Have you noticed how sometimes the most profound things are the simplest to state? When it comes to getting people to buy your info product—or any other product or service under the sun—there's a plain, profound truth: Your task is nothing more than attention and persuasion.
That's it. You cannot hope to persuade them before you have their attention, but attention is not enough. They may hang on your every word, but if you do not then persuade them to buy, it's all been for nothing.
Fortunately for us, most businesspeople have no clue how to get attention constructively and persuade profitably. They blunder around and make our job easier because it's not hard to outdo them.
As we did at the beginning of this book, let's look at the major mistakes marketers make. We'll then go through a clear, step-by-step process for selling just about anything under the sun.
Shouting has its place in our lives. For instance, if you're at a sports stadium or rock concert the only way you might be able to communicate is through shouting. Yelling at people is also completely appropriate when they're about to step off a curb into the path of an oncoming vehicle. In that case, the shout telegraphs the message, "Freeze because your life depends on it!"
You're most likely the victim of marketers ...