Talk outside in to make sense

You know the feeling – How you can be absolutely fascinated about a story. The storyteller can go on and on, and you keep asking questions, also down to the nerdy ones with huge attention to details. But how did it all begin – how did you get interested?

I am sure the storyteller talked with an outside in perspective. In the beginning, he talked about topics you can relate to – something that concerns you. And then he talked about how he contributes within these topics, and what he does.

If a pump supplier starts telling, that they offer pumps, and describes all the technical details, it will only make sense to people within the same industry. If the story begins with something we all care about – like preventing huge damages caused by hurricanes, it makes sense to all of us.

Think about that when you make your first impression – both in real life and online. How do you pitch your products at the sales meeting, on social media, and on your website?  

Recently I visited a website that made a great first impression. They offer various types of water equipment – including pumps. The first you see when you land on their page is not pumps, but information about safety during hurricanes, Paris climate agreement, and why they solve water challenges in general. That is exiting to all of us!

You still need product information, but not before your audience understand why they should be interested, and how they will benefit from it. Don´t be nerdy before you have people´s attention.

For more inspiration, I can recommend; Start with Why by Simon Sinek.

Need help to find your why? Let me know :)