From “Yada. Yada” to “Yes! They get me!”

Have you ever experienced that moment when a prospect tells you, “Wow! You really get what I’m going through?”

Maybe they don’t say it exactly like that. But you can tell that’s what they’re thinking.

You’ve made the connection. They see you as someone who gets them. Someone they can trust. Someone they respect. Someone they want to do business with.

Over the past few days, I’ve been working with a client to write an email that will make his prospects feel that way.

The client — let’s call him “Ron” — sent a draft of the email that made several claims about his company.

The company has a unique blend of capabilities. They’re a reliable partner. They have what you need when you need it. They have it at the “right price.”

Yada. Yada. Yada.

Imagine getting an email with such claims. Would you think, “Wow! Ron really gets me?”

I sent Ron a pile of feedback, including this:

For each of these claims, ask and answer the question:

“What does this mean — professionally and personally — for the person who’s reading this email?”

Write down the answer. And then take what you wrote down and ask again: “What does this mean — professionally and personally — for the person who’s reading this email?”

Write down your answer and repeat the process again…

…and again. Three, four, maybe five or six times.

Each time you ask/answer that question, you get closer to the reason this person may buy.

Think about it from the perspective of what they experience — what emotions they’re feeling — when they work with a vendor who delivers what you claim, or when the vendor doesn’t deliver on these claims.

(Credit to the great Dave Dee who introduced this approach to me)

Let’s combine two of Ron’s claims and apply this approach: “The company has a unique blend of capabilities and has what you need when you need it.”

Q: What does that mean for the prospect?

A: They can rely on the company as a one-stop shop.

Q: What does one-stop shop mean for the prospect.

A: If you ask for it, we have it.

Q: What does THAT mean for the prospect.

A: Less time hopping from one vendor to another trying to gather what you need.

Let’s pause this Q&A and begin to focus on how the prospect feels.

They’re shopping for a solution and the vendor says, “Sorry, we don’t have that capability. Keep looking.”

They have a list of things they need, and the vendor has 4 of 7 things on the list. An endless game of vendor-hopscotch to get everything on the list.

How would that make you feel? Frustrated. Annoyed. Tired. Hassled.

So…

…Q: what does it mean for the prospect when they find a company that has a unique blend of capabilities and has what you need when you need it.

A: No more frustration, annoyance, exhaustion, and hassle with vendor hopscotch.

The email might say something like this:

It’s so frustrating to hop from vendor to vendor, searching for a product or solution, only to hear, ‘Sorry, no!’ So frustrating. So much wasted time.

At <Company Name>, ‘Sorry, no’ is not in our vocabulary. With our unique blend of capabilities and inventory, rest assured. We have what you need when you need it. (What a relief!)

If a prospect reads this, they’re far more likely to think, “Wow, they get me! They understand what I’m going through. They know how I feel.”

And then they reach out to Ron to do business.

Want more and better prospects reaching out to you?

If you’re worried that you’re dishing out “Yada. Yada. Yada” content that has prospects tuning out and moving on…

…let’s talk. I can do for you as I’m doing for Ron.

I can help you transform your content from “blah” to “brilliant” so prospects tune in, turn on, and buy.

Lots of ways I can make that happen, starting with a complimentary “PLAN-to-PROSPER Strategy Session”

During the session (live on Zoom), you’ll discuss with me your situation – what’s working and what’s not. I’ll diagnose problems and suggest ways to fix them. I’ll share actionable tips that you can implement NOW to make immediate progress.

Click the button below to book a complimentary session: