[Pt. 2] You’re Selling An Idea; Not A Product Or Service
No matter what kind of business you have, no matter where you are in the growth process, you can get more customers with higher conversions and lower costs than you might have ever imagined, but only if you understand this very important point. That is, this: you are not selling a product. You are not selling a service. You are not selling information. You are selling an idea. Let me say that again; you’re selling an idea. Not just any idea, but a compelling, exciting idea.