I am talking about discipline.
God can sell it, because if you don’t follow the rules, you go to hell.
Government can sell it, because if you don’t follow the rules you are likewise punished.
You can’t sell discipline because violating it implies punishment. You can talk about the benefits of doing something, you can describe the feeling of accomplishment and you can demonstrate the rewards of following a course of action.
You can even build rewards into your program for people who reach milestones, whether it be working out for 30 days or spending money in your restaurant.
But you can’t sell the doing, which is the discipline I am talking about.
What you can do is brag about your own discipline, which serves a couple purposes:
- Build value into your message. People want to be associated with victory, with the good and the true.
- Inspires your customer, which like it or not, is part of the reason they are buying from you.
- Demonstrates vitality, which customers look for whether they know it or admit it or not.
- Acts as a warning to potential dirtbags who might be lurking. Think of it as a pre-emptive customer service message.
Business owners understand discipline is a key to success. They know they have to take it on themselves to make sure it happens, which is the definition of discipline.
And you probably already know you can’t sell discipline.
But since you have to do it anyway, I recommend you talk about your discipline. Yes, you should mention that you run marathons, or have 5 kids or haven’t missed a Sunday of Church for 30 years. The content of the discipline doesn’t really matter. You probably have 4 or 5 areas where you are more disciplined than your customers and likely, your competitors.
Incorporating your discipline(s) into your sales copy does double-duty – you are reminding yourself that you do things that set you apart and you are letting your customers know that you are a force in the world.