It’s got a lot of important information in it that’ll help a lot of cause-driven companies.
If they engage with it:
Information is half of the body of work: Experiences without value are just broken promises. They draw you in, engage you, and leave you with nothing. The information needs to be amazing.
Experience is the other half: Information without experience is a confusing chore. It’s everything you ‘need’, but if it doesn’t motivate you to engage with it and apply it, it’s scarcely even intellectual entertainment.
It’s not just what’s in the box that matters. The way we wrap, box, and deliver our work is a part of the work itself.
Do you need to learn how to add more to the box, or how to wrap better?
If you make an offer that solves a problem for someone, the motive is clear: “This made my life better. I want to do that again.”
In every communication, every message, every ad and every call, the motive is clear, and it matters.
A key distinguishing factor in effective marketing for cause-driven work is simply caring more. Consider the birthday test above to be a crude indicator of whether or not you’ve got work to do in this area.
If you want to sell more effectively so you can stay at the top of your choice of market, you have to continue learning about, caring about and connecting with that choice of market.
Your message is your way of showing you care
“What will it take” nurtures mindful contributions of time and cash, enabling them to be efficient and essentialist with their resources. This mindset outperforms and outlasts chaotic competitors stuck doing whatever it takes.