But what does that mean: to resonate better?
You’ll know when:
- They say ‘You get me. It feels like you read my mind’
- They stop what they’re doing and pay attention
- They ask the question back: “Really? Tell me more.”
It’s hard – not impossible. But once you master this, you’ll have an advantage.
Let me share 5 things that stood out today with respect to this as I reviewed a range of pitches for one of my clients.
The ones that resonated all had this:
- Instead of being generic, they addressed a very specific challenge their customer faced
- Instead of using facts, they addressed the feelings their customer are experiencing.
- Instead of sticking to the domain problem, they made it bigger by connecting the dots with the larger aspirations of the business
- They created a gap between ‘what is’ and ‘what can be’ and with that established desire and positive tension
- Instead of speaking at the customer, they spoke with them, expressing empathy
Since this is such a crucial skill – what examples are your favorites?