Simple Marketing For Smart People: The One Question You Need to Win Customers without Gimmicks, Hype, or Hard Selling

Don’t think about what you’re doing as marketing—think about it as making an argument. You’re making an argument for your way of doing things. You’re arguing for why some factors are more important than others.

This process of identifying new beliefs is never-ending, because the world keeps spinning and the competitive landscape keeps evolving. Competitors enter and leave, customer desires change, and trends emerge. Your business and products change, too.

Remember, the notes you’re taking and the beliefs you’re writing down are a living, breathing document. You’ll need to keep revising these beliefs. Every time a new competitor gains traction, or a popular new product captures your audience’s attention, or there’s a new technological breakthrough in your field, you’ll need to revisit and update your

Belief Building: Questions to Ask to Identify the Beliefs Your Prospect Needs in Order to Buy What does my customer need to believe in the Awareness stage? 1. What do they need to believe about their problem? 2. What do they need to believe about the prevalence of their problem? 3. What do they need to believe about what happens if the problem does

In this crucial stage, it’s essential to reinforce the belief in your trustworthiness and assure the customer they’re making the right decision.

Consideration

Decision

Awareness

By carefully guiding your prospects from simple, undeniable agreements, you lead them to the logical conclusion that your product or service is not just a good choice—but the inevitable one.