Why can’t they do it themselves?

When you compete with your clients’ option to DIY.

Your client’s backstory has 3 parts: the problem, the reason they can’t do it themselves, and what they’ve tried.

Recently I talked with someone who offered a service for preserving and telling stories that come down through the family…stories you might hear at family reunions. A lot of people think it’s important to preserve a family’s legacy of storytelling. She’d interview people and find a way to get them to tell their stories.

The concept was sound. However, what we needed to know was this: Why couldn’t people do it themselves? Why couldn’t they hook up a microphone and just talk?

It’s similar to what happens when you’re on a podcast. The results of being interviewed by a stranger-especially someone who’s a professional interviewer-will be different from the way you introduce yourself. The podcast host will ask different questions. You’ll sound different.

Best of all, it’s one and done! You might keep saying you’ll make a video “someday” and that “someday” never happens. When you’re collecting family history, the person could die or become seriously ill. Then you’d never have that chance.

This business owner had to feature the answer to a big question: Why can’t they do it themselves?