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What people value about what you offer.

Number of people who lie awake at night wishing for more one-hour consultations with their nutritionist: zero.

Number of people who lie awake at night wishing they finally figured out why they wake up with puffy eyes almost every morning, or that eating was just a simple, intuitive, enjoyable part of their life, or that they didn’t feel so damn tired all the time: so many!

We value the change a tool (or service, or resource) helps us accomplish – not the tool itself.

And still, so often when we write emails, or features on our websites, or copy for a flyer, we start with the tool.

In case you are in that process, or considering rewriting what you’ve got, I wanted to offer this: start with the transformation.

Not as a marketing tactic, but because it’s more helpful.

As a layperson, I actually don’t know how to evaluate whether, say, a series of six treatments is what I need at this point. But I absolutely can decide whether I’m interested in getting help with my migraines.

It’s also how an in-person conversation would organically unfold. We wouldn’t walk up to someone asking whether they’d like a nutritional consultation (or, wait, some people would, or feel like they should – but no). But when they mention that, say, they’ve tried every lotion under the sun and their skin just isn’t getting better, we might offer to help them get to the root cause.

So: transformation, outcome, positive possibility first.

Once someone had a chance to decide whether they are interested in your service, it makes sense to tell them how you can help, and back it up.

And if you’d like to collaborate on clarifying what it really is your community values about your work, or how exactly to integrate that in your next piece, just let me know and we’ll get on that. Perhaps a free 20=ish-minute call is all we’ll need.

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