Stop Selling What’s WRONG. Sell What’s POSSIBLE | Small Business Marketing Tips

The first version of a truly innovative product or service is rarely the use case the majority of buyers end up adopting. To inspire change and create demand, focus on how something can be better instead of looking at what's wrong with the way things are now. Otherwise, we risk our audience taking our message personally. They could interpret what we're suggesting as meaning they're wrong or even ignorant by thinking and doing something in a certain way. Clearly, putting potential buyers on the defensive isn't exactly the road to a winning strategy. To do a better job at developing the foundations for more effective messaging and the stories we tell means crafting a point of view. But that doesn't mean pushing that point of view on our audience. Instead, we welcome them into our exciting new worldview. Change is the only constant, right? So what's changed in their world? What is happening today that matters to buyers that needs our attention? Paint a picture of the opportunity in front of them. Show how our vision of change equates to possibility. Provide them with a clear picture of the destination and the steps to get them there. Bring our best evidence that proves how the change we're proposing is more than just talk. We want people to internally nod their heads and tell themselves, "Exactly! I've been saying this for years!" Our brand becomes a beacon for them to follow, and our job as marketers is to help them see the world from a fresh perspective. When they see that our brand story is actually their own story, we have a real tangible advantage.