Hey, this is Clay. Welcome to today’s episode of the marketing show, and I want to talk about doing it. So, the reality is that your customers want to do it. And that as an expert, you think about what you do and the services that you provide in a way that is extremely different from the way that your customers think about it. So, here are some examples of the way that customers conceive of and think about what they want to accomplish as beginners looking to buy your product.
People say things all the time, like, “I want to write a New York Times bestseller, how do I do it?” right? “How do – I want to speak Spanish, how do I do it?” “I want to be a wakeboarder, how do I do it?” “I want to make a billion dollars, how do I do it?” And what I call this is the “it”-ification of the subject matter, and it exists in every customer’s mind when they’re first approaching the topic that you teach. They don’t think about it with the complexity that you do. They ittify it, right?
So, let’s just take this example here. If you teach writing or book marketing, you will have a lot of customers who truly think about it this way. They want to write a New York Times bestseller, how do I do it? And you know that there’s a whole range of ways to do it, and that it is different for every single genre, if you’re writing for nonfiction, if you’re writing for fiction, if you’re writing, like, biography. There are a bunch of different ways to do it. And in fact, it all depends on what asset people are coming to the table with. Fo they have a blog, do they have a list, do they have, you know, a public speaking platform? There is no it in reality, it doesn’t exist. You can’t do it. But “it” is a very real reality that exist in the minds of the customers and you cannot fight human psychology when you are marketing. If you fight human psychology when you are marketing, you will lose and you will be poor and your business will go broke, period and end of story.
So, what I’m advising you to do is always be mindful of the “it” that exists in your customers brain and create your marketing around that “it” because you can’t change that “it.” You have no say on that “it” when you are marketing. So, let me give you an example. What I see people doing all the time is they’ll take market, right? They’ll take a market of people that want to write a New York Times bestseller and they’ll end up coming up with some title that’s, like, “The Zen of Writing,” that has nothing to do with “it.” Your customers want to do it, right? They want to speak Spanish. They want to be a wakeborder. They want to be a billionaire. And you’re creating a title, like, “The Zen of Writing,” it doesn’t address it at all.
So, the first thing you need to know is what is the “it” in your customers’ brain. And it’s going to be an “it” that doesn’t exist in reality. It’s only going to exist in the mind of your customer. But once you know that “it” that your customer is willing to pay for, because they’re not going to pay for the complex version that’s in your brain, they’re going to pay for the “it” that’s the reality in their mind. Once you know what that is, you need to sell the “it.”
And here’s how to do that ethically. The way to do that ethically is to, one, create your product around giving them the fastest path to “it” that you know of. There are probably multiple paths to “it.” There’s a whole lot of variables, but pick the most effective version of “it” that you know of. Pick your favorite version of “it,” right? Let’s pick the guitar market. Someone wants to learn how to play the guitar, how do they do it, right? You might know that there are a lot of variables involved, that they want to play classical, whatever, pick your favorite one. Rock guitar, you want to show them five songs, show them how to do “it,” right? So, that’s the first thing you should do in your course so that you can ethically sell it, because if you’re not selling it, you’re not going to make sales.
So, you need to sell them your favorite version of “it.” And the second thing you need to do in your product is to expand their reality. As an expert, the way you conceive of your subject matter is very different from the way they conceive of it. And so, part of your job as a teacher is to broaden their horizons, expand their reality, obliterate the “it,” right, and give them a bigger version of what they’re seeking, give them a bigger vision.
Anyway, what I’m suggesting to you is that you sell customers what they want and that you give them what they want – your version of “it” – and you also give them what they need.
My name is Clay Collins. Thank you so much for watching the marketing show, and I’ll talk to you soon.