How to get your buyer to pay attention

When you’re building a deck, writing an email, or designing an ad for your ideal buyer, write about what they care about.

Things your buyer cares about:

• values

• beliefs

• urgent, painful problems

Things your buyer doesn’t care about:

• tech specs

I recently bought a pair of earplugs. Are they made of the highest quality materials and precision engineered? I have no idea.

So why did I buy that (pricey) brand above others? Because the marketing copy on their homepage addressed reusability, compostable packaging, ocean plastics (all values and beliefs-centric) and the big ol’ urgent, painful problem — poor sleep. And just like that, I’m buying earplugs knowing very little about their R&D…and that’s just fine.

Looking for help developing your story? Book a call with me to find out if my brand strategy & pitch deck services are the right fit for your company.