You’re not selling a product or service, you’re selling your customers’ desired outcome and helping them accomplish it. Once you determine exactly what that is, you’ll see your marketing efforts yield real results.
Picture this: You are pouring your heart and soul into your business. You are working late nights, trying different marketing strategies, but something just feels…off. You know deep down there’s a gap between where you are and where you want to be. What’s missing? You might be overlooking a simple, powerful concept: understanding and strategically leveraging your customer’s desired outcome.
Whether it’s about attracting new customers, enhancing their experience, or growing your business, understanding what your customer wants to achieve is vital. Your job is to bridge the gap between your offerings and their desired outcome.
The problem? Many business owners make the mistake of focusing solely on their products or services. They forget to address the customer’s “why”—their actual desired outcome.
Shifting your perspective from what you are selling to what your customer wants to achieve can make all the difference. Understanding the desired outcome lets you position your offer in a way that truly resonates, compelling them to choose you over competitors.
What Exactly is “Desired Outcome” and Why Should You Care?
Simply put, a customer’s desired outcome is the ultimate goal they are looking to achieve by engaging with your business. They don’t just purchase a product or subscribe to a service. They seek a solution, an experience, or a transformation that aligns with their needs and aspirations. These desired outcomes are centered around the person, focusing on their specific goals, values, and the support they choose to involve in their journey. Each person is the foremost expert in their own life, with desired outcomes reflecting personal aspirations and the direction they want their life to take.
You can also call it a dream outcome. This dream outcome is really a function of giving them a guaranteed result quickly, at a price that feels like a deal, and that requires virtually no effort on their part.
Understanding these aspirations is like finding a hidden treasure map—it guides your every marketing effort. Imagine you sell online courses. Instead of solely emphasizing the features, focus on the transformation learners crave.
They are not merely buying a course, but seeking specific outcomes—landing their dream job, mastering a skill, or starting their own business.
Understanding and marketing around these desired outcomes make your courses irresistible, differentiating you from competitors.
Going Beyond the Surface
Identifying the desired outcome is deeper than simply understanding the need your product or service fulfills. Take a popular ride-sharing app like Uber, for example. Its customers could choose traditional taxis, right?
But what is their actual desired outcome? Is it just transportation, or is it about convenience, safety, transparency, and affordability? Understanding these nuanced desired outcomes has been pivotal in Uber’s success. Each person’s desired outcomes are intrinsically tied to who they are and the specific direction they aspire to pursue, reinforcing the concept that individuals are the foremost experts in their own lives. This includes transforming how people commute and setting a new standard for the entire industry.
Understanding how various actions and decisions can lead to achieving these nuanced desired outcomes has been pivotal in Uber’s success. Each person’s desired outcomes are intrinsically tied to who they are and the specific direction they aspire to pursue, reinforcing the concept that individuals are the foremost experts in their own lives. This includes transforming how people commute and setting a new standard for the entire industry.
This principle holds true across industries. Look at the booming market for plant-based meat alternatives. Health-conscious consumers are not just looking for substitutes, they’re driven by a deeper desired outcome. This could be a healthier lifestyle, reducing their environmental footprint, or aligning with ethical food choices.
Turning Desired Outcome into Marketing Success: A Step-by-Step Guide
It’s not just about identifying the desired outcome; the real magic happens when you incorporate this knowledge strategically into every aspect of your marketing. Implementing a systematic process to design your customer success management frameworks and operational strategies ensures that every step is aligned to facilitate customers in reaching their goals effectively.
1. Ask The Right Questions, Uncover Deeper Motivations
You can’t address your customer’s desired outcome if you don’t know what it is. So start by asking the right questions. Going beyond basic demographics or buying habits requires getting into the mind of your customers. Focus on understanding their aspirations, pain points, and what success looks like for them. Engage in direct conversations with customers, conduct surveys, or run focus groups. Having supportive individuals in the planning process can significantly enhance the achievement of these desired outcomes.
2. Craft A Compelling Brand Narrative Around Your Customer’s “Why”
Think of your brand narrative as a story that connects your product or service with the aspirations of your customers. Ensure your brand narrative goes beyond listing features and highlights the value and transformation your offerings bring.
3. Speak Your Customer’s Language, Build Stronger Connections
Think about how your customers talk about their desired outcomes. Are they using specific language or phrasing that resonates with them? Incorporating these phrases into your marketing campaigns strengthens their emotional connection with your brand.
4. Position Your Product/Service as The Bridge to Their Aspiration
Make it clear to your customers how you can help them achieve their goals. Provide evidence and compelling reasons why your product/service offers the most effective solution.
5. Go Beyond Traditional Marketing Channels
Don’t limit your marketing efforts to conventional advertising platforms. Explore content marketing avenues that allow you to provide genuine value. Think informative blog posts like this one that delve deep into topics your customers are passionate about.
Other ideas are interactive webinars providing expert insights, and case studies. Remember to incorporate your target keywords naturally into your content to boost SEO.
Case Study: GreenThumb Landscaping’s Grand Slam Offer
GreenThumb Landscaping is a small business in New Jersey and was getting crushed. Mark Davis the owner decided to implement some of the strategies from Alex Hormozi’s “$100M Offers” to differentiate himself. He figured out that customers wanted hassle free, year round lawn care and created a package to solve that problem. The package included regular maintenance, seasonal treatments, pest control and personalized service.
To make the offer more appealing Mark added a satisfaction guarantee and bonuses like a free consultation and an online portal with DIY tips and seasonal advice. This addressed the customer’s pain points and showed the value and convenience of a worry free lawn care solution.
Results were amazing. GreenThumb Landscaping saw 35% increase in conversions and 50% increase in customers. In 6 months revenue grew 45% and GreenThumb went from a small business to a big business.
FAQs about desired outcome
What is another word for desired outcome?
Other words for “desired outcome” are aim, goal, objective, target, or intent.
What is an example of a desired outcome of a meeting?
Let’s say the purpose of your meeting is to get a raise. Your desired outcome might be receiving a specific percentage increase in your salary along with added benefits.
How do you use desired outcome in a sentence?
Here’s how to use “desired outcome” in a sentence: Understanding the desired outcome of our customers is paramount for our business success.”
What are the desirable outcomes?
“Desirable outcomes” vary depending on context. If you’re referring to project management it could mean fulfilling objectives within budget and timeframe. If it’s a personal goal, it could mean achieving personal milestones. It all comes down to clearly defining what constitutes “desirable” in each specific situation.
Conclusion
In the dynamic world of marketing, simply putting your products or services out there isn’t enough. To cut through the noise you must grasp and strategically act upon your customers’ desired outcome.
By understanding their aspirations and making them the heart of your marketing efforts you can foster deeper connections, establish a stronger brand identity, and unlock a world of opportunities for growth.
Embracing this customer-centric approach might be the key to propelling your business beyond mere transactions, and toward a future where customer satisfaction and business success are intertwined.
