beware of misleading market research

It was 16:02. I was working on my laptop, and my wife was catching up on some sleep. Then…

There was a noise.


Our heads shot up as we glanced nervously at the door.

My wife turned around, asking me, “Do you think that’s…”

I sighed.

“It has to be.”

A few moments later…

The nurse pushed a screaming baby into our room.

It was so dramatic – the baby was twisting her body, waving her little hands, and crying at the top of her lungs. It was as if we hadn’t fed her for a week…

(disclaimer: we fed her less than 2 hours ago)

But when the nurse picked her up…


The baby stopped crying immediately, looking around innocently.

Turns out, she wasn’t that hungry. 

(but she gave us a shy little smile, so we forgave her)

It was especially funny because this reminds me of another type of “crying baby” – your prospects.

When you do your market research, you’ll often find prospects gathering inside forums and groups – proclaiming what they want.

But in reality…

Most of them secretly long for something completely different…

…often the exact opposite.

Your job as a business owner (and marketer) is to identify the REAL pain underneath the comments. Read between the lines to uncover the emotional trigger that moves the needle.

(ironically, AI is terrible at this job)

It’s like the old quote:

“If I had asked people what they wanted, they would have said faster horses.”

Henry Ford

Cheering for you,

P.S. – Now, there’s one caveat to this problem…

How do you know – with 100% certainty – what’s the actual trigger point for your prospects?

The short answer is – you test it out.

But instead of risking a full promotion on an unproven hook, test it with your daily/weekly broadcast. And that’s why it’s so important to be sending out regular broadcasts to your list.

If you need help with this, you know where to find me 👇