When I was speaking with the team this week, I mentioned author Dan Roam’s strategy for convincing people to change their ways. He suggested leading with data (i.e. facts), which leads to a change in one’s thinking and beliefs, which will then change one’s actions—aka they will change their website to use Bridge.
Yet, we can’t "lead" with too many facts, because as the authors of the book Rethink point out, that is like serving too many ping pong balls at someone; people can inherently only volley one ball at a time. We have to balance the right number of balls being sent and the supporting that with the right number of facts.
To that end, I’ve had the tech team update our sales site and try to organize a large "ball" at the top of the page, and then support that with facts further down the page. I’ve asked the coaching team to digest the facts that Bridge offers (i.e. we help stores sell 13% more). To add 1k items to a website, it costs $750 and takes 50 hours. Bridge’s Smart Products service costs $0 and 4 minutes.
These facts are the fuel for our growth. They fuel our solutions.