Your audience doesn’t care about your tools as much as you think they do.
If you’re in business, you probably spend a lot of time thinking about your “how” in providing your service or products—what software, processes, and systems you use to get the job done. For example, a product-based business over celebrating the “how” with selling their new smartphone. Instead of focusing on how the smartphone will improve the user’s life, the company might go on and on about the technical specifications—such as the processor speed, the number of megapixels on the camera, the exact size of the screen, or the technical specs of the battery.
But here’s the catch: your audience doesn’t care about your tools as much as you think they do. They care about what those tools do for them. The value you bring is what drives emotional connection, trust, and loyalty.
Instead, if the company focused on the value these specs bring, it could say:
“With our latest phone, you can keep up with your busiest days, never miss a moment, and capture crystal-clear memories with ease—whether you’re working, playing, or traveling. Stay connected, stay productive, and enjoy more freedom.”
The problem with a tool-centric pitch is that it focuses too much on the “what” and “how” of what you do, instead of the “why” and “so what?” And while tools, features, and processes are essential, they’re not what make customers emotionally connect with your brand.
Think about it: How often do you hear a company bragging about their state-of-the-art software or their fancy workflow automations? They tell you all about the features—how the tool can do this, that, and the other. But where’s the connection to you? The real question is: “What does this mean for me?”
A great example of this is when companies over-celebrate their product or service itself without clarifying the benefit. You might be impressed by their tech stack or the slick dashboard, the cool sleek phone or the fancy leather seats in the car—but after a few minutes, you start wondering: What’s in it for me?
When your pitch revolves around features, processes, and tools, it often falls flat because it doesn’t resonate emotionally. Your audience doesn’t just want to know what you do; they want to know how you make their lives better, easier, or more successful.
In fact, data shows that people make buying decisions based on emotions—80% of purchasing decisions are driven by emotions, while only 20% are driven by logic (Harvard Business Review). So, when you get lost in the details of what tools you use, you’re missing the bigger emotional connection that leads to conversions.
It’s the difference between saying, “We use a cutting-edge dashboard to manage your campaign” vs. “We’ll help you reach your business goals with data-backed decisions that drive growth and success.” Because the truth is, business owners don’t care about the dashboard, they care about the results.
People are more likely to engage with your brand when they feel understood and when they can see themselves benefiting from your solution. It’s that simple.
Shift from Service to Solution
The most effective companies don’t just sell a service—they sell the solution that service provides. It’s not about your tools; it’s about the tangible outcomes your customers and clients can expect.
Consider this: Your client doesn’t need a logo. They need a visual identity that builds trust and sets their brand apart. Your client doesn’t need ads—they need a proven strategy that drives sales and scales their business. And maybe those things look like ads and logos, but that’s not what they are really asking for, they’re asking for the value they get from it.
Marketers, designers, developers, product based businesses, realtors and all—they’re all in the business of creating outcomes, not just delivering services.
When you focus on the outcome of your service or product, you create an emotional bridge between your business and your audience. It’s no longer about the “how” but the “what’s in it for me?” Your potential clients want to know that you’re going to help them solve a real problem.
For example, the average person sees over 5,000 ads a day (wow), but only a small fraction of those resonate. That’s why outcome-driven marketing works. It stands out. It cuts through the noise because it shows that you get what your customer needs and you have the solution.
Here’s the challenge: Rethink your pitch. Ditch the tech jargon and the focus on your processes and systems. Highlight what you solve and the outcomes you create. Talk about the specific problems you help businesses overcome and how your service will make their life easier.
Want to stand out in a crowded market? Talk about the transformation you offer, not just the tools you use. Tell your potential clients what life will look like after they work with you—how you’re going to solve their pain points, how you’re going to help them grow, and how your service will lead to success.
Stop selling your “how”. Start selling your value.
