One of the annoying things about human behavior is that most people will not act until they absolutely have to.
Case in point…
For the last few months, one of my teeth in the back has been hurting on and off.
Some days it will be a dull roar…
And other days it’s not even noticeable…
So I’ve just been doing nothing and hoping the pain would eventually go away.
Well that didn’t happen.
In fact, this week the pain got worse.
Last night, it even kept me up most of the night.
So what did I do?
I finally called the dentist.
And scheduled an emergency appointment to get it looked at.
Luckily for me, they were able to get me in this morning.
After a bunch of x-rays and tests, turns out I have a cavity in that tooth (my first one!).
Which sucks…
But I’m kind of glad it’s just a cavity and not something more serious.
But here’s what’s really interesting about this whole situation.
Like most people I did “nothing” until I absolutely had to.
Why?
Cause this is our default.
We always default to doing nothing and “business as usual”.
That’s what’s comfortable to us.
It means no change…
And no new strugggles.
And this is a super important concept for marketers to understand.
Because no matter how great your product is…
Most people will do everything in their power to resist it.
They want to stay in their little zone of comfort.
And do “nothing”.
This is why you always want to sell to people who have urgent problems.
People shrug off mild problems…
But urgent problems people want to fix…
That’s a lesson that if you take it to heart, it will make you a lot of dough.
So keep it in mind…
That’s all I got for today.
Enjoy your Wednesday,
– Justin
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You’ll get to learn from me, Stefan Georgi and a group of A-list copywriters every single day.
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