If you’re reading this post, you’ve probably read your fair share of books, courses and definitely-not-a-sales-pitch webinars on marketing, sales, copy and business.

Most of them operate on one basic assumption: Make people believe what you’re offering is worth the money and you’ve got the sale.
According to economics, 99% of literature on the topic and, basic logic, this would lead to the sale.
And if you believe agreement creates sales, you’re right.

“Micro-agreements” and “make ’em say yes three times, they’ll say yes a fourth time”—the classic stuff works.

But if you want to be a consultant/software company/hamster breeder who gets unsolicited testimonials and has fans instead of customers, keep reading. Because I don’t think agreement is the goal of good marketing—disagreement is. And this article will show you how to create disagreement so strong that it creates evangelists who love you and your business.

Now, I’m not saying you should hop on a sales call and start things off with a light-hearted question about their opinions on U.S. foreign policy, climate change or whether or not pineapple goes on pizza (it does).

Instead, I believe the end-goal of your marketing should create a disagreement in value.

Let me explain:

Your prospect should never believe your service/product is worth less than its price. Duh.
When your prospect believes your offerings are worth their price, you can make a sale and both walk away satisfied.
But when your prospect believes your offer is worth MORE than you paid for… when they would’ve paid more… you have a FAN.

This disagreement creates evangelists. Clients who looooooooove you and your business and tell their friends about it.
Now, before we get into the mindset of engineering this type of disagreement, I want to caution you so you don’t end up living under a bridge:

Sometimes when people would’ve paid more, you’re missing out on money and should charge more. I’m not saying you should be the cheapest alternative and sacrifice your own lifestyle—quite the opposite:

How to create profitable disagreement

In B2B, it’s fairly easy to create profitable disagreement: R O I.
When your clients give you $100 and make $1000 in return, you keep their business.

But it’s not THAT easy. 3 problems:

  1. Somebody could get your client the same return for less.
  2. B2C markets exist.
  3. People need hugs.

And by “people need hugs”, I mean people need relationships. And relationships are the name of the game.
Lemme repeat this:


(marketing is nothing but building a mutually beneficial relationship.)

Okay, please don’t be weird and show up at your client’s doorstep to hug them. But give your customers “hugs” by showing that you care. Check in on them to make sure they’re doing well. Send follow-up emails. Show that you care—in whatever way you can.

Nurturing your relationship also reduces your risk of losing the client to a low-cost competitor:

Think about fast food restaurants. There’s no relationship there (unless you’re really, Really, REALLY into fast food). They give you cheap food with a reliable taste.  But when you take your family out for dinner, how likely is your favorite restaurant to lose your business to TacoBell?

Z E R O.

Food quality is part of the answer, and relationship is the other.
When you’re looking for quality time, you choose a server who smiles at you instead of the pimple-faced, mumbling high-schooler.


You could say the same thing about motels vs. hotels.
$20 a month gyms vs. $70 a month gyms.
Chain stores vs. local businesses.

You get it. People pay extra for relationships—and relationships create profitable disagreement.

Let’s summarize:

First, if you want passionate clients, make sure your prospects feel your offer is worth MORE than they paid for—and it’ll fly off the shelves like bats in an abandoned Ikea (horrible joke, I know).

Second, there are two steps to this:

  1. If your work produces an ROI, make sure that ROI is good.
  2. Build relationships to make sure cheap competitors can’t poach you.

I hope this post was helpful for you, boosts your business and took your attention off of whatever you’re procrastinating from. Hehe.

-Finn Lobsien

P.S.: Havin’ trouble creating the right value perception for your business? Send me an email at kontakt@finnlobsien.de. Put “papaya” in the subject line and let’s see if we can turn your visitors into customers—and your customers into fans.