Simple, strategic questions

“Judge others by their questions rather than by their answers.”

– Voltaire

I found the perfect sequel to my previous post (“The difference between what and how”)  I found it on Chris Garrett’s blog. His article is titled,  Who, What and So What?” Read it – you will be glad that you did so.

Here is a short excerpt from Chris’ article:

“When you are writing, what is your first thought?

If it is what you are going to write, I expect that would put you in with the majority.

“Who for” is perhaps a more important part of the equation. Connecting to your audience, bringing them something value, means addressing who they are.

A much overlooked aspect though is “So What?”. What should the reader take away? Where is the benefit? Why should we listen to you?”

Great advice! And not just for bloggers. Why?

  • Do you sell a product or service? Does your prospective client clearly see the “So what’s in it for me?”
  • Are you a manager? Do you delegate tasks? Does your staff clearly see the “So what’s in it for me?”
  • Do you send out e-mail messages? Does your audience clearly see the “So what’s in it for me?”

If you are not getting the results that you hoped for, go back and review your message. Re-read it from your audience’s perspective. Do you make it easy for them to see the “So what’s in it for me?”

If your answer is “No,” then it is time for you to revisit what you write and how you phrase it or say it.

Peter Drucker reminds us that:

“It is the recipient who communicates… Unless there is someone who hears, there is no communication. There is only noise.”

People see, hear and act through the filter of “What’s in it for me.”

It does not matter what you want or what you write or what you say. That is not enough to get your audience to see, hear or act on your suggestions.

It does not matter who you are. Do you connect with your audience? Do they see themselves in the picture that you are painting with the words that you write; the words that you speak?

Give your audience the answer to the question, “So what?” Why? Because it does matter – to them!

  

Features vs. Benefits

“In the factory, we manufacture perfume. In the store, we sell hope.”

Charles Revson, Founder of Revlon Cosmetics

Why are so many voters – especially younger and first-time voters – attracted to Sen. Barack Obama’s message of hope? Why does it seem that Sen. Hillary Clinton’s latest message – “I’m in the solutions business” – is not gaining traction?

Could it be something as basic as the difference between saying, “This will make your stomach feel better” versus, “Trust me, this medicine will be good for you?”

People like to buy, but they do not like to be sold! The sales guru Jeffrey Gitomer reminds us of this basic tenet in each of his best-selling books. Don’t tell us what what you have done in the past – and why it will  good for us. Entice us with a message of what our future will look like. Paint a picture of the future – our future. And help us to see how we fit into that picture. Help us to make the decision. Don’t just tell us your solution.

We will buy hope – if we can see the benefit. Our benefit. Don’t try to sell us on the basis of the quality of the ingredients you put into your perfume. Charles Revson did not build his Revlon cosmetics empire based strictly on a special combination of ingredients. Those ingredients are features – and features do not motivate us to buy. Hope is a little more difficult to see and quantify. But that is a leader’s role – to help us to see hop and to put us in the picture. And that gets the sale most of the time!

This is not a political blog. I am not writing to “put down” a candidate. Nor am I advocating for a candidate. I enjoy observing and analyzing political strategy. I like to learn from the successes and mistakes in the current presidential primaries and apply them to my business – consulting and training. I write to share my observations with my readers.

Here’s what I see so far. Perhaps you agree, perhaps you don’t. But I hope that you will at least read on: Continue reading “Features vs. Benefits” »