When people buy from you, they're not buying the features. They're not buying the benefits. They're not even buying the transformation you promise.

They're buying one thing. No matter what you're selling, they're all really only buying this one thing. It's the one thing they don't have, and the only reason they're even reading your sales page or listening to your pitch is to see if you have it.

Cult leaders have it. Politicians have it. Newspeople have it. And salespeople who know what they're doing have it in spades.

Wanna know what it is? You'll have to listen to this week's podcast to find out.

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