Your Audience Doesn’t Want Your Offer — They Want This Instead

Описание: In a world where AI can create a course in seconds and content is everywhere… why would anyone buy your offer?
Because they don’t actually want your course, your membership, or your programme.
They want the transformation.
In this video, I break down why focusing on your product is costing you sales — and how shifting your marketing to focus on the transformation will instantly make your messaging stronger.

You’ll learn:

✅ Why more content is no longer the selling point
✅ The “two mountains” framework I use to explain transformation
✅ Why your offer is just the vehicle - not the destination
✅ How the airline industry markets transformation (and what you can learn from it)
✅ What to focus on in your sales emails, sales pages and webinars
✅ Why proof (testimonials + case studies) matters more than ever
If you’re a course creator, membership owner, or coach, this will change the way you market your online offer in 2026.
Because your audience doesn’t want the thing.
They want where it gets them.

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⌚️ Timestamps
00:00 Why content isn’t the selling point anymore
00:45 Why transformation matters more than ever in 2026
01:30 The “two mountains” explanation
03:15 What people really want (not the product)
04:45 Why features don’t sell anymore
06:05 The airline example — selling the destination
08:15 How to talk about transformation in your marketing
09:45 Why proof matters (testimonials + case studies)
10:40 Final reminder: sell the result, not the thing