A lawyer friend (Pat Dickson) who offers virtual in-house legal counsel for mid-sized corporations recently followed some of my advice and mimicked my technique from the following blogs I recently published:
To see, or should I say to experience what I mean, take a look at what Mr. Dickson did with this topic/subject matter – Always Make Sure You Own Your Code: The Independent Contractor Trap
What Mr. Dickson did was to create an experience for the reader (or interested web visitor). He took a subject matter which (let’s face it) is boring for many and quite challenging to make readable, and he made it both interesting and experiential. Mr. Dickson learned from the technique I used in Death Of A Salesman that anything can be transformed into an experience – not just a thought to contemplate. And when you create experience for someone, let’s say a prospect:
1. That prospect is less likely to forget both the subject matter and YOU
2. That prospect is less likely to forget because they emoted before they thought
3. That prospect emoted before they thought because you created an experience not just a value proposition and what IT is
4. And when you are able to get a prospect to emote before their able to think, they’ll be far more likely to take action – read something else, learn more, sign up for your weekly blog, pick up the phone, ask a question, etc. (To prove this point, please watch THIS!)
5. And, as any salesperson knows, if you generate interest and get your prospect to take action, you are 3/4 of the way there!
So, next time you have to communicate or sell something complex and difficult to explain, try creating an experience to share. Move them emotionally first, intellectually second. Trust me, if you do this most prospects will not only take whatever action you ask of them (and you ARE going to ask them to take action), they may actually Buy Something.
Thank you Pat for being such a great learner and bothering to create an experience for your readers all on your own. This shift will open so many new doors for you. Just watch!
Creating The Culture Of Conversion