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We Ran Out of Ice Cream So We Decided To Sell Stories And Dreams!
This post is a reflection on part of the conversation I had with JackEdwards.
Once upon a time there was a dude named Andy and a ladybird named Raggedy Ann.
Andy worked at a Mercedes dealership and sold plenty of $100k Mercedes cars every single day. These vehicles would depreciate to $50k within a few years. GUARANTEED. What a lame investment. It didn’t matter though…he still sold them with ease.
Raggedy Ann was a financial planner selling investment vehicles that had a high probability of appreciating in value for many years to come, but she would ALWAYS struggle to make sales. What the heck? How can this be?
Andy was selling a story. He was selling a dream that the buyers envisioned for themselves. He understands how the customer’s brain works and taps into their emotions. He grabs their key desires through the story.
The story is everything. I need to incorporate more of this into my business.
I had a crazy idea immediately after I hung up the phone with Jack yesterday. I really like this $2 wine from Trader Joe’s called Charles Shaw Cabernet Sauvignon. It has consistently won in blind taste tests against much pricier wines.
Why not purchase some cheap wine from a winemaker then put it in the most beautiful packaging the world has ever seen? Beautiful packaging, an amazing story inscribed on the bottle to accompany it, and an inflated price to justify everything. Become the Tiffany & Co. of the wine world. Just a crazy thought…too much on my plate right now to even consider taking on a 2nd business. Why not do this with other businesses too?
The story is what sells the alcohol...and ultimately gets you the ice cream.
Stay thirsty, my friends.
This post is a reflection on part of the conversation I had with JackEdwards.
Once upon a time there was a dude named Andy and a ladybird named Raggedy Ann.
Andy worked at a Mercedes dealership and sold plenty of $100k Mercedes cars every single day. These vehicles would depreciate to $50k within a few years. GUARANTEED. What a lame investment. It didn’t matter though…he still sold them with ease.
Raggedy Ann was a financial planner selling investment vehicles that had a high probability of appreciating in value for many years to come, but she would ALWAYS struggle to make sales. What the heck? How can this be?
Andy was selling a story. He was selling a dream that the buyers envisioned for themselves. He understands how the customer’s brain works and taps into their emotions. He grabs their key desires through the story.
The story is everything. I need to incorporate more of this into my business.
I had a crazy idea immediately after I hung up the phone with Jack yesterday. I really like this $2 wine from Trader Joe’s called Charles Shaw Cabernet Sauvignon. It has consistently won in blind taste tests against much pricier wines.
Why not purchase some cheap wine from a winemaker then put it in the most beautiful packaging the world has ever seen? Beautiful packaging, an amazing story inscribed on the bottle to accompany it, and an inflated price to justify everything. Become the Tiffany & Co. of the wine world. Just a crazy thought…too much on my plate right now to even consider taking on a 2nd business. Why not do this with other businesses too?
The story is what sells the alcohol...and ultimately gets you the ice cream.
Stay thirsty, my friends.
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