Become a "Student of Markets"
The very first thing you must come to realize is that you must become a "student of markets". Not products. Not techniques. Not copywriting. Not how to buy space or whatever.
Now, of course, all of these things are important and you must learn about them, but, the first and the most important thing you must learn is what people want to buy.
If you want to be a top notch marketing man you have to know how it is. How it really is. Not how people (or you) wish it was or how they think it is. No. You must become a "student of reality".
"If you ask people what their favorite book is, most of them may say 'Bible' or some other popular book. However, if you ask them when they last read the book, they may respond with 'I can't remember' or 'I don't know.'
Therefore, it is always wise to observe people's behavior rather than solely relying on their words. While you shouldn't completely ignore what they say, it only reveals half of the truth.
Here’s an Example:-
Ever since switching my SaaS to annual only pricing, a few people have contacted me saying they would only sign up if there were monthly plans.
In every case, I gave them a link to sign up for monthly.
Guess how many of these people ended up signing up? Yup, 0.
— Benjamin Houy (@BenjaminHouy)
Jun 19, 2023
People don't always put their money where their lips are; nevertheless, they almost always put their money where their actual desires are.
As a result, you should always strive to observe and assess their behavior to determine their genuine desires, so that you are not confused by inconsistencies between their words and actions."‘
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
It is always essential to address people's desires directly instead of beating around the bush. Though it may be challenging at the beginning but when you delve deeper, you will be surprised by their motivation to purchase or use certain products or services.