Expert-Secrets full book

SECRET #6
THE EPIPHANY BRIDGE
Afew years ago, I helped a friend who was launching a new company. One of
the guys working on the project wrote a script for a front-end sales video. The
goal was to sell people into their new opportunity. After reading the script, I
knew he’d made a huge mistake. He was trying to sell people on why they
should join this new opportunity. Here’s the email I sent him:
What I’ve found is that if you just sell something, it’s not as strong,
and doesn’t create the emotion you need to really cause action. If you
want people to adopt a new concept and want to get their buy-in, you
have to lead them to the answer, but you can’t GIVE it to them. They
have to come up with the idea themselves. You plant the idea in their
minds with a story, and if THEY come up with the answer, they will
have sold themselves. The buying decision becomes theirs, not yours.
When that happens, you don’t have to sell them anything.