The Customer Is An Idiot

It’s not really a customer’s job to know the answer to their problem. That’s our job.

Yet, often in our market, we talk about identifying a customer’s needs and pains, offering solutions to their problems, and satisfying their every desire.

But this would make a fool of us marketers.

I’ve always maintained you should reel the customer in with what they want, then sell them what they need.


Somebody looking to lose weight might google, “ketogenic diet”. In doing so, they’ve biased the results to only see solutions based on what THEY THINK is the answer to their problem.

This doesn’t necessarily mean (1) that a keto diet is the right answer, (2) that it is the only answer, (3) or, that the customer wouldn’t be open to alternatives should they find them.

Their underlying problem is excess weight, not how to do a keto diet. And it’s our job to meet them where they’re looking, then show them why they’re wrong, and what our opinion of the correct solution is.

That’s the customer being an idiot. We have to show them how not to be.

Another way to look at it…

Imagine a patient, walking into the doctor and telling him what to prescribe. The doctor should never prescribe based on the patient’s demands. He should prescribe what the patient NEEDS.

Similarly, when people join my mailing list, they’re there for traffic advice, traffic courses, and traffic services. I’m the Google Ads guy, after all. But is that really what everyone NEEDS?


Years ago, I had a service called Done-For-You traffic where i offered to build custom traffic campaigns, ready for customers to run on their own. Problem is, about 90% of the time i’d get on the phone to get specs for their campaign…and AFTER they paid $2,000 for the service, i’d learn they didn’t even have a website! Many of them didn’t have a PRODUCT!

What do you want to send traffic to if you don’t have a website? How will you make money from the traffic if you have no idea what you’re selling?

What they wanted was a traffic campaign, but what they NEEDED was a website, a product, and a sales process to advertise. So it was my responsibility now to add those things to my offer and make them part of the deliverable.

See, customers express their WANT as a NEED. They don’t start by telling you their end goal, they tell you how they think they can reach their goal instead. And you’d be a fool to “scratch that itch.”

Ben Settle, years ago said, “Hey, you know what would be cool? Selling an email marketing newsletter.”

There was no such thing as “email marketing”. Back then, no one was saying “i need an email marketing specialist.” They said, “i need a copywriter” (to write a sales letter…and some copywriters threw in an email bundle as part of the deal). When Ben offered this, however, he found there was in fact a huge desire for this kind of training. He sold what people needed and some people recognised that this was COOL and useful, so they jumped on board.

You’ll find that all the most successful businesses in the world were not created to serve an existing market need. But when people saw the product they said HEY that’s COOL, i want that!

Think of the PC market, the smartphone market, or just about every popular social network…none of these products were created to scratch an itch. The customer didn’t know to ask for such solutions….until they saw these products, then they HAD to have them.

Recently you saw me with this cloud computing thing. I didn’t survey anyone or try to scratch an itch or solve a need in the market. In fact, if you’d asked about any of my colleagues if selling such a product in this market was a good idea, they would’ve told me i was nuts.

i went ahead and built the training anyway and sold it. People went NUTS for it…they absolutely loved it.

But ask any of the customers who bought and implemented this training, if ever they had wanted to or even expected to learn this from me…Few if any will answer yes.

Certainly, nobody in my audience was saying, “I’m paying a lot of money to all these services i use, i wonder how i can cut my costs by self-hosting everything in a WordPress website in the cloud?”

Nobody’s saying, “Clickfunnels is a piece of shit, the support is rubbish and i don’t like my customer data being held onto and controlled by other people, i wonder if there’s a way i can just DIY my own Clickfunnels clone?”

Yet when i released this training, people embraced it.

All because i know that it’s MY job to tell my customer what they NEED and to inspire them with the choices of solutions i can offer them.

With the Super Traffic Machine, you’ll learn to do the same. You’ll find people everywhere they’re looking…and you’ll learn to convince them that it would be stupid to buy anything from anyone other than you.

If you respect that trust, you’ll NEVER be poor again.

Learn more about the Super Traffic Machine here…


Don’t forget — when you join the Super Traffic Machine before 31st March, you’ll also get the new video course titled “Infinite Horizontal Scaling”, Part 3 of the Business Command Center. It’s released on the eve of March 31st.

This is your field manual for setting up your website so it’s battle-ready and capable of handling swarms of traffic. Unlike most online business amateurs, when your prospects turn up in hoards, your website will actually grow its resources to handle the demand….ONLY while there’s a spike. Meaning, ZERO downtime. And you’re not wasting money running a big server when you have few visitors while you wait for that big day to come. The rest of the time, your website runs on minimal resources that cost mere cents.


When you join the Super Traffic Machine before 31st March, we’ll ALSO ship you our “High Volume Email Sending” companion reference manual for the Amazon SES training we did in video last month. You’ll learn to send as much as 1MM emails every month for just $0.0001/email — with the first 65,000 emails totally FREE. This gives you more than enough email sending capacity to not have to pay expensive monthly fees to the likes of MailChimp, Aweber, GetResponse etc, while offering the same sophisticated tech which professional multinational businesses depend on. Getting approved for this on SES is tricky, but i got you covered on this too. I’ll walk you through the exact steps — i’ll show you what to write and what details to include in the approval email so you won’t have to guess anything. Btw, i did a price comparison on our Facebook group a few days ago, and MailChimp is THE most expensive email sending service out of 10 odd services i compared.

And if that wasn’t enough, you’ll ALSO get my Quick References – personal notes from the Business Command Center. They’re a list of bullets i followed to make sure i delivered everything on that presentation i did on January 31st.

They’re intricate, easy to implement and potent enough to ramp up your business’s ROI. And all of these extras you get 100% FREE if you join the Super Traffic Machine by March 31st.

After March 31st, this lovely bundle of free extras will return to its official price of $997/module for a total just under $3,000.

Don’t put it off. Here’s where you can learn more about the Super Traffic Machine and sign up before the deadline for these crazy unofficial free extras…



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