5 Steps To Becoming The Most Valuable Choice.
A drill seeder is a machine that plants seeds below the ground surface. I needed one to plant wildflower seeds on several acres. Those seeds are expensive, over $1000 for an acre’s worth. So I wanted to ensure they were properly planted, guarantee germination, and keep the birds from feasting on them.
After deciding the drill seeder was the best solution, I made several calls, talked with experts, and anxiously dialed to make a rental reservation. Then sped to the pick up location. When I got there, I couldn’t hand over my credit card fast enough.
As I drove home, I replayed the discovery, exploration, and consumption process. I wish my customers were as anxious to buy as I was. The anticipation of a perfectly sown field fed my excitement. And ignited my curiosity about defining the steps I’d just taken.
Creating excited buyers is the sole purpose of any business. There’s nothing else.
But here’s the key: that excitement doesn’t happen by accident. It’s not just about having a product or service; it’s about how clearly the buyer understands why this is the right choice for them. The more you remove the fog, the faster they run to hand you their credit card.
Think about my experience. I had a problem (expensive wildflower seed that I didn’t want wasted). I explored possible options (scatter on the surface, rent equipment, pay someone else). I quickly realized that only one option solved all my concerns, the drill seeder. That clarity created urgency. And urgency created action.
If you want buyers to feel the same pull toward your offer, you need to break things down from their point of view. Here’s a simple process you can use:
1. Define the pain in their own words.
Don’t lead with your product features, lead with the problem they desperately want solved. Ask yourself: What’s keeping them up at night? What feels too expensive, too risky, or too frustrating to keep tolerating? When you articulate this better than they can, they’ll lean in.
2. Paint the picture of success.
Buyers need to visualize the “after.” In my case, it was a colorful meadow blooming without waste. For your customers, what’s the equivalent? Describe how their world looks once the problem is solved. Make it tangible.
3. Position your offer as the bridge.
Now you introduce your solution. Not as a laundry list of features, but as the obvious connector between their pain and their dream outcome. The buyer should think: Of course. This is exactly what I need.
4. Remove friction and risk.
Make the next step easy. Clear pricing, simple onboarding, guarantees if possible. The fewer the doubts, the faster they’ll act.
5. Stoke the anticipation.
Finally, don’t just sell the product, sell the moment after purchase. Build excitement about what they’ll experience the minute they say yes. That anticipation is what turns a transaction into a win they can’t wait to brag about.
When you walk through these steps, you stop pushing your product and start pulling buyers in. You make them eager, even impatient, to do business with you.
That’s how you create excited buyers, by giving them clarity.
A reflection.
Back in 2006, two brothers, Roy and Ryan Seiders, set out to solve a problem every outdoorsman knew well: cheap coolers that cracked, leaked, and couldn’t keep ice from melting after just a few hours. Growing up fishing and hunting in Dripping Springs, Texas, the brothers were frustrated. They wanted a cooler that could withstand rough conditions, last for years, and actually do what it promised; keep things cold.
Here’s how YETI’s go-to-market strategy aligned perfectly with the 5 clarity points:
1. Define the pain in their own words.
The pain wasn’t subtle. Outdoorsmen were tired of replacing coolers every season. The lid would snap, the hinges would break, or worse, the ice would melt before the trip was even halfway done. YETI tapped directly into that frustration: “Tired of junk coolers that don’t last?”
2. Paint the picture of success.
Instead of just promising “better cooling,” YETI painted the after-picture: a cooler that could keep ice for days, survive being dropped from a truck, and even stand up to a grizzly bear attack. They let customers imagine heading out on a three-day fishing trip without worrying about spoiled bait or warm beer.
3. Position your offer as the bridge.
The brothers introduced the YETI Tundra, a virtually indestructible cooler that redefined the category. It wasn’t about being cheap, it was about being the only cooler you’d ever need to buy. YETI didn’t sell “features”; they sold trust, toughness, and reliability in the wild.
4. Remove friction and risk.
Yes, the price was shocking at first, $300 for a cooler when most cost under $50. But YETI reduced friction by making the promise clear: this cooler won’t fail you. Their warranty, product demonstrations, and real-world abuse tests backed up the claim. Customers realized they weren’t buying a cooler; they were investing in peace of mind.
5. Stoke the anticipation.
YETI didn’t launch with billboards or flashy ads. They seeded their brand through authentic influencers: fishing guides, hunting pros, and outdoorsmen who lived the lifestyle. Photos of YETIs strapped to boats, sitting in pickup beds, or being mauled by bears spread quickly. Demand swelled, and before long, the coolers became status symbols, proof that you were serious about the outdoors.
By staying laser-focused on clarity from the buyer’s point of view, YETI transformed an everyday commodity into a premium lifestyle brand. Today, it’s worth billions, not because they made a cooler, but because they made customers excited to own one.