Can you give a potential buyer ONE good reason to buy from you instead of someone else?
Most people can’t.
Instead, they overcompensate and try to give buyers 10 good reasons.
In his excellent book Selling The Invisible, brand consultant Harry Beckwith says this:
“A complex response will just give your prospect another problem to sort out.
Your prospect does not want more to think about; your prospect wants LESS.
An example from retailing shows the importance of a simple message.
Go to a good men’s story like Barney’s in New York.
Ask for a blue-striped oxford shirt.
A savvy salesman will show you one nice shirt, which you probably will buy.
But if he isn’t that smart and shows you three shirts, there is an excellent chance you won’t buy ANY shirt.
The salesperson has complicated your decision and confused you with choices.
And it is very hard to sell to a confused person.
Meet your market’s very first need:
Give it one good reason.”
Doing that is SO much harder than it sounds, don’t you think?
But that’s what makes it so valuable.