The way to sell anything is the same way that you sell fine art.
Huh?
That’s what I thought, but when you read about it, it makes perfect sense. Hugh says that when someone buys a painting for $40,000 dollars, they are not just buying the canvas and the paint that is stuck to it. They are buying the MYTH, the story that comes with the painting: “This artist grew up in country X, the lived through this war, they were heavily influenced by artist X, Y, and Z,” and so on.
So what does that have to do with selling widgets on a website? Everything, apparently. If you can sell a piece of fine art then you can sell anything. It’s all about the story you wrap it in.
This really works with anything and you just have to explore the idea a bit. Realize that if someone stumbles on to your nicotine gum website and is thinking about buying something to help them quit smoking, your job is to tell them a story about themselves and quitting smoking. You have to make them believe that your product or your service is going to complete the fantasy that they have living in their head.
When people talk about fine art, how could you possibly sell it to someone if there was no mythology involved, no history there? People aren’t going to pay for paint stuck on a board…they want something that resonates with their soul….with the way they experience life. They want someone to confirm the story that they are telling themselves.
So if someone wants to quit smoking, you have to keep telling them their story, and do it in a way that makes your product appealing. You have to do it in a way that makes your product fit into their worldview.
This is how to make money selling stuff online. If you want passive income then you have to set up something that can deliver this kind of targeted value over and over again.
People don’t want a product. They want a story they can live with. Give it to them and you’ll be rich….