Love this line from Just Creative’s most recent newsletter:

Clients do not buy processes. They buy futures.

Of course, clients means customers as well. This isn’t just a B2B thing.

No one just buys the thing, they buy what the thing will do for them.

The solution to a problem.
The realization of an aspiration.
The painkiller for their pain.
The actualization of a dream.
The outcome, not the process.

Sell the future state.