I get it. What you’ve built is genius. But people aren’t too bothered about how many gazillion Jigawatts you can process, or the finer points of John Watson’s thesis on Behaviourism. They want a simple dish served up without a lot of garnish.

If you ask your prospect to work too hard to figure out what you’re offering, guess what? 

They won’t!

I’m going to let you in on a secret. People don’t buy the best products, they buy the best products they understand

What's the plan Stan?

What you need is less Flash Harry and more Steady Eddie.

You need a reliable system that let’s you build your perfect customer and which gives you the confidence to speak to her in simple language that she recognises. Language that let’s her know that you understand what's keeping her awake at night.

"But enough about me, let's talk about you... what do YOU think of me?"

You sound like CC Bloom from "Beaches".

If you ask anyone what their proposition is, they’ll tell you what they do (which isn’t a proposition. It’s a description of what they do). They talk about themselves.

So I’m going to break it to you gently. No-one cares about you. They care about themselves and their own problems.

The fastest way to turn your prospect off is to tell him all about you and what you’re selling him.

What's the plan Stan?

What you need is a system for working out what your prospect is saying to herself when she’s lying awake worrying at 4.00am. That's where she's stuck and that’s what she wants to talk about. So if you want her to stay in the conversation, that’s what she needs to hear

No-one could ever accuse you of not trying things. Heck, you’ve tried every damn thing there is to please people and attract customers, and that’s your problem. 

When the money didn’t flow immediately you tried to offer other things. But every time you try something new, your proposition becomes a little bit more diluted. And now no-one knows which of those things is really you. No-one really knows what you stand for any more.

What's the plan Stan?

A proposition that tries to appeal to everyone, appeals to no-one.

You need a playbook that helps you find your sweet spot and gives you the confidence to double down on it in the knowledge that day by day and lead by lead, it will get you where you want to go.

I get it. You’re not getting any response so you tell them more. Smother them in features. It’s the fastest, the shiniest. The cheapest. You may even get some tyre kickers asking questions, but you’re not looking for questions. You’re after people who have money in their pocket, who are online looking for someone who can help them. And features ain’t it.

People don’t engage when we tell them how many mega hertz or pixels we’ve got. They engage when we show them that we understand what’s keeping them awake at night.

What's the plan Stan?

Time to step away from the features and get emotional.

You need a way to understand how we decipher what our prospect's real pain is, and a way to play it back to them that will have them forming an orderly queue to speak to you about how you can help.

We’re all for fitting in and not rocking the boat, but sometimes you need to be a bit different. It’s a noisy world out there and most people are making the same noise.

You're stuck having the same conversation as everyone else, and what that makes you is a choice. A choice on a big list of lookalike products and services.

What's the plan Stan?

When they zig, you need to zag. It’s time to start a new conversation, preferably one that none of your competitors can join in one. You need a method for breaking the mould and keeping it broken.