💡 Overview

What does success look like to your customer? What is their desired outcome and can your product achieve it? Customers don’t buy products or services, they buy the hope that your product or service will fulfil their goals

No one cares what you can do, they care what you can do for them - Apple's iPod wasn't marketed as the world's best portable media player it was marketed as every song you've ever owned in your pocket.

Focus on what the customer really wants - which is a solution to their problem. By promoting the outcome, you're showing them how your product can help them achieve their goals, rather than just listing a bunch of features. Plus, it makes the perceived value of your product higher, as customers are more likely to see the value in a product that addresses their specific needs and solves their problems, rather than just a bunch of features.

So, it's a win-win situation, you're showing customers what they want and making your product more valuable.

⭐️ Examples

1. Apple: When marketing their iPhone, Apple often focuses less on the technical specifications of the product, and more on the outcomes that users can expect. For instance, they highlight how the phone's camera can help capture beautiful photos, or how its interface can streamline daily tasks. They also emphasize how the seamless integration with other Apple products enhances the user's digital lifestyle.

2. Fitbit: Fitbit promotes their fitness trackers not by dwelling on the technical specifications, but by focusing on the outcome – better health and fitness. Their marketing campaigns highlight how the device can help users track their progress, set and achieve fitness goals, and improve their overall health.

3. Slack: Slack's marketing emphasizes on the outcome of better team collaboration and increased productivity rather than focusing on the individual features of their platform. They show prospective users how Slack can solve their communication challenges and streamline their workflows.

4. TurboTax: TurboTax is another example where the company promotes its software as a tool to help individuals get the maximum possible tax refund with minimal stress and effort. They emphasize the outcome of saving money and time while making tax filing easy and error-free.

5. Airbnb: Airbnb markets its platform not just as a way to book accommodation, but as a way to have authentic travel experiences. The outcome they promote is not just a place to stay, but the opportunity to "live like a local" and enjoy unique experiences that traditional hotels cannot offer.

📝 Things to Note

Shift from Features to Benefits

Traditional SaaS marketing often emphasizes the features and functionality of the product. However, customers are more interested in the value and benefits they can derive from using the product. By promoting the outcome of your product, you effectively communicate the real-world advantages that customers can expect.

Align with Customer Goals

Outcome-based marketing aligns your product with your customers' goals and objectives. This approach demonstrates that you understand their pain points and are offering a solution that directly addresses their needs. This alignment not only attracts more customers but also fosters stronger relationships and loyalty.

Stand Out in a Crowded Market

Focusing on the outcomes of your SaaS product helps differentiate your brand in a crowded marketplace. By showcasing the tangible results that customers can achieve, you position your brand as a valuable partner in their success.

Develop Clear Outcome Messaging

To effectively promote the outcome of your product, you must first develop clear, concise messaging that communicates the benefits of your solution. This should include:

• Quantifiable results: Describe the measurable impact your product can have on your customers' business, such as increased revenue or reduced costs.

• Success stories: Share case studies or testimonials that showcase how your product has positively impacted other customers.

📚 Resources

• Outcome Marketing

• Understanding Your Customer’s Desired Outcome

• What is Outcome-Based Selling? How It Works & 5 Steps to Do It Right