If you were following along on Instagram this past Spring, you might remember that we remodeled our kitchen.
For 9 long weeks, our old refrigerator sat in our living room while the rest of the furniture got covered in plastic and hauled off to the garage. The inside of the house looked like the backdrop for an episode of The Walking Dead with all the construction dust and debris that seemed to collect every day no matter how often I vacuumed.
The time in between Points A and B required a shit-ton of work and even more patience but the transformation was jaw-dropping. In fact, the highlight in my IG stories with the before & after pics has been one of the most popular pieces of content I’ve ever created (sigh.)
Why? You might think, what does that have to do with copy and content marketing?
Well, on the surface, not much…but let me bring it back…
We live in a place and time where we’re ALL about the before and after. Everyone loves a great transformation story. Just look at the line-up of TV shows out there…from The Bachelor (ugh, shoot me now) to Revenge Body, to Love It or List It; we all tune in to find out how they get from Point A to Point B because it’s exciting and inspiring.
The best way to sell your products or services is to tap into that. Share stories that focus on the outcome your programs deliver rather than the programs themselves. Who will your clients be? What will they do or have after all is said and done?
Think of it this way: The outcome (the transformation) —> evokes the emotion (desire for the transformation) —> that inspires the action (hiring you or buying your product.)
Oh, and here’s a snippet of our before:
BTW – A modest kitchen reno within a reasonable budget was our original plan. But in true HGTV fashion, we ended up redoing the ceilings, my office, the 1/2 bath off of the living room and replacing all the flooring throughout the 1st level of our house as well. It took twice as long as we thought and we went WAY over budget but the fact that I absolutely love our home and there’s no place I’d rather be? Totally worth it. And THAT right there is how you want your ideal clients to feel about working with you…costs a little more but 100% worth it.