People buy transformation or identity reinforcement. The winning sales formula: empathize with where they are now, show them where they could be, and position your product as the bridge. Empathy plus hope converts.
The secret to success is so simple. It's just a few sentences. Listen, sell women confidence, sell men status, sell parents peace, sell the busy people efficiency, and sell beginners direction.
Yeah, I mean, she absolutely nailed it. But here's why she nailed it. Here's why it works. Human beings are only ever buying two things. We're either buying transformation or we're buying identity reinforcement. 99 times out of 100, you are selling transformation. So if we go back to our list, you're selling a woman confidence because a lot of women lack confidence. You're selling men status because a lot of men lack status. It's what we want. And so you're selling us into the thing that we want to be transformed into. Here's the key to selling anything as long as you're selling transformation. Step 1, understand where your people are now. What is their less desirable before state? Step 2, understand where they want to be. What is their more desirable after state? Step 3, craft messaging that empathizes with their before state while offering a product or a service that is that transformational vehicle that will take them from that less desirable before state to that more desirable after state where they are, where they want to be. Good selling combines empathy with where people are with hope, where they want to go. Empathy is what creates trust. Hope is what creates desire. If you combine empathy and hope, you're combining trust and desire. Combine those two things, you're going to win every time.
