Studio Note #66: Before You Pitch.
The pitch works better after they recognize the problem.
Today I was working on social content for Vendorfied.
The offer is pretty compelling. Access to 25+ lenders. Financing up to $200K. $49 a month.
So naturally, I put all of that on the graphic.
And it looked exactly like an ad.
Not a bad ad. Maybe even a pretty good one.
But still an ad.
Which means most people know what it is before they’ve read a single word.
So we started taking things away.
The price went away.
The lender count went away.
The financing amount went away.
Eventually, the whole pitch went away.
What was left was a customer looking at a project they wanted to do and saying:
“We’d love to. Just not right now.”
That’s the interesting part.
Because before someone cares about your solution, they have to recognize the problem.
We spend a lot of time trying to get people to understand what we sell.
Sometimes it’s better to make sure they see themselves first.