Why Customers Really Buy: Find the Starving Crowd

So one of my favorite topics that we're going to be talking about today is why patients, why clients buy.

And a lot of times we think it may be credentials and very well could be, but You know, the reality on research of it is, you know, convenience, location.

There's I had calls many years ago when we were listening to client calls where the potential patient would say, yeah, I'm calling you because your Web site is so easy to use.

you know, and they correlated an easy to use website with, this has got to be a great orthodontist.

And, you know, that type of psychology, whether it's right or wrong, is, you know, the rules that we're playing with.

So when we look at why people buy and one of the greatest copywriters of all time, Gary Halbert, uh, would say, Hey, you and I, let's open a hamburger stand.

And, uh, I'm going to let you pick whatever advantage you want.

You can have better location.

You can have better pricing.

You could have, you know, better staff, uh, better meat.

You pick what one would you take?

Yeah, everyone goes with product, better product, better burger, better mousetrap.

No one goes about it the right way.

And, you know, Gary Halbert said, you know, you can have that, but I'm going to take the one advantage of a starving crowd.

So number one, you know, are the people in your market – hungry for what it is that you offer.

And it's a lot easier to, you know, provide solutions to those who want them, you know, versus those who just need them.

And maybe they're not even aware yet that they should want them.

So it doesn't mean that, you know, those types of businesses where you do have to create awareness aren't you know, a good place to be.

It's just, there's a big difference in serving a market where they absolutely want what it is that, you know, you, you have to offer.

So.

I don't

want to want to, you cannot, I would not dare suggest an addition to anything Gary Halbert wrote.

He's truly one of the best, direct response copywriters that ever walked the face of the earth and if you can get your hands on some of his old newsletters and some of his old book it's just it's pure gold from a mindset standpoint so i wouldn't i wouldn't dare suggest we make it any better and probably somewhere in his book he might have added not that some not that there's an a hungry audience for what you do but then one layer deeper in the sophistication stack is that only you can do right? That only you could provide.

So way better to have a hungry audience looking for hamburgers.

But what if, what if you're the one person providing Vegan or providing, you know, impossible meat or providing the experience that we've got Jimmy Buffett on stage live while you enjoy your hamburger.