the complaining vs. buying test

Whiners vs. buyers.

Jason here...

I was talking to a copywriter friend last week who was frustrated...

His client's customers kept saying they wanted "better work-life balance."

So he wrote this whole campaign about work-life balance...

And it flopped.

But...

Those same people were buying time management apps, productivity courses, and personal assistants like crazy.

See the difference?

They complained about work-life balance...

But they bought solutions for "getting more done in less time."

One's a pesky problem. 

The other's hair-on-fire.

Here's how I think about it...

Hair-on-fire problems make people pull out their wallets right now.

Pesky problems make people nod their heads and say "yeah, that's a problem" but never actually buy anything.

The test is simple: 

Are they already spending money trying to solve this?

If people are buying productivity apps but not work-life balance courses...

Write about productivity.

If they're buying weight loss supplements but not "body positivity" programs...

Write about weight loss.

I know it sounds obvious...

But most people write about what people say they want instead of what they actually buy.

As the old Henry Ford quote goes…

“If I had asked people what they wanted, they would’ve said faster horses.”

In Your Corner,

Jason

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