And thus, you have my attention!

“This is me! This is exactly what I’m struggling with. This is exactly what I desire.”

And thus, you have my attention. I feel seen and heard. I feel like you get me. Which makes me curious to hear what you have to say.

Most marketing stops short of this … at “What’s in it for them?” It’s the obvious question to ask. People are likely to buy from you when they get more out of the deal than what they paid for.

And yet, it’s a question that remains stuck in the selfish interests of the marketer. I build something and then I want to make you buy it. So, I’m looking for reasons that could persuade you to buy. The underlying assumption is, though, that I’m doing this deal primarily in my own interest and that I’m just looking for ways to make you agree to it.

It’s a much different approach to first see and hear our customer. To get them. And then make them an offer that’s unmistakably for them. That solves a struggle that actually matters to them. One that’s primarily in their best interest.

It’s also easier. Once you adopt this perspective it becomes the obvious thing to do.

Crack the clarity Code

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Reading list 2020

Here’s a list of books I enjoyed recently which you might find useful as a communicator: four novels loosely arranged around the topic of empathy,

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Tell me more

… is a much more powerful guiding principle when designing a speech than “tell me everything”. We tend to feel the need to tell our audiences

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2020

Be helpful. That’s my summary of 2020. I feel today should be a day to thank all the people who put being helpful front and

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Dr. Michael Gerharz

Dr. Michael Gerharz

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