“For men to plunge headlong into an undertaking of vast change, they must be intensely discontented yet not destitute, and they must have the feeling that by the possession of some potent doctrine, infallible leader or some new technique they have access to a source of irresistible power.”
This is a quote by Eric Hoffer from the book “The True Believer”.
It’s a fascinated read if you have time. That one sentence will pay for the cost of the book hundreds of times over.
Here’s the gist of what he’s saying…
For someone to make a big change, they need to have a pain. But not enough of a pain to have lost all hope. They still need to be optimistic enough to believe that there is a solution to their pain.
And if you can position your product or service as this solution, you’ll never run out of customers.
Because at the end of the day, that’s why a business exists.
To solve problems.
And if you can both aggravate their pain and provide the solution, you’ll be ahead of 95% of your competitors.
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I love ping pong.
I played tennis throughout middle school, high school, and a little in college.
Ping pong came naturally to me.
The rules of ping pong are simple enough but it’s more than smacking the ball back and forth.
It’s observing the behavioral patterns of your opponent and changing your game on the fly.
Sure, you might lose a few games in the beginning but if you keep at it, you’ll eventually crack the code and win.
And not win just once, win over and over again.
You see, marketing is a lot like ping pong.
Your target audience wants to buy your product. But sometimes you need more than one strategy to reach them.
Sometimes you need to refine your strategy until you find the one that speaks to them at a core level.
But once you find that strategy, the wins rack up.
They’ll buy more from you. They’ll tell their friends. They’ll be your biggest fan.
Far too many of us (myself included) give up before we find the right strategy.
But I’m here to tell you…
Don’t give up.
The next strategy could be the one that creates massive breakthroughs.
It could be the one that changes everything.
Rooting for you,
PS – 21-10 was my last ping pong score against my business partner, Matt. He never saw it coming!