The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


What Is An 'End Result'?

Marketing works better when it focuses on the End Result. People don't buy books, they buy knowledge.

It's more comfortable to focus on features, on what your offer does, but it's more effective to focus on benefits, what your offer_ provides._

The End Result is usually an experience related to a Core Human Drive.

Josh Kaufman Explains 'End Result'

Most business opportunity seekers aren't really interested in the day-to-day details and responsibilities of running a business. They buy business books and courses because they want to experience a more prosperous, abundant, and hopeful future.

Most drivers don't buy expensive off-road capable vehicles because they actually drive off the road. They buy them because off-road capability makes them feel adventurous and bold, capable of meeting any driving challenge.

Most women don't buy a $20 tube of lipstick for its color alone. They buy it because they believe it will make them more beautiful and desirable.

Most college students don't pay hundreds of thousands of dollars to Harvard or Stanford or Yale just to sit in a class. They go (or, rather, their parents send them) because they believe they'll be perceived as sophisticated, intelligent, and powerful after they graduate.

Marketing is most effective when it focuses on the desired End Result, which is usually a distinctive experience or emotion related to a Core Human Drive. The actual function of the purchase is important, but the end result is what the prospect is most interested in hearing about.

It's often far more comfortable to focus on the features: you know what your offer actually does. Even so, it's far more effective to focus on the benefits: what your offer will provide to customers.

The End Result is what matters most. By focusing on the end result, you're honing in on what will cause your prospect to conclude, "This is for me."

Questions About 'End Result'


"People don't buy quarter-inch drills; they buy quarter-inch holes."

Theodore Levitt, economist and former professor at Harvard Business School


From Chapter 2:

Marketing


https://personalmba.com/end-result/



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The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


About Josh Kaufman

Josh Kaufman is an acclaimed business, learning, and skill acquisition expert. He is the author of two international bestsellers: The Personal MBA and The First 20 Hours. Josh's research and writing have helped millions of people worldwide learn the fundamentals of modern business.

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