MATCH THE HATCH

I learned how to flyfish.

Here’s the first thing my guide said to me:

“To attract fish, you need to use flies that mimic the bugs in the water.”

“These are nymphs.”

“Fish are more likely to bite if the fly resembles their natural prey, which right now are these guys.”

“It’s called matching the hatch.”

In sales, you have to match the hatch too.

Your prospects are more likely to “bite” when you match the conversations already happening in their heads.

How do you match the conversation aleady happening in your prospect's head?

Mine success stories for quotes about what sucked before the customer switched – AKA the “before story.”

The key is selecting words within quotes.

Extra points if you find emotionally charged words like “nightmare.”

For example, here’s a before story quote I found in the HEY customer success story:

“Been using HEY several weeks and no longer dealing with spam, long lists of “unread” messages, or sorting out annoying but important docs.”

And here’s how I used it in a cold email: 

“Ever wish you no longer needed to deal with spam, long lists of ‘unread’ messages, or sorting out annoying but important docs?”

The big idea?

Good messaging isn’t written; it’s found.

Match the hatch.