Don't Sell Avocados
Sell the result
Your prospects want to picture themselves achieving the result they are looking for online.
Always sell the result.
I imagine my ideal client going to Google and I look over their shoulder to see what they've typed into their search.
Work from your ideal client's need or quest. The three main areas are money, health or relationships.
If you are selling a course on public speaking, your clients want to be highly paid and booked again and again. So that's what you sell. Craig Valentine's tag line for his Legendary Storytelling Course is "6 Weeks to being Remembered, Repeated and Rehired as a Speaker".
Another client of mine, Anna Margolina, nailed it when she titled her latest class "Relax, Release, be Radiant". So many complementary and alternative medicine practitioners focus on the type of therapy, instead of the outcomes, instead of focusing on the results, like Anna did for her new offering.
What do you think of KL Moore's heading on her home page: "We help women who work in male-dominated environments survive, thrive and flourish in the workplace"?
Did you notice too, each example gave their prospect three results or outcomes?