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The Big Idea or the Ability to Read Your Clients Mind

IStock_000005732397XSmall Historically, in advertising, the big idea has reigned supreme. It’s what propelled the largest ad agencies in the world to prominence back in the golden years of advertising.

The challenge is the big idea is commonly getting blocked out by advertising saturated consumers of the Twenty-First Century.

There are 3,000 advertising message coming at you every day, according to Michael Brower, PhD, and Warren Leon, PhD, in their article called, Practical Advice from the Union of Concerned Scientists.

Buyer's want to do business with people who understand them and their challenges. They want answers that go beyond conceptual big ideas.

As a result, the next phase of advertising, sales and marketing is not the big idea. It is to gain the ability to read your clients mind.

Learning how to read your clients mind is really quite easy.

It requires business owners and their sales team to ask questions and be truly interested in their client’s wants and desires.

Contemporary marketing genius Jay Abraham has called this falling in love with your clients instead of your business.

I think it’s a good analogy. After all, everyone knows what falling in love is all about. When you’re in love, you care more about the other person. You go out of your way to show that caring and do unexpected things that delight your partner.

In today’s marketing and sales message resistant world, the big idea is what your business is all about from your perspective.

But buyer’s don’t care about you and your business. They care about finding solutions to the challenges they face.

The logical conclusion is to gain the ability to read your clients mind and give them the value they are looking for.

When you do, you will generate far more business now and in years to come.