Possible Calamity Awaits

A flyer through the letterbox. As you likely guess, from a home insurance provider. A new player, as it happens. Choosing to go Old School.

This piece of direct marketing holds remarkable solution sell parallel.

Of the classic FUD type. Spreading Fear, Uncertainty, Doubt.

Where there's risk, bring mitigation.

It's this very angle that separates the succeeders from the strugglers.

Those that mine the seam of 'why' to do something, over the 'what' you could do.

The 'whats' of features, specs and standard category descriptions fail. Where 'whys' focus on the cost of inaction, latent business risk, and the compelling event to change now prevail.

The transfer from consumer to commercial is not quite direct though. B2C can provoke a stark and personal exposure. Whereas B2B raw statements can backfire, as pro buyers sense manipulation and can raise shutters to scare tactics.

Think of what The Challenger Sale terms 'constructive tension'. The deliberate practice of reframing a prospect's current reality. You aren't telling them they're doing their jobs wrong, but exposing the potential risks and hidden friction that could've got normalised over time.

We should already know the sources of such gaps, whether they acknowledge or are blissfully unaware. Bottlenecks, workarounds, sticking plasters. Tech leap, new regs, old drags.

Our job is to gain tacit acceptance one exists.

Then probe this 'failure point';

'who's measuring the exposure level to ....'
'what compromised as a result of ...'
'what happens downstream after ...'

You could place this as part of a structure.

There's their current state. With an unexamined risk.

We introduce this constructive tension. Which creates the need for change.

Opening up our discovery phase. ID-ing the trad economic impact (& the emotional pull).

We're not selling double-glazing. 'Play 'round your own home' chats with next door won't help. And no amount of hoarding lost balls coming your way will work.

There's a vulnerability. And what we've got is way better than them calling in the glaziers after the event.