The Real Reason Your Customers Aren't Buying From You

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Remember, you aren't selling an object, and you're not selling 'features.' There's something deeper that needs to be shared in the customer sales story, and many businesses skip over this.

My three-year old has learned the details of washing his hands after going to the bathroom. It's so important to him, in fact, that we have a little ritual:

"My stool!" he said. He kept saying it to himself, talking to himself in that beautiful way that kids can. For the rest of the day, it was When people feel seen and heard—and invited into a space—magic happens. If you're trying to sell anything to anyone, the first thing you have to do is demonstrate that you understand their world.Whenever you go to buy something, a great brand will start with a story. The story isn't because they know how to tell stories. It's not the founder story or the why-you-started-the-business story.You write a story to share with someone that you get the world they are in, and you understand the pain, heartache, challenge, or change that they are looking for.

All of these are features, and while they were all true things, they weren't the real solution. It's not the pieces of wood that are the full story.

 

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