• Before: Anxious about retirement, overwhelmed by financial options 

• After: Confident about their financial future, sleeping well at night 

• Bridge: Strategic planning and ongoing guidance 

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What's he actually selling? Peace of mind and confidence about the future. 

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Or consider a med spa owner who thinks she sells "facial treatments and wellness services": ​

• Before: Feeling self-conscious about their skin, avoiding photos, low confidence 

• After: Feeling radiant, confident, and comfortable in their own skin 

• Bridge: Customized skincare treatments and ongoing skin health guidance 

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What's she actually selling? The transformation into someone who feels beautiful and confident every single day. 

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Why This Matters More Than You Think 

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When you understand what you're actually selling, three things happen: 

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Your marketing becomes magnetic. Instead of saying "I'm a business coach," you say "I help overwhelmed entrepreneurs create systems that give them their weekends back." Which one makes you want to know more? 

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Your pricing makes sense. When you're selling transformations instead of time, premium pricing becomes logical. Peace of mind about retirement? Worth thousands. Confidence in your business? Priceless. 

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Your ideal clients find you. When you speak to the transformation people desperately want, they raise their hands and say, "that's exactly what I need." 

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The Most Common Selling Mistakes 

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Mistake #1: Selling the process instead of the outcome. "I do discovery calls, strategy sessions, and implementation planning." Boring. What does the client have when you're done? 

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Mistake #2: Leading with features. "My coaching program includes 12 modules, worksheets, and group calls." Cool, but what problem does that solve? 

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Mistake #3: Focusing on what you do instead of what becomes possible. "I teach nurse practitioners how to start their own practices." Okay, but what becomes possible when someone knows how to build their own practice? 

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Your Value Discovery Exercise 

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Step 1: Identify your Before/After/Bridge. What frustrated state do your clients come to you with? What do they want instead? How do you bridge that gap? 

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Step 2: Ask your best clients directly. "What were you struggling with before we worked together? How do you feel now? What changed for you?" Their answers will reveal what you're actually selling. 

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Step 3: Listen for the emotions. Pay attention to feeling words: confident, relieved, excited, empowered, peaceful. Those emotions are what you're selling. 

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Step 4: Test your new value proposition. Try describing what you do using the transformation language. Does it feel more compelling? Do people ask more questions? 

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What You're Actually Selling 

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Here's the truth: you're probably selling something much more valuable than you realize.

 

That real estate service isn't just finding houses – it's helping families find a home. That estate planning isn't just making a will – it's creating peace of mind and security for a family. That event planning isn't just coordinating logistics – it's crafting memories that last a lifetime. 

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Your expertise creates transformations that ripple through every area of your clients' lives. 

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When you understand what you're actually selling, everything changes. Your marketing becomes more compelling, your pricing becomes easier to justify, and your clients become more grateful because they finally feel understood. 

So tell me: what transformation are you really selling? 

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Because whatever it is, it's probably worth a lot more than you're charging for it.