People don't buy what you've built
Stop talking about your product or service. Honestly, nobody cares.
People don't care about your product. They don't care about you. They don't care about your company.
The only thing they care about is what your product or services do for them.
- What do I get?
- What's in it for me?
And what they want is a change and improvement in their lives.
Underdog AI Con is tomorrow – 29th April
We're expecting 110+ business owners and marketers tomorrow. And there's still a chance to get tickets if you haven't yet. Listen to the talks, network over great food, and discover opportunities you didn't know existed.
Buying behaviour is determined by the
anticipated future
I have a friend who bought a Harley-Davidson. Now, he's part of the elites who can (and want) to buy a Harley. He's made an improvement and change in his life.
When my friend was thinking of buying a Harley, he was anticipating what was going to happen in the future. How will the bike change his life? How would he feel around people? What would he be doing? Who will be the people he sees?
He wasn't thinking about having to ride in the rain. Or having to carry a helmet everywhere he goes.
He was anticipating a better future.
When I was 16, I wanted to learn music production. I took lessons from an owner of a recording studio. He told me I needed an Apple iBook G4 for computer music production. Then he put his Apple iBook in my hands.
As I held his laptop, I began to dream (and anticipate) about what the future would look like. Oh my god, I'll be making music at home. Maybe from a cafe! Wow, I'll be so different from my friends. I mean, at 16, a proud owner of an Apple iBook and on my way to becoming a music producer?
Back then, I never understood why the studio owner insisted that I hold his iBook. Was he trying to show how light the iBook was?
Today, I know why he did that. He forced me to anticipate a future.
When you sell, don't talk about your product features. Talk about the anticipated future of your customer. How would life change for them? How would they feel in the future?
Or do better. Make them feel the future.
The studio owner never said a word about the future. He just put the laptop in my hands and allowed me to daydream.