There's an old joke that an out of work actor is getting by waiting tables. Confused on his first day he asks his boss, 'So I'm a waiter, yeah. But what's my motivation?"
Actor's call it motivation, Mike Boyle would call it personal profit and Pandemonium Planning calls it the Fundamental Truth. What's the real reason people act the way they do? What are they looking to get out of a transaction.
Is addressing a Fundamental Truth more powerful than talking feature/benefit. Try this simple test.
Next time you go to the supermarket, pick up a different brand of coffee or soft drink than you normally do. Put it on the top of the trolley for everyone to see. As you walk around, see if you feel different. Is it exciting or embarrassing? How has this new brand challenged your Fundamental Truth?
Now next time you make a decision, consider – "what's my motivation?"
No comments:
Post a Comment