Nobody Cares About You

It’s a harsh truth, so I’ll just spit it out and you can get over it.

….Nobody cares about you.

Nobody cares about your business, your shiny new tool or your amazing report. They just want to know why exchanging their time or money for whatever you have is the best course of action. Right now.

In fact, even that’s not enough. What they really want to know is how you can fix their problems – how you can help to cure their acne, talk to girls, confront their boss, become richer, smarter, better at chess, choose a wine, service their car or look 10 years younger. No matter what your business, you need to address problems. Give your customer what she wants.

And here’s the key – ‘needs’ and ‘wants’ are not the same. It’s far easier to give somebody something that they absolutely want. It’s difficult enough convincing yourself that you should buy that sensible Volvo when you really want the Aston Martin. Can you imagine how difficult it is trying to convince your audience to do the things they need to do?

It’s human nature to base our actions – buying decisions and commitments – on what we want, gut feelings and instinct. It’s controlled by our primeval brain, we can’t help it. Only later do we start using logic to rationalize our decisions. The logic comes last so using logic to address the market won’t work. You need to work on the desires first.

Of course the best approach is to help those desires (gut feelings) converge with the needs (logic). When they are one and the same, everybody wins. The customer gets exactly what they want, and (because they need it) there’s no “buyers remorse”.

You can be happy for bringing some mojo to the equation and in return you get the profits and the kudos.

The bottom line – research your market and solve a problem. Give and ye shall receive. exponentially.

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