Need clicks? The Surprising Secret of Web Headlines.
It’s all about the clicks, baby. Seth Godin is THE master of marketing.
I was reminded yesterday or an old lesson from Seth: When selling, you have to think about what the person really needs- not just what you think they want. If you are selling them a 1/2″ drill bit, they don’t REALLY want a 1/2″ drill bit. They want a 1/2″ hole. But they DON’T really want a 1/2″ hole, they want a bookshelf! Brilliant, right? Almost but not really. They DON’T WANT a bookshelf, silly. They want a place to put their books!!!
Annoyed by being pinned down on price, start talking about what your customers really want? And a lot of times this starts with finding out how customers know when they have found it. How do you know when you are done shopping? Do they really want an $XX price – or do they want the best deal?
Since they can never know with 100% certainty that nobody else has a lower price – how can we make people feel like we are going to give them the best possible deal?