July 2, 2019

Mosquito Joe

Sent by Jonathan Stark on July 4th, 2019

On my way to the supermarket this morning, I drove past a sign for something called “Mosquito Joe”.

It was a small sign and the only other thing it said on it was:

“Outside is fun again.”

This is an example of selling the benefits not the features. The outcome, not the input.

I don’t know if Mosquito Joe is a machine or a service or a tool or a chemical yard treatment or a skin spray or a clothing line.

I have no idea.

I just know that if I want to be able to have barbecues without my kids getting eaten alive by bloodsucking insects, Mosquito Joe promises a solution.

Note what Mosquito Joe does NOT do on their little sign:

They don’t talk about Mosquito Joe.

What do they do instead?

They paint a picture of what my life will be like after Mosquito Joe.


How are your clients transformed after an engagement with you? What is the desirable future you promise? What outcomes do you have the confidence to guarantee?