Nicolas Cole argues that the most important sales skill isn't case studies or testimonials, but the ability to clearly articulate a client's problem. When you can precisely define their pain, they'll see you as the solution. Most people dismiss it because it sounds too simple, but mastering it requires deep understanding.
Case studies don't matter. Testimonials don't matter. Credibility does not matter. The only thing that matters is your ability to articulate the client's problem, because the more that you can do that, the more they will naturally assume that you are the best person to help them. And this is one of those ideas that is so unbelievably hard for people to wrap their heads around because, A, they don't believe that it's true. They're like, that seems a little too easy. The problem, though, and the reason why people think that is because they fail to realize how much understanding goes into being able to articulate someone's problem.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
