The fundamental messaging consists of four key elements:
1. What’s your change driver that makes you want to make a change?
2. What category of solutions are there, other than your solution?
3. What subcategory of your solutions are there?
4. Why should the buyer choose you as a vendor to solve their problem?
So, how do we compare this to a feature film? – We are going to make it real easy for you to put this into context. Let’s head to the little town of the Shire, with all of its green fields, minimalistic houses (and people), and dangerous rings. For those of you who haven’t seen The Lord of the Rings, the Shire is a town where the main character(s) are from, and well you may want to quit reading already since this is a SPOILER ALERT. – If you haven’t seen LOTR yet, I bet you don’t care.
Everything is starting out warm n’ fuzzy, the kind of atmosphere that you want to dive straight into and become a part of. The townies are getting ready to celebrate Bilbo Baggins 111th birthday, and eventually when the time comes for Bilbo to give his birthday speech, he bids his farewells and puts a ring on his finger; a ring that makes him invisible, and a ring that the horde will come for.
This is the change driver, because this ring is dangerous and needs to be taken out of the Shire, which Gandalf the Grey (life-long friend of Bilbo Baggins) states.
Frodo Baggins (the main character of all the LOTR films) sets out on a journey along with his friends Samwise Gamgee, Meriadoc Brandybuck, and Peregrin Took. They’re taking the ring to the elves in Rivendell to get information about how to destroy it.
Category of solutions:
When at Rivendell, all different kingdoms and people are attending a meeting, deciding what’s going to happen with the ring.
Some want to use it for the greater good, some want to destroy it, by just trying to smash it into pieces, eventually it’s decided that it needs to be taken to where it was originally crafted, and thrown into the lava in Mount Doom, Mordor.
Subcategory of solutions:
Who will take it there? Arguments are starting, and later on, little Frodo Baggins offers to deliver it to Mordor, ending the arguments.
Why this vendor?
Simply put, nobody else wants to do it for the right reasons.
If you want to know more about the Megadeals Fundamental Messaging, you can see our video explaining this in more detail here.