How do you move from being just one of many for your prospect, to being ‘the only one?”

You can’t become the only one based on just a promise.  It’s only half the equation.  

There’s a second subconscious, almost primal, consideration.

Buyer Safety!

The primal human need is to seek safety - including feeling safer with whomever we buy from.

If you imagine these two considerations, the promise you make (what they will gain from working with you) and the risks you prevent (what they will be protected from if they work with you), as converging lines - they take you from being in the “market of many” to being the “market of one”.

Your buyer is trying to answer five questions about you and each of these questions either bring these lines together or push them apart.

I can’t cover all five in one post, but the first question is a good place to start - can they trust you?

At the marketing end of the sequence, they don’t know if they can trust you, so they base it on whether OTHERS trust you, not just for your promise but also the risks you remove for them?

Think about your marketing - does it give confidence about your promise AND your risk reversal?

Will it answer the buyer’s first question on the way to feeling safer with you than without you?