Nicolas Cole argues that price alone doesn't help buyers decide. Sellers need to explain the problem solved, the outcomes that matter, and how a purchase fits the buyer's identity. A luxury watch becomes compelling not because of its cost, but because of what owning it signals about who you are.
A lot of times people think of it like, oh, I'm just trying to be efficient. Let's just cut to the chase. Like, let's just skip everything and then just tell me how much it costs and I can make a decision. But the reality is that even the smartest people in the world, if all you do is tell the person this is how much it costs and you skip the problem that it solves and the outcome that the person cares about, they are making an uninformed decision. Anything that you buy in life ever— take luxury watches. I don't know why that's the first example that comes to mind. If I'm like, hey, here's a luxury watch and you should buy it, it's really expensive. You're probably not going to. But if we take the time to walk through— what's your identity? What do you want out of life? What do you care about? What are the things that you want to attract? What sort of opportunities do you want? Oh, this luxury watch actually provides all of those. That completely changes the context in which you make the decision.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
