People aren't buying your product. They're buying someone who's been where they are.
Every day I see business owners marketing the same way. Look, I have a product. Look, I have a service. Buy this.
That’s not a pitch. That’s noise.
Let’s dive in and chat about this a little more.
People don't buy services. They buy proof you understand them
Lets use me as an example and the fact that I’m a social media manager and a digital marketer. There are thousands of people who can manage a social media accounts. So why would anyone pick me over someone else?
The answer isn’t a better logo or a lower price. It’s proof that you’ve been where they are. You hit the same wall. You know the exact problem, because you lived it.
That’s what people are actually buying. Not the deliverable. The fact that you get it.
Sell the solution, not the task
Flip the question. What problem does your audience actually have?
Maybe they can’t keep up with trends. Maybe they know they should be posting but don’t have the time. That’s the real product: “I have a system that tracks the trends and does the work, so you get your time back.”
Same skill. Completely different offer. One sounds like a task list. The other sounds like relief.
How I built a done-for-you content system with two tools
Here’s what that looks like in my own business. I built a whole content system using two pieces of software.
Claude is the first one. I built a skill that watches the trends for me and turns a couple of prompts already built into the skill, into a full content strategy, reels, posts, and carousels included. What used to be hours staring at a blank screen is now minutes.
Notion is the second. My Claude skill pushes everything straight into a content calendar I built inside Notion. No copying, no manual sorting. The draft shows up organized and ready to review.
From there it’s just editing and refining the content from the original draft, filming, and dropping in a few graphics. The heavy lifting is already done.
Whatever business you’re in, the model holds: find the problem your audience actually has, solve it, and be real about how you do it.
If you want to build the same Claude skill I use, I put together a step by step guide. CLICK HERE and it’s yours!
If you’d rather skip straight to the finished system, my LifeHQ Notion template (After you get the Claude Skill breakdown, it directs you here anyway) includes the full content hub, plus a place to capture ideas and plan your weeks, months, and goals in one spot. If you don’t want the Claude Skill Instructions, CLICK HERE to get my LifeHQ template!
This Week's Quote
"People don't buy what you do, they buy why you do it."
