📈 If Your Offer Isn’t Selling, This Might Be Why

This is hard to hear but: nobody wants your service.

They want what your service gets them.

No one wakes up excited to hire a consultant.

They’re excited to finally stop second-guessing every decision.

They don’t want a social media manager.

They want leads in their inbox without having to live on LinkedIn 24/7.

If your marketing talks about the service itself, but not the result, you're making your audience do extra mental math.

Let’s fix that.

1. Features Tell. Outcomes Sell.

Founders love to talk about the details:

“Four Zoom sessions, a custom dashboard, 24-hour response time.”

But your prospects?

They’re asking:

“How does this help me grow, save time, or stop feeling overwhelmed?”

Reframe your offer like this:

Instead of: “1:1 business coaching sessions.”
Say: “We’ll identify exactly what’s stalling your revenue and fix it together.”

Instead of: “We build automated email funnels.”
Say: “We help you generate leads on autopilot so you stop relying on cold DMs.”

People don’t buy services. They buy solutions.

Here’s a great example from my content agency, FounderBrands.

What we do: create daily content for clients.

What we really do: make you the go-to authority in your industry in only one hour per month.

2. Make Your Value Tangible

Don’t make your prospects guess why your offer matters.

Spell it out.

Ask yourself:

• What pain are they trying to escape?

• What goal are they chasing?

• What life change happens after working with me?

Then bake those answers into how you describe your work.

Example:

Instead of saying, “Custom Notion systems for teams,”
Say, “I help founders reclaim 10+ hours a week by organizing their ops in Notion.”

Check out our mission at Greenbox Storage:

Clear. Specific. Desirable.

3. Use Your Clients’ Words, Not Your Jargon

If your website sounds like your competition’s, congrats, you’ve blended in.

The best copy sounds like your client said it first.

Do this:

• Revisit client testimonials and highlight their exact words

• Use phrases like: “before we worked together, I felt…” or “now I finally…”

• Mirror that language in your marketing

If they say “I feel stuck,” don’t write “strategic inefficiency.” Say stuck.

4. Show, Don’t Just Tell

You can talk about the value of your offer all day long.

Or you can show what happens when people work with you.

Try posting:

• A client transformation story

• A “before and after” case study

• A breakdown of how your process got real results

This builds credibility and demonstrates outcomes at the same time.

And don’t worry about making it fancy.

A screenshot with context often works better than a polished case study.

Last week, I wrote a more in-depth dive into The Content You’re Not Posting, But Should Be.

A case study we did for a FounderBrands client:

The Takeaway

Your offer is probably better than your marketing makes it look.

Because when you stop selling what you do, and start selling what it does, people get it.

They feel it.
And they want to buy it.

So next time you write a post, pitch, or page, don’t ask, “What am I offering?”

Ask, “Why does this actually matter to the person reading it?”

Sell the outcome. Watch your conversions grow.

Whenever you’re ready, there are 4 ways I can help you:

1. FounderBrands: Build your online identity. Become the authority figure in your industry.

2. Promote your business to 1,800+ subscribers by sponsoring my newsletter.

Cheers,

Collin Rutherford

PS. Hearing fireworks on July 5th…