What if the service we offer would be the one your customer wants? Would you still try to persuade them to buy it? Or would you take a different approach?

Marketing is the art of making change happen and of shaping culture.

Persuasion doesn’t need to be a part of it.

You can take an approach in which your work consists of knowing who you address with your service. It means knowing them personally and knowing where they are when you start out to serve them. In such an approach, the service you offer is one that solves a problem they have – not the problem you think they have. And yes, you’ll promise them something you’ll also deliver with a promise that helps them make the leap and buy from you.

It is up to us to do it in a way we can be proud of.

In doubt check here is a set of questions for your customers, let them find out if they are being manipulated. What is valid for news can be just as valid for your service and the way you talk about it.

Being willing to share such questions with your customers is a way to keep in mind that it is their decision to buy from you.

Persuading is about changing your customers’ opinion about you and your product.

If you’ve done the hard work of knowing your customers and caring enough about them you’ll be able to serve them with something they want from you. You’ll also know when it isn’t for them.