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How Anyone Can Develop The Mindset Of A Multi-Million Dollar Entrepreneur - Daniel Priestley
Deep Dive with Ali Abdaal
The Journey of Discovery and Urgency in Marketing
Creators often face the challenge of needing to justify their work and convince potential customers of its value. This is contrary to the ideal of having their creations perceived as self-evidently valuable. Humans progress through a necessary journey of discovery that involves understanding, trust, and feeling the right timing before making a purchase. Research indicates that consumers typically engage in at least 11 touchpoints and spend about seven hours building trust before committing to a purchase. Marketing's purpose is to expedite this journey by guiding potential customers through discovery and research phases. Additionally, while consumers may effortlessly connect emotionally and logically with a product, the push of urgency can be uncomfortable. Though highlighting emotional benefits is straightforward, establishing a logic-based cost-to-benefit analysis can be challenging. Customers often require a sense of urgency to prompt action; without it, they may forget and seek alternatives. Effective urgency can arise from genuine scarcity, such as limited availability or a timed offer, creating a compelling reason for potential buyers to act promptly.
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