Why Companies Need It: What Challenges You Help Customers Overcome.
Identify three key problems you help customers alleviate.
Key emotional pains are related to fear, risk, lack of control, and loss (limitations).
How your offer helps customers gain advantage
Identify the three key advantages you help customers achieve. Compelling emotional value proposition and benefits.
These usually relate to growth (i.e. MORE customers, revenue, margin, productivity, time, market share, safety, compliance, etc.)
Three Core Emotional Buying Triggers
What triggers most prospects to go looking for a new solution – examples include – i.e. end of life of a current solution or contract, need to equip mobile users, COVID-19, change in leadership, losing to competitor, security breach, ransomware attack, need to be compliant, privacy violation, losing an important customer etc.