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Is It Really Amazing?
By Hans | August 21, 2009
One of my favorite words to use in ads is the word, “Amazing.” It’s usually used to express wonderment, such as, “It’s amazing what this widget can do for you.”
However, more often than not, it’s used in every day conversation to express disbelief or disdain, such as “It’s amazing how ‘Stupid,’ ‘lazy,’ or ‘foolish’ one can be.”
As a business owner, this can be dangerous.
Let me give you an example.
The other day I was talking with someone in the alternative health arena. This person said, “It’s amazing how people still eat processed foods, despite all of the crap in them.”
Another person chimed-in with agreement, “I know. It’s disgusting.”
I replied, “Why are you amazed?”
Not because I disagreed with the sentiment.
But, I wasn’t exactly sure why it was amazing.
Trusted M.D.’s aren’t telling them. And, even if they wanted to give it-up, change is a scary thing. It ain’t easy to give-up what you know for what you don’t. There are a lot of deeper reasons holding them back.
In other words, it’s not as if the folks can be expected to instantly change.
By saying, “It’s amazing…”, we’re simplifying their rational. We’re not looking deeper into the real reasons of what’s behind their actions.
Here are some examples in different markets:
* Internet Marketing Arena: “My customers fail because they are just lazy and don’t take action.”
My question is, is it really because they’re lazy? Or is there something else going on?
For instance, maybe they’re overloaded with conflicting information. Maybe there is a lot of hype around. Maybe it’s a lot harder for others than what you experienced. Maybe your system isn’t as complete as you think. And so on.
* Weight loss industry: “People don’t lose weight because they’re too lazy to exercise and don’t stick to the plan.”
Why are they too lazy to exercise and fail to stick to a dietary plan?
If you watch weight-loss infomercials, they often claim, “This isn’t exercise, it’s fun.” Why do they do this?
They are not blaming the customer as being lazy. But, they are addressing the reason they give others for not exercising, which is that they hate it.
The bottom-line is instead of being amazed by the behavior of your customers, embrace it. Uncover the deeper reasons of “Why” to craft killer marketing that builds relationships and increases sales.
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