It’s definitely the latest marketing buzzword and while the basic concept is nothing new, it’s certainly putting a new spin on how we look at the role of marketers and of advertising. And that’s a good thing!
So then what does it actually mean, in real-world terminology, and how does it relate to the everyday small businesses trying to get value from their marketing and advertising?
Good question. I’m glad you asked.
The premise is actually really simple. Transformation is about moving a person from an undesirable state (the state BEFORE they use your product or service) to a more desirable state (AFTER they use your product or service). It’s as simple, and as complicated, as that.
The before state is usually something not great like frustrated, overwhelmed or afraid.
Our goal is to get them feeling better. We want them to feel happy, or relieved, more confident or relaxed.
Most importantly for us as marketers, transformation is about demonstrating how our product, or our service, facilitates this move from the less desirable ‘before’ state, to the more desirable ‘after’ state. And it’s not about how we spin it, it’s about genuinely offering a solution that can transform how someone feels.
As marketers, we have a massive responsibility to make people feel good about who they are, and what they have, and not to make them feel less than they are, or make them feel stressed or anxious. Think about it, would you want to work with a brand that makes you feel good about yourself, or bad?
We used to talk about creating a gap. A gap between where someone is, and where they want to be, or what they have, and would like to have, or how they feel and how they would like to feel. Now we talk about transformation.
It’s actually a really useful way to think about it. As business owners or marketers we can often get caught up talking about our product, or the features of our service and the harsh reality is that no one cares. What they care about is the benefits to them. So thinking about the transformation keeps us focussed on how we actually help our customers. Remember, people buy benefits, not features.
Yep, I know a lot of that sounds very theoretical and it can be a challenge to see how that applies to your business day to day, but it can make a massive difference to how you position your business and your offer, and that can have a huge impact on your advertising results. How then do you apply the principles to your business?
First of all, start of by listing the emotions your ideal client will be feeling, or they state they’re likely to be in right now, before they work with you. Things like frustrated. Afraid. No energy. Low self-esteem. Overwhelmed and so on.
Next, list out the state they would like to be in. Financially free. Happy. Confident. Energetic. Proud, and so on.
Now, list out the ways your product or service helps achieve this. Get more clients, save time, sleep better and so on. But be specific. ‘Save up to 7 hours per week…’ ‘Get 3 new clients every month’ you get the idea.
Then, create your messaging that makes the transformation.
‘Constantly worrying about where the next new client is coming from can be absolutely exhausting. But imagine the relief, and the confidence, that would come with a campaign that consistently delivered 8-10 new leads every single week.’ Paint a picture of how life is going to be after they’ve done business with you.
So that’s transformation. Have a go at applying the concept to your marketing and see what it does to your results.