Episode #276: What are you really selling?
TAYLOR BRADFORD: You are listening to episode number 276 of the Boss Girl Creative podcast. Today I’m talking about what are you really selling? On to the episode.
Hey, welcome to episode number 276 of the Boss Girl Creative Podcast. I am your host, Taylor Bradford. I’m excited that you’re here. Today, we’re talking about what are you really selling? And yes, that means whether that’s a service or a product, but I want to get to the nitty-gritty of what you are actually selling. So that is what today’s episode is all about. Before we dive into that, though, I want to make sure that you are in the know of what is the latest and greatest with Boss Girl Creative. First of all, if you haven’t signed up for text messages from me, which are weekly reminders about the latest podcast episode landing in your favorite podcast listening app, and just general “Hey, how are you doing?” or words of encouragement, just randomly, and I promise not to spam you. I don’t appreciate spam myself, so I keep it very, very short and sweet. And Wednesdays, you will get a text, just letting you know about the weekly episode. And then some random, just words of encouragement and uplifting quotes and, and just things that when I see them, I’m like, Oh, I got to share that with my community. So it’s very, very simple to sign up. Just send me a text to this phone number: 817-587-1978 and just say, “Hey, Taylor,” and then follow the prompts to get signed up. And your standard messaging rates will apply with whatever carrier you have. That’s legal. And yeah, so I hope that you will join there because again, I am shutting down the main Boss Girl Creative Facebook group, and this will be a great way for you to stay involved with the community. But also as another like, Hey, I’m going to push you towards this, but no pressure, the Inner Circle, that is where things are happening, and that is where you need to be. And you can get in, just like I mentioned earlier, bossgirlcreative.com/InnerCircle.
So the last few weeks have been interesting in my world. And last week, I talked about curveballs – when life throws you curveballs – and steps that you can take to just better handle those curveballs. And oh, my gosh, I’ve got even more curveballs lately, dealing with an issue with a new neighbor, and where we’re building our new house. And unfortunately, I’m having to bring on an attorney. It has gotten that far. If you follow me on my regular Instagram @TaylorLBradford, you might have seen what I’m calling my Karen stories. And Karen is just – it’s getting out of hand. So now I have to involve an attorney, which is really sad. Because building a house – building your dream house – is an exciting time in your life, and I’m struggling.
So let’s dive in. Let’s talk about what are you really selling because let’s just face it; it takes a lot of work to set yourself apart from your competition. It is why I talk about my 8+1 Pillars, which is going to become an ebook soon. And so we already know that it takes a lot to set yourself apart. But it’s also important, after all of that, it’s also important to understand what it is that you’re truly selling because it’s more than just the product or the service that you’re selling. So what are you really selling? What do people really want from you? Because in reality, people want a benefit. They want to know what’s in it for them. What do they get? What’s their takeaway? What’s their feeling? What’s their experience? What benefit are you actually selling? So if we look at Disney, Disney is actually selling memories. Yes, they sell tickets to get into their parks, they sell food, they sell beverages, they sell merchandise. But at the end of the day, Disney is selling an experience or selling memories. Apple sells hip, cool tech devices. Yeah, I’m sure there are people that are like, Oh my gosh, this is the baddest ram processor ever. But in reality, Apple isn’t just selling that. They’re truly selling hip, cool tech devices. They are trendsetters. They are innovators.
So how can you be different from your competition? It starts with the 8+1 Pillars, but then It also starts with what you’re really selling. What experience are you selling? What outcome are you selling? If I look back at my personal training years, I had all of the fancy certifications that were required for me to have. I have a degree in kinesiology, which is exercise science. I had a National Strength and Conditioning Association certification. I had an International Sports Sciences Association certification. Like, all of those were super hard to get. I had all the fancy letters after my name, but my clients didn’t truly care about that. I’m sure surface level, they’re like, Oh, yes, this person is qualified, but what they really cared about was how they were going to look and feel by hiring me. They wanted an improvement in their confidence. They wanted an improvement in their courage. They wanted an improvement with how they looked and felt. That’s what I was selling as a personal trainer. So what are you actually selling? How can you be different?
So I want you – first step – I want you to take a step back, and I want you to look at the bigger picture of your products and your services and figure out what are you selling? How are you presenting the things that you’re selling? Step two is to figure out why your customers are buying from you. What experience, what benefit are they truly buying? What do they want? How do they want to feel? What experience do they desire? Here are some questions that you can ponder to help you get to those answers. Do they want more traffic if you are selling that type of service or product? Do they want to increase their online sales? Do they want a new book to read if you happen to be a book blogger? Do they want to make it easier on themselves at dinnertime, if you’re a food blogger? Do they want to feel like they are in control of their life if you’re selling organizational tools and products? Answer those type of questions. What is it that they are really seeking? And then step three. Does your website, does your marketing copy, does your email marketing, does your social media – are they all speaking to what they desire? What are they buying? Does it all make sense with that?
