When you’re selling to a confused world – a world that’s been scared to death over the past few years…
You have to adjust your approach.
(Or risk triggering the survival mechanisms humans have developed over countless centuries to steer clear of risk – i.e. risk aversion.)
“Why aren’t they buying?” “Why does it take so much longer for someone to buy, even if they do eventually?” “Why is everyone so skeptical and cynical?”
Because they’re jumpy at a level they don’t understand… and may never understand.
Their bodies get it, but their minds are far behind.
Clarity has always been important in business…
…but it’s probably more important now than ever – less noise, and a clearer signal in the marketplace.
How do you provide more clarity?
Slowly, methodically, clearly and simply…
All delivered with a bucket-load of empathy.
Empathy means you know what it feels like to walk in their shoes – you can’t fake that, and so-called generative AI most certainly can’t…
(So saying stuff like: “You’re tired, not at your best, running on fumes even after a full night’s sleep. We know how you feel.” before pitching them some of your pre-workout… sounds like amateur sales spiel – which is not something you should send to a subscriber you’re building a relationship with.)
You either can summon that feeling of empathy…
Or you can’t.
The only real “rule” you follow is that each interaction with a potential customer should leave them better off than they were before.
This does NOT include – you guessed it – sending blatant sales pitches to their inbox.
(If you need an example or two, check out Blind Spots #3 and #4 in my Book.)
If you can just NOT do that…
…you’re already way ahead of a good 99% of your competitors.
Seriously, look around and pay a little attention to other supplement brands – virtually all choose this approach…
But what if YOU don’t?
Then it’s only a matter of time before the right people/leads/prospects/customers realize that YOU are the best choice for them.
That’s your competitive advantage.
It takes a lot of effort and most certainly time…
…but that’s where the seeds of great things are sown.
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