I’ve been getting a lot of messages and emails asking for marketing advice (ummm I am ALL ABOUT THIS), and figured this week I’d touch on one of my favorite marketing tips:

Showcase what your audience actually cares about – the aspirational end of the story they can place themselves in.

Consider this: when you see an ad for a beautiful sweater, do they spend time talking about the features of the sweater? Sizes XS-4X, 80/20 Wool/Cotton blend, ribbed sleeves, scoop neck, blah blah blah.

Or are they showing you what the sweater looks like on a person? Especially now with the rise of UGC (user-generated content), you’re seeing just about every company sharing advertisements designed to look like organic content coming up in your feed, shot on an iPhone camera, with products showcased by normal-looking people.

An ad you can easily place yourself into.

And it works.

So when you’re wondering why you’re not booking clients or selling your product, take a closer look at how you’re trying to sell it.

Is your website full of technical terms and information that is useful but irrelevant? Are you showcasing features of your product rather than the end result it provides?

One of my most unique and powerful approaches to marketing type has been in showcasing an end result rather than features. I’m rarely highlighting one letter at a time, or simply white text on a black background.

I know that my specific audience wants more than that, so rather than showing them the product, I show them what’s possible to create with the product.