Well, here’s the trick about money. The understanding that it is available in unlimited supply and readily replaceable changes everything. - Dan S. Kennedy

I'll give you an actual example. Pamela Yellen, the CEO of the Prospecting & Marketing Institute, based in Santa Fe, New Mexico, and I were conducting a multiday seminar for her clients — corporate executives and general agents from life insurance companies — about new methods of recruiting agents. Even though the attendees had paid a very high per-person fee to be there, most had traveled great distances, and the subject was of critical importance to them, we both noticed that on breaks, what most of them were talking about was where they were going to go play golf that evening when the seminar let out, the next morning before it started, or the day afterward. Both Pamela and I made note of how important it was to these clients of hers to get out on the golf course. This led to one of the most unusual ads Pamela has ever written and run in her own industry's trade journals, with the headline: “Puts Recruiting on Autopilot So You Can Go Play Golf!” The entire ad is reproduced on the following page, Exhibit #3. As you'll see, it sold the system we devised for insurance agent recruiting, but it did so circuitously, by emphasizing the hidden benefit: you'll get the job done with less time invested, so you can spend more time on the golf course.

My “10 Smart Market Diagnosis and Profiling Questions” What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling? What are they afraid of? What are they angry about? Who are they angry at? What are their top three daily frustrations? What trends are occurring and will occur in their businesses or lives? What do they secretly, ardently desire most? Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical) Do they have their own language? Who else is selling something similar to their product, and how? Who else has tried selling them something similar, and how has that effort failed?

The goal is understanding. To persuade someone, to motivate someone, to sell someone, you really need to understand that person.