Nicolas Cole shows how to sell a $10 roll of toilet paper by anchoring buyers in a problem first. Frame a dire situation like being stranded or food-poisoned, position the product as the solution, name the outcome they want, then reveal the price. Skip straight to price and you lose the sale.
If I said to you, do you want to buy a $10 roll of toilet paper? Every single person here would be like, no, why would I spend $10 on a roll of toilet paper? But if you change the context and I take the time to educate you and I see you stuck on the side of the road and your car ran out of gas and all of a sudden you get struck with food poisoning and I come driving by with a roll of toilet paper and I say, hey, sorry, we're in the middle of the desert, roll of toilet paper costs $10. You have this problem, you want this outcome, here's how much it costs. Guess what? Every single person here is paying $10 for that roll of toilet paper. Every single person. And the reason is because the context changed. You took the time to name name the problem and name the outcome and name the thing that the person cares about. It is such a misunderstanding of how we evaluate value to go, "Oh, let's just skip to the end. Here's the package. Here's how much it costs. Make your own decision." No, you have to anchor them in the problem first, and then you have to explain the benefits and the solution of solving that problem. And it's only once you get through that, that then it's even worth going, "And here's how much it costs."
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
