One of the amusing things about being good at marketing is that you understand people on such a deep level so you know how they’re gonna react to things before they even react.
Case in point…
After a few years of dating, my cousin Bob recently decided to propose to his girlfriend.
She enthusiastically said “yes”…
So everyone in the family was excited for them.
Text after text was sent with “congratulations”…
And “I’m so happy for you”…
It was all roses and sunshine in the family chat…
However…
What most of the family didn’t know was that Bob and his fiance were not going to have a big, traditional wedding where everyone was invited.
They didn’t want that.
They wanted something VERY small.
Just them, their parents, and their siblings.
That’s it.
So that meant no aunts, no uncles, no grand parents, no friends.
I personally had no problem with this.
It’s their wedding, and they’re paying for it…
So they should have whatever kind of wedding they want.
However, I knew this was going to cause an uproar with one specific person in my family…
My Uncle Tom.
Why?
Cause Tom is your typical 70 year-old conservative guy.
And in my experience from writing copy to older conservative people, they have a very strong belief that there’s a right way to do things and a wrong way to do things.
It’s very black and white to them.
And I knew Tom would think this was the “wrong way” to have a wedding.
And guess what?
That’s exactly how things played out.
Cause once Tom found out that him and his wife weren’t invited to the wedding, he sent a fiery text to the group voicing his displeasure…
“I’m offended that we were not invited, even though we live 30 minutes from the church. I grew up in an era where family comes first. I guess this generation doesn’t believe in that. Debbie and I will not be pitching in for a wedding gift”
That was his text.
Like I said, not surprising at all.
Especially when you understand the “lens” that he sees the world through.
The “right & wrong” lens that he sees things through will make him bitch about a non-traditional wedding…
Just like it will make him bitch about people on welfare…
Or illegal immigrants coming in from Mexico…
All of this stems from the “right & wrong” lens that he sees the world through.
And while this is super helpful for understanding the people around you.
It’s also wildly profitable for you to understand as a marketer.
Cause everyone you sell to sees things through a certain type of lens.
And if you can figure out what those lenses are…
You’ll know what makes them tick…
What they’re upset about…
And what they want in life.
It’s like a cheat code for knowing exactly what to say when you’re writing copy to them.
So its worth thinking about…
And if you want to know more about these lenses…
I actually have a video on my Youtube channel that goes indepth on this idea.
So check that out here if that floats your boat.
Enjoy your Friday,
– Justin
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