This is an emotional video featuring an architect Uwe Grahl.
Watched it with my client as a warming-up before I asked simple questions.
How many times per day do you think of your customers?
When was the last time you actually thought of them?
An hour ago?
Three hours ago?
In the morning?
I'm a huge fan of Ryan Deiss of Digital Marketer and his 'BEFORE & AFTER' framework. (Check my riff on 'Who do you want your customers become?)
It’s a powerful stuff.
It brings clarity into your communication.
"People don’t buy products or services. They buy outcomes. They buy access to the “After” state. A great offer will genuinely move a customer to a desired “After” state. Great marketing simply articulates the move from the “Before” state to the desired “After” state. In the “Before” state the customer is discontent in some way. They might be in pain, bored, frightened or unhappy for any number of other reasons. In the “After” state - life is better. They are free of pain, entertained or unafraid of what previously plagued them.” - Ryan Deiss
It pushes you to forget about the 'feature war’ altogether and focus on your customers.
In fact, to build a lasting brand, you’d better spend a lot of time in the Average Day and Status level and consider:
1. What is an ‘Average Day' like for your customers in the “Before” state and in the “After” state?
2. What is their ‘Status' in the “Before” state and in the “After” state?
Take this exercise seriously.
That's what Uwe Grahl did.
The next time, when you're trying to make a sale, consider what your customers actually need.
If you can put yourself in their shoes and understand their perspective, you might actually have a chance to sell.
That’s my rant, I hope it resonates.
Have a great weekend.
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