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- A Reminder of How Buyers Make Decisions
Welcome back to The Intelligent Marketer, where over 14,538 growth-minded founders, agency owners, and marketers go to learn modern marketing strategies.
No One Buys Your Process. They Buy the Outcome.
Here’s a trap I see all the time, especially with smart founders and marketers:
They spend way too much time explaining how they work.
“We follow a proven 6-step system…”
“Our framework blends strategy, copy, and creative…”
“We offer A/B testing, audience segmentation, retargeting, and funnel optimization…”
And while all of that might be true (and even impressive), here’s the harsh reality:
Customers do not care.
They’re not buying your features.
They’re not buying your service list.
They’re not even buying your strategy.
They’re buying an outcome.
And it’s your job as a marketer and founder to understand the outcome your prospects want.
If your offer reads like a service menu, it’s time to rewrite it.
Nobody walks into a restaurant, looks at the menu, and asks how the chef sourced the garlic. They just want the meal to be good.
Your clients are no different. They want:
More leads
More sales
Faster growth
More freedom
Less stress
A transformation that feels obvious and valuable
And if your offer doesn’t communicate that, you’re making them do mental gymnastics just to understand what you do.
And confused buyers don’t buy.
As I once read in Russell Brunson’s book, “if you confuse, you lose.”
The best offers focus on outcomes.
Want a quick test?
Look at your website, your bio, your lead magnet, or your proposal deck. Ask:
Are we highlighting features or outcomes?
Are we describing deliverables, or what those deliverables create?
Do we sound like problem-solvers… or process nerds?
Here’s a simple way to flip it…
Instead of:
“We build automated email sequences for cold outreach.”
Say:
“We help you book qualified sales calls on autopilot, without extra work on your end.”
Instead of:
“We design high-converting landing pages and lead magnets.”
Say:
“We turn your website into a lead machine that books calls while you sleep.”
Instead of:
“We offer done-for-you social media content.”
Say:
“We make your brand impossible to ignore online, without you having to write a single post.”
The work might be the same, but the way you position it makes all the difference.
How you work and your process both matter, let me make that clear…
But it’s not THE reason people choose to work with you. It’s what bridges the gap from interested lead → client.
You don’t have to stop talking about the “how.”
But it should come after the “what.”
So here’s the challenge for this week:
Audit your main offer, and rewrite it with the outcome leading the message.
Remove the fluff.
Cut the jargon.
Make the win obvious.
Make the next step easy.
Because no one wakes up wanting your process.
They wake up wanting a better version of their life or business.
And the faster you make that feel possible, the faster they’ll say yes.
See you next Friday.
Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
– Eric
Intelligent Marketer Newsletter
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