What do you think is the easiest thing to sell? Is it the harsh truth or a comforting illusion? I believe both of us want to buy the truth, but not wrapped just anyway.
In the Bible, Proverbs 23:23, it is written the following:
Buy the truth, and sell it not; also wisdom, and instruction, and understanding.
We can say that the truth is the most worthy thing to buy, but what is the easiest thing to sell? If we refer to human intelligence, or to be more politically correct, to human psychology, the easiest thing to sell is illusion. Or maybe the solution?
What will you choose: illusion or solution? Of course you want a solution, but the human brain is tricked with illusion after illusion.
Let’s dive into this subject! I also have a single-word answer that combines illusion and solution, but I’ll write it at the bottom of the article just to be sure you’re aware of how easily we can be tricked by all types of scams.
Is Illusion More Desirable Than Truth?
It seems that illusion is more desirable than truth, but why? It has to do with our laziness. How come? In this digital era, we want everything fast, not just fast food, but fast solutions or fast results. After a while, we realize that the only thing we solved is the assimilation of debts (#TechDebt).
What are the most desirable things for men and women?
- For men: status, gadgets – solutions in simple steps (“How to become a millionaire in 3 steps?” or “The 3-step formula to double your confidence and date effortlessly”)
- For women: skincare, jewelry – eye-catching and transformational solutions (“The 5-minute glow routine for tired skin” or “Reclaim your energy and calm the mind”)
So, men buy the instrument and women buy the outcome. Our heart is very influential. Or should I blame the mind? I don’t blame anyone, but I think the mind must be vigilant.
I like to play with ideas, develop them, and for this subject I have the MIND framework.
MIND is an acronym for the following words:
- Marketing (how everything is packed)
- Illusion (the core)
- Narrative (storytelling)
- Desire (the emotional hunger)
What do you think? Is the MIND framework like a little Trojan horse? We must be careful what we let nest in our minds.
Beyond my other roles, I’m a marketing advisor who knows how to position a product for the right market at the right price, and frame a message that is practically irresistible. Always remember: communication is the most powerful skill not just in business, but also in our personal lives.
Have you noticed the avalanche of pseudo-influencers who are selling online courses from 2020 onwards? They promise that once you join their inner circle, you’ll never have financial problems again. 9 to 5 is The Matrix from which you need to escape… A lot of young people fall into this trap. Without demand, there would be no supply, right?
Get rich quick schemes or the Ponzi schemes are just illusions. Maybe not “just” illusions, but entirely dangerous ones. I think an illusion is dangerous because it takes you away from reality. The more you live in illusions, the further you are from reality. Sounds pretty bad…
What is more interesting is that the narratives of those who are selling the illusion is the same: “You can get rich… If I succeeded, you can succeed too… Anyone can do it… Follow this steps… It’s a system, be consistent!”
I’m a fan of systems, frameworks and other creative stuff, but I’m keeping my distance from lies. I don’t work with lies. The lies lead you down the path of illusion.
If your mind is sharp enough, you’ll realize the main weakness of those fake gurus selling illusions: they’re loud. So loud that they eventually expose themselves.
No Easy Solution
If you hear a salesman or other guy who says that there are no easy solution, would you still buy from him? I inclined to say yes because I know the truth is attractive, particularly if you have experiences with liars and illusions.
There is no secret that the path to the solution is most often paved with difficulties and obstacles.
You can win a lot in life by being honest. But what if you lose some important relations or contracts because you told the truth? Be happy! Blessed are those who work with truth!
Day by day, we are inundated with quick-fix promises, so when we hear that there are no easy solutions, the psychological trigger lower our defensive guard because it communicates brutal honesty, which instantly boosts the credibility.
How do you evaluate someone work? By quality and effort, right? Through the psychological principle of effort justification, humans inherently value things that require struggles. If it’s hard, it must actually work!
We can say that the illusion acts like a painkiller – numbing the discomfort temporarily without treating the disease – and the truth is the surgical operation – it hurts in the moment, but it saves the patient.
Please be honest: have you build anything lasting on a false premise? If yes, please tell me in the comments. If not, I believe you.
Living in an illusion makes you dependent on whoever feeds you the fantasy. Sounds very daunting… By accepting the raw truth – no matter how harsh – put you back in the driver’s seat.
When you need something, you’ll buy it without any hesitation, but if you let someone to influence you with lies and to be manipulated with illusions, then you need help. As a business owner, take 2-3 trusted people with you. If you have to make a major decision, pray!
There are no easy solutions because there are no shortcuts! I recommend you to read the following article: “Technical Debt: From Meaning To Winning“. There I wrote the following statement: “Do you want shortcuts? Shortcuts are for losers!”
Learn & Grow
I want to conclude… What is the easiest thing to sell? An illusion or a solution? The answer will differ from person to person, but ultimately, what we are all buying is hope.
We all need hope. Without it, we won’t buy anything and live a hollow life filled with illusions that only bring anxiety and depression.
Remember: the only true hope is the one built on truth!
“Good is good when it’s well done.”
📝 Horja Robert Emanuel
Digital Ecosystems Orchestrator
