So there’s a golden rule in marketing.
It’s always been true.
In a strong economy, you can get away with ignoring it sometimes. But when wallets clam shut, you can’t afford to ignore it.
Here’s the reality:
NOBODY wants your stuff.
I don’t want your lead magnet.
I don’t want your product.
I don’t want your service.
I know it sounds harsh, but it’s true.
Like most everyone else, I’m a lazy human being by design.
Sure, I’ll put in the work when I have to. But tens of thousands of years of biological adaptation have trained me to conserve energy whenever I can.
It’s why we love shortcuts so much.
If I could snap my fingers and wake up deliriously happy, swimming in Scrooge McDuck levels of wealth, and living a life overflowing with beautiful unconditional love… I would.
I’d probably skip out on whatever product or service you have, even if it was super helpful and delivered with friendliness and warmth.
Because at the end of the day, I just want my problem to disappear and to arrive effortlessly at my desired outcome.
Here’s the reality…
Despite everything going on right now, all of us still want better life for ourselves.
We still want our business to grow.
We still want to find love. To be loved.
We want to be healthy. To feel connected and important.
If you’ve been focused on these things, you’re golden.
Because those desires never went away.
Continue to talk about those things. Just frame them in relation to how your customers are currently feeling about the world.
And maybe change the way you help customers achieve that outcome to match their homebound reality.
But if you’ve been focused too much on the “thing” you do…
“Buy my thing because it has this or that feature”
It’s time to adapt. Even if you could get away with it during boom times.
Because it’s never been about you. It’s not about what you do.
It’s about where your customers want to go.
So ask them to buy a bullet train ticket to where they dream of being.