Classic Nutella, sold and loved around the world.
Posted: Mon Jan 27, 2025 9:00 am
In Sell The Way You Buy, I talk about enemies that fall into four main categories:
Old, outdated processes and systems
Wasted time, money, and resources
Fear and risk
Lack of visibility
For example, in my training programs I teach a popular tactic called polarizing (or “love/hate”) approach to messaging that might sound something like:
Men love to dress well, but they hate to shop.
People love feedback, but they hate performance reviews.
Busy entrepreneurs love the idea of getting in shape but hate that they can never find time to exercise.
While these messages intentionally avoid referring to the features and functions of the solutions they represent, their purpose is to capture the imagination and interest of the buyer by invoking the specter of the problem and flood emotions that come with them. The secondary and sometimes counterintuitive benefit of this approach is that if your customers don’t see these enemies as being relevant to them, they’ll disengage. In other words, you’ll lose faster which is actually a good thing!
The problem is, sometimes your customer won’t always be aware of who or what their enemies are. Or who and what they should be.
That’s where sales and marketing teams can create new zealand telegram data a distinct messaging advantage by leading with those hidden enemies.
Revealing Hidden Enemies
I was reminded of this powerful approach when I saw a commercial for a new type of hazelnut spread. Now, just for a moment, close your eyes and picture what a jar of hazelnut spread looks like. Chances are you pictured this:
Now imagine, you’re a food manufacturing giant, Kraft. You’re thinking, “We sell thousands of food products and have huge brand awareness and market share. We don’t currently compete in the hazelnut spread category but why shouldn’t we?!?”
But there’s a problem.
Old, outdated processes and systems
Wasted time, money, and resources
Fear and risk
Lack of visibility
For example, in my training programs I teach a popular tactic called polarizing (or “love/hate”) approach to messaging that might sound something like:
Men love to dress well, but they hate to shop.
People love feedback, but they hate performance reviews.
Busy entrepreneurs love the idea of getting in shape but hate that they can never find time to exercise.
While these messages intentionally avoid referring to the features and functions of the solutions they represent, their purpose is to capture the imagination and interest of the buyer by invoking the specter of the problem and flood emotions that come with them. The secondary and sometimes counterintuitive benefit of this approach is that if your customers don’t see these enemies as being relevant to them, they’ll disengage. In other words, you’ll lose faster which is actually a good thing!
The problem is, sometimes your customer won’t always be aware of who or what their enemies are. Or who and what they should be.
That’s where sales and marketing teams can create new zealand telegram data a distinct messaging advantage by leading with those hidden enemies.
Revealing Hidden Enemies
I was reminded of this powerful approach when I saw a commercial for a new type of hazelnut spread. Now, just for a moment, close your eyes and picture what a jar of hazelnut spread looks like. Chances are you pictured this:
Now imagine, you’re a food manufacturing giant, Kraft. You’re thinking, “We sell thousands of food products and have huge brand awareness and market share. We don’t currently compete in the hazelnut spread category but why shouldn’t we?!?”
But there’s a problem.