Want to truly understand what makes your ideal prospects tick?

Replace “knowing” with curiosity.

If you go into a conversation thinking you know better than they do about what they really need, you’re going to have a much harder time creating the space required for them to open up.

If you go straight into fixer mode, they won’t trust that you…

• Really care about understanding their perspective.
• Aren’t just waiting to jump in with “here’s what you should do.”
• Actually have their best interests at heart.

Ever have a chat that starts out with you sharing a challenge, and quickly devolves into an impromptu coaching session?

Instead of listening deeply and remaining curious about your goals, beliefs, and challenges, the other person jumps straight into advice-giving mode (even though you never actually asked for their advice).

How understood and valued did all those wisdom bombs make you feel? How motivated were you to keep sharing when everything you said was immediately countered with some apparently obvious solution that you were supposedly ignorant of?

So, what does this have to do with writing effective B2B messaging?

Before you can craft a message that quickly earns trust and moves your ideal prospects to take the next step, you need to do your best to truly understand the problem from their point of view.

And that means that your first job is to really listen to the story they’re sharing, rather than rushing to fill in the blanks with your best guess of how that story might unfold.