Would you say that you think more clearly and wisely about other people’s problems than your own?
We all want to be successful, but sometimes it feels like the biggest challenge we face is ourselves. We know how to identify problems and offer solutions in other people’s projects, but when it comes to our own work, it can feel like we’re climbing Everest.
We spend so much time thinking about what needs to change and how we can improve our own products or businesses that we miss out on the opportunities for growth that are seemingly right in front of us.
Think about this for a moment:
What would happen if you gave yourself the same level of care and attention you give your friend’s problem? What could you accomplish if you stepped back, thought about how you would solve it from an outside perspective and embraced difficulty head-on instead of running away from it?
In Psychology, this is called the Soloman’s Paradox, the phenomenon of finding it easier to offer solutions for someone else’s problems. Yet we struggle to solve our own problems due to our lack of impartiality and familiarity with them. Being able to look objectively at our own issues can be a huge advantage for making meaningful progress.
According to research, we often know the solution to our own problems better than we think. Solomon’s Paradox reveals that this is true for most people.
Soloman’s Paradox: Grossman’s Psychological Experiments
Experiments were designed to test Solomon’s Paradox. People’s reactions to infidelity were measured to see if wisdom could be uncovered. In tribute to King Solomon and his wives, these experiments investigated how people cope with betrayal.
Igor Grossman, a psychological scientist at the University of Waterloo in Ontario, attempted to prove Solomon’s Paradox by assessing people’s levels of wisdom. He found those imagining their own partner cheating displayed less emotional intelligence than those thinking of a best friend’s partner cheating. People reacted with more awareness, empathy and capability to negotiate when not personally involved in the situation.
But why am I telling you all this? Well, it is because if most people find it easy to solve other people’s problems, but hard to solve their own, then your potential customers will question whether your products will work for them.
The biggest hurdle your buyers need to overcome is deciding if they will find success with your products.
I use a technique called perspectives shifting when writing my copy that does the job perfectly.
By shifting perspectives, you can ensure not only a successful solution to their problems, but an enjoyable experience.
When I write copy I normally start by researching. This includes fact finding and taking notes. To get in the minds of the customer and start perspectives shifting. I use a list of prompts/questions that I fill out when researching to help write the final bits of copy.
Here are 10 questions I use to start perspectives shifting.
- “Why does he or she feel this way?”
- “What are his or her thoughts and feelings about this?”
- “What are the other ways to think about this?”
- “If they didn’t have this problem, where would they be?”
- “is there a way to simplify the problem?”
- “is there a way to break down the problem?”
- “If they had the same problem in 5 years, how would they feel?”
- “If this solved their problem today, where would they be & how would the feel?”
- “What would a friend tell this person about this?”
- “What is this problem stopping them from doing”
Perspective Shifting is a Powerful Tool
The concept of Soloman’s Paradox has been around for centuries, however it remains just as relevant today. By exploring the idea and understanding it more, we can use our newfound perspective to make decisions that are beneficial to both ourselves and those around us.
