Jason OakleyThe most important part of your narrative doesn’t mention your product at all. It’s first getting the buyer to agree with how the problem should be solved.
In April Dunford’s book, Sales Pitch, she refers to this part as “The Setup.”
You need your buyer to agree that the status quo isn’t cutting it, and that your approach to solving a problem, or doing a job, is the better way.
You can break this into three parts:
- The shift
- What’s not working
- The ideal solution
1️⃣ The shift
Share a unique take, point of view, or insight on a significant change that’s happening in your market. It should feel like a train is leaving the station, and they can either choose to get on or be left behind.
Ex. The US food guide website starts off by hitting you in the face with “American is sick. The data is clear.” Followed by some pretty shocking public health stats.
2️⃣ What’s not working
Your opinion on what’s wrong with the current way of solving a specific problem. Usually having to do with some status quo alternative.
Ex. Basecamp (Hey) talking about how the big email providers have let their products slip.
3️⃣ The ideal solution
Describe the promise land. What the ideal solution to the problem should look like. Of course, this needs to align with your product, and it needs to feel different than the alternatives. But don't mention your product specifically.
Ex. Twenty talks about how the right platform can now help people build the ideal CRM in an afternoon.
Now you may see these examples and think they're all bullsh!t. And that’s okay. The point isn't for everyone to agree with them. It's that the RIGHT people agree with them.
If a buyer agrees with your narrative and vision of what the solution should look like, then you just need to show it to them.
If it maps exactly to what they feel the ideal solution would be, and your vision of the ideal solution is unique enough, then your product will naturally be the one they need to choose.
And that's why your narrative and your positioning have so much in common. It's like your narrative is the "why" behind your positioning.