I’ve got something exciting to share with you today—a thought that has changed everything I think about how you should be marketing your business in the modern military world.

Why You Need to Market Results, Not Features

I LOVE a garden centre – the posh coffee, the beautiful plants, the prospect of turning my muddy patch of married quarter garden into something beautiful….perfect! In fact, if we ever get a ‘real house’ the first thing I am going to do is create a beautiful garden sanctuary.

But, at the moment there’s one thing I can’t stop buying. My name is Jess, and I have a seed problem. I can’t stop buying them. Why? Because of my dream of that beautiful garden.

Think about the last time you were at the garden centre, browsing through packets of seeds. Did you buy the seeds because you were desperate for a handful of tiny, brown specks? Of course not! You bought those seeds because you had a vision. 

You pictured a beautiful garden, bursting with colourful flowers, a tranquil space where you could relax with a cup of tea and escape the stresses of the day. 

You were sold on the result – the beautiful garden – not the seeds themselves…because basically, seeds are ugly! Could you imagine if that was the picture on the packaging?! Would you buy them???

This is a lesson that many small business owners often forget.

We get so caught up in the details of what we do – the features of our products or services – that we forget to paint a picture of how those things will transform our customers or clients lives.

We’re so busy talking about the ‘seeds’ that we forget to sell the ‘garden’.

But people don’t buy features; they buy results. They buy the solution to their problems, the dream of a better version of themselves.

So, rather than focusing on the technical jargon and the detailed descriptions of what you offer, instead, tell stories, paint pictures, and evoke emotion.

Show your customers how your product or service will make them feel, how it will transform their lives, how it will help them achieve their dreams. Sell them the ‘garden’, not the ‘seeds’.

Milspo’s version of this is…

“Milspo is the UK’s leading community and resource hub, on a mission to transform military spouses, partners, and other-halves from overwhelmed ‘dependents’ into confident, focused entrepreneurs. We provide the tools, connections, and ‘posting-proof’ support needed to build thriving, sustainable businesses that deliver financial independence and personal fulfilment—no matter where the military sends you next.”

So much sexier than a bland list of the things I do – even if I do think they’re pretty ace! And yes, qualifications and criteria are important too, especially if it’s expected in your industry – it just comes a bit later in the process.

Creating the know, like, trust factor (the factor that moves your followers through the funnel to become your customers) is a lot easier to do when you share how what you create will solve their problem – the reason that your clients and customers come to you in the first place.

So that’s my challenge for you today – When you’re creating your content, your landing pages, and your marketing sell the dream – not just the ‘stuff’.

I’ve created a step-by-step workbook to help you do exactly this. Download Mastering Your Marketing Messaging which helps you craft a message that speaks directly to the clients you’ve been dreaming of.