“You cannot perform in a manner inconsistent with the way you see yourself.” – Zig Ziglar
This quote by the master salesman and motivator also applies to how your potential customers make purchasing decisions.
They cannot buy brands, products or services that are inconsistent with their self-perception. This lesson will benefit anyone involved with selling or promoting their businesses or ideas, and everyone interested in communicating effectively and persuasively.
I discussed this concept in the Ophiuchus Effect and 5 Judo Moves Every Copywriter Should Know. Here’s an excerpt from the latter:
“…how many millions of dollars does Nike make selling equipment to people who are athletes? How many more millions do they earn from those who dream of being athletes?
“Find out how your customers identify themselves. Use the insights you gain from that research to make your business and your offers more relevant to customers.”