What can you do when people don’t get the problem or aspiration you are talking about?
I don’t mean that they don’t have the problem. I mean that they don’t see the problem that you do.
There is a multitude of reasons why they don’t see what you see.
A big one is because they are deep in the weeds. They are so entrenched that they don’t see the big picture. You see it because you are looking from a different perspective.
If you talk big picture to them, they won’t get it.
Something I learnt from Jeanine Blackwell (who passed last year), was to possibly talk about symptoms to attract a first look. Really the step before the problem/aspiration your product solves. To show you empathize and create a connection. The things they are experiencing without the product.
An example of this is pharma companies don’t talk about problems managing arthritis. They talk about the symptoms of inflammation, pain, and lack of movement.
In a way it is joining customers in the weeds. To lead them out of the weeds and to your product.
I was reminded of the lesson, in commenting on a LinkedIn post of Mark Evan’s today. A “yes, and” to wise words he says on the topic of how to reach people who don’t see the problem your product solves as a priority for them. (This note is an expansion of my comment.)
It’s funny that this came up today. Because I’m working on my sales copy for my upcoming launch of my online membership. I say working on it when I’ve been battling with it. I need to take my own advice.
The valueSTK membership is initially focused on helping members personalize customer onboarding.
To do customer onboarding so that customers get what they need, easily and it’s a good experience. To set them on the right path after purchase, so that they become long lasting recurring customers.
I know. Aspirational. Positive. Looking at the long-term results.
But a quiet voice is whispering. Will people respond to the need to improve customer onboarding? Or do they think that what they are doing today is good enough?
I’m going to go back to the drawing board and consider the symptoms of poor onboarding.
Customer complaints that they are overwhelmed by the learning curve of your product.
Or that they just want to get to a quick result first and then learn more.
Early exits – either churn or lack of renewals. Refund requests.
Watch this space to see what comes next.
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