Mountains of Arizona
Sunny 91 Degrees
12:11 p.m.
There’s a problem with building trust among the people you’re trying to serve. The problem is that it’s not enough.
Why?
Because most people don’t trust themselves. And that means, even when you show them what you have, a “no-brainer,” as you refer to it, they’re NOT going to bite.
They’ll pass. Most of the time, they won’t explain why. Much of the time, they’ll make something up. Because the truth is just a wee bit too much to bear when said out loud.
It’s not that they don’t trust YOU, it’s that they don’t trust THEM.
If people trusted THEMSELVES, everyone would freely speak their mind. If people trusted THEMSELVES, they wouldn’t languish away in jobs they hate. If people trusted THEMSELVES, no one would mindlessly look for the gurus or authorities to tell them what to think and what they “can” and “can’t” do. If people trusted THEMSELVES, they wouldn’t go through life on their knees, scared to death of expressing more than a mere fraction of who they really are.
But that’s what we’re currently dealing with. Millions of people who don’t trust themselves.
So what are we to do?
Help them see what they cannot see. Show them what they’ve been told isn’t there.
David Ogilvy always said to make your advertising valuable.
But we can do better than that.
To me, you want to make your advertising transformational. Does your prospect feel CHANGED for the better for having come in contact with your materials?
If so, you’re on your way to dealing with this self-trust issue that sabotages selling all over the world.
Now this approach pretty much disqualifies all of the jokers out there who currently make millions and billions convincing people they’re BROKEN. That’s only going to last for so long before the people wake up and chop those guys down to size.
But really, I can’t think of a business where this wouldn’t be possible given an owner that actually cares.
Doing good AND making a ton of money can go together. They’re actually SUPPOSED to go together.
Do you believe it?