The ability to focus for long periods of time is a rightfully-celebrated skill. But we should remember to celebrate time spent outside of focus too, where we can zoom out and see the bigger picture:
Electric cars don’t save you money: But they’re trying to save the planet. Only when we see the bigger picture can we make sense of these expensive machines.
This advert must get their attention: But not at the expense of who you are. Bring people in under false pretenses means you’ve got one long act to keep up. Only when we see the bigger picture can we remember to be authentic and vulnerable.
We can’t choose our customers: But maybe we can. Only when we see the bigger picture can we clearly see how we will attract more of what we’ve come to accept within our teams.
While pausing for thought can feel like wasted time and opportunity, it may actually be the very thing that prevents us from wasting time and opportunity.
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.