Harvest Media

What We're Reading: The Anti Commodity Formula

Paula on Jun 27, '20

Posted in Marketing, Business

Imagine that you need a haircut, and you talk to two different stylists: the first one says, "I can cut your hair cheaper than anyone else in town," while the second stylist says, "I can give you a haircut that will make you look beautiful and feel confident every time you look in the mirror." Which stylist would you choose, and why?

So often we think that the only thing our customers care about is price. For some customers that may be true. But for many (perhaps even for most) what they want more than saving a few dollars is a solution that will make their dreams come true.

“If you want to build a dream business, build other people’s dreams for them.”

—Mike Shreeve

Recently, I enjoyed reading a short ebook called The Anti Commodity Formula. It's written to business owners who feel like they are not attracting their ideal clients and want to stop competing on price.

Here are four takeaways from the book that will help you position your business to build your client's dreams.

Make a client's dreams come true

1. It’s about them, not you.

Take a hard look at your skill set and experience. What kind of problems are you confident that you can solve?

Then think about your ideal client. Whose dreams can you make come true?

For example, if you are an experienced interior designer, you could say: "I am confident that I can design comfortable spaces that people want to be in."

In industries such as consulting, accounting, or creative services you might say:

It takes two

2. It takes two people to create success.

Next, think about the key characteristics that describe your dream client. Get specific and write down the qualities a prospect must have in order to be an ideal fit for you. For example:

emotional eggs

3. Emotion sells.

Your dream clients may have negative, limiting beliefs that are holding them back from achieving their goals. What messages can you create that speak to their emotions and address their pain?

Let's go back to our interior designer example. A prospective client may have a negative belief about themselves, like "I don't know enough about furniture and colors to design my living room." The emotion they are feeling is, "I feel overwhelmed and I don't know where to start."

Speak directly to your clients feelings in order to connect with them on an emotional level.

donuts are irresistable

4. Make an offer they can’t resist.

So now comes the most important part. You must offer a confident guaranteed solution that solves your client's pain. When you put your own skin in the game you’ll gain their credibility and trust.

For our interior designer example, she could say: "I can transform your living room into an authentic space that fits your lifestyle perfectly."

Here are some other ideas of a confident offer:

What amazing guarantee can you give to your clients?

The formula: Dream Client + Statement of Emotional Intent = Obscene Offer

After you've identified your dream client and the problems that you're confident you can solve for them, you can speak to them on an emotional level and create a compelling offer they can't resist. It's a win for you both.

If you'd like to read the ebook for yourself you can find it here:

Maybe you are feeling frustrated with your marketing or having trouble breaking out of the commodity mindset. Harvest Media can help you get more quality leads by creating the right message, to the right audience, at the right time. Talk to us about how we can help you market for results and build the business of your dreams.

Paula Wiggins

About the Author


Paula is our project manager and customer service specialist.

Share This Post

Four Classic Marketing Tips that Work

Change and uncertainty are realities that all businesses face. But these timeless marketing principles remain tried and true. … read more

How To Perform Your Own Brand Audit

A brand audit can shine light on new opportunities, pinpoint challenges, and steer big-picture decisions for a company of any size. Use this check list to get started. … read more

Let’s Get Growing!

Send Us a Message

* Indicates a required field.