In this episode, I explore a powerful shift that can completely change the way you market your offer: prioritising the transformation you deliver rather than the details of the offer itself. In a crowded online space where people are constantly bombarded with features and promises, what truly stands out is a clear, compelling result. It’s not about what’s included - it’s about what changes.
I explain this using my “two mountains” analogy, showing how your audience starts on one mountain (their current struggles and frustrations) and wants to reach another (their desired outcome). Your offer is simply the bridge between the two, but too often we focus on selling the bridge instead of the view from the top. I also share practical examples - like how airlines market the destination, not the flight and highlight how testimonials and case studies help prove that the transformation you promise is genuinely possible.
If your marketing hasn’t been converting the way you’d hoped, this episode will help you refocus on the real driver of sales: the meaningful change you help people achieve.
3 Key Takeaways:
- Market the transformation, not the product
People don’t buy modules, calls, or features, they buy the result those things help them achieve.
- Meet your audience on their first mountain
Your messaging should clearly speak to where they are now, what’s not working, and what they truly want instead.
- Use proof to make the transformation tangible
Testimonials and case studies bridge belief gaps and show your audience that the journey from pain to possibility is absolutely achievable.
LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE
Connect with Teresa on Website, (Grow, Launch, Sell), Sign up to Teresa's email list, Instagram, LinkedIn, or Facebook, Subscribe to my Youtube
Transcript
In a world where we have got more content than we know what to do with, and AI can produce us a course five seconds flat. There's one thing that we must ensure when you are marketing your online offer.
If we've not met, my name is Teresa Heath Wareing and I help course creators, membership owners, and coaches grow their online businesses through effective launches and selling online. So recently I've been doing is some talks and some sessions. I'm a speaker and I've been talking about what is changing and what has happened in the online space we should be doing in 2026 to help sell our online offers.
And there is one thing that is so very important that's. Always been important by the way, but it's even more important that we get clearer on now than ever before. I want to talk about your customer's transformation. Now, before you already say, Theresa, I know this. I understand this. I want you to just listen to this video because if this video helps you understand your customer's transformation a little more, that is [00:01:00] going to help you sell more.
Because in a world where we don't need more content, we are not bothered about buying something because it's got many, many hours of content. Or because there's all these lessons or all these courses when it's quicker for them to go to chat GPT, for instance, and literally type in a question and get the answer.
So why are then people buying the thing that you're selling? If I can literally go and buy a course, why would they then go to the effort to buy something from me or you? They're after the transformation. So what they're not looking for is they're not looking for the product. They're looking for the thing that the product enables them to do.
The way I teach a transformation in my world is I talk about two mountains. Okay? So imagine a mountain where your customers currently are, where they're, they are in pain, they have the problem, they are frustrated. And then where they're trying to get to is this other mountain over here, a mountain where.
They have the transformation, where their life [00:02:00] is, where they want it to be, where they've achieved the thing they want to achieve. And the thing that gets them between the mountains from the pain mountain they're on now to the transformation mountain of the thing that they want is your product or service.
Okay, so let me explain a example of what I mean. So for instance, when people come to me. They are on the mountain. They have the problems and the pains that they have an online business that they love. They just wish it would make them more money. They're frustrated that they followed all the advice, and yet it doesn't seem to be happening.
They know people love the product that they sell. Just why aren't more people buying it And they are tired of generic advice and generic stuff. And they are tired of generic advice and they want to know and get deep into their business and understand why it's not working for them in their business, and they ultimately want to make more money and serve more people.
So that's the mountain that they're currently on. Now, the mountain that they want to get [00:03:00] to is the mountain where. They have lots of customers, or as many customers as they're looking for, it's where their online offer is selling much easier, where they're not feeling burnt out, where they have a pathway or a strategy that they know works that they can rinse and repeat where their online business is giving them the life that they love.
So that's where they're trying to get. So they're over here frustrated, and you might be watching this and you might go, yep. That is me, Theresa. I am annoyed. I thought I'd be further along by now. I have a great online business. I really do help my customers. I just can't understand why we're not selling more and I've done all the things and I want to be over here where I'm selling more and I am getting people to join my program, join my membership, buy the course, and I am actually making the money I want to be making from my online business.
So. You are here, you want to be over here. And the thing that helps you get from one mountain to the other is my product and service. So, and interestingly enough, it could be any [00:04:00] of my products and services because I effectively help people do the same. There's just different ways in which they can do it.
So watching YouTube doing this is helping you now it's doing it very slowly and it's not doing it specific to you. But if you watch enough of my videos, go back and listen to enough of my podcast episodes. I will help you move from one mountain to the other. If you join my Grow Launch Sale program, I will help you move faster and with a better structure.
If you work one-to-one with me, I'm help you move even faster than that. So all my products and services take you from one Mountain and get you to the other one. Now, the truth is, it kind of doesn't matter the thing I'm doing in the middle. Okay? All you really want is to be from one mountain to the other.
