are you even listening?

I hate Domino's.​

I know they supposedly "fixed" their pizza "from the crust up" awhile back, but I'm a pizza snob and I still think it sux.

But Domino’s didn’t "win" pizza back in the '80s because theirs was good.​

They won because Tom Monaghan listened to a customer pain point his competitors were either missing or willfully ignoring:​

People freaking hate not knowing when their pizza will arrive.​

In the ’80s, literally every pizza joint was screaming: “The best sauce!” “Hand-tossed!” “Quality ingredients!”

Tom said, “30 minutes or it’s free.”

It was bold, risky, chaotic af for Domino's franchisees.

But it sold the hell outa mediocre pizza and changed the pizza game forever.

Because while his competitors were flexing subjective things like flavor and quality, Tom nailed the real problem (and ate his competitors' lunch).

Here's why you should care:

​You might be one customer conversation away from your own breakthrough.

Because your customers are literally dying to tell you exactly how to market to them.

Look at your sales copy right now. Is it focused on what you think matters, or what your customers actually told you matters?

If you’re talking about the wrong problem, no amount of polish will fix your copy.

That's not a writing problem, folks.

It's a listening one.

Later,​

Graham