Yesterday, I mentioned the Trigger or Inciting Incident – the thring that throws the hero’s life out of balance.
In business, our customer is the hero, and we either cause or react to … that trigger.
If you have a ‘painkiller’ business, you offer a solution to a pain that your prospect already has.
To put it another way, if your prospect has a bleeding neck, metaphorically speaking, they’ll be very motivated to buy a solution. Marketing in that case is usually about making that pain as salient a possible, and showing how you can help.
If you have a ‘vitamin’ business – like I am – it’s very possible that your sales and marketing will focus in causing the pain, creating tension that can only be resolved through your product or service.
Either way, you’re in the trigger business.