“A fact draws us in” — Kelford Labs Daily
Give them something to imagine.
“A fact draws us in. ... ‘The car was dented and red’ makes a car appear in the mind. Even more so if the fact is an action: ‘The dented red car slowly left the parking lot.’ Notice how little we doubt that statement, the spontaneous, involuntary buy-in that makes us forget that there is no car and no parking lot.”
— George Saunders, A Swim in a Pond in the Rain
If its works in fiction, it certainly works when we’re telling the truth:
We think that we want to be general and broad in our messaging, so we appeal to more people.
We think we should “cast a wide net” and not leave anyone out.
But when we do that, nobody relates to our messages because we’re not talking to anyone, we’re trying to talk to everyone.
When we’re specific, though, about what our product or service does, how it works, and, most importantly, who it is for in particular, more people can relate.
Because it’s easy to imagine a specific event, but it’s impossible to visualize vagueness.
If you’re the type of person with a mind’s eye, I bet when you read that quote above you saw a dented red car driving through a parking lot. But if it had merely said, “a car drove by” you’d see less, because there’s so little to work with.
And when you’re super specific about how you do what you do and who benefits most from it, your prospect can see that clearly. And they can see themselves in it if they wish to. But if we merely tell people what we make or sell, and skip who it’s for or how it works, they can’t imagine buying it because we gave them nothing to imagine.
So let’s think about this today: How can we describe what we do and who it’s for so clearly that our prospects can see themselves buying it?
Kelford Inc. turns your expert process into a profitable position.
