Do you think it prudent, given the decisiveness of the political climate to go anywhere near that topic when it seems to me the best angle is always political neutrality?

Unless your product has some sort of direct relationship to politics?

So you have to sell into whichever universal need that they have, one which coincidentally will rarely be filled.

So you sell weight loss products to the people who WANT so terribly to feel better about themselves — and it’s less about weight loss and all about the feeling. And most of them won’t succeed, which makes them a customer for life.

Same with the make money online crowd. The single lonely loser guys wanting to date women. The single lonely loser women desperate to find a man. Etc.

I hate to sound harsh but that’s pretty much the core principle of advertising and sales.

Dan

Great video Kenneth!

Great presentation.

A detail, though: how do you use fear and the bad economy to sell something else than a “make money” product?

I sell programs to help people get six pack abs. I can’t really tell them: “Get a six pack — you’ll save money”, can I?

–CJ

In addition, I would add one more: How does the prospect WANT to feel?

They have a problem right now, but how do they want the future to look? Starting with their present reality, and then walking them to their dominant, desired future should have superb response results.