Part 3 · The Marketing PairLesson 1.2 · 2 min readFree lesson, opening
Recognition before persuasion
Every story in this system builds trust. The Customer Story builds something more specific: the kind of trust that comes just before someone buys, which is the feeling of being truly understood.
The trust that precedes purchase
Most customer-facing communication does the opposite of what works. It leads with the product. It describes what the company does, what it offers, what makes it different. That is not wrong, but it is premature, because a customer who has not yet felt understood has no particular reason to care about your solution. You might be offering them exactly what they need. But before they can feel the relevance of what you offer, they have to feel that you understand the world they are living in. Recognition comes before persuasion. Always.
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