Why you shouldn't always give the customer what they want

It's widely believed you have to always give the customer what they ask for.

This is a fallacy in a sales and marketing environment.

Example: Data shows you make more sales when you take controls off a webinar replay.

If you asked people what they'd prefer for a replay, they would say they'd want the ability to hit pause or scroll through the video.

What your customers like isn't always what's best for your marketing.

There's value in controlling the frame.

No one asks for a 2-hour webinar with a pitch at the end. Yet you can't argue with the sales that webinars can produce.

Something to consider when designing your marketing.

“If I had asked people what they wanted, they would have said faster horses.” - Henry Ford.

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