Mo asks Todd Henry: What is your best advice on how people can create demand using creativity?
If we want to be effective creative professionals, we need to become effective at defining problems. If you can define the problem your client is trying to solve better than they can, and also propose some solutions, they are much more likely to come to you for the work. The creative process begins by defining problems effectively. Those who ask the best questions win because they get closest to the middle. When the client feels like you are inside their head and you deeply understand the issues they are facing, you become the go-to expert. Every organization thinks they’re unique but they often can’t see the problem they are facing because they are too close to the work to have a proper perspective. You can bring an outside perspective and if you can identify the problem differently and give them the language that helps them simplify the problem, you’re halfway to closing the deal. Start with very broad questions and work your way down. Broad questions give you opportunities to ask more pointed questions that can guide you towards the deep problem the prospect is dealing with. The issue with experts is that we start to become comfortable with what we do and start to lead with solutions instead of questions. We have to be curious and want to understand what is going on before we start offering solutions. Your marketing materials are tools for the prospect to justify the purchase decision, not the reason to make the purchase decision. At the end of the day, they want to know if you can solve their problem. Many of us artificially escalate the perceived consequences of failure and this prevents us from taking enough action to really get results. We need to rely less on the PowerPoint slides and more on the personal relationship where you are invested in them and solving their problems.
Mentioned in this Episode: