Peter Vander Wall explains why most marketing offers fail: creators pitch benefits without understanding what customers actually value. You need to discover people's deep-level why—why they started their business, what drives them—not just the financial angle.
This is where so many people fail at marketing is they only create the offer and then they present that offer to people. And people just don't care. Right? They're like, I actually don't want to increase my take home pay because I know how much work that's going to take. I don't actually want to save 30 to $50,000 in taxes right now because it sounds confusing. And my CPA already told me that I am saving enough in my taxes. Like, I don't get why that matters. And so you have to get into people's brains and understand one, what their values are. But then on a deeper level, what their deep level why is why do they do anything that they do? Why do they wake up in the morning? Why do they even have a business in the first place? What did they actually go for.
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