Can you sharpen your positioning + messaging? Part 4

“Change happens when the pain of staying the same is greater than the pain of change.” - Tony Robbins

Want to articulate what motivates your target buyer to change?

You're in the right spot. 

If you're just joining us, we're in the middle of a series on the 5 key buying criteria to uncover in client interviews.

Here are emails one, two, and three in the series.

Let's jump into the third buying criteria. 

Buying Criteria #3: What caused them to finally make a switch

Goal: To learn the trigger that transformed the issue from a yeah-we’ll-deal-with-it-someday problem into a bleeding-neck priority. 

Why this is important: Communicating this breaking point in your marketing declares that you get them and that you know how to solve their problem. It gets your future buyers leaning in and saying, “Hey, how did you know that?”

Continuing with the previous example, you learn that what caused your current family law firm clients to switch was their account manager at the old agency, who seemed emotionally disconnected and uninterested in helping. The straw that broke the camel’s back? When they went three months without a new case from their SEO, they were met with consistent indifference from their account manager. They realized the situation wasn’t going to change, and they needed to start shopping around for a better agency ASAP.

To be continued tomorrow.

CQ