We all have different concerns, issues and requirements we’d like solved in some way.

Many of us are selling products or services to answer such concerns.

And the simple fact is, we may have only one chance to alert a person you’re the one who can be of use.

How do you ensure you’re exactly on point at that moment in time?

How do you be ‘the one’, be it through an internet search, driving past a display advertisement, or a friend recommendation – among many ways?

The only way to spark a thought in that potential customer’s mind is through your first story. These are the words to describe your business purpose and reason (that a particular customer should care). The words need to be perfect.

This articulation of your ‘what and why’ needs to appeal as much to the heart as to the head.

By getting this heart/head mix right, we dissolve the natural scepticism we all carry (which is understandable if we are indeed exposed to 10,000 selling messages a day).

Such perfect words bypass our natural ‘no’, invite us to linger, and perhaps explore, more.

They’re messages that matter…because they are directly relevant and appeal to both the emotions and rationale of a concern to soothe at a moment in time.