Why sometimes people don’t believe what you say?
Even if we tell them about our service and the results that we will deliver, they simply are not ready. We have the best interest in our heart for them.

Yet all of our talks go over our customer’s head.
They still don’t believe Even if you clearly provide the solution to the problem they want to solve. So, what is missing in our talk?
In this podcast, we are going to discuss What mistakes that people make when they sell? What is something that will make your sales talk way easier without you need to push harder?

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How to slowly give pain to yourself?
Well, this is something I realized I was doing to myself till 2015. I have been using computers since 1997. I worked mostly on the Microsoft Windows operating system. I didn’t like to use Microsoft Windows because of many reasons. The new laptop or computer works very fast but after some time it gets really slow.

I hated it.
Microsoft Windows operating system crashes often. It’s easily gets affected by computer viruses. Many times, I had no other option other than just formatting my hard drive. And as a result, I lost so much information and data that took painstaking efforts to create.

You know how it feels.
In 2011, I met one of my friends, Mr Raj Badri who I used to approach if my computer needs fixing.  I would ask him if I want to know anything about computers and laptops. He insisted to buy an Apple Macbook because he thought I should buy it. I didn’t believe him. And I found Apple Macbook way more expensive than the average laptop that runs on the Windows operating system. So, I bought a laptop with a windows system that kept crashing often.

Raj Badri did not stop asking me to go for Apple MacBook.
He persisted. In the meantime, I lost so much data because of formatting the hard drive multiple times. Also every day, I have to be so patient to deal with the slow computer. No matter how much I repair it, the computer didn’t work faster. Raj frequently asked me to trust him and I had to think seriously.

Finally, in 2015, I bought a secondhand MacBook from Raj to try.
I was amazed by the features. The machine was working like a magic. Even after using it for the 3 years, it didn’t become too slow like the Microsoft windows laptops used to get in just 6 months. Then I bought another Apple MacBook in 2019. I didn’t think of any other option.

Now, here’s a small declaration.
I am not strongly advocating Apple MacBook if you are already happy with windows laptops. There can be some programs that Apple doesn’t support. Apple’s accessories are also very expensive. Your choice can be different from mine and I respect your choice.

I bought it because I liked Apple MacBook.
More importantly, Raj Badri convinced me to buy an Apple MacBook instead of windows laptops. He never explained the features, benefits, hardware or the results I was going to get. He sold me his confidence. He asked me to trust him. And I did. I don’t regret it. I wish I had listened to him before. 

Customers don’t buy no matter what you try to sell.
They don’t even believe you even if you sell harder or push too much. You show them the problems they are facing and you offer a solution. But they don’t listen. 

In this short episode, we are going to discuss two things.

1. What we think we should sell but people don’t buy?
2. What we really should sell that make people buy?

Let’s find out.

What do you see and hear in a busy market of a city?
It can be a vegetable market, cloth market or any place where there are a lot of shops that sell things. You hear a lot of noise. You see people shouting and everyone is claiming to be the best in the market. You see people show what they have got. They all are battling with each other. It’s a tough competition. 

They all are telling you about themselves.
They tell you how old are they in the market, they show you all the services and products they have. They tell you the results that they will deliver. But most of them are confusing because they all tell the same stories.

Most people do the same in our business.
They show people how good they are. They show all the fancy credentials that they have. Even in the latest job market, many employers don’t bother too much about credentials. In business, except a few professions such as Doctor, Lawyer, Pharmaceutical etc. customers don’t even want to know your credentials. When you open most of the websites, you will find a lot of companies tell what services they offer and what results they offer. Again, the internet is a crowded place.

Everyone is showing themselves as an expert.
They make crazy claims and some of them are scams too. Your customers get confused by this noise. They can’t decide to buy from you.  We don’t sell what we think we are selling. We are not selling credentials. This is why many professionals struggle to run a business because they believe their credentials will automatically run the business but they don’t matter much. We are not even selling our expertise because nobody trusts us before they try us.

The customers hear a lot of people telling them the services and results.
The customers are tired and want to protect their hard-earned money from some scammy business person who gives big promises and don’t deliver the results. So, the customers become alert when someone tries to sell to them. So, what we should be selling instead? Let’s find out in the second part, shall we?

