MOST PEOPLE ARE LIKE MOST PEOPLE
MOST PEOPLE ARE LIKE MOST PEOPLE. Don't you agree?
Truth be told, there ain't that much that is original with me. All I can do is tell you want I have learned and observed and think that I know.
Most everything that I believe I know and teach I have learned from someone else ... and they learned it from someone else as well.
However, this one thing is actually original with me as far as I know, and I believe it is the #1 most important marketing lesson any business owner could ever learn. I probably think this because it is my own brilliant idea.
How I Came to Know This All-Important Truth
I'm so grateful that this concept made it into my mind.
It came to me while I was teaching a marketing class many years ago and I just said it. It sounded good and I think it is true. (There are lots of "sounds good but ain't true" statements).
If my memory is correct, we were in a question and answer period and I was asked if I thought a certain marketing method would work, and I answered them by asking them a question that went something like this: "would that work for you."
They thought for a few seconds and then said, "probably not." That is when this new little epigram about marketing wafted into my mind ... and it didn't take long for it to waft out of my mouth!
Since most people are like most people, you are more likely than not like most people, too.
People are very predictable, usually.
ALL people are not like MOST people, but MOST people are ...
We're All Different, but We are All Alike, Too
Keep in mind that I am speaking in the most general of terms. We will have different favorite colors and foods and hobbies, of course. In many ways we are even truly unique, but in the most general of terms, we share most things in common with others that are within our same culture.
Here are a few obvious examples:
- Most people avoid pain if they can.
- Most people love their families and close friends.
- Most people want to be comfortable.
- Most people don't buy from SPAM emails.
- Most people hang up on RUDE telemarketers.
- Most people will ask "what's the catch" when they hear something is free.
- Most people try to skip or ignore commercials.
- Most people have something that interests them outside of their jobs.
- Most people are religious, even if evolution is their religion. They believe things that they cannot prove (which is my definition of religion here).
- Most people would agree that if something "sounds to good to be true, then it is too good to be true."
- Most people don't like to be pushed.
- Most people are willing to follow someone that they believe is a good leader.
- Most people dislike salespeople.
- Most people will not believe sensational stories ... even when they are true.
- Most people think that I am pretty much equally intelligent and handsome. I know this because I frequently randomly ask people if they had to choose between my good looks and intellectual prowess, which would be greater. (I rarely get a clear answer on this, so that proves it must be about a perfect 50-50.
- Most people can figure out that I'm just being a bit silly when I ask them the question above ...
Here are a few not so obvious examples:
- Most people don't know that most of the decisions that they make are primarily driven by emotions.
- Most people will purchase something when it solves their problem and they think that what they are paying for it is less than what it is worth to them.
- Most people like to do business with people that they like.
- Most people like having a few choices.
- Most people get confused and lose interest when there are too many choices.
- Most people will pay more for something that has more value (real or perceived).
You could add a lot more to the list above. You are like most people and most people are like you.
If you can work with most people, you'll be fine. You'll never be able to work with everyone.
Create a Most People Questionnaire
A "Workshop" Assignment
Write down some questions to yourself and then answer them honestly. Most other people will probably answer those questions the same way.
Evaluate Your Marketing
I always tell my clients that knowing their target is the single most important thing for them to know when it comes to marketing.
Write down what you are doing for marketing your business and then read over your Most People Questionnaire.
Make sure what you are doing will be effective with most people.
Remember the Golden Rule
Jesus said, "Do unto others as you would have them do unto you." (Matt. 7:12) Simply stated: "treat others how you want to be treated."
Since you are a "most people", how do you want to be marketed to? The answers to this should tell you how others would like to be marketed to as well.