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

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.

Share

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email

Quit Your Job. End the Relationship. Get on a Plane. Do Something "Crazy." Follow Your Gut. Take No Shit. Believe in Your Ideas. Go, Go, Go.

Enter your email now to subscribe to this year’s brand new weekly column, UNINTIMIDATED: Courageous Living with Ash Ambirge. 

Your email is safe and you can unsubscribe anytime

More Posts from: