Outcome, Seeds, Icons

Here’s what we’ll cover:

Estimated reading time: 2 min 24 seconds

1/ Outcome > Ask

When a prospect asks a question, a seller’s natural tendency is to answer and solve for the “ask”.

Instead, focus on answering for the “outcome”.

Here’s what I mean:

Ex. of solving for the Ask:

Prospect: “Can you add custom fields to each page?”

Rep: “Yes, absolutely, you have full control over what fields, etc. etc.”

Ex. of solving for the Outcome:

Prospect: “Can you add custom fields to each page?”

Rep: “Just so I’m clear, can you walk me thru what you’re looking to do with custom fields?”

The easiest way to solve for the “outcome” is to answer with another question(s).

Repeat until you understand what they’re trying to accomplish.

Once you know that - then answer.

1/ “Good writing is like a slippery slope” - Joseph Sugarman

The term “Seeds of Curiosity” was coined by copywriting legend Joseph Sugarman.

I first read about it in his book The Adweek Copywriting Handbook.

He explains your copy should feel like a slippery slope.

Each line compels you to read the next.

One way he suggests doing this is by using sentences he calls “Seeds of Curiosity”

Here are a few examples:

They cause you to subconsciously continue reading because you’re “curious” to know what happens next.

P.S. This technique works equally as well when used verbally.

1/ Simplify your message with pictures

Here are 20 simple icons you can steal and add to your visual vocabulary.

Click the image to save a copy 👇

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