SETH GODIN, Linchpin: Are You Indispensable?
I’m a marketer. Trust me. I’m lying to you.
I know what I’m talking about here. I have made millions of dollars selling people stuff on the Internet. I have a model for how it works and what I always show you. I call it the 3Ps and the formula is copyright pending (which doesn’t really matter since I give all my best shit away for free). So here you go.
• Pain. You have a huge problem right now. (At least one!!)
• Potential. You are dying to know that there’s a way to solve this problem.
• Proof. You’re in luck! There IS a solution, JUST LOOK HOW IT WORKED FOR JIMMY! If you understand even that tiny bit you will be successful in sales.
NOBODY buys a product for what it actually does. They buy it because they were sold on the story of what the product was going to do for them.
Nothing's Changed But My Change by Jeremy Schoemaker, Kate Sprouse