When you have a toothache, you can’t think of any other pain in the world.
Last year, I visited my dentist because you know why. I had a toothache. And the dentist investigated and told me that I had to get rid of a wisdom tooth and also a tooth requires a root canal treatment. 

A root canal procedure sounds scary to me.
I tried to convince my dentist to do something else that is less painful. But he was quite firm on his advice. I didn’t want to go through the pain. The dentist told me the really bad consequences of not doing the root canal treatment. I asked about everything that he was going to do and I was even more afraid.

On the other hand, it was required to go through dental treatment.
He showed me some videos and pictures to convince me. None of his arguments convinced me.  Finally, he said something that convinced me immediately without scaring me or pushing me. He said, “Put your trust in me. I will take care of your worries. I will do the work that you want me to do and I will do well.”

The treatment went perfectly well.
The only thing that he convinced me is to allow him to do the work was just a few kind words. This is exactly what we need to do when we sell. What we think we sell is not our credentials, qualifications or degrees. We think we are selling our expertise and services but we are not. We are not even selling our results.

What we really sell is something that most people do wrong.
We are selling confidence. People will buy when you are giving them the confidence that your product is right for them and you are going to serve them as they expect. People are not too sure if your product or service is right for them. You can give the assurance that they are in safe hands. When you have the best interest about them in your heart, they can feel it.

People don’t know if you can deliver the results.
You need to tell them you have control from the beginning to the end. Give them the trust to allow them and give them the assurance that you care for them. They do not want to hear anything else when you give them the trust of doing the work. You need to create a safe zone if you are providing the service. So, don’t sell the credentials.

Your expertise, services and results are good to begin to convince. But more importantly, sell them the confidence, certainty, and control you have over the work from the beginning. They will buy from you when you sell your trust and care.

The One-Liner Report:

Why Customers Don’t Listen? – How to get them to listen to you with your One-Liner?

This report will show you how to explain your business in just one-line so that your customers listen and understand you as quickly as possible. Click on the button below and get a detailed ‘The One Liner Report’. It will take only 15 minutes to read.

We know our product should be of good quality. But what if we simply don’t have the resources or ideas to create the best product?
The most important reason for people to buy is not always the best product. Still, people focus on improving the features and benefits. And they even try to make it more beautiful.

So, how to sell our product when we don’t have the best product in the market?
In this podcast, you will know how people will buy the average or bad product for some reasons. You will also find out the exact framework that can help you to design the product and marketing message without worrying too much about whether it’s best or not.

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How people decide to buy candles?
Well, they just buy because it’s not too difficult to decide. Let’s say, one candlemaker says that he only uses the best wick and the finest wax in his candles. He sells a few dozen candles. Obviously, because he uses the best ingredients.

But can you believe that someone of poor quality can sell hundreds of candles?
Yes, it’s possible. There is another candlemaker who makes candles that are not as good as the best one like the first one. He makes candles for prayers only. It’s the candle that people use while praying. Even if his candles are not as good as the first candlemaker we talked about, he could sell thousands of those. Because he sells the purpose behind candles.

Selling purpose is a lot more effective than just the best product.
Most people can’t believe it. People work on improving the products. They add new features and make it beautiful. What they actually need to do is to connect the product to a purpose.

Almost 95% of the new products can’t sell.
It’s because they don’t focus on the problem the customers want to solve. If you read the book ‘offer craft’, you will find how the problems are very important in developing and selling the product.  In this podcast, we will talk about 2 things that will help you to sell the product even if you don’t have the best product.

1. Know the reasons to buy
2. Knowing the motivation to buy and not to buy
3. A simple framework to know the reason and motivation

Let’s dive in.

Almost 40% of people who go to McDonald’s in the morning, they buy only one thing.
It’s Milkshake. They found out when they have done a survey to improve the sales of their milkshake. They asked people of different age groups in a different locations about what they liked about milkshake and how can the milkshake be improved. They asked the customers whether they want the milkshake to be more creamy, chocolaty or fruity.

