Confusion does not equal a sale.
Yet, we often over-complicate what we do as a way to stack value for the customer; in hopes that the customer will be so dazzled with our brilliance that they become a customer.
Salespeople call this feature dumping or word vomit and Marketers call this poor messaging.
But at the end of the day, it's a lack of clarity concerning how we help our customers.
Customers want to know FOUR things:
- Can you get me to my Dream Outcome?
- What is the Likelihood I Achieve it?
- How much time is this going to take?
- And how much effort & Sacrifice is this going to require?
Value is simply a function of solving those four inputs.
Ask these questions in order to distill your message:
- What is my customer's current problem and our solution?
- What is my guarantee and social proof that gives our offer teeth & instills customer confidence that we are in it with them?
- How can we make this as fast as humanly possible?
- How can we reduce the friction & burden on the customer?
Otherwise, in the absence of value (confusion) everything feels expensive.
When a customer becomes confused, they resort to the lowest common denominator - PRICE!
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