Three Points of Connection • I didn’t buy a product; I bought its meaning in my own life. It is said that in literature there is really only one theme—the search for meaning. We want to buy things (ideas, visions, products, services, politicians) that mean something to us. The mistake most people make when trying to influence others is that they focus on the data. They focus on what is necessary. They focus only on results. For true connection you have to take it a step further.
Necessary ➔ Meaningful Move from necessary to meaningful. “This water filter removes harmful bacteria and toxins from your drinking water” focuses on something important and necessary. “This water filter will help ensure that you and your family stay healthy” is meaningful. Data ➔ Transformation Move from explaining data to explaining the impact of that data. “Clinical trial data showed a 75% remission rate in a sample of 1000 Stage IV cancer patients over one year.” We should only hope for results like that, but “Three out of four patients were completely cured” is meaningful because it speaks directly to the patient’s desperately hoped-for transformation. Conflict ➔ Transformation Move from problems to solutions. “Our software catches spelling and grammar mistakes, duplicate words, and weak writing style.” This statement focuses on problems. “This software will make you a better writer. Gain credibility by communicating like a professional.” This addresses the meaningful outcome.
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