What if I told you that your prospects have a split personality?

Yes, just like Harry Jekyll in the famous novella.

Except, knowing what I’m talking about can save you a ton of frustration and help you improve conversions.

As usual, we go back to understanding our users’ motivations.

I’m obsessed with figuring this stuff out as clearly as I can.

Legend copywriter John Caples said “The most difficult things to discover in the study of advertising, are facts”.

That’s why we need to learn the foundations of what makes our minds work, over the mere surface-layer facts.

It’s about watching what they do over listening to what they say.

Behavior first. Inquiry second.

So, going back to our double personality…

I got this idea from Warren Buffet.

It’s the concept of “inner scorecard vs outer scorecard”.

Here’s a powerful question as an example, from the man himself:

“Would you rather be the world’s greatest lover, but have everyone think you’re the world’s worst lover? Or would you rather be the world’s worst lover but have everyone think you’re the world’s greatest lover?“

I love it because he observes a very nuanced reality, the private and personal romantic life. And the question is a deep one.

In other words, would you base your self-worth on your own values, or on the values society has laid out for you?

But don’t worry, no need to get philosophical when it comes to writing your copy.

You just need to know that your prospects always approach your site with two scorecards:

• An inner buying scorecard
• An outer buying scorecard

Their inner scorecard is made up of all the motivations, objections, desires, fears and anxieties that they know to be true for them.

Their outer scorecard is the facade they tend to project. The motivations society dictates for them.

Buying a bag just because it’s Prada, means they’re using their outer scorecard in that moment.

Buying it for the quality means they’re going with their inner scorecard.

Important: your product or product category might evoke one of the two scorecards for them. Which means it might be up to you to change it, by framing your copy the way you think it’s best.

Keep it in mind when you’re wondering why your prospects act seemingly crazy.

P.S. Hey I’ve got a quick question… Would you like to receive a weekly email digest of these? I’m thinking a Sunday email with links to each of the 5 weekly Journals. So you can go back and check out anything that stands out or that you’ve missed during the week. And I might include some nice bonus tip or hack.

If yes, just reply “Yes” to this email. Easy-peasy. If not, that’s great too.

Quote and reflection of the day:

“A problem is simply an unanswered question”

– Keith J. Cunningham, The Road Less Stupid

We often forget that we can have a conversation with ourselves. And we come up with questions that never get an answer. Start answering your own questions and you’ll come up with better ones.