traditional sales and marketing methods. Let's say you are in the market
for a new family car and you visit two dealerships:
Dealership A -
Traditional Sales Approach…
"This vehicle seats seven and has terrific safety features. It handles
beautifully on the road and gets great highway mileage. It looks really
sleek and is priced to meet your budget!”
(Note this is all PRODUCT
data.)
Dealership B
- Using A Core Story…
”Oh, you have children? Then you’re definitely at the right dealership.
You know, of course, that auto accidents are the single highest cause of
death in children and young adults. You didn’t know that? Oh yes, it’s
crazy that so few people think of safety when purchasing a car,
especially considering how poor the safety features of most cars are. It’s
shocking how many cars are rolling death traps. Actually, if you’re
interested, I can quickly take you through the 5 most important things
you should know about car safety while you’re looking to buy a new
vehicle.” (Note that this is all MARKET data.)
So, are you only fixated on price and mileage, or are you more
concerned that you and your children might be driving around in a
death trap? Let's face it, if we all bought on price alone everyone would
be driving an entry-level Hyundai. In short, you must
MOVE your
audience and you must
ENGAGE them with hard-hitting, factual data
that appeals to their concerns.