So the customer said what they wanted to say.
And the problem with the survey is that it can be wrong and that’s exactly what happened with McDonald’s. They listened to the customers and improved but the sales did not increase. A consultant called Clay Christensen and his team at McDonald’s did something interesting. He along with his team went to McDonald’s and for 18 hours straight. He just observed people who come to McDonald’s. He asked himself a question: “I wonder what job people ‘hire’ this milkshake to do?”

The concept of the ‘Hiring’ product is interesting.
It was developed by Clay Christensen who was hired as a consultant by McDonald’s. He found the theory called “Job to be done”. Instead of thinking of buying a product or service, he says that people are ‘hiring the product’ to do a specific job.

When you know the reason for ‘hiring the product for’, you can then improve the product better.
So, when Christensen asked himself, “I wonder what job people hire this milkshake to do”, he learned something interesting. He found that almost 40% of people buy milkshake in the morning. And interestingly, they just buy the milkshake only and nothing else. He found that people who buy milkshake in the morning are the people who have a long work commute and he wants to consume something that is not messy and will keep them full till lunch. They were not buying any other breakfast products but milkshake only. They understood the reason why people were ‘hiring milkshake’. So, they created a thicker milkshake with more fruit in it. It worked and the sales increased rapidly.

People buy for a reason.
You need to find out the reason why people hire your product, instead of buying your product or service. People ‘hire’ the product to do a specific job. Many times, the job is only for a few minutes or hours only. If you understand what job the customer hires your product for, you can improve your product or service tremendously. Now, let’s find out the motivation for people to buy and not to buy

What would you think when you want to move to a smaller house.
A builder based in Detroit was selling houses and flats to people who were moving to a smaller place. There can be people who are retired, divorced singles or people whose some of their family members have moved to a different place.

The builder did everything to improve the product.
He added beautiful things to the house. From Tiles, kitchen, the bathroom to windows, he made sure his house looks more beautiful than his competitors. He also offered at a similar price to other houses around. But still, he struggled to sell. His team was efficient in replying to the queries of potential buyers. But nothing changed significant.

They hired a consultant called Bob Moestra.
Bob asked some of his previous buyers about the reasons for buying the property from this builder. And he was surprised by the response. He did not expect the reason for people moving to the smaller place. 

The reason was something nobody could think of.
People chose this builder’s property only after knowing how they can fit the old furniture into the smaller house. They didn’t want bigger room or more rooms. Bob Moestra even asked the builder to raise the price. And against the high price, he offered free moving services and two years worth of storage for free. And the trick worked. When the sales of the entire industry went down to 49%, his sales increased by 25%.

Most of the time, people don’t buy for the reason what we believe is true.
You will be surprised by the reason for buying from you when you talk to them. Even if you have at least one customer, still ask that customer why they chose you. Now the question is how to find out the reasons and motivation to buy? Let’s find out.

As we discussed earlier, people buy for a specific purpose.
If you want to know why people buy, you need to walk in their shoe and it’s not possible when you are thinking of them sitting on the couch. When you talk to them, they explain their purpose, reason and motivation to buy in a specific pattern. It was designed by Paul Adams from the company called ‘Intercom’. It helped his team to design the feature and packaging of their product.

It’s “When ____, I want to _____, so I can______.”
Here, ‘When’ refers to the situation or the trigger. ‘I want to’ refers to the motivation and ‘So I can’ refers to the outcome. Let’s look at the example of what we have already discussed in this podcast episode.

In the example of McDonald’s, we can say, “When I’m commuting, I want to drink a thick milkshake, so I can drive and drink my breakfast without being messy and keep me full till lunch.” In the case of the builder of Detroit who sells houses to people who wants to move to a smaller house, we can say, “When I’m moving to a smaller house, I want to make sure all my old furniture is taken care of, so I can move my the things without stress.”

So, find out the reasons and motivation of your customers.
Listen to this podcast again to understand the various examples we have discussed.  What is the purpose of people who buy from you?

What outcome they are looking for after buying your product? Ask people why they choose you and more importantly, when exactly they decide to buy from you. 

The One-Liner Report:

Why Customers Don’t Listen? – How to get them to listen to you with your One-Liner?

This report will show you how to explain your business in just one-line so that your customers listen and understand you as quickly as possible. Click on the button below and get a detailed ‘The One Liner Report’. It will take only 15 minutes to read.

