People Buy Outcomes, Not Products

Tom Pestridge nails it with this simple visual: a camera vs. a photo album. The trick? You’re never selling the product—you’re selling the result people hope it delivers.

Why this image works

It hits right in the emotional core. People don’t care about specs or features—they care about transformation.

Why it works

• Focuses on benefits, not tools
• Taps into emotions and desires
• Makes the story relatable instantly
• Simplifies complex marketing into one clear message

More examples

• Gym membership → confidence in the mirror
• Coffee → energy to start your day
• Project management software → less stress
• Ads → new customers flooding in
• Mattresses → amazing sleep and better days