Soak that one in.

It doesn’t matter how great your product or service is. If you can’t explain it well, very few prospects will engage with you.

I get terrible cold emails from a lot of Fortune 100 companies. And I don’t respond to any of them.

It’s not because their products and services suck.

It’s because of how they explain them. They focus on how they work, what they do, their features, how great their company is, etc.

But there’s a BIG part missing.

How people like me benefit.

There’s a cool formula for this:

Hero’s Journey (StoryBrand version from Donald Miller) – Character (your prospect), with a problem, who meets a guide (that’s you), who gives them a plan, that calls them to action, that results in winning/losing

You have to start with your prospect. And their problem.

Don’t start with who you are and what you do.

Here’s a more simplified version that works well when prospecting:

Is, does, means

Belal Batrawy shared this in our podcast together.

And it’s still blowing my mind.

Stop explaining what your product/service does. And start explaining what it means to the people that use it.

Listen to full interview in Spotify and iTunes.


Join the conversation on LinkedIn here.


Join me and 42 of the top sales speakers and quota-carrying reps on the Think Outside the Script summer tour.
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