How to sell things (like bear spray?)

“There was a grizzly bear in my backyard 2 days ago… right where my kids play…”

She pulls out her phone from behind the sales counter and shows me a photo…

“It’s calving season for the elk… the grizzly bears come around for that, and they’re really aggressive…”

The woman is clearly a local… and knows her way around Jasper National Park.

“Do you sell bear spray?”

A man shouts from behind a rack of clothing on the other side of the store.

“Yes we do - I don’t leave home without it… especially if i’m hiking alone…”

She sold me.

And the man climbing through the clothing rack to see the photo on her phone.

Now I have this can of bear spray to hike with:

People don’t buy things. They buy feelings.

Bear spray = the feeling of safety.

You’ve probably heard this before but it’s worth repeating:

People buy things based on emotion. And justify their decision with logic.

What are you selling? And why would someone buy it?

Understanding this will transform your marketing and sales copy in your business.

It will also allow you to create offers that people actually want to buy.

For example:

People don’t buy fitness courses.

↳ They buy the feeling of taking their shirt off at a pool party without embarrassment.

People don’t buy relationship books.

↳ They buy the feeling of companionship.

Make sense?

So ask yourself…

"Why would someone buy what i’m selling?"

And speak to that.

I’m off to hike around a lake here in the park.

And yes, I will be bringing my bear spray 🤣

- Adam