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What happens when your story mirrors the pressures faced by your prospect? Especially when the words you choose are descriptions that resonate deeply with what your prospect’s feeling. Some pretty amazing stuff — like a click of a lock as you turn the key. The moment they feel understood, their defenses drop. And they lean in, eager to hear what you’ve got to offer. Check this out. Let’s say you sell a course to marketers and business owners about upping the ROI they get from their ads. Now, most people worried about that are already navigating a storm: Pressure from bosses, partners, and clients… Not to mention the demanding expectations they pile on themselves. Suppose your story starts like this: Your boss, your partners, your clients — it feels like they’re always on your case about the ad spend. And just when you think you’re getting somewhere, you hear your competitors are doing better than you are.
It’s exhausting. You’ve thrown everything at it — every trick, every tactic. Some things worked, sure. But nothing worked well enough. And that pressure? It’s like hauling a backpack full of bricks uphill.
Every. Single. Day.
That’s not your typical sales copy. No product mention. No sleek pitch. No neat beginning-middle-end. And yet, it’s devastatingly effective — IF it nails what your prospects are actually feeling. Which, in this case, it certainly does. At least for your most qualified prospects. And when this happens, for them, it’s like you lit a match in a dark room. Suddenly, they feel seen. Understood. And that makes them far more receptive to what comes next — your product, your solution, your “finally, this works” moment. Because no matter what we’re chasing in business (or life), we all carry some weight. A well-told microstory that captures that pressure is like giving people permission to put that backpack down — if only for a moment. And in that moment? They’re all ears, ready to soak up every word of your pitch. Till next week, David Garfinkel |