There Are Two Kinds of People
The tweet that reads, “If you bought something that’s normally $1,000 and you paid $750, you didn’t save $250, you spent $750,” is probably one you’ve seen.
Perhaps now you wouldn’t use the $750. But you could be caught if we tamper with the numbers. Because the majority of us persuade ourselves to spend the 65% or 75% when we notice a significant discount (such as 25% or 35% off).
Why?
since we are inspired by the presentation. Not only does it grab our interest, but it also activates the neural pathway that persuades us to accept the offer.
But here’s the catch. After reading everything, you might have said to yourself, “That stuff never tricks me.” You would also be correct.
because different people have different motivations.
There are some who are “away” and those who are “towards.” Either you’re driven towards a goal or you’re driven away from an outcome. Furthermore, since there are two types of people, it is unlikely that one presentation strategy will be accepted by all.
How Can You Tell Who is Who?
Consider yourself speaking with a potential client as a freelancer or agency owner. It’s conceivable that you’ll wonder, “How would you define success?”
You take that action as a result of years of experience teaching you to always match your work to the objectives of your clients.
However, it’s also possible that you’ve heard—and perhaps even internalized—that your prospect was an away person or an approach person. just by the way they responded to the query.
Towards answers sound like this:
- We want to be the market leader
- We want to drive growth by double digits
- We want to eliminate the competition
Away answers sound like this:
- We need greater efficiency in our ad spend (stop wasting money)
- We need to lower our attrition / churn (stop customers from walking away)
- I don’t want people putting us in that category (stop being compared to xx)
You are being told where one individual wants to go. They’re heading in the right direction. The other is expressing to you what they hope to eradicate or cease to exist. They’re fleeing (thankfully) from something.
One has the drive to accomplish something. The other is attempting to prevent anything from occurring.
Why Is This So Important?
This is significant for more than simply independent contractors and businesses that offer services to clients. It’s also intended for those in product marketing. since they desire interesting stuff for all users.
It is a fact that each of us has a default perspective on things. Our internal strategy (towards or away) guides our thought process while creating new items.
However, you’ll probably lose half of your audience if you let your marketing strategy dictate how you go about things.
It Matters How You Say Things
Assume you are discussing your recent achievements with someone or draughting case studies. They could be expressed as follows:
- 75% Year over Year (YoY) increase in traffic
- 15% Revenue increase YoY
- 50% Increase in Return on Ad Spend (ROAS)
We would probably consider all those outcomes to be fantastic.
However, some people can be wary of accepting whatever they see that seems to solely be positive. They may use greater caution.
So how could you modify the same outcomes?
- Eliminated 80% of website performance issues (driving high traffic growth)
- Streamlined delivery process, driving 15% savings to the bottom line
- Reduced ineffective marketing channels (increasing ROAS by 50%)
Though fashioned differently, the story is the same.
That’s what I’m arguing today. There are two types of individuals. They have distinct ways of hearing and listening. You still have the ability to access both of them, though. All you have to do is master two distinct storytelling techniques.
