August 25, 2016

Getting your customers to understand

One of the challenges you face is getting customers to understand your value.

Most people think that to understand is to simplify, or to look at things in isolation. If somebody wants to learn AdWords, they will go on an AdWords course.

The problem is this linear way of thinking ignores the true nature of understanding.

To understand something is to step back and see whatever you are looking at from multiple perspectives.

The first step in understanding is to complicate, not to simplify. The second step is to coherently explain what you see in words, images, equations, stories.

Let’s continue with AdWords as an example. Thousands of people all over the world go on AdWords courses every day. They leave these courses knowing themechanics of AdWords, but not knowing how to make money with AdWords.

Making money with AdWords requires that you take a step back and gather knowledge from other fields. To make things work you’ll need to combine your AdWords knowledge with an understanding of human nature. You’ll need copywriting and website skills. You’ll need project management skills.

If the whole thing isn’t going to blow up you’ll ultimately need to coherently explain how you have structured your AdWords account to someone, even if that someone is your spouse.

The great philosophers of Ancient Greece such as Aristotle, Socrates and Plato were not just philosophers. They never went on a philosophy course. They were multi-disciplinary academics.

We revere them now because they saw things from multiple perspectives in order to explain the complexities of human existence.

In writing these daily emails I have realised that the true challenge is to pull in information from unexpected sources, and hang everything in a coherent way so that it changes the way you look at copywriting, marketing and storytelling.

That is where true understanding comes from.

If you’re a writer and would like to do the same thing you should join me inĀ Nurture Email Mastery. It’s a modest investment for the skills you get.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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