You Have 5 Seconds

"Dad, what happens if you put a bone in fire and add acid?"

"Does wood melt with lava?"

Questions my kids ask me.

Almost always while I'm driving.

I don't always have the answer.

But one thing is clear to me: I don't want to kill their curiosity.

So, I don't leave them with doubts. We ask ChatGPT.

And we get a clear answer, in simple words, kid-level.

Doubt resolved. Immediately.

That led me to think about when I was a kid.

I also asked impossible questions.

To my mom.

There was no Google. Much less ChatGPT.

My mom had her own system:

a children's book called Charlie Brown's Question Book.

When she didn't know something, she'd say: "We'll look it up when we get home."

And we'd wait until we got home.

Sometimes there was an answer.

Sometimes not.

And often it was, more or less.

We had to be patient. And settle.

Today that doesn't happen.

My kids want an answer.

They want to understand.

And they want it now.

That reminds me of your customers.

They also want to understand, now.

What does this brand offer me?

And if they don't get it quickly, goodbye.

Let's see.

The brain works like this:

it looks for shortcuts.

it avoids effort.

That's why, when they don't understand you the first time.

They don't complain.

They don't ask.

They leave.

As they say: a confused customer never buys.

Not because they're not interested.

But because they couldn't understand what the heck you are.

The best-selling brands know this.

• McDonald's: it's not gourmet food, but it's known, fast, and no surprises.
• Rolex: it's not modern, it's status.
• IKEA: it's not luxury, but it works and solves problems.

You don't have to think to understand them.

You know it in seconds.

That's not marketing. It's clarity.

Now ask yourself: In 5 seconds, is it clear to your customer what you are?

If not, you've already lost.

They dismissed you.

For being complicated.

To sell today, you don't have to explain more.

You have to be obvious. Like IKEA, Rolex, or McDonald's.

If you want, I'll send you a guide with 6 steps to achieve it.

Reply to this email with a "6" and I'll send it to you.

Warmly,

Carlos.

P.S. Remember: serving is the way.

PS2. If you want help getting your team to provide exceptional service and improve your results, let's talk.

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Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Mexico City, CP 04330, Mexico

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