The Bone Setter Told Me

Your customers don't buy your product.

No, sir.

Your customers buy what they believe your product will do for them.

Look at this.

I'm a fan of chiropractors.

To me, they are true magicians.

They solve in seconds what others can't in years.

A "craaaaack," an "aaaaaah," and your back pain or crooked neck is gone.

That's why I'm a frequent client.

The session goes more or less like this:

I enter the small room.

"Please take off your shirt and pants."

I do it.

He looks at me fixedly and says:

"Oh, sir, today you really look super hunched.

See, even your shoulders are slumped."

Things I didn't even know.

But hearing them, they now seem true to me.

And the cracking begins. Back, neck, knees, and even toes.

When he's done, I stand up and he says something like:

"What a difference. Now you look straight. Your chest has even opened up."

I happily pay him and leave feeling stronger than Thor.

Did my body really change that much in 50 minutes?

I don't know.

But I believe it.

Because the bone setter told me.

"Look how my chest opened up," I tell my wife.

Who looks at me as if to say:

"If you say so."

Here's a lesson:

You can influence how your customer experiences the result of your product, just by talking.

And no, you don't have to be a hypnotist or a bone setter.

How?

By telling them what effects your product will have on them.

It's not new.

Nike tells you you'll jump higher.

Disney tells you you'll create unique memories with your kids.

And supplement companies tell you you'll have more energy.

And you believe them.

Want your team to do it with your customers?

Don't send them this email.

Don't give them a class about it.

Tell them what to say.

Here's the script:

Product + attribute + benefit

"Because these sneakers have heel reinforcement, you'll feel more secure when running."

"With the cervical support of this chair, you'll end the day with less neck tension."

And if you want them to really use it, give it to them in writing.

On a cheat sheet, like the one you used in exams (don't pretend).

A small book with product features and the results they give to the customer.

If you want me to tell you how to make yours, reply "bones" and I'll send you a guide.

With a template and examples so you can put it together quickly and your team stops improvising.

Carlos Agami

To serve is the way.

—

Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México.

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