Over the years I've read many sales pages for a wide range of products and services. The conclusion I'm coming to is that what we seem to want as human beings appears to be similar across the board. What we are generally looking for is an opportunity that seems to tick 10 principal boxes. These boxes are as follows:
- Takes little time. In the West we have busy lives often including many different commitments. Time is therefore precious and we don't want to be spending it on lengthy processes that take up our time.
- Makes us money consistently...preferably fast. Some say money is the root of all evil. Others are earning in the millions or billions...often consistently, passively and fast. Whatever side of the fence you're on you need to survive: you need shelter food and water and this has to come from somewhere. We've moved on from the days of bartering to exchanging goods and services with money, or debt as the case may be. So whether we like it or not money (in whatever form it takes) is important in our lives.
- Good value for money. The flip side of making money is that we often want to know that whatever we're getting involved in won't cost us a great deal, or at least is excellent value for money. So when an opportunity presents itself, 'What's it going to cost me?' is often one of the first questions we ask!
- Takes little effort. As human beings we often seem to want an easier life than one that puts us under undue pressure and stress. In addition because of our already often hectic lifestyles we don't want to get involved in anything that's going to add to that pressure. So any opportunity we get involved in will score points with us if it means it doesn't take more, if any, effort.
- Doesn't disrupt our lives. We also often like our routines. When something comes along that we want to get involved in, if it proves to be disruptive to our lives we can start to feel we're stepping out of our comfort zone. Therefore anything we undertake needs to fit nicely into our existing lives and not force us into radically changing the things we already do.
- Gives us the results or payback we want, and is proven. We want to see results. We want to know that if we're putting time and effort and/or money into a venture that it will work for us and that we're getting something tangible out of it. It's the 'What's in it for me?' concept. If we don't believe that we're going to get results - and substantial ones at that - our interest begins to wane and we look elsewhere. We also want to know that other people have tried the opportunity and have had good results before we take any risks. This serves as proof for us that it works
- Involves minimal risk. Many people are risk averse, and if they do decide to take a risk they want to play it small and minimise their risk. Therefore any opportunity that presents itself to us has to take account of this and needs to convince us that we are minimising our risk or completely wiping it out. In the same way we don't want to be rushed or pushed into anything fast that we later regret. We therefore need to be given sufficient time to weigh up the risks and make up our mind that it's the best thing for us.
- Gives us knowledge and support. We tend to want to know that we're learning something from our opportunity. If we don't feel that we're learning something new and useful we can become disinterested and start to look elsewhere. We also need to know that we have access to the support we need when we need it, especially when the information we need is of a technical nature.
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