Written by: Vickie Sullivan | August 26, 2021
How to Get Buyers to Want What You’re Selling
Often potential buyers tell us what they think they need. And usually, they are wrong. Their perceptions don’t match reality. Now we are forced to tell them what they want is wrong, and we must get them to see what they really need.
That isn’t always easy, but a recent Forbes article includes a good example of how to move prospects from one need to another.
Let’s move past this great information, though, and drill down on the message strategy. Chris Walker uses the power of distinction to drive a new conversation and to advocate for his solution. Here are two things we can use from his playbook:
• Lead with a rant. By railing against the “old ways,” Walker gets attention fast for his origin story. He uses urgency for change. The article author acknowledges the tone but redefines it from bitter/angry to serious/determined. Good move.
• Make the alternative safe to consider. Walker makes clear that marketing isn’t sales. But then he proves the impact of his ideas by helping his competitors and giving content without connecting to a specific offer. By “eating their own dog food,” Walker proves his point without preaching. By using himself as an example, he makes it safe to consider this change in focus.
Listen: How to Make Your Distinction Safe to Consider
A lot of us use distinctions in our marketing content. Using this effective tool in a bigger way sets new standards for buyers to consider us. It’s how we get the marketplace to want what we’re selling.
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