How to find the message that sticks with your clients

Your proposition makes total sense to you. Maybe you've been working on it for a long time. You know your stuff inside-out because you've really thought it through. You probably even know all the pros and cons versus all the competitor offerings out there.

 

Your solution is totally obvious to you.

 

So why is it so hard to get your prospects to buy? Can't they just see it? Do they live in a different world? 

 

I'm afraid that the answer to all these questions may be an overwhelming 'YES'.

 

The thing is that our message winds up getting stuck in our own head. Probably because we are too close to our own craft. We loose the connection with what our clients really need to hear in order to choose us. 

 

We have clarity about all the details, we know all the moving pieces. We've spent so much time on our product/service that we wind up losing track of reality, or at least the reality as our prospects see it. We start making all these connections that really matter to us but may have very little to do with what is going on inside the heads of our clients. 

 

There's a lot of stuff going on here...

There's a lot of stuff going on here...

The way I see a Rembrandt painting is very different to what an art scholar sees. To me, it looks like a fine painting, but the scholar knows the full backstory. The expert sees all the reasons why it is a masterpiece, he could talk about it for hours. I'd probably struggle to come up with a single meaningful paragraph. And even if I could, I probably wouldn't acquire it for the same reasons as the scholar. If I had that kind of money, I probably wouldn't pay as much for it as the expert would.

 

It's usually all about the simple stuff that we are missing. The things we take for granted.

 

This phenomenon is probably the most common work-related disease in the knowledge industry. It's more serious than burnout or the lack of exercise. This ailment is called 'The Curse of Knowledge'. It is serious and it is highly contagious. 

 

Oh, and there is a connection between this disease and the psychological health of business leaders, salespeople, marketers, and business developers because when it is hard to convince people to buy what you sell, it does take a toll on your emotional state. It might even cause physical damage if you count in all the 'banging your head against the wall' out of frustration :-)

 

But seriously now, by being such an expert, we take too many things for granted. We forget what it was like to acquire the knowledge we have today.

 

The good news is that there is a simple remedy to the curse of knowledge. I've recorded a short 2-minute video about it. 

 

Take a moment to watch it because it might have a positive impact on your work.


With the same thought in mind, you may also want to check out my free guide about making amazing elevator pitches...