What or How?
No one cares anymore about what you do. Someone else is doing what you do.
No one cares anymore about what you sell. Someone else is selling what you sell.
The people that make up the market are looking for the HOW in you. There’s value in the HOW.
HOW do you get my attention?
HOW do you talk to me once you have it?
HOW do you give me your attention?
HOW do you understand me?
HOW do you communicate so I understand you?
HOW do you care?
Once I know HOW you go about doing business, the what doesn’t really matter. In a world of shouting whats it’s the HOWS that make the difference.
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Comments:
I wholeheartedly agree with Sean. The “what’s”; the commodities have by and large become so equalized through technology that the how has become vitally important. And, as Sean points out, “how” includes a lot. Now, one might say, “Yes, but my product IS different. It’s a little bit better.” If that’s the case, then the “how” that Sean discusses is even more vital. After all, “how” do you separate your product and display it’s competitive advantage. Of course, more often than not, it is YOU who must be that competitive advantage. And, showing “how” that is so makes the difference both in attaining the direct business and the referrals. Thank you, Sean, for another enlightening article.
Everyone.
Everything.
Everywhere.
Screaming: WHO, WHAT, WHEN, WHERE AND WHY…
... But rarely “How”.
Sean, you hit a homer with these wise words of wisdom.
Most folks want the “How”:
Because it helps them make better and faster decisions.
Because it streamlines their lives by reducing options (choosing your offer)
Because it answers the silent questions that beg to be answered
Because they want and need the hand holding that leads them to “how”
“How” works.
Thanks you, Sean, great stuff
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