People got in a line at a market stall and handed over their $50 with a smile on their face. Here is what actually made that happen. They were never buying the camera. They were buying a feeling I generated in myself and linked to the product. Only 5 percent of the market is demand capture. The other 95 percent has to be created through entertainment, education, and inspiration. I would hit the bench with a microphone, build high warmth, pre-frame the moment, throw the camera on the ground to prove it was shockproof. Then the close. Form an orderly line and get your 50 bucks out. Ten minutes before my biggest sale ever I was ready to quit. I shifted my own state and put on a show instead. If you can generate real emotion you can sell anything.
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