Ted Nicholas: You can go broke selling people what they need. But you can make a fortune selling people what they want.

What did he mean?

How do we apply this into what we do as direct marketers?

But first… here’s something I want to tell you:

Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time.

• A fatal mistake of many marketers (hopefully not you): Trying to sell people something you want to sell them, that they don’t want themselves (i.e. Something you assume they need, or hope they will want).

• What works better: Selling people something they are actively aware that they already want. Just offering them a better version.

• How to find out what people want, so you’ll know what to sell them.

• Two things that get in the way of doing this:

- Lack of Marketing Realism

- Lack of Marketing Maturity

Put the odds on your side! Start out selling people what they want!


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