My email from yesterday seemed to ruffle a few feathers…
So let’s ruffle a few more and talk about some truths in marketing that might make you squirm.
For example…
I mentioned yesterday that one of the main drivers for women is their looks.
Specifically looking younger…
And being more attractive.
It’s why women spend TONS of money on make-up, clothes, diets and beauty products.
They want to look their best.
They want to look better than their girlfriends.
They don’t want to be invisible to men.
They don’t want their husband’s eye to start wandering towards other women.
Society’s message to women is basically if you’re not pretty and thin, you don’t matter.
Which is rough.
But that’s pretty much the message that’s out there.
Now we can debate whether this is right or not (it’s not), but it’s what has been ingrained in women’s heads since they were little.
So they buy a lot of things that make them look younger and more attractive.
On the other hand, similar forces are at work for men.
For men, it’s not really about looks though.
If I had to boil it down for men, it’s about status.
Men are constantly comparing themselves to other men and trying to figure out “is this guy higher up on the status chain than I am?”…
So questions run through our head like…
Does he make more money than me?
Is he bigger/stronger than me?
How good looking are the women he’s with?
Most of this happens unconciously.
But it’s a big part of how men see the world.
Why?
Because we know that higher status leads to more money, better looking women etc…
A low status guy is invisible.
Women won’t pay attention to him…
He has no agency in the world…
He’s just kind of left behind.
This is why men purchase all kinds of things that they think will raise their status…
– cool looking cars
– boats
– tables at clubs
– the best lawnmower in the neighborhood
– the latest tech gadgets
– courses on how to make money
It goes on and on…
Status is what drives men.
And just like with women, we can argue whether this is the way things should be…
But the reality is, this is the way things are…
Men are always looking to increase their status.
And avoid losing status.
It’s our main driver.
So there ya go…
I know this kind of stuff makes some people uncomfortable…
But if you want to be a good marketer…
You have to understand what drives people at a core level.
Even if it makes you squirm a bit.
Make sense?
I hope so.
Cause that’s all I got for ya today.
Enjoy your Wednesday,
– Justin
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P.S. – If you want to learn what to say to REALLY sell stuff (the uncomfortable truths that never get talked about) then make sure you tune into the talk Stefan and I are doing at our event in August.
Our talk is all about “what’s your customer’s crack?”.
Meaning, whats the thing your customer wants more than anything…
And when you offer it, they buy like crazy…
We’ll show you exactly how to figure that out so you can make 2-3x more sales than you are now.
You can get details on the event here.
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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”.
