One of the most important things you can learn when it comes to marketing is that people care about themselves above all else.
Case in point…
Over the weekend, I was walking down the beach in San Diego and came across this memorial…
The whole purpose of the memorial is to honor a day where 13 people lost their lives in the ripcurrent (including many lifeguards).
So this is supposed to honor the citizens who died, and the lifeguards who tried to save them.
Obviously an admirable thing to do…
And a good reason for a memorial…
But here’s what’s really interesting to me…
The first part of the memorial is all the usual stuff you’d expect…
It’s the story of what happened that day…
Who was involved…
And then it lists all the names of the people who died.
Pretty standard stuff for a memorial.
But then it takes a turn…
Cause the entire bottom half of the memorial has nothing to do with the people who died that day, or the lifeguards who sacrificed their life.
Guess what the bottom part is about?
It’s about the politicians, donors, and the groups that helped get the memorial made!
Seriously.
Over 50% of the memorial is about…
– the guy who came up the idea for the memorial
– the people on the task force who moved the idea forward
– the 30+ donors who donated money for it
– all the politicians, groups and associations who supported it
That’s what most of the memorial is about.
Which is insane.
I could understand if they had a line at the bottom thanking everyone for their help…
But literally over 50% of the bronze is about giving recognition to the people who got the memorial made.
And that my friend is a big lesson.
Cause it tells you a lot about what people really care about.
And that’s THEMSELVES.
Anything people can do to get more recognition for themselves…
And more status…
They’ll do.
Cause this is what people care about.
And it doesn’t matter if you’re trying to get a memorial made…
Or if you’re selling someone an anti-aging treatment…
Or if you’re trying to get a friend to donate to a charity…
Your pitch has to be about how it’s going to help THEM.
It has to be about how it’s gonna make them look better in the eyes of the people around them…
And how it will bring them more recognition…
That’s what people care about.
I’d encourage you to drill that lesson into your head…
Cause it’s a million dollar lesson…
And if you continuously put it to use…
You’ll make a whole lot of dough.
Enjoy your Wednesday…
– Justin
If you want to hear more from Justin, he has a private email list for top marketers, copywriters and business owners. To apply to be on the email list simply click the button below that says “apply now”.
