Write out your one-sentence answer to the question, “Why should I do business with you?” Then ask yourself:
- Does your answer capture the prospect’s attention by addressing what they really want to accomplish?
- Does it position you as distinct in the marketplace? Specifically, would your competitors be likely to give the same answer you did?
- Is any part of it about you and your business (your perspective) or is it solely about what consumers can really accomplish (from their perspective) and why that’s important to them?
- Is it about convincing prospects to buy or does it speak clearly to a promise that provides the deep functional and emotional outcomes they seek?
Excerto de: C. Richard Weylman. “The Power of Why”.