What is your massive promise? (You need one to bring in the big bucks)
Nobody wants to buy your shit.
I want to get that out of the way right now.
Nobody wants to buy your shit by default, their starting position is that they actively do not want to spend their money. When you first come into contact with a client, with a customer or with a lead, that’s the situation that you are trying to get past.
That’s where your massive promise comes in.
I tell people that before they even start to market or do sales, they need to be defining a promise that clearly demonstrates the value of their product and guides people to the lightbulb moment that makes them want to pay for it and use it.
A massive promise can take the form of a First X Then Y statement.
Before our product, your life was like X.
After our product, your life will be like Y.
Example #1: I’m not going to tell you to read my blog because they’ll get a warm feeling. If you want a warm feeling, you can piss down your own leg. You should read my blog because before you came here, you weren’t motivated, you weren’t focused and you weren’t able to care for yourself and your creativity and your business.
After you’ve read my blog, you’ll be more productive, more positive and more financially and emotionally healthy than ever before.
That’s my big promise.
Example #2: I was working with the founder of a software company whose product strengthens cloud infrastructure. But when we drilled down to it, his massive promise actually had nothing to do with his copy, his messaging or his marketing as it stood. His massive promise was not being communicated. His massive promise was that engineers could sleep through the night peacefully — because they had his product ensuring they didn’t have to worry about a disaster.
Why do you think Churches tell you that Jesus Saves?
It’s their big promise. It’s their massive promise. They’re not selling a set of moral rules or requirements. They’re selling salvation.
Let me show you the Apple Watch:
Live a better day.
Goddamn, that’s perfect.
It’s so clearly summing up exactly how your life will be transformed, and how you’ll feel after buying a Watch. You’ll live a better day.
Why should I do business with you?
The massive promise needs to answer that one question.
Why should I do business with you?
Why should anyone do business with you?
If you’re going to pitch someone, today, you need 2 things:
- A massive promise that explains why the potential lead or customer should pull out their credit card and take the leap
- A hook that gets them interested and excited in the first place
When you hear every single objection, every reason why they don’t want to buy, you should have a massive promise that’s strong, clear and persuasive enough that it is an answer to that objection on its own. That’s how you measure the effectiveness of a promise.
How will my life be measurably better?
Really, when I ask you why I should do business with you, I want to know how my life is going to get better, What is going to be different, how will it be different, and how will I know?
This is really more about emotion than data.
There is no point in saying to me that people who use your CRM close 5.4% more leads than people who use the competition, because I just don’t give a shit. I don’t have time to hear about how you arrived at that data point, or why I should trust it.
There is no point in saying to me that your smartphone is technically faster than an iPhone.
There is no point in anything that doesn’t tap into an emotion that makes me envision a new and improved lifestyle.
I was talking to a group of business students in a lecture I gave yesterday, and I asked them why they chose the phone that they used. The answers they gave all tapped into that “better life” concept:
- It was reliable so they wouldn’t miss out on hearing about something important
- It was stylish so it made them feel good about the image they projected outwardly
- It received customer support that meant they could use it and feel confident that they could get it fixed fast and effectively
Each of those statements taps into an emotional response.
That’s the key.
Defining your massive promise
To define your massive promise, I would start by asking this.
What emotion does each feature or element of your product/service generate for your customers?
There are dozens and dozens more, so get creative.
In an ideal word, when they use you, what is the emotional response?
The answer to that question is really what’s going to form your massive promise.
Delivering on your massive promise
Delivery is the key though.
At the end of the day, if you make a massive promise and you don’t deliver, you lose your credibility. That’s why it’s important for you to have some clear and present consequences for not delivering on it.
For example, you could tell your customers that if you don’t deliver what you promised by a certain time on a certain day, you’ll pay them money. That should scare the shit out of you. That should terrify you so much that you want to deliver on that promise time after time after time.