Harness the Buyer’s Will to the Drives Already Inside Them

Joyce Cary

“The will is never free – it is always attached to an object, a purpose. It is simply the engine in the car – it can't steer.” – Joyce Cary, Born Dec. 7, 1888.

What we want to do is entice people to move in the direction we want them to. Right?

It can be hard. Writers struggle with it every day.

Figuring out the right emotions. Evoking them in just the right way. Selling the reader on some future dream and getting them to trade money for the blueprints to their own future success in health, love and wealth.

And there are the challenges of being in business as a freelancer and making ends meet.

There are the plateaus, where you can't get over or breakthrough to the next level.

There are the bad days where you fall farther behind than you thought you would ever be again.

Dry season has you scrambling for clients you don't really like.

Sometimes it's a flood of only shitty small-time projects for people that suck.

Lame, right? Eff all that.

I'm about to cure all that for you forever. It's about to get easy. Isn't it exciting?

What you need to know is that the energy and desire to move people is almost always already there.

99% of everyone is dissatisfied with where they are, no matter who they are, or where they may be relative to each other.

The trick in harnessing that abiding dissatisfaction is to figure out where your prospect desires to go, and you connect your proposed course of action with getting them from here to there.

That's it.

Most people have dreams, and hopes, and inflated and grandiose ideas about who they COULD be if only they were better, fitter, smarter, luckier, richer, etc.

They see a semi-secret imagined version of their future selves in a certain setting with a certain appearance – receiving a certain kind of attention, pursuing certain kinds of activities – without shame or abandon.

Here's a secret shortcut – you don't have to be a mind reader to discover this exact fantasy to fulfill it. It will be largely different in detail from person to person anyway. Kind of a pain in the ass to pitch in a way that must be unique for every prospect, right?

Instead, go for what is universal. Look at the prospect as they are now and KNOW they most likely are dissatisfied, and wish it was different. No matter who they are, or where they find themselves.

But they don't have to be.

Just tell them: change is around the corner.

Satisfaction is within reach.

You'll feel it finally and forever, and everyone will know it when you get yours and become what you've always had the potential to be.

It's about to get easy. Isn't it exciting?

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