Getting attention from the right customers is not achieved by shouting louder, but by resonating better.

Getting attention from the right customers is not achieved by shouting louder, but by resonating better.

Value PropositionBut what does that mean: to resonate better?

You’ll know when:

  1. They say ‘You get me. It feels like you read my mind’
  2. They stop what they’re doing and pay attention
  3. 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:

  1. Instead of being generic, they addressed a very specific challenge their customer faced
  2. Instead of using facts, they addressed the feelings their customer are experiencing.
  3. Instead of sticking to the domain problem, they made it bigger by connecting the dots with the larger aspirations of the business
  4. They created a gap between ‘what is’ and ‘what can be’ and with that established desire and positive tension
  5. Instead of speaking at the customer, they spoke with them, expressing empathy

Since this is such a crucial skill – what examples are your favorites?