Questions control our focus. When posed to us, they have the power to change the way we look at ourselves, even if for just a while:
Are you a caring person? The focus is on your nature, making us more likely to volunteer for a good cause.
Are you an adventurous person? The focus is on your spirit, making us more likely to try something new.
Is quality important to you? The focus is on your taste, making us more likely to invest in a quality, long-lasting solution.
Are you a people person? The focus is on your social orientation, making us more likely to attend an event.
When we ask questions of ourselves or others, our answers carry into the rest of the conversation. Whether we’re recruiting volunteers or raising their ambition, the lives of those we wish to serve are as good as the questions they–and we–ask them.
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.