I mentioned yesterday that the biggest lesson you can learn with marketing is that people’s #1 priority is themselves.
They care about how they feel…
How they look…
And how others perceive them…
And this holds true even if youre selling something that’s not for them.
For example…
A few years ago when my dog George was nearing the end of his life, I was spending like $700 a month on treatments to keep him moving. 
Basically what happened was when he hit 9 years old, his body started falling apart.
He started dragging his paws on walks…
He had a hard time getting up from his bed…
Even squatting down to go to the bathroom became a daily struggle…
It was brutal to watch.
You could tell on the inside he was still the same puppy that loved wrestling and chasing other dogs at the park…
But his body just couldn’t do it anymore.
So in order to make his remaining days better, I did everything I could to help.
I was ordering supplements by the crate load off of Amazon…
And George even had his own vet that came to the house each week for accupuncture, red light therapy and chiropractic care.
So I did everything I could to make his remaining days with me better.
And while a lot of what I did for him was because of my love for him…
It was also very much about me.
It was about me wanting to feel like I was a good “dog dad”…
It was about me feeling guilty that I wasn’t doing enough…
It was about the pain I felt watching him struggle every day, and just wanting my own pain to go away…
It was about the deep fear I felt knowing that all of this was just a band-aid, and that I was eventually gonna have to put him down and he’d be gone forever.
That’s really what this was about.
It was about STOPPING all the pain, fear and guilt that I felt on a daily basis.
So as much as I loved George…
And as much as I wanted the best for him…
Most of what I was doing (and buying) was about easing the emotions I had going on inside of me.
Point being…
Even when you’re selling something that’s not for the person buying it…
You still need to make it about THEM.
How will it make their life better?
How will it make them look better in the eyes of others?
This is what people care about.
And the more you can show them how it will help THEM, the more you’ll sell.
Make sense?
I hope so.
Cause that’s all I got for ya today…
Enjoy your Thursday.
– Justin
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