How to sell anything to anyone.

There is a simple structure to selling, let me quickly tell you.

Let’s take the idea of the Wolf of Wall Street. Leonardo DiCaprio is asked, “Sell me this pen.” And most people miss what the whole thing is actually about.

The typical salesman will start telling you…

…how the pen was made from the finest materials known to man

…it was the same pen that was used to sign the peace treaty in World War 2

…it will last 10 generations.

Might have exaggerated a bit, but not much.

Same thing you see on websites, and in most marketing today:

• we’ve been in business for 50 years
• we care about you
• we are not like our competitor

None of this means a thing to your customer, because it doesn’t focus on what your customer needs.

Here’s the forgotten rule that will get you ahead of the curve…

The golden rule is:

“Sell the need, not the features.”

People don’t want a chiropractor, they want their back pain gone. That is their need.

So figure out what problem your service or product solves… then tailor all your marketing around that.

Talk soon,

Eric