The higher the degree of relief you can provide to your prospect’s problem, the more likely they are to dismiss the solutions you DON’T provide that they never thought they could live without.
Take my pharmacy, for example
I’d always assumed that any pharmacy I’d ever order prescriptions through would have an easy-to-navigate website
My current pharmacy?
Terrible – to the point that they don’t even have a patient login(!)
I also always assumed my preferred pharmacy would have a super easy app so I can order my medication right when I think of it so I won’t forget.
My current preferred pharmacy?
No app to speak of.
What they do have is:
- My meds
not even kidding
There is a severe shortage of a lot of medications out there – including the ones my daughter and I need to take every single month without fail.
And this particular pharmacy is the one all other pharmacies tell you to go to when there’s a run on yours.
Which might be just enough to make all of their shortcomings almost palatable
Were it not for the 40-minute drive – there and back
Which brings us to the other benefit that made any of their inadequacies
Fall by the wayside:
- Free delivery
- As in totally free, and if they can’t get it to you Next Day Air, they’ll courier it.
To recap:
If you have my meds
And you can deliver them for free
You do not need to have any convenient features
Or any features at all
If you can offer something that good
And that valuable
See if this helps:
There are so many things that you can NOT offer
That would allow you to reduce expenses
Increase profits
And make the expensive problem you solve
So much cheaper for you to solve it
If you can find a market
That sees so much
In what you offer
As to make them blind
To what you don’t
Or simply choose not to.
I’m here,
Kevin
P.S. The 7-Second Daily Email is going on vacation from now til the first of the year. Happiest of Holidays to all of you and yours.