Potential customers have a problem.

And they want to get to a solution.

So what do marketers do?

They say, “Forget about all, that look at my cool product!”

And that is why marketing is hard for them.

They try to close sales by doing things such as:

❌ “Make a super-irresistible offer so scrumptiously delicious they couldn’t even entertain the very possibility of doing anything other than exactly what you tell them.”

The problem is, that’s not how people work. How often do you click on a page, then feel a magical marketing force rip your credit card out of your pocket against your will? Causing you to feverishly spend thousands of dollars on a service without any of the senses nor faculties you’ve used both your entire life prior to now? Exactly.

Here’s another:

❌ “Meticulously A/B test every aspect of the page to make the leap happen, like a hunter carefully aiming his weapon at unsuspecting wildlife, to make sure he paints the meadow with the maximum amount of brains.”

The problem with this one is two-fold. First, it’s a little bit gross. Second, it puts a lot of pressure on your materials to compress what could have been a really enjoyable user experience into a desperate pitch-fest graded by analytics rather than whether or not your target market actually likes it.

That is making marketing hard.

Here’s how to make it not-hard:

Step 1: Give them what they want.
Step 2: Give that to them how they want to receive it.
Step 3: Ensure you do both with unignorably-good quality.

Replace grandiose claims of what you want them to do,
with delightful experiences they want to do.

Replace skipping steps in the name of optimisation,
with taking the time to put on a show they make time for.

Replace gated content to force people forward,
with frictionless edutainment so good they force themselves forward.

Isn’t that better, champ?

Over to you:

Question for the week: Which part of this sounds most difficult or ambiguous for you? I’d love to know so I can expand on it more in future issues.

Reply to this email with your answer. I read every one, and reply with support to as many as I can.

Happy marketing,