Expert-Secrets full book

WHY PEOPLE DON’T WANT IMPROVEMENT OFFERS
Improvement offers are much harder to sell for a lot of reasons. Here are a few
of the main reasons people tend to avoid improvement offers at all costs.
1. Improvement is Hard Most people have tried to improve in
the past, and for some reason it didn’t work. They’ve tried to lose
weight. They’ve tried to make money. They’ve tried to make their
relationships better. But if they’re coming to you, then whatever
they tried in the past didn’t work for some reason. They know the
difficulties they’ve had to go through in the past, and there is pain
associated with that.
With a new opportunity, they don’t know what the process
will be, so they don’t have to go through the known pain to get
the result. Another amazing quote from The True Believer: “They
must be wholly ignorant of the difficulties involved in their vast
undertaking. Experience is a handicap.”
2. Desire vs. Ambition All people have desire, but very few have
ambition. My guess is that less than 2% of the population is
actually ambitious. Improvement offers are selling to overachieving
ambitious people. If you do sell an improvement offer,
you are automatically excluding 98% of the world. You will be
fighting an uphill battle. A new opportunity, on the other hand,
plays on people’s desires for the change they want in their lives.
3. Memories of Poor Past Decisions If your followers are in
need of improvement, they must first admit failure. In order for
them to say yes to your offer, they have to admit that the choices
they made in the past were wrong. No one wants to admit when
they’re wrong, yet an improvement offer forces them to admit
they’ve failed. Remember the One Sentence Persuasion Course
from earlier in the book? We want to JUSTIFY their past failures.
A new opportunity does that.
4. Commodity Pricing When you are selling improvement, you
are selling against dozens or hundreds of other improvement
offers out there. You are stuck in the middle of a very red ocean,
competing with everyone else selling similar options. This
competition turns what you do into a commodity and pushes the
pricing down. It quickly becomes a race to the bottom in terms of
pricing.