You want me to care about your product. You’ve explained to me its latest features, bells and whistles. But, you assume I need all those features. You suppose I want all those bells and whistles.

But, you haven’t given me a reason to care.

Tell me, what will it do for me? How will it make my life better?

Sure, you’ve said it will let me get the job done faster. But, how do you know I want to get the job done faster? Does that really matter to me? Maybe getting the job done faster will only make me have to work harder because I can now get more done in a day. And more is expected of me as a result. Or maybe it means I have to focus on something else I don’t really want to be doing at all. Are you even sure I’m the one you should be talking to? I may not even be the decision maker. Though if I’m not, I may have significant influence on the one who is. But, do you know that?

Do you even know me enough to know what really is relevant and important to my life and work right now? Do you know what challenges I’m facing? Do you know what I am most concerned about and what means the most to me? Do you even know who I am?

Have you ever bothered to ask? Have you taken the time to listen?

Do you really understand how what you have will fill a need that I have? Because if you don’t, everything you’re saying right now is white noise to me. In fact, I can’t hear it. I’ve got my hands over my ears. I literally can’t hear you.

But, show me that I really matter as an individual and that you understand what makes me tick. Things like what my day is like. Where I could use some real help. And why you are the one I should turn to to provide it.

Of course, that means you have to invest the time and energy into getting to know me. An expense many companies don’t care to incur.

But, think about it. That kind of investment in learning about my real wants, needs and desires can pay off big time down the road. Because, if I see you’ve gone to that extent and made that kind of effort, I will likely be impressed enough to want to do business with you now. And into the future. In fact, you can pretty much count on my being a loyal customer for life. Even better, I’ll probably go so far as to recommend you to my friends, business associates and colleagues.  In other words, you can turn me into a brand advocate. And that’s something you can’t really put a price on. So, how do you go about understanding me on a deeper level that will make a difference to your business? Ask me the right questions. The kind that require more than a cursory answer. Questions that provoke an emotional reaction.

Such as, What are the short and long-term goals of my company? Why do I buy products like yours? What is my budget? What makes me feel good about buying? What is my preferred way of receiving a message and purchasing? What do I most dislike about my job? What’s got me stressed at night when I lie awake and can’t sleep? What can you help me fix? What do I expect from you?

Ask me these kind of questions, and that’s when you’ll hit pay dirt. You’ll make the connection with me that can drive messaging that really matters. Brand messaging that will strike a chord and resonate. Because, believe it or not, I’m more inclined to make decisions with my heart than my mind sometimes.

Which is why you have to know both about me. But, until you’re ready to talk to me – specifically, me – I’m not ready to listen. Oh yeah, and tell me in 30 seconds or less (8 – 10 seconds if I’m seeing your message online) why I should buy what you’re selling. Tell me why I should care.

Then, we’ll talk.