Every product falls into one of 4 categories, and here they are ranked by order of how easy they are to sell:
1: Relief of Pain.
This is always going to be the easiest thing to sell because people are willing to pay to relieve pain.
Think of the last time you had a toothache. I’m guessing you didn’t put off going to the dentist, and in fact you insisted on seeing your doctor the same day you called.
If someone wakes up to a flooded basement, they are on the phone searching for the plumber that can get there immediately.
And yes, this can also work with information products. Just think of the heart broken person who was just left by their spouse. How much would they pay to learn how to get their loved one back in their arms?
Any time you can convince your customer that your solution will relieve their pain, they will be eager to buy your product.
2: Solving a Problem.
This isn’t as urgent as pain relief, but it’s still highly effective for getting the sale.
If someone needs to make money and you can teach them how… or they have trouble getting dates, or need to lose weight, or they have no energy or can’t get a good job or… there are thousands of problems that need solving.
And often you’ll find there is also a pain element to problems.
For example, the man who wants to lose weight might be in pain because he fears his spouse will leave him for another, or because women don’t find him attractive and he’s lonely.
3: Giving Pleasure.
This is a huge category, and includes hobbies, sports, food, travel and a whole lot more.
People won’t do as much for pleasure as they will to relieve pain or solve a problem but take heart: The golf industry alone is a multi-billion dollar business, and that’s just one hobby.
4: Preventing Problems.
Preventing problems is hardest of all to promote, because hardly anyone wants to pay today to prevent a problem tomorrow.
Logically it doesn’t make sense, but we’re dealing with human nature.
You’re not going to change people, so it’s best to understand what they are willing to pay for (pain relief, problem solving and pleasure) rather than trying to convince them otherwise.
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