Painful & Confusing: When you've created a "groundbreaking" technology but customers aren't as excited as you thought they'd be

Are you wondering why people aren't as excited as they "should be" after you explain the breakthrough technology or platform you've built?

It’s because they’re looking for how it makes their life easier.

And they still don't see it.

And they’re not going to take your word for it:

When you explain your innovation, they’re not listening to the details you give.

They’re trying to figure out what all those details “add up” to.

How exactly does your innovation make their life easier? 🤔

Specifically, how does it make one specific TASK easier? 

Even more specifically, people are listening for at least TWO precise ways your innovation does this.

What this means is that they need to see TWO actual difficulties your innovation removes from their path...

...before they can recognize it as the "breakthrough" you claim it is.

The problem is that most innovators only manage to communicate one.

But one is not enough to get people excited.

Because it's actually selling your innovation short.

Here's why...

You say

“Mint is a [insert flashy technology here] platform that lets you easily track your monthly spending.”

But compare this to:

“Mint helps you find where you’re overspending WITHOUT reviewing a single bank statement.”

(1 difficulty given) 💪🏿

And compare this to:

“Mint helps you find where you’re overspending WITHOUT reviewing a single bank statement EVEN IF you have several accounts at different banks.”

(2 difficulties given) 💪🏿💪🏿

Do you see how the last one spells out all the difficulty removed in precise detail?

And you don’t even have to get into all the AI, predictive analytics, and robotic process automation that make up the "magic sauce." (That comes later. )

Using this principle, one of my clients doubled the number of prospects per month that he was getting for his tech-related service

...without any additional marketing effort or expense

…and even though his service is very hard to explain.

See what I did there? 😉

You can do it too. 

No matter how complex your platform or technology is. And no matter how “slow-moving” your industry or customers are.

Explain two difficulties to tell people how your “breakthrough” innovation makes their life easier, and they’ll come flocking. 

If you need help figuring this out, send me a PM and we’ll have a chat to see if I can help. This is a big part of how I help clients in my 4-week 1x1 intensive Explain To Win: 

• It isn’t sales coaching or marketing strategy. This is fixing the reason none of that has been working for you. We’ll examine your product explanation and diagnose why it’s not attracting customers like flies to honey... the way your innovation deserves.  (Because you want “flies” not… crickets.)
• The whole process is designed to figure out what your customer needs to hear in order to instantly recognize your innovation as something they want NOW... within mere moments of hearing what it does. (~ 5 seconds) To do this, I give you messaging frameworks you’ve probably never seen before. 
• The best part is, we don’t just fix your product explanation. Instead, once you have this in place, the rest of your marketing essentially writes itself: from your website to your social media to your business card or anywhere else you get in front of your target customer.
• In the end, you’ll have the magical experience of watching customers get instantly excited about your innovation - the kind of excitement that measurably leads to more prospects and sales. 📈

Have a great day! ✨