There is enough good information available right now for you to achieve:
- Super fit physical status
- The best relationship of your life
- Financial stability
- Peace of mind
- A thriving business
All of this is available to you from the various information service providers selling today. A lot of it is even free.
People say they want it. They yearn for it. They anguish over its absence.
And when they are presented with an opportunity to buy or use the information, what?
They balk. They bicker over price. They kick the tires. They complain.
Some of them eventually buy.
And in terms of meaningful statistics, exactly none of them put it into practice.
Further, the only people actually doing the material are the ones selling it.
And that is exactly why they need us.
They need to see someone is doing. They need to see it is possible. They need to believe, and yearn and anguish.
Not your problem.
Your job is to do the thing you are good at. And sell it.
Whether or not they use it is up to them.
What I am talking about here is secret knowledge. That intoxicating elixir behind the green door. The potion you advertise, with all of its miraculous powers.
People want secret knowledge. At least they want the idea of specialized knowledge. They like thinking about its existence. The mere thought that they have the knowledge of it is enough to make them intoxicated. The idea they can have it, the feeling of possessing it, all of these things give the customer a sense of power.
When they do possess it, most of them will never use it, simply being content they have it in their back pocket.
They will still feel as if they have they power, even though it is still an illusion.
Instead they will already be looking, or dreaming, about the next bit of secret knowledge that is out there, waiting to be had.
In my program How to Create Million Dollar Products, secret knowledge is one the emotional triggers that shows up in a majority of the information-style programs.
If we were to widen our scope we could probably go back thousands of years and find myths, legends, bibles and scripture that all describe this endless search for something that man does not know, that the gods keep from him and which, if he could only learn … well, that part of the story is never really fleshed out, is it?
For our purposes, it remains profitable to know that people want to buy secret knowledge.
And that my friend, is secret knowledge in itself!
Are you using it? Or is it in your back pocket, giving you a false sense of security that one day, when you really need it, it will be there for you?
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