You might think that your prospects’ biggest risks are that they’ll lose money or your solution won’t work for them. Those are risks but not the biggest one.
The biggest risk your audience faces is the risk that they will be embarrassed by buying your solution.
We care very much about what other people think of us and even though your prospect might be experiencing a problem that others know about, they face an even bigger risk that the solution could embarrass them further.
They’ve come to grips with the fact people know they have a problem. Your copy needs to assure them that their family and friends will be astounded at the transformation and will wonder how it occurred.
Here’s something I’ve been thinking about for a long time.
It’s inspired by a single sentence I read once in a large volume of writing by personal improvement pioneer James Allen…
“You will become as small as your controlling desire; as great as your dominant aspiration.“
My thoughts on this…
Entrepreneurs and high achievers have a ton of aspiration; it’s the fuel that often drives us to create things. But what is our dominant aspiration? And, does our dominant aspiration change day-to-day? (I think it often does.)
Meanwhile, as a limiting force, we have a controlling desire (for stasis, for security, for predictability) and that keeps us from really pressing on the gas and speeding toward our aspiration.
At any given moment, we have both battling for their attention in our minds. I don’t think there can be a balance. You have both at war inside you right now and most of us will end up settling somewhere in between our dominant aspiration and our controlling desire, wishing in retrospect that we’d done more.
What if we could shed those controlling desires? Just imagine how close we could get to our dominate aspiration!
The lessons for me?
1. Pick a dominant aspiration and go full tilt on that one thing relentlessly. Avoid distractions. Raise my aspirations even higher.
2. Battle daily against those controlling desires for stasis and predictability. Seek them out and smash them because they are holding you back.
Put another way, I think people dream big but are held back by fear of risk and pain and failure. Sure, it’s not constant and overwhelming but it’s there… always in the back of the mind: “don’t give 100% because if you fail, it will be costly!”
And the truth is, it IS costly at times. As I write this I’m paying an expensive price for going for a dream that hasn’t worked out the way I want. (Fortunately, it’s not central to my life and livelihood so I can work around it but it’s a HUGE and COSTLY hassle… and I hate how it’s going to make me feel more risk averse next time I’m presented with a similar opportunity.
Rather than let those controlling desires define the ceiling of success, we need let our dominate aspiration raise the floor of our success.