"People buy 4 things and 4 things only. Ever. Those 4 things are time, money, sex, and approval/peace of mind. If you try selling something other than those 4 things you will fail." —Colin Dowling in 's newsletter
Conversation
Yeah. Why not reduce it to one: "People buy changes in their emotional/cognitive state. If you're not selling that, you're wasting your time."
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