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686: Your Product Or Service Isn’t The Point

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I mean, people are buying things they need, but hopefully that’s not all you have on offer.

Otherwise, you run the real risk of being commoditized.

  • It could be a sense of significance being bought; the feeling of accomplishing something worthwhile.
  • Or protection; the feeling that they’re being well looked after as a result of making this investment.
  • Or advocacy; buying not only from need but as an expression of a shared belief.
  • Or momentum; the belief that this action will propel them forward in their pursuits.
  • Or time; either to be able to spend it where they love spending it, or to be free from spending it where they’d rather not.
  • Perhaps offering a high-touch concierge experience in an industry full of low-touch do-it-yourself experiences.
  • Or the ability to go on a journey; a process they’ve never been through before in a market that never shows how the secret-sauce is made.
  • Or the offer of accountability; buying while knowing you’ll be personally assured of progress regardless of your willpower or distractions.
  • Perhaps it could be novelty on offer; the ability to engage in a service in a way never offered before that makes it stand out and noteworthy.

Whatever meaningful work you produce and whatever you sell, the product or service isn’t the point. Are you taking people where they want to go? Will it be the ride of their lives, one they’ll tell others about?

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972: Meet Mort

Following this voice doesn’t necessarily help people solve their problems; he’d argue that selling untested information that may or may not help the recipient is just a reality of business.
Mort’s all about Mort, and how Mort can get ahead. Don’t be like Mort.

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970: Clever Marketing, Dumb Product

Bad products, on the other hand, need all manner of smooth moves to peddle toward unsuspecting victims. Either because the product is bad, or because the product designer spent no time learning what those it’s designed for actually need. Oh wait, that makes it a bad product, too!
Connection converts.

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969: Need to Learn Basis

That saves you from the wasted hours or evenings “researching” things that don’t impact the week. Or “preparing” for things you don’t yet need to prepare for.
It focuses you on moving the tasks at hand, making progress every day toward the goals we’ve set that matter.
Isn’t that what the learning was for in the first place?

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968: Draw It For Me

Your product development. What does it look like? When our team worked on defining narrative structures to help brands connect with their audiences, the work wasn’t done until it could be drawn, simply and plainly.
Your vision for the future of your work. What does it look like?

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967: The Gift of Pursuit

Sales and marketing should include the gift of pursuit. Not harassment and stalker-tracking and wearing people down…but don’t throw the baby out with the bath water here: the gift of pursuit is a noble pursuit and a wonderful gift.

You are creating what matters.

How can we help you sell it better and make more impact?

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BuiltForImpact is a focused one-page online distillation of your message with a concentrated focus on ethical, effective sales.

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Our latest book to help you understand the two things that matters if you sell things that matter. Get 3 chapters free:

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