Expert-Secrets full book

talk about why this concept is the best and potentially mention all the science
behind what we do. We talk about how we’re “leading the industry” with
“ground-breaking” products. We share industry numbers and jargon.
But all the logical stuff that strengthened our own beliefs in the new
opportunity will not help people buy unless they’ve ALREADY HAD THE
SAME INITIAL EMOTIONAL EPIPHANY that you had. All the logic,
features, and benefits you give people before the epiphany will just annoy them.
It’s frustrating and often completely offensive. There’s a time and a place for
logic, but you have to convince them emotionally first, before they’ll be excited
by your logic.
Think about it. YOU didn’t buy into the new opportunity because of all the
logical technobabble. You bought in because of some emotional experience that
happened BEFORE you geeked out. You had an epiphany FIRST, and that
caused you to move forward. People don’t buy logically, they buy based on
emotion. Then they use logic to justify the purchase decision they’ve already
made.
For example, let’s say I purchased a Ferrari. I am emotionally invested in
the feeling I want to have when I’m driving it. That’s why I bought the Ferrari
(or a big house, expensive clothes, watches, etc.) But then I have to logically
justify to myself, my friends, or my spouse why it was worth spending all that
money. I have to explain how it gets better gas mileage, it was on sale, it came
with a great warranty. Logic is justification for the emotional attachment I’ve
already made.
If you think about it, there’s a status consideration on BOTH sides of this
equation. I’m emotionally attached to the status that the new Ferrari will give
me, but then I need to justify it logically to my friends and family so I don’t lose
status in their minds. But good luck selling me logically if I don’t already have