I was at the airport today, waiting in a long, slow-moving line that was supposed to make my life easier.
This line is for holders of EU passports.
I have one of those. So I was in the line. The promise is that, since I was in an EU country holding an EU passport, I’d be able to get through the border check more quickly.
Only one problem.
The EU-passport line had around 40 people in it.
And only one border control policeman dealing with all those people.
Still, all of us EU citizens stayed patiently in the line.
It was only when one intrepid traveler, also with an EU passport, realized that there is a second line for ALL passports — meaning non-EU rabble.
Thing is, there was nobody in that second line.
So the EU-line pioneer crossed over into that second line, got his passport checked immediately, while the rest of us stared in wonder.
Soon though, the rest of us EU-line sheep were fighting to go to the other, non-EU counter.
And this is actually related to a very important — possibly most important — marketing tactic.
Maybe you think I’m talking about social proof.
Or the power of a good demonstration.
Or exploiting unused opportunities.
Nope.
It’s none of those.
Instead, I’m talking about creating a change in perspective.
That first traveler made everybody else see the non-EU line in a new light — not as an embarrassing stigma for random immigrants, but as a quicker way of getting through the hassle of border security.
Change of perspective — a famous computer scientist Alan Kaye has said it’s worth 100 IQ points.
And a change of perspective is also worth 100% increase in sales — if it’s something you can create in your audience.
Don’t take my word for it.
This is the advice (minus the specific numbers) from master internet marketer Travis Sago, who has sold millions of dollars worth of stuff using little more than simple, short emails.
His secret?
It’s something Travis calls “braingasms” — basically a new way of looking at old things.
Ie. a change of perspective.
Says Travis, braingasms/new insight/a change of perspective is the number one way to nudge potential but undecided customers towards towards a completed sale.
So if completed sales are something you would like to see more of, then try changing your potential customer’s perspective:
About their problems…
About potential solutions…
About your product.
And if you want to see some simple ways I’ve personally done this for a bunch of ecommerce products, then you might like the following offer: