Whatever line of business you’re in, people don’t buy what you do they buy why you do it.
I got a very useful reminder of that this week when helping some early-stage entrepreneurs. They had a great software solution and were looking for ways to generate more leads from their existing website.
Having initially bored them with some worthy but rather uninspiring solutions (contact forms with less fields,) it dawned on me that to really make a significant gain, to really make a dent with what they were doing, that the site itself had to sell the higher nature of what they were offering.
In this case – a tailored solution for a specific user-group, up-to-date programme with current legislations and exceptional value.
What a difference this simple shift in communication had. It never ceases to amaze me how effective a new home-page image, tag-line and corresponding graphics can be to a potential client.
What’s more the exercise of implementing these ideas is fun and energises everybody in the organisation itself.
In Napoleon Hill’s classic ‘Think and Grow Rich’ the author states that “All master salesmen know that ideas can be sold where merchandise cannot. Ordinary salesmen do not know this – that is why they are ordinary.”
Successful companies know this too – Coca Cola sells the hit of instant refreshment not carbonated soft-drinks, Sky TV sells the cutting-edge of in-house entertainment not just TV packages and great politicians sell the vision of a brighter tomorrow not specific plans and policies.
If you’re selling professional services – sell the friendliness of the service. Selling gym memberships – sell the intensity of the exercise. Even if you’re selling double-glazing, sell the strength and protection of the final product first not the properties of the glass.
Logical information only confirms decisions we’ve already got our hearts set on. But the heart’s got to be set on something in the first place.
If you want a brand that is going to generate a lot of new business – sell the idea first. If you want a hand then give us a shout.
Benedetto is an ideas-driven Creative Entrepreneur. He is on a mission to unleash the power of creativity to create a better world – for people, business and society. He is the founder of the loft, a design and branding house which operates worldwide helping companies bring their brands to life in the most imaginative and effective ways possible. A real man on a mission. Benedetto likes to make things happen fast and in a big way.