Pianos are bulky, expensive, and almost impossible to use.
As a result, it’s hard to sell a piano, if you have to be the one selling it.
On the other hand, it’s easy to get a piano to sell itself. Here’s a straightforward 9-step process to do so, recommended by an expert on the matter:
1. Start with a fundamental human instinct (eg. “building a home”)
2. Tie that into a new habit or convention that serves your ultimate goal (eg. “every refined home has a music room”)
3. Organize an exhibition of music rooms designed by well-known decorators
4. Put on a gala event to create dramatic interest in the exhibit from step 3, and invite key people who influence public opinion and habits, such as a famous violinist, a popular artist, and a society leader
5. Publicize this event and these associated people through various media
6. For an even easier time, also convince influential architects to introduce music rooms into their new architectural plans
7. If successful with step 6, publicize these influential architects and their new plans through various media
8. Wait a little bit while this percolates through society, and music rooms become a thing that everybody has to have
9. Sit inside your piano shop and welcome men and women as they file in and say, “Please sell me a piano? I have this empty music room I need to fill.”
After reading this straightforward 9-step process, maybe you say:
“Thank God I don’t sell pianos! I’ll go sell my thing right now, and I’ll go do it directly, without your straightforward 9-step process.”
Of course. Do as you think is right. All I was really aiming to do is to share the following idea:
It can be very valuable to create circumstances that channel natural emotional currents into demand.
Creating such circumstances is something you can do regardless of what you sell, whether that’s your own courses… your copywriting services… or even physical products.
You can create the right new circumstances right now. Over time, you can get people to change their own minds, to demand what you have, and even to reach out and ask you for it.
I gave you the general recipe for how to do it above.
As for how to put that recipe in action, in your particular business, selling your particular offer, I’ve actually prepared a training all about that. You can find it here: