What you want vs. what your prospects want
I have an outcome in mind. It usually is something like, “My reader will be so enamored and delighted with the story or valuable content I’ve provided that they will become an advocate – no wait – an evangelist of my client’s brand.”
Unfortunately, there is no prospect out there with the primary motivation of wanting to discover how to become my client’s advocate. Little alone, evangelist.
In fact, prospects are unpredictable creatures. Depending on how you look at it, it can either be a frustrating experience, or a gateway to any number of opportunities. Here are a few examples:
- They may not even know what exactly they are looking for. Opportunity>> You could become their trusted guide. But the information you provide better be valuable and transparent. If you sell too much, they’ll abandon you.
- It’s all about them. And if you don’t agree, well, they’ll just move along to someone who understands this. Opportunity>> Stop talking about yourself and start talking about them. Introduce them to new ideas and experiences that they could discover through your brand.
- They expect something for nothing. Generously offering something is simply the price to play with them. Opportunity>> Stop selling and start sharing. Sure, it could be a 10% off coupon, but it could also be a great story, a engaging app, and more. And don’t worry about the fact that you’ve stopped selling. Because by sharing, you've started helping them to buy.
- They’re fickle. They’ll change their minds. Then change them again. Left to their own devices, they may not evaluate you fairly. But to them, that’s not their problem. It’s yours. Opportunity>> Become a reliable source of generous help to them. In our sensory overloaded digital world, you can become a refuge of honesty and usefulness.
- They do not follow a logical path. Opportunity>> Embrace it. Give them options to follow a path that makes sense to them. And give them a great experience at every turn. Celebrate the fact that they’re taking a unique journey and you’ll find them ending up at your doorstep.
Trying to get your prospects to want what you want is a recipe for frustration. There’s a better way. One that’s more rewarding. Align your efforts with what your prospects want. You’ll discover opportunities to have more meaningful engagements. And that’s the first step in the journey to them becoming your advocate. And who knows, maybe even your evangelist.