So if I was to say to you, go out with a sandwich board on, do you know what a sandwich board is? It's basically like a board that people, of course you do. But anyway, it's like a board that people wear on the street that has a sign on it. If I said to you that, that is working really, really well and that is going to get you to the other mountain.
You might do it right, because what you want is to get to the mountain. You are [00:05:00] actually not that bothered of what that product and service is in the middle. It's the transformation you want, not necessarily the product and service. So let's just bring it back just a little bit to the online world, to courses, to memberships, to programs that you're offering.
Whereas in the past, and this was probably three, four years ago, where it was all about like the offer stack, it was all about going, you get this and you get this, and the hours of training and all these resources and all of these things. It's less so about that now and it's more about the transformation.
So if I was to tell you that I have one five minute course, I don't by the way, but if I was to tell you I have one more. Five minute course that is literally going to give you that transformation. Of course you'd want to do it, of course, you'd wanna take it in a heartbeat. It's the same way as like. We just want everything so much faster.
So it's not that I want to spend days and weeks learning this stuff, I just want the transformation. But the problem is, one of the ways that we've marketed before [00:06:00] is very much talking about this is what the offer is, this is what I it does, this is how many courses you've get and how many calls you get, and the support you get.
Where we really need to move the focus away from the actual product and focus more on the transformation. Talking about how we deliver the transformation. There's a really good example in the real world of an industry that has to do this, that has to talk about the transformation, not about the product, and that's the airline industry.
Now, there are very few people who just love going on a plane, right? My husband is one of them, by the way. He. His ex-military, he works in aviation like he loves going on a plane. I like where the plane gets me now, when BA or Virgin send me emails, they're not sending me emails with pictures of economy.
'Cause quite honestly. That is not gonna cut it. Okay? It's not selling it. No one is gonna look at an economy seat and the food that you get in the [00:07:00] trade and go, oh, I really want to do that. I'm so excited. What they want is the destination. So when British Airways or Virgin send an email through to me, what they're doing is they're showing me destinations.
They're showing me beautiful beaches with blue seas. They're showing me amazing lands. Escapees and mountains and snow and whatever it is that they're promoting, they're not necessarily showing me sitting in an economy flight for nine hours or whatever it is, because that wouldn't sell. So the airline industry know really well that what you want is to get from the one mountain, the one mountain being I'm at home.
I am working all the time. I'm tired. I want to see the sun, whatever it might be, and the other mountain being I'm lying on a beach or I am visiting somewhere new that I haven't been, or I'm experiencing something I haven't done before. Or in my husband's case, I'm skiing down a mountain, like whatever it is.
That's what they're showing. That's the transformation. They're showing that you are going from over here, [00:08:00] where you're at home and you're tired and you're fed up to over here to where you are visiting somewhere. Amazing. The thing that gets you there very, you know, realistically is a plane is a thing that takes you, but no one wants to buy the plane trip as such, they want to buy the transformation.
So I know I've spent quite a bit of time really going deep on that transformation, but honestly, it is the most important thing because as if I don't have to remind you, your audience do not want your product. They want the transformation. So that brings me onto one more point, and this video's gonna be pretty short, but it's.
A really, really important one. One of the things you need to do when you are writing your sales emails, when you're writing your sales page, when you're on your webinars, when you are doing your bootcamps, whatever it is to actually sell your online offer. One of the things that you need to make sure you're doing is.
A, you are talking about that transformation you are talking about. I know where you are now and I understand where you want to be because again, [00:09:00] as a customer, I wanna read that and go, they get it, they get that. I'm frustrated. They get that. I'm annoyed they get that I have an online business that I love.
I just want more people to buy. So we need to make sure they understand that we understand. Where they are right now, where the pain is, and then we need to make sure they understand that we understand what the transformation is and what they really want from the end of whatever it is that we're selling.
Okay, so that's the first thing In your marketing, in your emails, on your sales page, on your webinars, we need to make sure we're having that kind of more softer conversation or that emotional conversation of. I get where you are now and I get where you want to be. In fact, the very first two sections of a sales page when I teach how to do a sales page is you do the headline, the kind of intro bit of like just grabbing their attention.
And then section one is where are they now? And section two is where do they want to be? So that is more important than going, do you want to buy this thing? Because they don't, okay. They don't wanna buy the [00:10:00] thing. They want the transformation. Okay. The other thing that's super important when talking about transformation is we need to prove that we have done it.
I have testimonials everywhere. In everything I do. I have them in every email that I send when I'm selling. I have them on my sales page all the way through my sales page. I have them in my webinars, my boot camps, constantly in my presentations. So we need to be proving that we can actually get them the results that they're looking for with various different testimonials and case studies all the way through.
Okay. Like I said, this is gonna be very short and very sweet, but it's so very important. You need to understand what is it that your customer really wants, and what they really want is not necessarily your product of service, it's the result that your product and service can give them. And it's that, that we've got to market.
If you found this video or podcast that's all helpful, I would massively appreciate it. If you could share it with someone, it would be so, so kind of you. This is obviously something I spend a lot of time doing every single week, getting these videos, getting [00:11:00] these podcasts out to you, and if you could share it, I would be so incredibly grateful.
