Welcome to another episode of the podcast that teaches you how to be a ridiculously good virtual assistant.
Today I want to talk about marketing from the point of view of your customer.
Today’s Quote: If you take a sincere interest in others, they’ll take a real interest in you. Build relationships, don’t collect them. – Rebecca Radice
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Connect with Tracey D’Aviero, VA Coach and Trainer
Episode Notes:
I remember a time when I was convinced that if I just listed all the amazing features of my services, people would immediately see the value and sign up.
I would outline every detail, the number of sessions, the worksheets included, the email support, thinking that surely more information meant a stronger case.
But instead of drawing people in, I often got a polite “I’ll think about it” or, worse, no response at all. It was frustrating because I knew I had something valuable to offer, but for some reason, my message wasn’t connecting.
That’s when I realized something crucial: Selling isn’t about listing features.
It is about creating an emotional connection and solving real problems in a way that resonates with people.
If you have ever struggled to get people excited about what you offer, it is not because your service isn’t good enough. It is because facts alone don’t inspire action.
Today, we are going to talk about why we naturally lean toward selling with features, why that approach doesn’t work, and what you should do instead to truly connect with your audience and get clients.
Why We Think Features Sell
It is completely natural to want to highlight features when we talk about our services. After all, we put a lot of effort into making sure our offer is packed with value, so it makes sense to assume that more details will convince people to buy.
But here is the problem: People don’t buy because of features. They buy because of how something makes them feel and what it can do for them.
There is a common misconception that providing more information automatically builds trust. We assume that if we give people enough details, they will logically come to the conclusion that this is the right choice for them.
But purchasing decisions aren’t purely logical. In fact, studies show that emotions play a much bigger role in decision-making than we often realize.
Think about the last time you made a major purchase. Did you sit down with a spreadsheet comparing features side by side, or did something just feel right about one option over another?
We like to think we are rational shoppers, but in reality, we make choices based on emotions and then justify them with logic after the fact.
When we focus too much on features and statistics, we risk overwhelming people with information instead of helping them see how our solution fits into their lives. They don’t need a list of everything included. They need to understand how it will make a difference for them.
What Actually Sells: Emotion and Connection
If people don’t buy based on features, what do they buy? The answer is simple. They buy solutions. They buy outcomes. They buy emotions.
When someone is looking for help, they are not thinking, “I need a coaching program that includes six calls, email support, and worksheets.” They are thinking, “I need help getting unstuck and moving forward with confidence.”
This is where storytelling becomes so powerful.
Stories create an emotional connection that facts simply can’t. When you tell a story about a past client who struggled with the same challenges your audience is facing and show how your offer helped them transform their situation, it is much easier for potential clients to see themselves in that story. They start to believe, “If it worked for them, it could work for me too.”
Even testimonials work best when they focus on transformation rather than details. Instead of “This program includes so much great information,” a strong testimonial would say, “Before this program, I was completely lost, but now I feel confident in my business and I am booking clients regularly.”
When you shift from explaining to storytelling, your audience doesn’t just understand your offer. They feel it. And that feeling is what drives action.
How to Shift Your Sales Approach
So how do you move away from features and start selling in a way that truly connects? Here are a few simple but powerful shifts you can make.
First, focus on transformation. Instead of listing what is included, talk about what changes for your clients when they work with you. What pain points do they struggle with now, and how will life look different after they have gone through your program or service? The clearer you can make that transformation, the more compelling your offer becomes.
Next, tell stories. This could be your own story, a client’s story, or even a hypothetical story that illustrates the journey your audience is on. When people hear a story that mirrors their own struggles, they naturally lean in and start to envision themselves experiencing the same positive change.
Another powerful approach is using testimonials and case studies. Instead of just saying, “This works,” show it in action. Share real-life examples of people who have benefited from your work. If you don’t have testimonials yet, share your own before-and-after journey.
Let’s compare two approaches to selling the same virtual assistant service.
Imagine you are promoting social media management services for small business owners.
A feature-based pitch might sound like this. “I offer social media management services that include three posts per week, engagement monitoring, hashtag research, and monthly analytics reports.”
Now, here is a story-based pitch. “When Sarah started her bakery, she knew she needed to be on social media, but she just didn’t have the time to keep up with posting consistently. She was spending hours trying to figure out what to post and how to get engagement, but nothing seemed to work. Since working with me, Sarah’s social media presence has completely transformed. She now has a steady flow of customers finding her online, increased engagement on her posts, and, most importantly, more time to focus on running her business instead of stressing over social media.”
Which one sounds more compelling?
The second version doesn’t just list what is included. It paints a picture of transformation. It connects emotionally by highlighting the common struggle of feeling overwhelmed with social media and the relief of having a thriving online presence without the hassle.
Final Takeaways and Action Steps
If you have been relying on features to sell your services, I challenge you to take a step back and rethink your messaging.
Look at your sales copy, social media posts, and website. Are you leading with facts and details, or are you telling a story that makes people feel something?
Try swapping out a list of features for a real-life example or story. Talk about the results, not just the process. Help your audience see what is possible when they work with you.
And if you want to take this further and learn how to craft an irresistible sales message, I would love to help.
Selling is not about convincing people with facts. It is about showing them a better future and helping them believe it is possible for them too. When you make that shift, sales become easier, more natural, and much more effective.
Let’s circle back to today’s quote: “If you take a sincere interest in others, they’ll take a real interest in you. Build relationships, don’t collect them.”
Building relationships through your marketing should be the main goal – yes you want clients, and the clients will come, but you need to approach your marketing from the perspective that you are going to be helping your clients make their business – and their life – better.
It’s a different lens to look through but it makes everything so much easier!
Do You Need Help?
If you want more support reach out to me on social media for a chat. I’m on every platform, so just find me where you are and let’s talk about it.
I’ve helped hundreds (and hundreds) of VAs get unstuck from the things that are holding them back from creating the VA business of their dreams – and I can help you too.
Thanks for tuning in, I’m Tracey D’Aviero, Confidence Coach for VAs and I’ll see you next time!
That’s all I’ve got for you this week. As always, if you are looking for more resources to grow your amazing VA business, connect with me on my website YourVAMentor.com/links is where you can find all of my trainings and resources and link to connect with me on social media.