fbpx

Marketing Simplified

Your Product is Not Your Offer

Uncategorized· Video

For the holidays, I am bringing back my favorite reminder that will help you differentiate offer from all the noise out there…

What do you really offer to your customers? How is it different from your product?

If you’re unsure, you’re not alone. Many businesses and creators struggle with this distinction, and it’s a big reason opportunities to stand out online are missed.

Here’s the truth: your offer is what connects you emotionally to your ideal customer. Your product? It’s simply the proof that you can deliver on that promise. Let me explain.

Imagine you need a new nonstick pan. The one you have is scratched, food sticks to it constantly, and you’re frustrated that your meals look awful. You might even worry about what bits of that peeling pan are doing to your food.

Now, a marketer has two choices:

  1. List product features. “Our pan is made with premium materials, lasts longer, and heats evenly.”
  2. Create an emotional connection. “Are you tired of ugly meals sticking to your scratched pan? Ever wonder what’s actually in your food when your pan is peeling?”

That second option? That’s the offer. It’s about transforming your experience—making beautiful, stress-free meals without worrying about your cookware. Once the consumer sees the transformation you’re offering, they’ll be interested in learning why your product is the solution.

Now picture this: a tightrope with a safety net.

  • The tightrope is the transformation your offer promises—delicious, frustration-free cooking.
  • The safety net is your product—the nonstick pan that ensures success.

If customers don’t see the transformation waiting at the end of the tightrope, they won’t take the first step. And no matter how strong your net (your product), it won’t matter if they’re not inspired to act.

So don’t miss your chance to connect emotionally with your customers. Show them the transformation, then back it up with your product as the proof.

I hope this tip helps you stand out to your ideal customers—especially during the busy holiday season!

Leave a Reply

Your email address will not be published. Required fields are marked *

Marketing Blog

Rethinking AI: From Automation to Authentic Connection

By Leave a Comment

AI is everywhere, especially in marketing. But here’s the big question: are we using it to truly connect with people, or just automate the basics? I recently had the opportunity to share my thoughts about using AI for communicating with our ideal customers at the American Marketing Association’s EVOLVE event. Think about it—when was the … Read More about Rethinking AI: From Automation to Authentic Connection

Testimonials

headshot for Dr Lisa Hornick

“Vanessa changed my life. This is not an exaggeration. I learned more about marketing and brand management from Vanessa in one weekend than I did in YEARS of trying to navigate these subjects on my own. Vanessa has a way of presenting material so that it is easy to understand, effective and immediately actionable. She makes complex concepts simple and accessible. With her many years of experience, she is able to teach real-life lessons that you can implement to launch or improve your business today. Most of all, Vanessa can see your potential and vision sometimes better than you can see it yourself. She truly believes in her students and clients and has a unique way of helping them make their dreams a reality. I did not always think of myself as a thought leader in my industry but Vanessa inspired me to look at my career in new ways. She has helped me bring forth opportunities that I never thought were possible. I am so thankful to have her in my life and forever appreciative of the impact she’s had on both my personal and professional endeavors. Vanessa uses her special gifts to help bring out yours.”

Dr. Lisa Hornick
Optometrist
headshot of Ryan Wilson

“A huge thank you to Vanessa and for her unwavering commitment to shaping leaders of the future. Her knowledge and strategies with personalized thought leadership was the foundation that transformed the way I presented myself and my business. I realized how crucial it is to create a brand that authentically represents you, your values, and your mission. This branding not only impacted my career but shaped the way we position WilsonTech in the market, emphasizing our dedication to excellence, trust, and innovation.”

Ryan Wilson
student and business owner
Heidy Kellison

“Working with Vanessa is like being in your mother’s arms. Seriously. She‘s persistent yet patient, nurturing yet assertive, and accessible while promoting independence. Most impressively, Vanessa knows what she’s talking about. Doing what she says, even when it removes us from our comfort zone, always pays off. You cannot have a better ally for online marketing.”

Heidy Kellison
DOWNTOWNNORCAL
Meaghan Likes

“Before Vanessa, I literally spent thousands of dollars on other marketing courses, and Vanessa’s strategies continue to outperform and exceed my expectations every single time!”

Meaghan Likes
OWNER, BOOKKEEPING ACADEMY ONLINE | CEO, LIKES ACCOUNTANCY COMPANY
Claire Tauzer

“Vanessa helped us realize that we needed to look at marketing one of our new ventures in a whole new way — the opposite of we were doing before. When I followed her approach to create our offer, conversions were downright easy.”

Claire Tauzer
CO-OWNER, TAUZER APIARIES
Bruce Watts

“I like how Vanessa begins with the end in mind. She has you strategically understand your goals, ideal customer, and offer first, then teaches you how all the rest applies. It’s not tied to one thing, but rather, it’s an integrated approach. I would like to create online products for my business and Vanessa really reaffirmed the possibilities. She also highlighted how simple it can be to get them started.”

Bruce Watts
WATTS-WOODLAND AIRPORT
Alison Kent

“Vanessa’s careful nurturing of her clients, her guidance, and her cheerleading have been invaluable to me. The amount of information you get in her workshops and online course is staggering… it includes email marketing, social media, paid traffic, content creation and so on… email marketing was especially valuable for my business. I would recommend her to anyone looking to increase their organization’s online marketing presence.”

Alison Kent
PRINCIPAL, LISTENINK
Lorraine Beaman

“We actually slowed down our marketing plan to keep up with all the new business!

Vanessa has expert knowledge of marketing techniques, but what is really special is the way she helps her clients understand and apply those techniques. She is a great mentor and coach.”

Lorraine Beaman
FOUNDER, INTERVIEW2WORK
headshot of Tracy Fauver

“Vanessa’s strategies have allowed me to significantly outpaced competitors in fundraising revenue generation. But what I really appreciate is her passionate approach, the way she cares about each individual person she works with, their mission, and how it can change the world. Her marketing strategies can’t be found in any textbook but they work significantly better than the ones I find there.”

Tracy Fauver
Executive Director, Davis Community Meals and Housing
More testimonials