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What Are You Really Selling?

by Pete Godfrey · 8 comments

What Are You Really Selling?

I’ve talked long and hard about this point over the years in my newsletter… that you’ve got to sell the end result of your product… you’ve gotta sell how your clients will feel once they’ve achieved the benefits of your product.

For example…

Don’t sell a diet book, sell sexiness and self-confidence.

Don’t sell Life Insurance, sell peace of mind.

By now, hopefully, you get this. But there’s more to this that I rarely mention.

If you’ve studied history, in particular the people of influence, and if you’ve read and studied “The 48 Laws of Power” by Robert Greene, then you know, people have an insatiable almost child-like appetite for Magic and Magic Powers.

In advertising, we call this the Magic Pill; and the closer your pitch is to the Magic Pill generally the more sales you make.

If you’ve ever seen the Giant Tomato ad displayed in many catalogues you’ve seen the Magic Pill in action. If you’ve ever seen the ad on TV for an underlay you put on your bed full of magnets and you wake up without pain, then you’ve seen the Magic Pill demonstrated right before your eyes.

Point is, folks don’t want to know the mechanics of what your “thing” does.

They want the intangible magic benefits your “thing” gives them.

If you’re in the advice giving business, and this applies to anyone from a Business Coach to a Naturopath, they don’t want to know how you do your “thing”, they’d prefer to believe you are their magic rabbit’s foot, that you possess secrets and powers only you can provide.

You can fight me on this, shake your head and tell me your clients are smarter and more sophisticated than this. But you’d be wrong. People are people and we haven’t changed that much over the years.

To ignore the power of magic and secrets and secret powers is to ignore the way people have been managed and controlled and influenced since the beginnings of time.

Folks are looking for certainty in uncertain times.

Give it to them with a magical twist.

POST SCRIPT: Never underestimate the power of curiosity.

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About The Author

Copywriter, Sales Strategist - Pete GodfreyPete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook

{ 8 comments… read them below or add one }

Judd Leverton April 5, 2011 at 12:21 pm

It’s amazing what people will do when face with the unknown, and how much they crave certainty. They crave it so much, many prefer a situation they hate but know, to the uncertainty of what may come if they change their situation.
Better the Devil you know” as it were.
There are 2 things at play here – Fear of the Unknown & Fear of Failure.
Anythime these people feel uncertain this fear of the unknown raises its ugly head, gripping their heart, preventing most from taking the action they need to take in order to get the results they desire. If that weren’t enough, Fear of Failure also takes a stab.

People don’t want to be seen as a failure, don’t want to be embarrassed by their choices or be held responsible for their decisions – and sometimes, making the right choice in moving ahead requires some hard thinking in order to avoid failure and embarrassment. And this becomes very uncomfortable to do.

So now they fear what may come in an uncertain future, and they don’t want to make a choice for fear of making the wrong one and failing… then you ride in removing all uncertainty, making the tough decisions for them, destroying their fear and returning hope to their lives. After you have done that… you become their HERO.

Just as you are to many Pete.



Bret Thomson April 5, 2011 at 12:33 pm

So true Pete…
You’ve shared a powerful extension on the ol’ “Feature Vs Benefits” click.
It never seizes to amaze me the magical insights you can uncover about your market when you ask the question, “What are you REALLY selling?”
And what better way to seal the deal with a dramatic demonstration of a magic solution!! P.S. I still believe in magic any way Pete… Just ask the real fairies that hang out in my garden (inside joke)


Kat Hudson April 5, 2011 at 1:26 pm

Pete, great article, I think a lot of people get a little lost with this – it makes so much sense!

x Kat


Peter B Butler April 5, 2011 at 5:07 pm

Spot on Pete,

To get a new client I used to go into all the ‘techy’ stuff I do, even landed quite a few gigs that way but I pretty well beat them into submission, or confused the hell out of them and they liked me so I got the gig, not the best way to get new clients though.

Took me a while to realize that I possessed incredible magic powers to wave my wand over a website to get them to soar up the Google charts in a single bound, another zap with the wand to all sorts of wondrous money making things. I love your summary “Folks are looking for certainty in uncertain times. Give it to them with a magical twist.”

Love your stuff Pete


David Krauter April 6, 2011 at 11:47 am

mate right on the money… the Master Closer as Ben Gay himself says only possesses 7% product knowledge the rest of their pitch is made up of magic, feelings and rapport.


Copywriter Kevin Francis April 6, 2011 at 2:17 pm

Whoa! Lot going on in that post Pete!

Absolutely right about those psychological drivers. My take on the “magic” thing is that most folks want to believe because if there wasn’t some “secret”, as Judd says they would have to take responsibility for themselves.

Folks, remember that “With great power comes great responsibility”! Pete’s revealed some potent “secrets” here!

Kevin Francis


Farhad Khurshed May 24, 2011 at 2:19 pm

Great words of wisdom.

Always wondered though how a business like a convenience store could sell “convenience” as the USP, since they really sell commodities.

Should they create a difference by going the extra mile – shop online and we will door deliver, after hours delivery, publish newsletters with an offer of the month, birthday specials, mother’s day offers etc.?

Would all this help to build loyalty? Will customers soon get bored of these? Or will these tactics be copied by competitors and restore the Status Quo?

One for you to mull over guys.

Farhad Khurshed


Chris McLeay May 24, 2011 at 5:42 pm

Do not sell the features and benefits, but rather the benefits and features.


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