Everyday we get up and go to work. We do the same things, we find patterns, we cut corners and naturally find ways to make things go a bit smoother for us. Clock in for eight hours, hopefully cross everything off the to-do list, go home, sleep, repeat.
Your customer wakes up, anticipating how whatever it is you do is going to change their life. They’re apprehensive, a bit worried, but more excited than anything. They’ve never interacted with your brand before, but they’re really hoping that you’re the right choice. They really need whatever it is that you’re promising.
Sure, price matters… and your glossy marketing veneer is going to get you somewhere, but their antennae are set dead-red on clearing up one feeling:
Are you treating this exchange as your everyday? Or are you respecting the fact that this is their once?
Once upon a time
This blog post started with the words “Every day”. It set the tone. Drudgery. You could almost picture the grey figures marching in unison as part of their daily grind.
Everyday is boring. We all know what everyday feels like.
Once, on the other hand, is special. Once upon a time. This one time, at band camp… Once is what makes a great story great.
How are you going to make someone feel like you (and what you’re trying to sell) is part of their unique story?