How things look today is different from how you saw them yesterday. It’s different today then it will be tomorrow. How you feel today will change tomorrow.
You probably won’t change your beliefs and it’s likely that big problems won’t magically disappear overnight, but time brings about a change in perspective.
We say that “getting older makes you wiser”. Perhaps it is more accurate that getting older makes you less frantic.
Which is important to leverage in business.
One of the big mistakes that business leaders make is not factoring time and perspective into the problems they’re trying to solve right now.
Instead of understanding how fear and pain drive buyer decisions, businesses adopt generic strategies that present a “quick fix” that only serves to accentuate buyer paranoia.
Content is outsourced to marketing team. E-mail design is artfully prepared by the creative team. The public relations team put together press releases and speaking notes for television interviews.
But the message is wrong.
A better, more powerful message gets left unsaid. Instead of a message that “it is what it is” you should deliver a story that “whatever it is can be changed.”
It puts the buyer back in control of the conversation going on in their head.
There is a simplicity to being in control. It abates helplessness. It stymies hopelessness.
Buyers want to know that despite the external factors crashing down around them that they are in control of their situation.
A sympathetic message of “it can get better” and “we can help you make it better” goes a lot farther then generic, selfish marketing messages aimed at the masses touting the wonderments of your latest and greatest technology.
It’s not about you.
It’s about how you make people feel.
If you can make them feel safe and inspired, they see tomorrow through a perspective that benefits you.
And it’s not just a better buyer pitch, it’s a better way to treat your employees and the people around you.
Create dreams. Not more frustration.