Using George's Bathroom Solution

Here's a thirty-second ad currently seen on English telly.

George, from a town I lost a weekend in once called Chesterfield, provides bathrooms aimed at the elderly.

Whether he knew of the AIDA steer or not, he certainly nailed the grabbing of my Attention early. Here's his opening;

"This business isn't about building accessible bathrooms 'cuz anybody can do that. My job is to listen and find out what independence means to them."

In that short sharp start is plenty on which to build a proper solution sell pitch mindset.

Can you craft your equivalent?

If you were assigned a cold description, like those of old business directories, what would it be? What is your "bathrooms"?

George goes beyond mere base product label here. Further than the 'F' of FAB, if you like. For we too have our "building". As well as the added angle of "accessible".

Swap your terms in.

Note clearly your "job". It "is to listen and find out..."

And finally, consider the endgame your eventual client enjoys. Their final pay-off, in full. Surely they have their version of "what independence means to them".

Not anybody can do that. Ensure you can.