Mysteries Will Hurt You! [Start Your Week]

A lot of people like a good mystery, in a movie, a novel or a “who done it” played at parties. People who like mysteries like to see justice done and the evil doer, the guilty one, punished. Most mysteries end that way. 

A mystery is something that is unknown and often impossible to explain. That’s why they automatically grab our attention. Mysteries are often crimes, a murder, a kidnapping, or a robbery and we want to find out who the perpetrator was. That gap in information is the unknown and is what people find so attractive. Once they get that missing piece, the whole thing fits together, just like the missing piece of a puzzle, which is what a mystery really is, a puzzle. 

Not many seed sellers realize that mysteries are also an essential part of selling seed, at least they should be. If there’s no mystery in the offering to growers, no missing piece of information, there’s nothing intriguing that will get them to want to investigate more or even buy your product. If growers believe they have you and your strategy figured out at the start, there’s no mystery and they lose interest.

The only thing that holds your attention in a mystery, and a farmer’s attention when you’re trying to sell him is the fact that he has to work to figure out the unique set of values he would get when he buys from you. You created a mystery that the grower wants to solve. But today, it’s hard to find seed sellers who have any mystery in their offering whatsoever. Companies aren’t offering unique values. They’re offering new products, programs, and prices just like everyone else which aren’t intriguing at all. There’s no mystery in those offerings at all...