Captain’s log, stardate 20201128
So far this season I’ve probably spent over two grand on Christmas lights.
What?! On Christmas lights? Why???
Because I need Christmas lights?
No. Of course not.
Nobody needs Christmas lights.
But loads of people want them.
And so they buy them.
Here’s the thing...
Don’t try to sell your clients what they need. Sell them what they want.
(And if you don’t want to sell them what they want, pick different clients.)