Hey, this is Frank publisher of Retired Writer’s Club, our secret email list that goes out to business owners just like you who understand the only legitimate goal of business is to make money.
Today’s topic is that our customers are predisposed to believe in things that don’t exist.
My example would be Slenderman, from the internet several years back. It was just a drawing that some dude just popped on the internet and it took on a life of its own. That people started believing and many became afraid.
And a couple of people actually out acted out some sort of weird Slenderman dark fantasy. And unfortunately they harmed another person. And that’s just an obvious one, right?
We can point out dozens of examples of things that don’t exist that people believe in and a lot of it is fear based.
And a lot of it is hope based – especially in our messaging for what we sell.
And when we advertise to our customer, we are saying that there is a better tomorrow, a better future for you when you purchase our goods and services.
And technically that future doesn’t exist yet. Our product may be good, but since the person doesn’t have it, those results don’t exist.
What happens is the human’s imagination takes over and that’s just the way it is. We’re all human beings. I do it. You do it. We all do.
It is a good thing that people fantasize. That’s what keeps us alive and keeps us human because life is hard. So we need to keep working and doing the tough things and hoping things get better. Hoping we keep improving, et cetera, et cetera, et cetera. Right?
So we do work with the mechanism of the human being, which is imagination. And hope is a universal trait of all good sales pitches.
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