The secret to film is that it’s an illusion. ~ George Lucas
The secret to sales is that it’s an illusion.
The assumption is that great salespeople fill their prospects with a desire to buy their wares.
Nope.
Not true.
People already have desires.
Listen: you cannot fill someone with a desire any more than you can fill Snoop Dog’s house full of anti marijuana posters.
It ain’t gonna happen, homie.
Verily I say, Bill Cosby has more chance of filling up a woman’s wine glass at a bar than you do filling someone with a desire.
Do you hear what I’m saying?
You cannot “create” desire.
Either someone has it, or they don’t.
Know this:
Your first job as a marketer is to find a group of people who already have a desire that your product or service fulfills.
Your second job is this:
To take this group’s desire and direct it, channel it, and focus it onto your product or service.
Listen, no marketer has ever filled a female prospect with the desire to feel thin and beautiful. But many a marketer has shown a female prospect how their product or service can make them thin and beautiful.
Capisce?
Molto bene.
Hey, that was a neat little lesson, wasn’t it?
I’m glad you agree.
Now, normally this is where I do a clever little segue into promoting my product.
But not today.
Why?
Cuz I can’t think of one, OK?
Look, here’s the dealio:
If you wanna make more do-re-mi with your email marketing, then you may want to take a lookie here: The Maverick’s Email Playbook
Okay my friend, take care….
…and we’ll talk again soon.
I’m out.
Kelvin
Email Marketing Maverick
