At this stage, you’ve hopefully gained the trust of your audience.
They ‘like and want’ what you are showing, but you need them to ‘need and love’.
Do you just keep doing more of what you were doing before?
Make them laugh more? Make them trust you more? Make them more curious? Teach them more stuff?
Up till this point, you have shown them how great YOU are. But you need to show them how great THEY can be.
And you achieve that by the following:
Paint the picture
This is where you take them on a tour of their dreams. Use descriptive language or visuals so they can have a taste of it.
Selling a yoga course?
Let them experience the pleasant calmness of life when their minds are relaxed and focused.
Make them imagine the fresh energy bursting from within giving their face a natural glow.
Help them feel the joy of liberation from the chronic spine ache they’ve had for years.
A shaving cream?
Describe how smooth the blade will glide against their skin with its rich foamy texture.
Communicate how quick and easy their morning routine will be.
Reveal how the complex scent of bergamot will make them irresistible to the ladies.
They have to be able to experience it in their minds, fall in love and want more of it.
Twist the knife
This is the other side of painting the dream.
Remember the unsaid truth? It’s time to expand that further.
Keep in mind that this method doesn’t always apply because not every demand for a product or service comes from a place of pain or deep emotions. But if it does, you have a powerful product or offering that has the potential to lock down a lifetime supporter.
Let’s say you are selling a German language course.
A fantastic product, because German is so difficult to learn. And for the expats in Germany who struggle with it (e.g. me), there are a lot of pain and complex emotions around it.
The unsaid truth is that I don’t dedicate enough time to it because I am lazy after work. And given the opportunity, I always revert back to my comfort zone and speak English.
What do you do?
You grab the dagger and you twist until I scream.
Scare me: ‘Imagine the disparaging look on people’s faces when you tell them you still don’t speak German after living there for 5 years.’
Ask me: ‘Isn’t it painful when you can’t deal with everyday matters because you lack the communication skills?’
Challenge me: ‘Can you afford to live on in your shell much longer?’
Okay, you don’t have to be this harsh.
The point is, you have to squeeze their pain so they never want to feel it again.
Give them the why
I am so thankful that Simon Sinek went on stage and told this to the world:
‘Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief – WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?
People don’t buy WHAT you do, they buy WHY you do it.’
Great companies serve.
When a company has a why, and people buy it, it means the company is fulfilling its best potential to serve people.
Ultimately, all your communication needs to tie back to addressing the why.
All that storytelling, all that painting, and all that teaching are supposed to build up to the fact that you have a meaningful cause, which is to sincerely and wholeheartedly offer service to your audience.
No, you don’t have to do this to get someone to buy something from you. You do this to get someone to engage with you again, and again, and again.
Yes, true desire is deep and powerful.
Read on for the finale…