Before you launch your product, should tell everyone about it or not?
You should avoid showing your product while you are working on it because you will be exposed to your competitors. They will copy and release before you. Also, another way to find out if people will buy your product is to ask people before you launch. Because if you are making something that people don’t want, you will face a failure.

Yet, this confusion can be solved.
Find out why you should never tell everything about your product before you launch. Also, what should you do to make sure people will buy from you even if they don’t know about your product yet? So, that you can gain the advantage over your competition.

Right-click here to save this episode.

The founder of the personal computer is not known to anyone.
When we think of personal computer, we think of Bill Gates from Microsoft or Steve Jobs from Apple. But there was someone who was invented the personal computer well before Bill Gates and Steve Jobs.

It was released in 1981.
Adam Osbourne who created the first commercial portable computer. The weight of the personal computer was 12 kg and the cost was US$ 1,795. Interestingly, it was sized to fit under a standard aircraft seat. He moved the personal computer industry into a consumer marketplace with his innovation of all-in-one hardware-and-software packaging. By 1983, their sales reached to 100 million dollars. This is are a remarkable progress. Adam Osborne was shipping 10,000 units per month at their peak and were said to have 3 million units on backorder.

But they went bankrupt in only a year and how did it happen?
Other companies were copying what Adam Osborne has done. Compaq inherited the design and produced their first portable machine in 1983. And also few other companies started selling at a lower price. The competition grew very quickly in just one year.

Then Adam Osborne did something he thought will help him but he failed.
He started doing publicity for the second version of Osborne computer before he launched. He called the reporters of newspapers and magazine in a hotel in London and presented the computer. He thought it would generate the hype and it would help him to sell more of his Version 2 of his computer. He was going to launch officially in the next 2 months..

But the plan failed miserably.
Adam Osborne killed his own company. When dealers heard that a new better version of Osborne computers will be launching soon, they went ahead and cancelled all their preexisting orders for the current Osborne computer! And till Adam Osborn launches the version 2, other companies quickly copied the features of version 2 and successfully sold their units until Osborne delivers in the next 2-3 months. The much-hyped new model failed to appear in any quantity before the company collapsed in September 1983. 

And the cash flow slowed down and Adam Osborne had to file for bankruptcy.
When we are creating our product, we are too excited to launch. And why not? We put our heart and soul into it. We are very hopeful for it’s success. We want people to know what we are going to offer. But there is always a chance that people will steal your idea.

But how are going to know if it’s going to be successful or not?
We were told that we need to announce our product’s launch in advance. We need to get the feedback first so that we can know if people are excited to buy when we launch. Many marketers create buzz way before they release their product. As a results, they create the flood of customers rushing to buy at the launch.

In this podcast, we are going to discuss two things.

1. Why you should be secretive about your product before launch?
2. What can we do create the curiosity in our customers without telling too much about our product?

Let’s dive in.

Steve Jobs from Apple learned a big lesson from Adam Osborne.
As we learned earlier in this podcast episode, Adam Osborne’s idea was leaked and his company collapsed. It had huge impact on Steve Jobs.  As a result, he created a very secretive culture at Apple. Apple is notoriously known as one of the most secretive, tight-lipped companies in tech.

Secrecy is like a religion at Apple.
It has become infamous for its secrecy around new product announcements and launches. They want to surprise and delight the customers at the time of launch. They even have a very big team who make sure that information doesn’t get leaked. People are strictly not allowed to talk to each other.

People don’t even know what they are working on.
For example, people working on a 9.7 inch screen that didn’t know if they were working on a small laptop or a big phone. They realized they had been working on the iPad only when Jobs showed the product on the stage!

Apple does enormous research on what customers want.
They invest so much time and money to find out what will sell. They don’t want their competitors to know and also don’t want their customers know before they launch. Because as we said earlier, they want to surprise and delight the customers. Steve Jobs had a very strong instinct on what people will love to buy. That’s why being secretive about the product can work very well for you if you also know exactly why people buy.

But we don’t have that instinct like Steve Jobs and that can put us in trouble.
When we don’t know what will sell, we can not afford to spend months behind developing the product. It’s going to be disastrous for us. We need feedback from our potential customers in advance. Then we can have the confidence of making and selling the product. Marketers call it validation of the idea.

