Transcript
Just think about how life is, of your client. How is life after they’ve purchased your product after they came to you? How does it look like? How does it feel? How does it taste? And then pick one situation. Like I just did with Monday morning. That doesn’t have to be the Monday morning. If you have a restaurant, for example, what does your customer really want? Do they really want only a nice dinner with their friends? Or do they want that the next day, they get one Whatsapp message after the other where his best friend says this was the greatest party, please invite me the next time.
So always think what your customer really, really wants, and it’s almost not the office. It’s a longing. That is after that. Like a BMW. You don’t sell a BMW as a vehicle with four wheels. You don’t do that. You sell it. It’s a status quo. It’s a status symbol. It’s freedom. It’s speed. It’s I’m a man. That’s what people buy if they’re buying a BMW. So also think about, the life of your customer, how it looks like, after they’ve purchased you because I often say people maybe buy what they need, they buy more of what they want, but they buy for sure what they long for. And nothing really, nothing is so absorbed with longing as a better life.
So how does life look like after they’ve purchased it? Have a situation and then imagine: how does it smell? How does it taste? What do they hear? What do they feel, is it cold or is it warm? Is the step wooden or do they walk on sand? Those little details put them in and then you have a story.
