To have a successful business you need to solve a problem.

And not just a small niggly problem like an itch that needs to be scratched, but a bleeding-neck problem that's life or death. And if your customer doesn't know it's life or death, make them realize it fast!

This is stupid advice.

It's sold to you by the same people who sell "how to sell".

It's soulless. Devoid of all emotions that make humans tick.

People don't do things because of urgency and emergency only. There's more to life than fear.

Think Bakery 🥐

Did you know that bakeries are BIG business? We're talking an estimated $86.93 billion dollar industry in the USA alone - by 2029.

Do we need so many bakeries?

Do croissants solve a problem?

Are cupcakes life or death?

Bakeries serve tasty treats.

Same as ice cream stores.

Sweet shops...

Following this logic, how much of anything do we really need?

We don't need to buy 90% of what we buy and that's because:

People don't buy what they need.

They buy to feel.

To belong.

Capitalism tells us that to buy is freedom. We're exercising our right to choose. It's all a fat trick to keep us spending.

So if you have something to sell, don't worry if it doesn't solve a certain problem or if others are doing something similar.

A bakery offers a variety of baked goods. They don't say, "This one is better than that!" They let you choose based on your preference. You get to take what you like and leave the rest.

Make your offers like a bakery: multiple and delicious. Serve an elevated experience to your customers. Give them something to enjoy. A feel-good moment. Pleasurable. Indulgent even. Something they'll want to come back for again and again because it's sooooo good.

Forget pain-points. Find the pleasure-points

The more pleasure, delight, and levity, the better.

Layer up the benefits.

Speak about the after-engagement effects.

When you do, you'll easily separate yourself from all the fear-mongers squealing about "BUY NOW OR ELSE!!"

You'll sell through ease and grace.

And you'll enjoy it.

You've made something you love. And now you get to share that with the world. Sounds like a good time to me! How about you?

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~ Lauren

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