If you've been reading my emails for a while, you know I think one mistake some education companies make is filling their marketing with language about the product, not the user.

And as soon as you make the switch to focusing on the user, that alone can be a good change to your copy.

Of course, there are exceptions, like when the product is a brand-new concept that requires an introduction. This is rare.

However, for most companies, I suggest focusing on one aspect of the user's (or decision-maker's) experience:

The transformation they experience.

What makes it even trickier is this: the transformation is often 2 or 3 steps down the line...

For example, consider AirPods. These cheap pieces of plastic create priceless moments for me.

To put it simply, AirPods have improved my relationships.

Usually, I'm not one to talk on the phone. With that said, I love conversations and talking to my family, but the fact is that I just hate holding the phone. Call me lazy.

Now, I like taking walks. AirPods let me walk and talk. Headphones with wire made it just annoying enough not to want to walk and talk. And speaker phone on a walk is obnoxious.

AirPods were the perfect step forward. They make me feel like I'm taking a walk with my wife, parents, friends, clients, etc.

Apple is the biggest company on earth. So all they have to do is say "look, we made this" more or less, and then AirPods do so many sales that they could be one of the biggest companies in the country if they were a stand-alone operation.

But for you, if you can paint a picture about the transformation your product or service causes, and you can tell stories that actually reveal this to be true, then that's powerful.

Reply and let me know if you want to talk about how to make that happen for your company.

Thanks for reading,

Gerard Dawson