When you’re trying to communicate the value of your products and services, it seems natural to tell your customers all the positive things that you offer.
In this Vlog Grant explains why being so positive doesn’t always work.
When you’re trying to communicate the value of your products and services, it seems natural to tell your customers all the value they’re going to get, all the positives, all the benefits, all the wonderful things you’re going to do for them. The problem is, it often doesn’t resonate because it simply isn’t the way we work most of the time.
In studies of human behaviour, it has been proven that loss aversion is much more powerful than gaining reward. This makes sense because if you think about it, all our biggest fears are around loss. We fear the loss of money, the loss of status, the loss of loved ones, the loss of health… Everything we worry about is concerned with loss.
Therefore, although people don’t like to be negative, it’s often more potent to talk about your products and services within that context. For example, you can talk about all the customers, someone will when using your software, but it might be more powerful to talk about all the customers they’re missing out on.
Similarly, you could talk about all the talent they’re going to attract to their business using your services, but it might be more handy to speak about losing out to competitors who are winning the talent war. So, you might want to continue wearing that happy go lucky disposition in your personal life, but when it comes to your business, stop being so bloody positive!