What’s your favorite movie?

[rifat28dddd]

While in a TED talk, novelty is used to educate, entertain, and delight, in a sales context, novelty, in the form of a hidden enemy, has three benefits:

Clarity: it provides your customer with crystal clear clarity around the problem you can help them solve by giving form and substance to the emotional pain the enemy invokes.
Reciprocity: reciprocity is the practice of responding to a positive gesture, action, or behavior with a similar sentiment. In this case, the incident of micro-learning created by revealing the hidden enemy makes the customer more likely to give you just a little bit more of their attention.
Credibility: it positions you, your organization, and your product(s) as the de facto solution to solve the problem.
In the hazelnut spread example, Kraft provides clarity by crystalizing your fears around the specific hidden ingredient in Nutella. They’ve also taught you something you’ll likely find valuable, making you feel slightly smarter and generating slightly more affinity to their brand. And while Kraft doesn’t explicitly state what ingredient in their own spread replaces Nutella’s palm oil (it’s sunflower oil by the way) the very fact that they’re calling it out implies that they’ve taken a different, “higher ground” approach.



With so many vendors vying for customers’ attention, many philippines telegram data are destined to get lost in a sea-of-sameness. To succeed, sales and marketing organizations need to elevate their message by calling attention to the pain their buyers are experiencing. And pains that are hidden or unknown to the buyer carry extra weight. That begs the question, what hidden or unknown enemies are your ideal customers facing?


Chances are when you read that question your mind became both focused and very busy as you searched your data banks for a suitable answer.

You were instantly focused, trying to reconcile both factual (which movies have I seen?) and emotional information (how did I feel about them?), if only for a moment.

As a heuristic (or mental shortcut), your mind may have even contemplated whether you’ve been asked that question before, and if so, what you said last time!

Scientifically speaking, questions are powerful for two reasons: