Boss Up! by Lindsay Teague Moreno

Author:Lindsay Teague Moreno
Language: eng
Format: epub
Publisher: Thomas Nelson
Published: 2019-06-18T16:00:00+00:00

Pain is a reminder that unless your prospect has a need to solve a problem, they are not going to buy a product. Customers sometimes buy things spontaneously without thinking through what they actually need. But, often, there is an underlying reason for a purchase, even if the buyer doesn’t bring it to the surface.1

Let’s say you’ve spent the time observing your customers on social media or wherever you interact with them, just as I do each morning. You’ve identified a customer’s pain point because you’re in touch with how she’s feeling and what’s going on with her. How, then, do you connect the dots between her pain point and what you have to give?

Let’s start with what not to do: stop making it all about you.

I see this a lot on social media, and it’s not nearly as effective as people think it is. Telling your story is great, but just saying “I love this product” doesn’t necessarily attract people.* Your social media posts, blog posts, and conversations about your product have to have a point, and the object of every one should be to connect through a common need or pain point. Your pain is their pain, and if that’s honestly true, you get them. If you’re selling something, what you say cannot be about you; it needs to be about your customer. Don’t be a crocodile (really big mouth and really small ears).2

Example: “I’m totally digging this new recipe book.” What does this mean to your people? Where’s the pain point? You just wasted your opportunity to connect!

I see this kind of thing a lot when it comes to the whole work thing. Posts like “look how hard I work, I need this product too”—which on the surface seem to be about storytelling and sharing but are really just pats on our own backs under the pretense of touching a pain point. That’s fake, and customers don’t relate to fake.

In the case of the recipe book, what should have been said is something like this:

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