a single source, nothing corroborates it

Sell the want and let the need be met quietly

An established need does not produce buyers, which is why most people who should act on a health warning never do. Lead with the thing they already want, attach a payoff that arrives immediately rather than in a decade, and deliver the worthier outcome as a by-product of the purchase.

The method

1. 01

   Sell the thing people already want and let the need be met as a by-product, because identifying a genuine need does not on its own produce buyers.

2. 02

   Attach an immediate payoff to the long-term benefit you are actually delivering, since distant rewards do not move people.

What it returned

• 68%

  Over 68% of American adults are overweight or obese and most still do not act; LA Weight Loss advertises a sexier body, and Tesla sold a fast luxury car, the Model S does 0 to 60 in 2.5 seconds, to get drivers into electric vehicles.

• James Clear's theory, illustrated by Tesla's early roadster, which sold status and speed rather than lower emissions.

Sources

• "People need my product!" (But do they want it?)Justin Jackson · justinjackson.ca · Non-software examples · undated