Photo: Fisherman by Christopher Patterson
Ever heard of the saying “give a person a fish and you feed him for a day, teach a person how to fish and you feed him for the rest of his life”? When it comes to persuasion, that’s bad advice.
Because you see, we are all very very lazy people. We all like to get away with doing a little as possible to achieve our goals/dreams. We want the fish… and we hate fishing.
Think about it.
People want to swallow a pill and lose weight.
People want to exercise 5 minutes and build builging muscles.
People want to read an e-book and make millions online.
People want to apply some cream and expect their skin to tutn silk smooth.
And they not only want that. They want it FAST.
What does it tell you if you want to sell? Always build the instant gratification factor into your product. I don’t care what your product is, you have to tell prospects what they can achieve/discover 24 hours from buying.
Is it a good idea to change your prospect’s mind?
Some of you are gonna protest by now. But I know better! Shouldn’t I educate them about the right thing to do? After all, you said education is a great persuasion technique.
That’s true educating is a great technique. But only if you’re teaching what they want to learn.
Changing minds and teaching what others don’t want to learn is called preaching. I’m not saying preaching is a bad thing. I do it sometimes. But you’ve got to get your job very clear here. Your job as a marketer is to sell.
To sell, look for what people want and direct that desire to your product. Simple.
And you know what people want.
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