06/29/2016
As marketers were taught that people want to buy cures...but today I give you a new commandment.
People don't want to buy a cure, they want to buy a bandaid.
This is controversial, but after years of consulting, coaching, digital, offline, I have found that people would rather buy short term bandaid solutions instead of the actual cure.
That's why there are thousands of info products in the weightloss industry. Nobody wants a cure, just the feeling that they are doing something to change.
That's why they buy 6 courses, and join 4 gyms over a 2 year period, or why P90x actually has all of their stuff on demand so people can try whatever they want without feeling like they are stuck in something.
I know that's contrary to the feel good stuff out there. But, the sooner you embrace that and give them what they want, the more money you make.
Give them good products, give them the cure, but don't get frustrated when they don't do what you tell them or get the results they hoped for.
There is a sense of security most buyers subconsciously get from not totally solving their problem. This helps them form an identity of striving for, but never totally reaching their goal or sabotaging the results they get.
Think on this.
