Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Judgement-free
|
The first trap: good, better, best. You've seen them pretty much everywhere: SaaS, productized services, services, products, subscriptions... While it would make sense to offer tiers named "Good, Better, Best" there's a thing that gets overlooked: judgement. It judges the buyer's decision:
It makes them feel pressure, that what they decide is of less value than the rest of the options. That while they're affording something "good", it's not good enough. A work around is naming your offers based on the value they help create. Your customers will see what's the trade-off on the different options and choose according to their focus. All while evaluating 3 different values, judgement-free. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Everything now is an agent. And here's people trying to create a digital twin that "acts" and "thinks" like them. Here's the thing, it goes against what agency means: the capacity to choose and act independently. To create and be creative. You've always had agency.
There's the assumption that Help is something to be done asking for nothing in exchange. If that were true —bear with me on this one— any of the following would be help? A doctor's diagnostic and treatment A nurse / caretaker A school teacher A university professor A researcher You Having the best interest of the people/organization you are trying to transform at the core of what you do is Help. It has not to be free —it can, if you choose to. And if that help has a big money quantity...
"You're always trying to sell." "You're always selling." One is the neediness and the push to make a deal happen. It's looking for an angle on how to make the sale. The other is about figuring it out early if/when there's even a deal to happen —while connecting to what's in it for them. It's discerning if there's a fit, and inviting the prospect to decide for a No from the start. One is looking for the angle, the other is about helping.