Have Your Cake and Eat it Too

Often people limit themselves by thinking they have to sacrifice one thing for another, when in fact they can have both things. Creating a strategy to help people achieve that balance will make your solutions more desirable.

When presenting an opportunity to someone, that opportunity comes with certain costs that bring up objections in the mind of the prospective customer. If you help people lose weight, there is pain associated with that process. The same goes for any kind of change someone needs to make. There will be discomfort involved.

Nonetheless, there are often paths forward that don't involve as much discomfort. These are sometimes counter-intuitive strategies that people haven't considered before. Sometimes we avoid a path because of the perceived discomfort involved, not realizing there's a way "around" the discomfort that allows us to get what we want without going through the difficulty that's typically required to get it.

As a leader (and a strategic marketer), it's your job to "invent" these solutions that allow people to "have their cake and eat it too" -- helping them experience the benefits of what they want without the downsides of what they don't.

How to Create More Desirable Opportunities, Products, or Services

• Think of all the unpleasant things someone might have to do in order to achieve their desired outcome. What do they have to do (or believe they have to do) that could be eliminated, bypassed, automated, or done for them by someone else?
• Practice crafting headlines that describe the opportunity using the formula "How to (achieve outcome) without (having to do unpleasant thing)."
• When crafting your offer, remember to include "accelerators" and "pain reducers" to increase its perceived value. These are done-for-you or pre-made resources that reduce or eliminate the effort ordinarily required to achieve the outcome, such as checklists, templates, automations, people for hire, a support system, etc.