So with Boss Girl Creative – I don’t know if you listened to my most recent introduction. I changed it at my five-year anniversary episode, and I really wasn’t sold on it. Like, I wrote it. I created it. I had my editor pop it into new episodes. But it wasn’t really sitting well with me. I was I felt like I was pretending. And after oh, about six episodes, seven episodes, eight episodes – I don’t remember how many – I was like, You know what, this isn’t me. And so I changed it again. And it now is me. Because what Boss Girl Creative is about for me is starting this revolution or restarting the revolution. I don’t know if it ever went away because this has always been me but like really trying to like just put it out there in words. But starting a revolution of gathering fellow professional procrastinators – because I’m a pro at that – and also those that are tired of being shoved into that round hole when they’re a square peg. Like, business isn’t one size fits all, and I want you to know that it’s okay to be different. It’s okay to do things on your own terms.
That’s what Boss Girl Creative is all about. I want to target the people that are the professional procrastinators that don’t want to do things by some other person’s rulebook or the mass rulebook of running a business because it truly is not one size fits all. I am a super-unconventional person; I don’t like to be that round peg in a square hole and – or a square peg in a round hole either way – and I think less is more. I think diving into what your story brand is, what your actual story is, and incorporating that into your brand that speaks more volume than a multitude of attempts at trying to sell something to somebody because that’s when you miss the mark. And the whole purpose is for you to understand what it is that you’re actually selling. So unconventional and being minimalistic, as far as selling is concerned, is up my alley. It is why I’m I’ve decided to shut down my regular Facebook group. It’s why I moved to a once a month Boss Girl Creative newsletter. It is why I shifted to maybe three times a week through the Boss Girl Creative Instagram. As long as my brand can speak for itself, which is always a work in progress, I mean, we’re not perfect, I’m not perfect, you’re not perfect. Everything is constantly a work in progress. Like you test something out, you realize it doesn’t work, you try something else. Or you test something out and do realize it works, and you start getting the feedback, and you’re like, Whoa, okay. The moment I changed the audio to the intro, I had several of you in my inbox and in my DMs acknowledging it, which means it speaks to you, which is what Boss Girl is all about and what I am trying to portray, so I’m glad it is finally speaking to you.
I am selling. So what is Boss Girl Creative selling? I’m selling lifestyle freedom, and I’m selling confidence in being an unconventional business owner. Because it is okay, 100% okay for you to be those things. So, are you assuming people will just think you’re great, and we’ll just buy from you? Because if you are, we need to have a conversation. Imagination and innovation are essential ingredients to your growth, which is why it’s important for you to constantly be exploring. Is your brand story portraying the things you want it to portray? Are you being able to confidently and clearly state what it is that you’re actually selling and then the product and the service that you’re actually selling is just a byproduct of the feelings, the experiences that you’re selling? So what are you really selling? And what are your customers really buying? That’s the ultimate outcome of adding your product and service into their existence. The outcome is what is important. They’re feeling, their benefits, the return on their investment. That’s what you have to convey. So, what value what benefit are you adding to your customers’ lives, to your readers’ lives?
So here is your homework. Here are things that you can do to help you figure all of this out. Number one, focus on emotional connections, through your website copy, and through your marketing efforts. Emotional connection because that is what you’re really selling. Number two, I want you to answer these questions: What benefits are my customers looking for? What outcome are they seeking? What return are they wanting by purchasing my product or purchasing my service? And then number three, now I want you to start with the benefits of your offerings and then follow it with the features of your offerings, and then how it all works. Three-step process within number three. So you’re going to focus on your emotional connections through your website copy and your marketing. You’re going to answer these questions: What benefits are my customers looking for? What outcomes are they seeking? And what return are they wanting? And then you’re going to start with those benefits of your offerings. You’re going to follow it with the features of your offerings. And then you’re going to share how it all works. Like what – how do you book yourself? How do you sell the thing? Like you need to walk them through those steps. Make your client – make your customer – the hero of your messaging. Make them the focal point. It’s not about you; it’s about them. So I want you to take out the “I’s,” I want you to take out the “We’s” and I want you to replace it with you. The word you not you you. No more “I’s,” no more “We’s.” It’s all about you. So it’s all about the customer. It’s all about them. You have to make them the focal.
So what is your secret sauce? What is the thing that sets you apart? Now, once you know what your secret sauce is the product and the service that you’re selling, I want you to focus on how it will change their world. Because at the end of the day, it’s about their experience. It’s about what they want. It’s about the outcome they are seeking. That’s all where this all takes root. So what is it that you are really selling? It’s not the product, and it’s not the service; that’s just the byproduct. It’s the feelings. It’s the outcomes. It’s a return on their investment. How are you going to make them feel? What are you going to change in their world? How are you going to make their life simpler? That’s what you’re really selling.
Thank you so much for tuning in to today’s episode. Again, shout out to the Inner Circle membership. You guys, that’s where the party is happening. You need to get yourself in ASAP because that’s where the magic is taking place. That is where people are finding their lifestyle freedoms. That is where people are finding their confidence and being an unconventional business owner. That’s where it’s all taking place. Get yourself in. Go to bossgirlcreative.com/InnerCircle, because you know, you don’t want some FOMO with all that magic that’s happening in there. I will be back next week with another episode of the Boss Girl Creative podcast. Until then, I do hope you have a great rest of your week.