The False Assumption

Because our biology complicates our ability to verbalize the real reasons why we make the decisions we do, we rationalize based on more tangible factors, like the design or the service or the brand. This is the basis for the false assumption that price or features matter more than they do.

Simon Sinek, Start with Why

If somebody has never done CrossFit before, then of course your price will give them pause. Of course the barbells or the class environment will give them pause.

Without an understanding of the actual value those features offer, all they can do is make comparisons to whatever relevant proxies already exist in their mind. (Planet Fitness might be their proxy for “gym membership.” Personal training might be their proxy for “fitness environment.”)

Trying to convince them that they’re wrong or confused is a waste of time.

Instead, focus on what they already know to be true: That accountability is helpful; that self-confidence is better than self-loathing; that a fun environment beats dull, routine, and lonely.

Pitch them on the vision of what you can help them achieve & the version of themselves they hope to become.

You can give them prices & features & bullet points about the health benefits of CVFMHI—each of which they have little context for—or you can give them just enough hope to inspire action.

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Patrick Cummings