The human effect on our work is profound, particularly for those who consider themselves logical and pragmatic:
Hours worked vs bonds forged: Hours are trackable, billable, valuable. But bonds are untrackable, invaluable, emotional.
Problems solved vs problems shared: When we solve problems, we’re compensated in proportion to the problem solved. When we share problems, we’re bound relationally in proportion to the problem shared.
What happened vs what we’re capable of: Ending an engagement because of something bad that happened can make good business sense. So can seeing how forgiveness can motivate a whole new level of contribution.
In all three instances, the latter is worth greatly more than the former. Such is the effect that humanity has on our work.
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.