How should you position an offer when you sell it?

How to describe and promise what a product does when selling it.

Axis: sell the destination … sell the features

Answers by date: 2 records in 1 source, newest first; the answers above are the current ones. The advice was refined (2024), never reversed, in these records.

date	who	answer	source
2024-11-22	Ali	A product balances the offer, what customers expect, against what is delivered: customers should know what they are getting and get it, ideally more.	How I Built a New $1m Business in 12 Months 01:21:55
2024-11-22	Ali	Sell the destination, not the vehicle, Ali says: as package holidays sell the beach, not the flight; pitching Productivity Lab as "double your productivity" sold a vehicle, a mistake the team warned him of, and it settled on "achieve your goals".	How I Built a New $1m Business in 12 Months 00:17:49