News Flash: Nobody wants to buy something that’s going to be difficult to implement. People are looking for solutions to the problems they face, and they really want these solutions to be easy. They don’t want to pay for the privilege of engaging in hard work.

But what if what you’re selling does involve hard work?

In this case, don’t focus on the hard part. Instead of detailing the difficult process of getting from “Point A” to “Point B,” paint a picture of the wonderful end results. In other words, go straight to “Point B.”

Do gyms sell the hard work and drudgery of exercise, including the difficulty of motivating yourself to get to the gym altogether? No, of course not! They sell sexy, fit, healthy bodies.

Do marriage counselors sell the painful process of having a long series of very difficult conversations with a spouse that you’re not currently getting along with? No, of course not! They sell the vision of a loving, happy relationship.

It’s the old “sell the sizzle, not the steak” concept

Help your prospective customers envision and feel as though their problems are already solved and their lives are already better, thanks to this great thing that you’re selling.

For example, say you have a podcasting recording and broadcasting service. Your company eliminates all of the technical hassles and roadblocks, making it easy for businesses to use podcasting to increase their sales. That’s what you should focus on.

Should you point out that your customers will have to come up with content to talk about on this podcast week after week, and that once the podcast is made, they’ll still need to do the hard work of marketing it? No! Those things are not appealing. And if you’re finding that they’re sticking points, partner with a company that can handle those aspects of the project and offer a package deal.

Let people know what you’re doing to make things easy

If there’s some part of the process that you are simplifying for them or doing for them, you can focus on that. For example, the exercise classes at the gym make exercising a no-brainer. All people have to do is show up and follow along. Your podcasting company provides all of the equipment and engineering to ensure a top-quality production. All podcasters have to do is show up and record.

Easy, easy, easy.