A lot of my clients struggle when putting together offers for their market.
“What would really help them is if they would take the time to set up good accounting systems. But how sexy is that?”
“I want to tell my clients to grow and eat their own organic food, but I know they are pressed for time and fast food is so much more convenient.”
You may offer something in your business that is the right, healthy, prudent thing for your customers to invest in. But in a GET RESULTS FAST business environment, quick win solutions seem to get more sales.
What would you rather buy?
- “Take three months to dissolve painful thoughts about your body that have kept you trapped in self-loathing and yo-yo diets for the last twenty years”or
- “LOSE 10 POUNDS IN 7 DAYS WHILE EATING ICE CREAM!“
- “Spend the next 24 months trying a lot of things, failing, learning and growing while slowly building up strength, competence and credibility that will form the foundation of an enduring business.”OR
- “BECOME A SUPER MEGA PLATINUM SIX-FIGURE BUSINESS ROCK STAR WITH HOT ABS IN SIX WEEKS!“
- “Invest in solid legal and financial advice when setting up your business to avoid costly future litigation or nasty audits by the IRS.”OR
- “START YOUR BUSINESS IN 2 HOURS!“
When trying to explain this to my web consultant Tim Grahl, the difference hit me:
“Brushing teeth is fun” vs. “Eat candy now.”
A lot of what is promised on the web, and in advertising in general, is not true.
- It isn’t easy to lose weight without some serious effort.
- Building a business is not all unicorns and rainbows. It is a royal pain in the ass sometimes.
- Changing your life is really, really hard. One magic formula or system will not work for every person.
But speed sells.
It is a dilemma for the ethical salesperson.
And while I do believe in presenting information in the most attractive way possible, I think we end up reinforcing unhealthy patterns by constantly using “get rich quick” marketing techniques.
Does the end (knowing you will deliver really good information that will help people) justify the means (tapping into the untrue belief that things are much easier than they actually are?)
I don’t have a snappy answer.