7. Selling the Dream: Going Beyond Benefits to Arouse Your Fans’ Desire for What You Offer

You do more than sell products or services. You provide more than just positive benefits to your customers. Whether you realize it, you empower your customers’ aspirations. Do you know what those work and life dreams are? This chapter is about how to turn potential customers into buyers. You have gathered potential buyers into a fan base. But how do you move them from liking to buying without turning them off? What I have found is you must extrapolate from fans’ likes to their goals and dreams. Their dream, in my parlance, is what they want their life or business to look like—it’s a highly desirable vision. The better you understand that dream or vision, ...

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