Solution Enemy Provocative Question

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Your subconscious desire to reduce your cognitive dissonance will kick in and motivate you to ensure your actions are consistent with your words and identity. This powerful psychological principle is how the restaurant in this story was able to reduce their no-show rates so dramatically.

Formulating a Question-Based Pitch
What this means is that framing your value proposition in singapore telegram data the form of a question that people are forced to answer, even if only in their head, will cause your audience to immediately reconcile their answer with their own belief system. If they align, they will quickly internalize that value.

To begin constructing a provocative question-based pitch, it helps to start by identifying the enemy of your product or service (Note: this enemy might be something you’re very familiar with but may very well be a hidden one your customers are not). This enemy will help create rapid emotional clarity for your customer. If you’d like a quick digest on how to pick good enemies, watch this video.

Consider these solution-enemy pairings:

Solution Enemy
High-efficiency exercise machine Lack of time to exercise
Email tracking software Lack of insight about how customers interact with your emails
Modern sales training Sleazy salespeople and outdated sales tactics
Smart-home thermostat Wasting energy and money on heating & cooling
Discount mobile phone service High-priced providers with bad customer service
Next, simply craft a provocative question that doesn’t explicitly name the enemy, but rather, invokes it in the mind of your target buyer through the answer. In essence, the enemy should be your punchline.

For example:

High-efficiency exercise machine Lack of time to exercise Ever feel like you never have enough time to exercise?
Email tracking software Lack of insight about how customers interact with your emails Don’t you want to know what happens after you hit “send”?
Modern sales training Sleazy salespeople/outdated sales tactics Do you ever wonder why you don’t like talking to salespeople?
Smart-home thermostat Wasting energy/money on heating/cooling Do you know how much money you’re wasting when your furnace is running and you’re not at home?
Discount mobile phone service High-priced providers with bad customer service When it comes to your mobile provider, why are you paying for call centers you hate calling?