How can you build an incredible, irresistible offer that EVERYONE wants?
Well if you want to know that and if you want to learn how to avoid dealing with low value clients who waste your time, you’ll want to pay attention to this blog.
This is where things get really powerful.
Because if you can understand this – you’ll never ever need to buy another marketing course (including mine) ever again.
Trust me, this is groundbreaking.
If you’re ever presented with two options, how do you decide which one to go with?
What do you do when faced with a question of whether you should buy something?
Or, take this blog for example, what led you to decide to click on it?
Why do people make the choices they make?
That is the fundamental problem we’re trying to solve with most marketing.
Something that might answer this, is a psychological principle that states:
“People make decisions based on the description of the choice, not the choice itself.”
This is why people seem to make irrational decisions.
For example:
Why do so many of our customers choose poorly when it comes to their choice of marketing agency or consultant?
You might have the best marketing and consulting program on the planet.
But unless you can describe it to someone in a way that they can understand, you’ll struggle to make sales.
Let’s take McDonalds for example.
We know, logically, that we should be eating more fresh vegetables, less ultra processed food and (for the most part) less meat.
We know that chemicals, preservatives, sulphates and emulsifiers are bad for us.
So why isn’t the largest and most successful fast food chain in the world a healthy salad option?
Because McDonalds have MASTERED the art of describing their choice, not just being a choice.
McDonalds doesn’t sell reformed beef patties from global beef suppliers in a chemically stable, gum filled bread/cake hybrid developed by scientists.
It sells “delicious, mouth watering hot food, right when you need it from thousands of convenient locations”.
The word beef, burger, or any of the ingredients aren’t even mentioned.
It’s the same reason that books are labelled “best sellers” not “best written” or “best reading”.
The model I described, where people make choices based on the description, not the actual choice, is from Daniel Kahneman and Amoz Tversky and their work in behavioural economics and their Prospect Theory model.
The good news is that you have a great product – you just need to work on your descriptions.
It’s all how you describe the “thing”.
Not talking about the “thing” itself.
