Status quo is your enemy

It's incredibly hard to get someone to do something.

Even if they want it.

Even if they have a problem.

It's hard to get out of the status quo.

Status quo is familiar and comfortable enough for most people.

As marketers, our job is to break someone out of it.

The only way to do that is to trigger strong emotions.

Let's say someone's marriage isn't going well and one side suggests counselling.

But the other person isn't that interested.

Imagine you're the counsellor. What do you say to get them interested?

Well you could paint a picture of what can happen when a marriage fails.

It's pretty awful when you think about.

Your assets are split.

Your kids (if you have them) may suffer.

Your health may suffer.

You may get depressed.

You may turn to to alcohol or drugs to cope.

And it could get even worse.

If you compare all this to the idea of seeing a counsellor and potentially saving your marriage it seems like a good decision.

So your job is to rattle the cage of the status quo because it's too comfortable.

And you want someone to take action and become your customer.

There are so many ways to do it.

But promise me you'll do it.

It will stop you losing a ton of customers and I'm sure you want that. Right?