ASH AMBIRGE

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The United States Lottery Makes $73.5 Billion a Year Thanks to This Little Understood Sales Trick. What Is It?

In: Online Marketing

When the lottery wants to drum up business, they don’t raise the odds. They raise the jackpot. 

Why? Because people don’t buy odds. They buy fantasies. They buy the ability to get drunk on a dream. Which, of course, goes back that old hat argument of emotion versus logic. Time and time again, this has proven true. We buy feelings, not things.

Here’s a list of things that people don’t want:

  • 100+ pages
  • Eight modules
  • Sixty minutes of your time
  • A website
  • A new purse
  • All meals included
  • A course

But you know what people do want?

  • Power
  • Belonging
  • Belief
  • Hope
  • Confidence
  • Intimacy
  • Conviction
  • Clarity

In other words, feelings.

Tamara Mellon (the founder of Jimmy Choo) is someone who’s doing this brilliantly right now. She’s not advertising shoes, nor heels, nor cool designs. She’s advertising female fuck yeah.

The story you tell about your product is always more important than the product itself.

Feb 26

2012

Why Sucky People Get More Clients Than You

Your ability to get clients has nothing to do with the quality of your work. There, I said it. Bold statement. I brought this up the other day in my Behind Closed Doors group, and I want to bring it up here, too. ::   A lot of your future and continued success depends on your ability to […]

In: Online Marketing

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