When people invest in themselves through you, they’re investing in the transformation or outcome they see possible for themselves, not the course materials, the e-book, the 8-hour workshop or the audio program.

That’s why I say when you’re presenting your offer or describing your value, spend 90% of your time, focus, energy and words on the outcome they’ll receive, and only 10% on how you’ll deliver that outcome.

So many presenters get that backwards and overwhelm their audience with tons of details about the three 90-minute calls and the 200-page book and the 24 CDs and 12 DVDs they’ll get.

They focus on how the transformation will be delivered and not enough on what the outcome will be.

Also, it’s way too much stuff, which actually drives people away. We’re all too busy, right?

And as much as we know this to be true, we continue to slip back and focus on the way we deliver the transformation rather than the transformation or outcome itself.

Would you like to know why?

It’s because we spent our life on that product, designing that workshop, building those CDs, creating that logo. They’re beautiful, right? We want to share them and more than anything want credit for all that hard work!

But here’s the thing. The people that you’re meant to serve don’t really care. They want the transformation. That’s why they’re drawn to you.

So, the next time you’re tempted to overload your course — and your talk — with tales of all the materials they will receive when they register, remember this:

They’re buying the destination, not the plane.