When someone buys something from you, it’s not because they want what you’re selling. You fit into a larger narrative:
- Buying a data migration may be because their old architecture is on its knees – they’re buying a partner to support them and help them out of their problem. To leave any part of the process untouched for the buyer to worry about nullifies the value of the purchase. It’s an emotional problem solved with an emotional solution – the migration is the souvenir.
- Choosing a mortgage broker may be because they’re excited about their new home but afraid they’ll be taken advantage of – they’re buying a reliable, consistent, “we’ve got this” partner to support them through the process. To be inconsistent in communication or to extend difficult eSign tools to the buyer nullifies the value of the purchase. It’s an emotional problem solved with an emotional solution – the mortgage is the souvenir.
Working with you may be because of the problem you think you’re solving, but it’s often not about that at all. You fit into a larger story. The better you know that story, the better you can design your work to help those you wish to serve.
Tip: If you want to harness that story and position your work as the natural next step for those you wish to serve, BuiltForImpact.net can help you with that.