Btw this means that your product may not be for everyone.
Disqualifying is more important than qualifying.
Great post.
You don’t have to convince people to buy.
Because convincing means pushing, and when you push, people push back.
It’s a natural response: as soon as someone feels like you’re trying to change their mind, they resist.
So the harder you sell without having earned that right, the more reasons they find to say no.
A good salesman doesn’t do this.
He figures out what his reader already wants, finds what exactly in his product gives him that, and puts the two in front of him.
Now there’s nothing to push against.
His prospect is being shown something he was already wanting.
And when the match is right, the sale almost happens on its own.