do people talk about?
they talk about what’s right with the world? Or what’s wrong with it?
they talk about what their government is doing well? Or what the government is
they talk about how wonderful it is to be alive? Or do they talk about their
aches and pains?
you want to connect with your audience, you might want to start with a tragedy.
example, tell the story of how someone was in a horrible, dire situation and
how they got there.
talk about the solution that got them out.
business, just like the TV news, is to get and keep attention. The news
business has a motto, “If it bleeds, it leads.”
you want your customer’s attention, start with what’s bleeding. People are
wired to pay attention to the negative in order to survive.
never notice a herd of cute fluffy bunnies (benefits) when they’re being chased
by an enraged bull.
if you can show them how someone else was about to be gored by the bull but was
saved by your product, then you’ve just made the sale.
Give it a try and see what happens.
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