How do you overcome disbelief over your products and services?Growth Labz's Will Wang shares how his agency uses storytelling to help convince clients, and why it is essential to your marketing, in this quick tip.
James: So what else do we need to find out when we’re working out our story? Like, if we’re going through the checklist?
Will: Yep. So another thing that we look at, and this is more told from the angle of the consumer or the customer, is what disbelief have they got about the product? Because as companies, as marketers, we always go out there and make a claim about what our product can do. But there’s a lot of people in the market who might not believe that claim. So another thing to look at is, have you spoken to your customers? What were they hesitant about? What were they hesitant to believe about your brand? Are they doubting that you can make them run faster? Are they doubting that you can make them a million dollars? Like, what is it that they’re not 100 percent sure about in their mind? And we can use other customer stories and other customers who had the same doubts to kind of talk about that angle.
So the other side of it is, what is the disbelief that customers are going through? Which will be the second question.
James: Right. So that really addresses proof and trust. And it’s like when we do case study episodes on SuperFastBusiness. That’s an actual customer, the scenario they went through; they’re even telling the story themselves. So it’s like super believable, researchable back-up-able, look-up-able. It just lowers the bar. It’s like people go from thinking, Is this something I can trust? to deciding, Hey, you know, this person’s having the same challenge that I’m having, and they were able to solve it using that solution. Maybe that solution will work for me.
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