HEMP STEP 9. What’s the Benefit of That?

Have another look at your one big thing. Does it turn your prospect on, or is it something innocuous like “leading service” or “high quality” which everyone can and does claim? Also, is your one big thing benefiting you or your customer more? For example, some companies get really excited about their processes or high-tech equipment, whereas the customer really couldn’t care less so long as the product arrives on time in the condition they expect. For all I know, Amazon might just have the most advanced computerised warehouse in the world – not interested! But I love it when they deliver my book the next day, at a cheaper price and gift wrapped too if I’m in the mood! Your one big thing is actually your customers one big thing – they own it after you’ve created it. As you know, customers create brands, companies just provide the framework, impetus and continuous development – if they’re really clever. Unfortunately too many businesses believe that they can dictate to their customers how they should feel about their products and services, and ninety-nine times out of a hundred, no matter how much they spend, this is just not possible.

Ideally your one big thing should be motivating to customers on both a rational and emotional level, something that makes them smile when they first hear it.