How To Attract, Not Sell

Do you want to attract people who already need what you sell?

Then create content that makes them think:

“That’s exactly how I feel. I just didn’t know how to say it.”

Here are 3 ways to do that.

1. Get painfully specific

Don’t just name the problem. Describe what it looks like in real life.

Let’s say you’re a relationship coach.

You could write:

Has your relationship lost its spark?

I can help you reconnect.

But that’s easy to ignore, because most people don’t see it as a pain.

Try this instead:

When you first started dating, he took a 45-minute train ride, both ways, just to walk you home everyday.
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You stayed up talking for three hours every night.
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Now you go out to dinner and say ten words to each other… mostly things like, “Did you call the plumber?”
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After dinner, you sit on the bench and wait for your Uber in silence, staring at your phones.
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Until one of you says, “arriving in 6 minutes.”
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Is this your relationship now?
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Let’s get you back to those 3-hour conversations.

Specific details make people believe that you understand their situation.

2. Let yourself be the villain

Nobody can relate to a perfect saint.

So show them you’re a flawed human being just like them.

To do this, you have to make yourself the villain, not the victim.

Here’s an example of a victim story:

In college I had a crush on a girl.
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I brought her food, gifts, helped with homework every day.
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Then I asked her out one day and she said “I never saw you like that. I don’t want to lose you as a friend.”
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Things got weird and we stopped talking.
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A month later I saw her at a party making out with a guy who treated her like garbage.
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Don’t be the nice guy.
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The worse you treat women, the more they like you.

Here’s an example of a villain to hero story:

Later, I was hanging with a classmate on a project.
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We were high, laughing, and out of nowhere he kissed me.
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I jumped back and said, “what are you doing?”
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Rest of the night was so awkward. I never really talked to him again after that night.
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That’s when it hit me: I’d done the exact same thing to my crush. I played the safe “friend” while hiding what I actually wanted. I was too scared to just say it.
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Don’t be a coward and get friend-zoned.
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Say your intentions up front.

When you admit your flaws, people don’t think, “Easy for you to say.”

They think, “This person actually gets it.”

3. Anticipate what they’re thinking

Do you ever read my content and think:

“I was just thinking that. Did he read my mind?”

I didn’t.

I just imagined having a real conversation with you.

For example, I might write:

Look around your room at everything you’ve bought.
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Did someone persuade you to buy those things?
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Or did you already want them?
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Marketing isn’t about persuading random people to buy.
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It’s about finding people who already need what you sell.

At this point I can anticipate you asking how to find those people.

So I answer it immediately:

You’re probably wondering, “How do I find them?”
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Here’s how:
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Post content that says what they’re feeling better than they can.
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And I’ll show you exactly how to do that!

That’s the secret.

👉 Be specific.

👉 Be honest about your flaws.

👉 And answer their next question before they ask it.

Do these and people will feel like your content was written just for them.