There’s a reason that drug company advertisements always start off talking about our pain.
If they started every ad by telling us how great they are, how big their company is, or how much they’ve invested in R&D, we’d tune out immediately (and never buy the product they’re selling.)
No, they start off talking about us: our pains, our troubles, our issues.
They focus on us.
Focusing on what our clients want rather than what we’ve got to offer is a great way to get them to listen.
Once they’re clear on their own problem, they’re much more open to listening to our solution.
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