They Chose Someone Else

I’ve been in this situation.

Two contractors. Nearly identical bids. Both seemed fine.

Until one of them looked me in the eye and said: “We’re picky about the finishes. The details are what make it feel really high quality.”

And something in me just… settled.

I hired them before I even consciously decided to.

That wasn’t a lapse in my practical nature, it was the feeling in my gut.

Someone solved the problem I hadn’t said out loud yet.

And when your marketing does the same thing, your audience feels it.

They stop comparing and start deciding.

It’s Never Just One Problem

When someone is considering a purchase, they’re actually carrying three problems at once, not one.

The external problem is the one they can say out loud. I need to renew my business insurance.

The internal problem is how it’s making them feel. I never really know if I have the right coverage. What if I’m exposed or paying too much?

The philosophical problem is what they believe should be true. This shouldn’t be so hard to understand.

The insurance advisor who wins that business isn’t always the most knowledgeable in the room.

They’re the one who makes you feel confident you have the right coverage because they understand it for both of you.

They say I’ve got this in a way their client actually believed.

Here’s the thing…

Most of us don’t wake up thinking, I should probably speak to my customer’s internal problem today.

Most businesses lead with credentials, deliverables, and processes because that feels like the best way to communicate the value of their solution.

And frankly, they take enormous pride in their work. And that’s not a bad thing.

That could work fine.

Until someone else makes your prospect feel more understood.

When the internal problem gets ignored, features and price become the defining factors because they’re the only difference your prospect can actually see.

And that’s a harder place to compete from.

💡Your Turn

You already know your prospect’s external problem — it’s probably all over your marketing.

Now go one level deeper. How is that problem making them feel?

Then read your messaging again with that question in mind.

That’s usually where the gap is.

To offers that actually land,

Laurie