So, how can we find the balance?
We don’t want to crash the sales of our current product. At the same time, we also create the buzz for our future product. Let’s find out in the second part how to do it, shall we?

Bill Myers is one of the most underrated product developers.
He created many of the books on ‘How to’ topics, videos, CD or product development tools when very few people were doing. Also, people created more products using Bill’s products or software. In his over 35 years of career, he built many information products and software.

He hasn’t formed a big size company.
Instead, he has run a one-man shop. He built and sold dozens of products. If you see a lot of information products around, we can say that Bill was one of the first few people who started developing them. He got retired in 2021. Some of his products made over 6 figures of income. Not only that, some of his fans have bought all the products that he has made. He had a similar way of keeping things secret but still, he created buzz for his products.

He would never talk about the product before he releases them.
Nobody knows what product is he working on. But people know what is he doing? In the book ‘Offer Craft’, you will learn the element of ‘Big Problem’ while creating your marketing and sales message. It’s about finding the problem of the customers and deliver the solution. But finding a problem is not easy. You can know the big problem once you learn the system shared in the book ‘offer craft’. Go to Amazon and get the book.

Because Bill Myers was doing the same.
Bill talks about the problem. He would write about the problem and why it’s so painful. He would talk about why you must stop the problem immediately. He writes about the impact of the problem.  And then he would listen to the customers. He would gather the feedback and find out how the customers react to it.

He would listen to what people say when he talks or writes about the problem.
And once he finds out that the customers are ready to pay the price to solve, then only he would showcase his product.  As we talked about earlier, keep the secret about the features of your product.

Don’t talk about the product.
People don’t want the product. People want the solution. Talk about the problems first. Or else you will blow up the money. You will also lose the sales of your existing product. You can know how to do it, you should read the book “Offer Craft”. You should know your customers more than they know themselves. If you can learn the psychology of your customers, you will know why they buy from you and not from others.

So, talk about the problem before you launch your product. And then only showcase your product as the solution afterwards.

The One-Liner Report:

Why Customers Don’t Listen? – How to get them to listen to you with your One-Liner?

This report will show you how to explain your business in just one-line so that your customers listen and understand you as quickly as possible. Click on the button below and get a detailed ‘The One Liner Report’. It will take only 15 minutes to read.

Why do we avoid doing the work and have fun?
And even when we have fun or relax, we feel guilty for not doing the work. We feel unsatisfied and unhappy when we can’t finish our work.

After all, we have to do the work to run our business.
In this podcast, you are going to find out how can you deal with the feeling of regret of not doing the work. Let’s find out how can you enjoy doing your work?

Right-click here to save this episode.

What makes people happy? Is it work or free time to have fun?
You might have heard of an author called Mihaly Csikszentmihalyi. He wrote a book called ‘Flow’. The spelling of the author’s name is a bit complex to share here. Just google the book called ‘The flow’.

It was at the start of the positive psychology movement.
He was looking at what makes us happy at different times of the day, based on the behaviour. He used something called” the experience sampling method”. A pager was used to communicate before mobile phones were introduced. What he did was, he had few people as participants carry a pager, and the pager would go off randomly throughout the day. Something like eight times a day.

Now, when the pager went off, participants were to stop what they were doing and fill out a questionnaire.
They have to answer two questions and the answers were surprising. Number one, what are you doing right now? And number two, what are you feeling? what he found was that when people said they were working, they listed higher self-esteem. They felt more purposeful. And they felt more confident and more directed. 

But the replies from the other was even more surprising.
When people were at leisure, they felt more depressed. And they had less of a sense of purpose. It’s something that was not expected. Then another question was also added. They asked, “Do you wish you were doing something else right now?” When this question was asked to people who were working, They said yes. And when people were at leisure, they said, No. It’s interesting that doing something that they listed something as “Yes, I am happier when I do this. And not as happy when I do this.” 

It was different.
It was a really interesting experiment. They were so conditioned to view work as something they want to avoid at all costs. Even earlier they said that they wanted not to be doing the work anymore.  But we all are doing the same. We all are conditioned like that. There are some aspects of work. But I’m not saying you can just shift your mindset and whatever it is you’re doing now, will suddenly become enjoyable.  

