Understand Your Buyer > How to Engage > The Sinatra Effect
What is it?
The Sinatra Effect relies on the phrase “If you can make it there you can make it anywhere”. It’s about demonstrating to your clients that your offering is more than capable of meeting their needs.
Why does it work?
It works because it demonstrates a confidence and an ability that your client’s needs will be met. You are reassuring your clients that your offering will not only meet, but exceed their needs. If also demonstrates a versatility of usage- if your cleaning spray can clean a greasy barbecue then it could also clean a cooker or some greasy tools. If it can do one thing (which is the extreme greasy barbecue) then it can definitely do the lesser things (oven and tools).
How can you use it?
Consider your clients needs and then find a greater need that your offering satisfies. Contrast this greater need with your client’s lesser need to show them just how effective your offering is.
Example
In this advert, Howden contrast their affiliation with air traffic control to “your business” which is probably less complicated and urgent…
See also
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