Selling to people who haven’t bought yet

The portion of the population that haven't bought from you or your competition yet is not waiting for a better mousetrap. They're not busy considering a, b and c and then waiting for d. No, they're not in the market. They don't believe that they have a problem that's worth the time and money they think it's going to take to solve it. As a result, smart marketers don't market to this audience by saying, "hey, ours is better than theirs!" If this group thought that they had a solvable problem, the would have solved it already. No, they won't respond to a better-than-them pitch. Instead, they're much more likely to respond to a new statement of their problem and a new statement of the solution. Don't ask them to announce that they were wrong when they decided that they didn't need a tablet, a survival kit or an anti-impotence drug. Instead, make it easy for them to make a new decision based on new information.
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