What sends people out to buy?
Desire. For something that will enhance:
- Community and a sense of place within that community.
We formulate that desire into a category of product or service, based on our personal beliefs about the available solutions. People rarely search for ‘community’ or ‘purpose’, they do search for ‘bridge club near me’, or ‘local charity recruiting volunteers’.
Unless we’re buying to satisfy an urgent requirement, we want the buying process to meet our needs too.
Above all, throughout the process, we want to be seen as a human being. To feel connected to the business we are buying from. To have an opportunity to bond.
Sharing your Promise effectively means building a process that delivers this.