Speed and Ease

Humans are "lazy" by nature. It's biology. We want to conserve energy whenever possible because back in the caveman days it gave us the best chance at survival.

Paradoxically, we're also full of desire. We'll often overcome our laziness if we want something bad enough. But that's rare.

In marketing, you need to strategically play off both of these innate tendencies. The tendency to do as little as possible and the tendency to go after a desirable outcome.

A simple headline formula summarizes it nicely:

How to [get what you want] without [having to do the thing you don't want to do].

Think in these terms whenever you're creating a piece of content or presenting an offer to someone. Because it aligns with two of our deepest human desires, it naturally grabs the attention and makes our ears perk up.

Creating "irresistible" offers will be far easier when you keep the following things in mind:

• Everyone wants the "magic pill" whenever possible. The less work we have to do to get an outcome, the better.
• Everyone wants things sooner rather than later. Give people shortcuts and they'll pay you a lot more.
• Everyone avoids discomfort. Even if we desire something strongly, we won't go after it if it involves too much discomfort. Remove as much discomfort as possible to make your offers far more desirable.

Here are some other hook and headline formulas you can use that leverage these two innate tendencies:

• You might think that in order to [achieve result] you have to [do unpleasant thing you don't want to do]. But what if I told you there was a much easier way?
• While everyone else is [doing difficult things in order to achieve desired result], you'll be [experiencing positive outcome] knowing you never had to do any of that because you [followed method / took a different path] instead.
• Normally it would take you [weeks/months/years] to [achieve specific result following traditional method]. But with this new [method/process/system], you can do it in just [days/weeks].