An atheist was walking through the woods. All of the sudden, clouds covered the sun and the wind began to rustle through the trees. The hair on the back of his neck was standing up. He turned around and saw that a bear was following him and getting closer by the minute.
The man was frightened! He thought about his options but knew that he couldn't outrun the bear or climb a tree to safety. So he did the only thing he could think of. He prayed.
The wind died down. The clouds parted. A voice from above asked the man, "All these years you have denied me. Why should I believe that you would accept me now?"
The man thought about it for a minute and then stood up. He looked directly into the sky where the voice seemed to be coming from and responded, "You are right. But if you can't make a believer out of me, could you at least make one out of the bear?"
The voice from above answered, "Let it be done."
The wind picked up. Clouds once again covered the sun. The man looked back and saw the bear, with it's paws together, praying. "Thank you for this meal you've sent!"
Are you wondering what the point of this story is and how it relates to business?
1. Our target market has a specific problem. (like the man who has a bear chasing him)
2. They can't solve it on their own - they need help. (he knows he can't outrun or out climb the bear)
3. We need to provide "specific" information on how we can help them and how it will benefit them in the end. What's the end result? (in this case, the man asked for help but wasn't specific in what he wanted the end result to look like. So he left it up to someone else to interpret the situation and act accordingly. Needless to say, the end result wasn't what the man envisioned).
Too often we treat our target market like they are mind readers. To be effective communicators, we need to know what outcome they are looking for before we start spouting off solutions.
Take 15 minutes and look through the main page on your website or social media channel. Are you specific in how you can help or are you letting your prospects make up their own mind on whether or not you can help them achieve their goals?