What Is True Or What Is Attractive

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Blaise Pascal was a French thinker. He did many incredible things, but my favorite of his quotes is,

“People almost invariably arrive at their beliefs not on the basis of proof but on the basis of what they find attractive.”

Our job is not to convince people that our widget is best compared to other widgets. Our job is to explain that our widget fits their prejudices. This is exactly why you have to start with what your customer thinks they need. This is why studying copy is so important and this is why design matters.

You have to know what your customer wants, and build that.

Adding more bullet points won’t help.

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