And there is a way to change the way you look at the work that you do.
When I read this book ‘Flow’ a few years ago, it started to change the way I approach work, I started looking for satisfaction and enjoyment in work, as opposed to trying to avoid it as much as possible. I realised that might be hard to visualise, asking you to think of work as being enjoyable, might be the same as asking you to believe that pain could be enjoyable. So how can we change the way we look at work? We hate working, but we need to work. So what can we do? Let’s find out.

It’s been said that we are naturally just like what we already are, but it’s wrong.
It’s just happening on autopilot. That means it’s just a habit. And habit can be changed and it should be changed if it’s not helping us. I want you to focus on another benefit of what you’re going to learn today.

We don’t consciously choose to be lazy.
We become lazy on autopilot mode. We really want to do the work. But we avoid doing work and we repeatedly avoid the work. And guess what, what we do repeatedly over and over again, we create that habit. We have created the habit of avoiding work. We avoid the work and keep avoiding the work without being aware of it. Now what to do to deal with the problem.

I want you to think about a couple of things.
I will ask you to think over two questions and give answers to those questions. Number one, what does it cost you day to day regarding how you’re feeling? I want you to take a moment and write down a list of things. laziness is costing you. Maybe your laziness costs you self respect, respect from others, and happiness. When we don’t finish our work it also affects our peace of mind and confidence. The pain of regret is more powerful.

What are you going to think after 5 or 10 years?
You don’t want to look back at today’s time and say I wish I could have done that. We will lose self-respect. Our laziness cost us self respect. We start hating ourselves when we realise that we’re just avoiding work. We feel good from the outside, but from the inside, we feel guilt. We see ourself as a loser. We deserve to be respected but we may not get respect from ourselves and others because we haven’t achieved anything significant.

Think about that.
We are looking for prizes, rewards, recognition and fame all These things are not possible without the required work. Whether you do the work or don’t do the work, there will always be consequences. The quality of the results or outcome depends on the quality of the work you do. Now, let’s go to the second question.

The second question is, what success is it keeping you from?
I found when I was procrastinating a lot, that I never really had any free time. my free time was spent worrying about all the things that I was not doing. When you don’t work, you are stagnant. In many cases, you are going backwards. Every minute and every day, you get an opportunity to move forward.  What’s the best way to have a balance between work and leisure? Let’s find out, shall we?

If you know any artist like painters, musicians or chef, you will notice that they have a wonderful balance between work and fun.
You will even find it difficult to differentiate between their work and leisure. Everyone is an artist, including me and you. We all are here to create great things and great things are highly rewarded. We too find it rewarding after doing work with greater love and care. When we pour our heart and soul into creating things with our work, we feel happy. And that is the time when it’s difficult to see the difference between our work and fun.

The purpose of this podcast ‘Love Your Business’ is the same.
Where most business people run behind some shiny tactics and strategies that 5X or 10X their income that doesn’t work in the real world. The strategies of these new-age internet gurus keep us more involved in our work and drain our energy. We feel tired after work instead of feeling good after work. We don’t think of the life we want to live, but instead, We keep chasing the dream others are asking us to follow.

That’s not how we should be working.
In the introduction of every podcast episode, you will find a message that this ‘Love Your Business’ podcast isn’t about magical tactics on running the business that makes you bored and tired. Instead, it’s about how to Love Your business so that you can enjoy doing it and enjoy more time for yourself.

The reason is quite obvious.
Many business owners hate doing things they need to do. People lovingly start their business to live life with freedom but end up chasing their tails. This podcast shares not only knowledge but also develops skills of running a business without stress and frustration.

The core philosophy of our business is to do the work with love.
We didn’t lovingly start the business to have less freedom but to have more freedom to do the things we love to do. So that we have more time for ourselves and our family. That’s what we strictly follow. And you should do too.

So, find out what in your work can make you feel happy.
We can’t avoid doing the work but we can find the reason to love what we do. What are the parts of your business that can help you gain self-respect, respect from others and happiness? Find out what part of your work can give you peace of mind and confidence when you complete the things you started. Regret for wasting time will be painful than the pleasure of avoiding the work.

