A week ago, we audited the website of an industrial SME that produces burgers and meat patties. They have a very strong presence in their area, constant traffic from social media, and an impeccable aesthetic. However, conversion was nowhere to be found.
Upon analysis, we detected a very common mistake: the site was 100% oriented towards brand awareness. It was a beautiful institutional showcase, but not a sales engine.
It's a mistake we all, as entrepreneurs, fall into at some point: we talk about what we do and how great we are, instead of speaking to the person who has the pain we want to solve.
The "plane" mistake
I recently came across a talk by Brian Tracy that explains this with a simple analogy: if you want to sell a trip, there are agencies that sell you the aircraft model, the comfort of the seat, and the flight hours. But what the customer really buys is the destination. They buy the transformation: how they are going to feel when they arrive.
As entrepreneurs, we often fall in love with our "plane"—our process, our tools, our story—and we forget to show the customer where they are going to end up.
Even those selling courses master this perfectly. They don't sell you the content of the modules; they sell you what your life will be like after making the change.
Turning the mirror
You can have the best product in the world or the most oiled process in the industry, but if you communicate it only from your internal vision, you will struggle to sell.
At the day's end, whoever buys from us does so because of the problem we solve, not because of our brand's history. They don't choose us for the tools we use, but for the relief we give them.
At BlackBox Vision, the same thing happened to us at one point. Learning to turn the mirror around and look from the other person's need is, perhaps, the most difficult—but most necessary—step for a business to grow.
