If we design something so cool and simple that nobody can use it because the intended audience uses it so often that options are buried frustratingly deep – instead of letting them learn faster ways of doing things – is it really all that cool? Products for editing complex video, for instance, should give videographers power, not coolness.
Sometimes simple is better than power.
November 13 2019
Why are they talking to you? Because you might be able to help them solve a problem.
Why are you talking to them? Because you might be able to help them solve a problem.
If they’re not interested, you’ve not connected with the problem, or that it can be solved.
The goal isn’t sales, or conversions, or signups, or any other selfish metric commonly tracked on conversations that involve sales, conversions, and signups. The goal is to help them move forward, if you’ve a way to genuinely do that. And not just any old way, but in the best way for them, at the best frequency, in the best quantity, with the best team, all for their benefit.
Empathy and understanding helps make sure you know the problem. Your expertise and commitment to your audience makes sure you have access to the solution. Connect those dots for those you wish to serve.
- Interesting means you’ve connected: If they’re not interested in you or your products, but in themselves and getting their problems solved, interest means you’re onto something. Lean into it.
- Interesting is not linear: Don’t be boring while trying to be interesting. Is there a basket of cookies available on each call with you if they can spot a word you were tasked to slip into conversation without them noticing? Is there a Starbucks gift card in their inbox ahead of your next video session so you can ‘have coffee together’? If not, why not? There’s no use in being boring when trying to create interest.
- It all starts here. If they’re not interested, you aren’t able to help them solve that problem. If you’re unable to do that, they can’t move forward, you can’t make a difference in their lives, and you’re not in business.