Stakes and urgency for your prospect (we have seen how change is a crucial key storytelling element). Andy Raskin uses to call this phase the “Old Game vs. New Game“. Winners are already playing the new game. To drive buyer urgency, you must show that winners are already playing it. Often that means citing winners with more resources than your target buyers or pointing to winners in other domains.
Helping customers win the new game is why your company and its products exist. A category small business email list narrative is worthless unless it’s the driving force behind your company, its culture, and its products. In particular, when you talk about product, talk about it solely in the context of how it helps people win the new game. Examples: Zuora – From Products to Relationships Zuora – From Products to Relationships FiconTEC – from Electronics to Photonics FiconTEC – from Electronics to
Photonics Rock Content – the way customers consume content has changed Rock Content – the way customers consume content has changed Rock Content – From Interruptions to Premium Content Experiences Rock Content – From Interruptions to Premium Content Experiences Upscope – From screen-sharing to Co-browsing Upscope – From screen-sharing to Co-browsing Second Step Of The Journey: What’s At Stake Potential buyers tend to avoid a possible loss by sticking to the status-quo.