Potential customers are searching for solutions to their problems. They’re stuck. They need help and they need it now.
To pitch your product through the back door, you first give them the conventional solution. “This is what most people do, here’s how it works, here are the drawbacks, here’s how long it takes.”
And then when they’re thinking, “Crap, I don’t want to do that,” you introduce the better solution. Your solution.
“That’s what people have done in the past. And it works. But as you can see it takes time, it’s expensive, you have to paint your face blue…” Or whatever it is that’s going to deter people.
“We have a better solution. This is what it is, this is why it’s better, and this is why today is the best day to get started.”
People already have a good idea of what it will take to fix their problem. They’ve already done some research or talked to someone. By using this strategy, you are meeting them where they already are and then walking with them to the next level. The better level. YOUR level, where your product or service is waiting to solve their problem for them.