How To Think About Things Until You Figure Them Out [Copywriting results]

How To Think About Things Until You Figure Them Out Part 1 [Copywriting results]

Ever heard of the phrase ‘overthinking’? Haven’t we all. Let’s do some right now. Why do people buy?

Answer 1 (the ‘overthinking’ method): People buy for numerous reasons. If we take the most obvious – “because they need it” we start by looking at their needs (note the word ‘needs’). We do this by asking our audience or target market a sequence of questions.

For example, we might ask: “when did you last buy some gloves?” followed by “and why did you buy them?”. With that we’ll know whether they needed them or not. The trouble is, if they reply “because they match my hat and scarf and I look fantastic in them”, we divert ourselves into ‘wants’ (instead of needs).

This tells us that people don’t just buy things because they need them (whatever they may say), they buy for numerous reasons (duh!).

Are we any clearer? Kind of. We have learned one thing though: it’s not as obvious as it seems so we’ll need to think more deeply. Eventually we may end up in a loop (or a depression).

Answer 2 (no overthinking): People buy because they need something.

Let’s take a real issue to do with overthinking: procrastination. Why do we procrastinate?

Answer 1: “because we’re perfectionists” Why are we perfectionists? “Because nothing is ever the way we want it to be” Why is nothing ever the way we want it to be? “Because we’re useless” Why are we useless? ….

Answer 2: “because we’re perfectionists” – “Really! Just do it and stop faffing around.”

There’s a fine line between overthinking and not thinking at all. The only guides we have are our emotions and physical symptoms. If we get a headache, it’s a sign. If we start to feel depressed, it’s a sign. If we get agitated, it’s a sign. And so on.

Yet we’re continually told the gold is just one shovel away (as are our funnels apparently).

Do you overthink things? Has your thinking ever led directly to results – or does every success just seem like luck to you? Let me know what you think in the comments below.

PS. This whole piece felt like overthinking until my final edit, then I found some value in it (i.e. I was happy with it).

PPS. There’s more to this I want to talk about – read part 2 here.

About the Author Quentin Pain

I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.

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