Marketing done well makes selling easy, and in some cases unnecessary. - Joe Polish

I had to figure out how to successfully sell something nobody wants to buy. No sane person hopes that a cat is going to piss in the corner -- nobody is excited about calling a carpet cleaner. And it really made me realize that what you sell is just one thing. What they're getting from the thing you're selling, the pain that it's removing -- that's what matters.

You can sit next to the lake or next to the ocean or wherever the fish may be, but if you don't go fishing, if you don't throw in the bait -- and it has to be bait that the fish are going to bite on -- it's not going to work. People often wonder, why is no one giving me business? Well, first off, are you fishing? Secondly, do you even know what you're fishing for?

People don't buy from you because they understand what you do. People buy from you because they feel understood.