Don't Try And Create Desire - You Can't, You Can Only DO This
Agree or disagree?
I think I first heard that by listening to a Eugene Schwartz interview or something a while back.
And even though I nodded my head when I heard it, it didn't fully sink in.
Then I heard a few other folks say it one way or another in their own sort of special guru way, lol.
It still didn't fully ******* sink in.
Then there were a few instances where I was trying hard to close some deals.
DESPERATELY!
I was doing all sorts of dumb shit.
Lowering prices.
Asking for a chance to "show'em what I've got."
And so on and so forth.
Just so desperate sounding.
Then I thought about what Eugene Schwartz said and I was like "**** it's so true."
I mean, think of the last time you got "sold" some shit.
It was probably a bit of a turn off experience, right?
You know why?
When you chase, you repel.
Now, that doesn't mean you shouldn't be putting yourself "out there."
You gotta be strategic about this.
You can only tap into desire, but you can't inject it into'em.
You elicit responses.
You have to tap into pain.
Heighten awareness of problems.
Think of anything you've ever bought that didn't require you to talk to anyone or go ask your pet gold fish or anything like that.
About the only thing you had was a window of opportunity, and perhaps the idea that it would either be taken away from you, be scooped up by someone else or you'd be shut out if you didn't get in now.
That shit works, but you gotta know how to work it.
It's harder to do when you're the one approaching or initiating the sale.
You have to position yourself to be chased.
You have to learn how to reverse the qualification process.
And I think that applies for EVERY....SINGLE...SITUATION... in your life.
If you're not positioning that way then you're most likely gonna stay a chaser.
See, when you think about anything anyone ever wants:
- Food
- Entertainment
- Sex
Whatever it is, the desire is already there.
Now, the choices made available and the accessibility to them matters a great deal in this instance.
You can want something, but if you can't have it, guess what...
You want that shit SO MUCH MORE!
But the key is the innate desire has to already be there.
You can't NOT want some shit and expect to heighten any emotion with some sort of take away play.
No matter what you try and scare me with, I ain't ever gonna want your second hand "pre-worn, but in good condition" shoes that are one of a kind, and are about to go fast, no matter what the **** you say next.
**** you...I don't want it!
Get that shit out my face!
But, were I single, you a hot female interested in me, giving me the winky eye deal, but playing hard to get and I was feeling you...
Yes, you better believe I'm trying to figure out how to get "to know you better."
Why?
I don't want to miss that opportunity.
That's an innate desire.
That's already there.
You don't need to try and convince me of it.
I might just need to justify that thought with logic, but all the emotions are already there.
That's how that stuff works.
Now, yeah, there's stuff like price, value, switches and shit that are always going on and off, but that's human psychology at work.
You start with knowing what the desire is, and learn how emotions and psychology works and you'll be all the better for it.
You can give a bit, but you don't have to give the ****in' shirt off your back.
You solve a minor issue or help someone avoid some dumb ass mistake.
You give perspective to a problem.
You offer insight.
Don't build them a house, grow their food and train them to expect free shit all the time.
Get them to know, like and trust you, yes, but also ingrain a sense of authority, status and be a resource of power.
Anyways, I'm off to see Civil War.
That was my rant and I hope it has helped you in some way.
Until next time...thanks for reading and telling me what you think.
Regards,
Los
"Opportunity is missed by most people because it is dressed in overalls and looks like work." Thomas Edison
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