The odds are that the typical man would assume failure and instead feel more comfortable setting theirsights lower.
Could the reality be that you can attain more difficult goals easier but how might this apply to IT marketing?
The Basic Theory
The theory says that it can be easier to attain less difficult IT marketing goals because a task that appears to be more difficult discourages takers.
To a large extent this leads to a paradigm that looks upside down and backwards almost as if you have fallen down the rabbit’s hole because now what is – isn’t and what isn’t – is!
This is a world where there is far more competition surrounding easier task and almost no competition at all for what looks like mission impossible.
I have always maintained that the world is in fact backwards and that thinking persons should almost always do the opposite of everyone else.
However, it wasn’t until I read the “Four Hour Work Week” that I saw this theory laid out so succinctly.
This theory predicts that as a direct result of the lack of competition for a prize that looks unattainable, like getting the digits from beautiful women, that it would actually be easier and more realistic to target.
Imagine that if almost every guy took a look at the more beautiful women and decided that they wouldn’t even make an effort to meet them. Wouldn’t you think that these women would be starved for attention?
I have in fact talked to a few beautiful women that had this problem of not getting enough attention from the men.
This means that the rare confident man who understand this principal could literally have as many dates with gorgeous women as desired.
Understanding this theory can impact managed services providers as they try to grow their business through IT appointment setting.
When getting your IT Telemarketing team ready to make outbound calls you have to direct them to target the most productive titles.
Almost every cold caller seems to pick up the false idea that IT directors are easier to reach than CFO’s.
Of course, this falls right into conventional wisdom that says that since the CFO title is higher up on the corporate ladder, they must be vastly more difficult to reach.
However, this couldn’t be farther from the truth because as you move down the corporate ladder you will find these people are loaded down with more work.
This is even truer with IT directors who are almost impossible to reach when compared to trying to reach a CFO or Controller.
The struggle is always going to remain as you will find it difficult to get an average cold caller to swallow that in fact it is easier to reach someone that’s higher up in the company.
This is one area where understanding this principal could help your computer business but the key is to keep an open mind and constantly look for other marketing avenues where this theory can be incorporated.
If you happen to be single then you also might use this technique to get a few dates with beautiful model types, just remember that beauty is only skin deep.
Lastly remember to think upside down and backwards, that’s how we developed our Ultimate IT Marketing Formula!
About The Author:
John Black is the Marketing Director at MSP Telemarketing and has over 10 year’s experience marketing for IT providers and VARs to help them get more IT leads that turn into IT sales!