Many entrepreneurs face the challenge of translating their confidence in an idea into the customer’s belief in it. In order to convince someone about our idea, what things need to be present, and what happens if they are absent? Why is a message incomplete without a fundamental truth? Why does a good idea need a reason behind it?
On this episode, creator of The Red Thread®, Tamsen Webster, shares on how to build a scalable story and shift thinking and behavior in a specific direction.
"One of the pieces that have to be in the “minimum viable message” is something they want, that they would readily agree they want, and that helps them achieve something right now." -Tamsen Webster
3 Things We Learned
What it takes for an idea to take hold in the customer’s mind
There are certain pieces of information that somebody has to hear about an idea in order for it to make sense to them and make them want to engage with it further. These have to be things they can’t rationalize away— things that stick in their mind. Without this, someone will come up with a reason not to buy our product.
How to solve the problem of perspective when talking about your idea
Contrast brings clarity. When we explain an idea we usually just talk about one side or the other, not the idea and the alternative. If you talk about your solution, also bring up the other side. If you talk about the problem, present the other side which is the solution.
Why speaking engagements are important to marketers
The speaking circuit is marketing’s last untapped frontier. There is no other way to have a gathering of 100+ ideal clients giving you their full undivided attention hearing your brand’s message. It’s still one of the best ways to take a message from one-to-one to one-to-many.
Having a great idea is one thing, but what truly matters is getting other people to see it and agree that it’s great. Every idea you have has to meet a minimum viable message that answers key questions someone has, and also beats out their rationalization. You have to be able to change how they think. To achieve that, you need to be clear about the goal, the problem, the truth, the change and the action behind that idea. It’s critical to get people to agree with the rationale before you introduce your product so that they are already sold on it. If you can’t make the case for your idea, then nobody else can make it on your behalf.
Tamsen is a keynote speaker, message strategist, and creator of The Red Thread®, way to change how people see, and what they do as a result. She has a combined 20 years in marketing, 13 years as a Weight Watchers leader, and four years as a TEDx Executive Producer into a simple way to change how people see, and what they do as a result. Go to https://tamsenwebster.com/ to find out more about her and her work.