Why do you think people buy? Most think that people buy things because of the features, or because of how it looks, or how fast it is, or whatever.
Nope. That’s not why people buy things.
If you understand the ‘why’ people buy things, you’ll be able to create really compelling messaging and you will find the balance (and magic) of Market-Message Resonance.
Story of George
George is on island # 1 and this island is not a very desirable place to be. There is a vulture flying over and he has no food or water left. The ONLY thing George wants is to get over to Island #2, where he can reunite with his family and friends and where his house and food are! His current state is island # 1 and his desired state is island #2. The gap is what is in between the two islands.
So I ask again, why do we buy things? The truth is we buy things/services to transition from state one to state two. We don’t buy the vehicle (or the boat) to get them from state 1 to state 2. The vehicle is just used to get this guy, this poor guy with his vultures, over to the other island. He doesn’t really care what the vehicle looks like. The only thing this guy cares about is that it will work. George will take a rowboat or a space ship to this island or he may even take a pill if it would work!
The point is that we do not care about the vehicle. We just care about what the vehicle does and certainty. The amount of money we will pay is proportional to how big the gap is between state 1 and state 2.
We do not buy features, we buy outcomes, and we buy certainty that the outcome will happen. We buy products and services to move from an undesirable state to a more desired state.
David Buss wrote Evolutionary Psychology and if you can get your hands on it, read it. In it he explains that humans are just living to solve 3 basic evolutionary problems: 1) resource acquisition 2) health and survival 3) and mating. That’s pretty much all it comes down to.
We look for the most resource-efficient way to solve the evolutionary problem, the most resource-efficient way to get from state one to state two. We are looking for the path of least resistance.
The amount of money and time and energy spent is a function of the size of the gap between the two states and the level of certainty we have in the vehicle.
The more you understand this, the better the message and copy will resonate with the two states and the gap in between. You get this right, you will win.
Transformation: It’s not about the CRM or Gym Membership
We don’t buy a CRM. We buy sales, productivity, and prosperity. If you know any executive, you know any salesperson, or any head of sales, or any CEO, they did not wake up and say “Oh my God, I need to go buy a CRM”. That’s not what goes through their head. What goes through their head is “Oh my God, I need to improve my sales…Now, how the heck do I do that”? A CRM is just a tool to get them from a state of unorganized and low sales performance to a new state of organized and high sales performance.
We don’t buy gym memberships. We buy physical and mental health transformations. We don’t buy marketing automation tools. We buy pipeline and prosperity. We don’t buy the rowboat, we buy the state change.
The Six Steps to identify market message resonance:
- Identify a person with the desire; not just a person, but a person with a desire.
- Identify the current state (aka problem). What problem are you solving? What are your customers’ current (less than desirable) situations?
- Identify their desired state. Where do they want to go? Why?
- Articulate the vehicle (aka your service or product) that takes them from state one to state two
- Provide evidence that the vehicle works. Evidence is key! People are going to call BS on your claims all day. It’s just a natural default state of humans to have a default response to a new claim and call bullshit. You are going to have to take that into account and recognize that every time you make a claim you have to provide overwhelming evidence that this claim works. Use case studies, social proof, features, team background, how it works.
- And then the last thing it needs to do is articulate a clear reason why your vehicle is the best way to travel from state one to state two.
So why do we spend so much time on the market message resonance?
If you jump into selling and outbound prospecting without first honing in your message in your assets, your campaign will flop. Everyone will be confused, your capital and time efficiency will go bonkers.
Remember that your messaging is used throughout….photos, articles, videos, opt-in pages, case studies, outbound prospecting messages, direct response ads, email marketing automation copy, sales scripts, follow-ups.
Essentially you are taking this same message and were just serving it up through different mediums.
Your messaging is a function market awareness + sophistication.
As the market gets more aware of your offer, your claim, and your product, and the features, and the competitors, and they get more sophisticated then the message needs to change to meet those.
In leveraging the insights of Eugene Schwartz’ book Breakthrough Advertising:
- If the market has not heard the claim, then you lead with your claim and people will buy. If your first to make the claim you’re in a very advantageous spot.
- If the market has heard the claim before and still believes it, then you expand on, and bring the claim to its limits. Your claim is you can increase sales by 30 percent in 60 days, then driving this claim to its limits would be, you can increase sales by 60 percent in 60 days.
- If the market no longer believes the claim, then you focus on a new mechanism that delivers the results in the claim. This is where most people are.
- If the market is aware of the mechanism and the claim already and you already have a competitor doing the same thing then you’re going to have to make it better, cheaper, faster, or write copy that highlights the features.
- If the market is completely hammered then you have to focus on sucking people into your world and identifying with them, building your authority and thought leadership
Want help in getting your messaging right? Please leverage this spreadsheet.
Its the same one we use! It is used to get clear on your message, it is used to arrange your assets, it’s used to clearly define your experiments, it’s used to keep track of all you assets and your message hypothesis. It’s used to align your team. It is used to train the product people, marketing people, and the salespeople.
It identifies a niche, a specific person with a specific desire. It identifies their current less than desirable situation (aka their problem) or state one. Remember their state changes, state one to state two is what we are trying to determine. Number three, it identifies their desired situation.
With the deep understanding of the market and its problems, you can write insanely effective advertising and sales copy and build effective products and NAIL market-message resonance. If you jump into selling and outbound prospecting without first honing in your message in your assets, you will spend a lot of cycles finding opportunity.
More about Tracey and her team…
The team has originated from the technology sales space, so we understand the nuances of sales and how difficult it is to find ‘leads’. We understand the ever-changing landscape of technology, the unique tech language, the people, and the strategies. In short, we speak sales lingo and we get it.
We empower leaders via the LinkedAuthority™ Method with a systematic & authentic approach to 30%+ Growth in 90 days. We deliver you relationships with people who know, like and trust you and who will buy from you for years to come.
Leveraging our expertise in technology, and as LinkedIn Certified Consultants, the Thrive Agency team offers a provable, track-able method to gaining an ROI on your marketing spend for years to come.
See For Yourself and See What Others Say: https://thriveagencyinc.com/tech-vsl