💡 Business Tip - Leverage Trigger Events (Issue #52)

What makes your potential clients think of you?

People don’t need your product or service all the time.

Even if they do, potential clients probably don’t know about you yet.

It’s almost impossible to get a potential customer’s attention when they aren’t receptive to your offer. If they aren’t feeling the pain — or desire — they won’t notice you.

However, when a trigger event occurs, they are definitely open to a solution to their problems or needs. So, what are the trigger events in your customers’ lives that make them need what you’re selling?

For example, in my career coaching business, I know people aren’t walking around thinking about their careers every day. They have jobs. They have lives. But, some events certainly trigger them to think harder about their professional futures.

• Getting passed over for a promotion.

• Getting fired or laid off.

• Having a bad day at work.

• Being treated poorly by their boss.

• The Monday morning blues.

• The Sunday night scaries.

• Birthday milestones (e.g., turning 30, 40, 50).

• The start of a new year.

People are more likely to talk with me when one of these events occurs. For example, they are upset about being passed over for a promotion and want some help to get ready for the next cycle so they land one next year.

Take some time and write down the trigger events for your customers. Then, think about how you could create content that speaks to that event and connects with them emotionally so they are more willing to consider your offer.

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I’m Larry Cornett, a business coach who can work with you 1-on-1 to design, launch, and optimize your business. You might also be interested in my “Employee to Solopreneur” workshop. I live in Northern California near Lake Tahoe with my wife and Great Dane while running my businesses 100% remotely.

Photo by Sergei Solo on Unsplash