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Spotlight Effect

Imagine this:

You’re getting ready for a big presentation at work.

You’ve been preparing for weeks. Double-checking every slide, sentence, and email to make sure it’s perfect.

The morning of the grand reveal, you wake up to a large pimple on your forehead. UGH, really?!

Everyone’s going to be paying attention to my pimple instead of the presentation!” you think to yourself as you attempt to cover the blemish.

In today’s edition of Why We Buy, we’re taking a look at The Spotlight Effect – why we overestimate how much people think about us.

Let’s get into it.

 

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The Psychology of The Spotlight Effect 🧠

Ever heard the phrase: “It’s your world, we’re just living in it?” It’s a turn-of-phrase meant to suggest that someone is acting as though they’re the only person who matters. 

And to be fair, you probably consider yourself highly important in your own life too. 

The Spotlight Effect is the tendency to forget that you’re not the center of everyone else’s life. 

Inside Your Buyer’s Mind🧐

As a business operator, you think about your business – a lot. Your customers, contrary to popular belief, do not. 

Your customers only think about you or your business when they need to. And unless something is going very well, or very poorly, they likely don’t think about you at all. 

(Share this idea on Twitter)

This is actually a good thing. It means that your customers aren’t as receptive to your mistakes as you might think. 

But it also means that they won’t notice all the great things that you’re doing unless you tell them about it.

To get your customers to move their focus off themselves and onto your business, you’re going to need to provide them with something of value. 

You’ll need to answer the question all your buyers have: What’s in it for me?

How To Apply This 🤑

Alright, so how can we apply this right now to sell more?

Reverse the roles

Put yourself in the shoes of your customer. When putting together marketing material, ask yourself: “Would I care about this if it was sent to me?”. Remember: what’s in it for them? 

Repeat the important parts

Repeating yourself might feel weird, but you’re the only one who has heard it every time. Be sure to repeat important points in as many different ways as possible to your customers. Only through repetition will your customer retain the message you need them to hear.

Check your ego at the door

Make decisions based on data you collect from your customers, not from your own experiences or mindset. Because of your proximity to the problem, you might overvalue your point of view. But at the end of the day, your customers will vote on what’s best for them with their money.

The Short of It 💥

Your customer doesn’t think about your business, marketing campaign, or content nearly as much as you do.

In fact, they barely think about you at all (compared to all the other things going on in their lives). 

Always see problems from your customer’s point of view. Every piece of marketing must have a good answer to “What’s in it for me?”.

Until next time, happy selling!

 

Pssssttt…

 

Wanna really get inside your buyer’s head?

There are a few ways I can help:

  1. Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls (2000+ happy students)
  2. *NEW* Learn how to mine online reviews from real buyers to generate ideas and copy that converts (250+ happy students)
  3. Book a 1:1 strategy call with Katelyn and get the answers you need to get unstuck and move forward with confidence

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Written By Katelyn

Katelyn Bourgoin is the CEO of Customer Camp, a 4X founder, and a cheese lover. She lives by a simple mantra: whoever gets closer to the customer wins.

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