After 5 or 10 years, You don’t want to look back at today’s time and say I wish I could have done that. Do something today with fun that your future self will thank you for.

The One-Liner Report:

Why Customers Don’t Listen? – How to get them to listen to you with your One-Liner?

This report will show you how to explain your business in just one-line so that your customers listen and understand you as quickly as possible. Click on the button below and get a detailed ‘The One Liner Report’. It will take only 15 minutes to read.

Whenever you are given tips on branding, You are advised to change hundreds of things to distinguish your position in the market. In reality, all you need are tiny little changes.

If you want your customers to look at your brand as interesting and superior, you don’t need to change your product.
You are going to like this podcast because You are going to know how you can position your brand so that more people say yes to you with some tiny but very important tweaks.

Right-click here to save this episode.

How can you look at one thing from two different angles?
Two friends are arguing about whether it is ok to smoke and pray at the same time. They decide to settle the argument by asking a priest. One friend asks: “Is it allowed to smoke while praying?” – and he was told no. Of Course not, you should be focused while praying and do nothing else.

Now, here’s the twist.
The other friend asks: “Is it allowed to pray while smoking?” – and is told yes, you could pray anytime, anywhere! Just small changes in framing lead to huge differences. This art of ‘framing’ can get people to change the way they think and respond to you. It’s happening because our mind looks at something and thinks according to the situation, not just things alone.

If you know how to do ‘framing’, you can position yourself and your brand whole differently.
It has the power to get people to pay attention to you. ‘Framing’ is used intelligently by many successful companies to sell their products. They have a common product or service but they can win against all competitors. It’s because they know how to get people to look at their product whole differently and get them to say ‘WOW’.

In this podcast, we will find out how you too can look different even if you are the same as many others in the market.
You are going to learn how you can beat the big corporations by presenting yourself from a whole unique angle. In this long podcast episode, We are going to discuss 3 things.

1. How to get customers to pay attention to the interesting thing of your product?
2. How to position the interesting part of your product?
3. How to look better against your absolutely similar competitor without changing your product?

By the end of the podcast, You are going to know how you can position your brand so that more people say yes to you. Let’s discuss, shall we?

David Attenborough is one of the best people to teach about wildlife, nature and earth.
I was watching some of his series on Netflix recently. Such as Our planet, a life on our planet and Life in colour with David Attenborough. He can turn a seemingly boring and very common thing into a very interesting thing. When you watch his videos, he shows you the entire garden and a lot of flowers. And then he picks up just one flower and ignores everything away.

He gets your attention completely on just one thing by ignoring everything around it.
He would say, “Look at this sunflower.” And You can’t get distracted. Because he knows that if he presents everything as important, nothing is important. If you too are trying to get people to pay attention to everything, they will not be interested.

That’s how professional photographers teach amateur photographers too.
A professional photographer teaches techniques to draw attention to something interesting in a way that viewers eyes are attracted to it. They start with teaching how to crop. If you want to focus on the iconic, you need to get rid of clutter. You need to eliminate what’s not important. You don’t need to show everything.

Focus is everything and people will focus on what you want them to focus on.
Professional photographers teach to focus on something really emotional and interesting. Select to focus on something interesting and your photos will be interesting. If you learn this, your photos will be far better than most photographers out there.

In the same way, you don’t need to get your customers’ attention on everything that you present.
Just find one feature and make it interesting. Make it really interesting. If everything is interesting in what you offer, then nothing is interesting. Get people to pay attention to just one thing. That one thing can be just one solution, benefit, feature or promise. Ignore the rest. Then you should do what the professional photographers do next, which is called ‘positioning’. Where in your photo should the main feature or object be positioned. Let’s dive in, shall we?

People find something interesting when it’s off the mark.
There was a famous English painter called John Thomas Smith. In 1797, he came up with a rule to create better scenic paintings. He named it the rule of thirds. We don’t look at the picture in just one piece. We create an imaginary grid of nine panels in one picture. Just like a tic-tac-toe board. Two lines horizontal and two lines vertical intersecting at four points and making nine equal-sized rectangular areas.

John Thomas Smith asks you to do something interesting.
Instead of the centre, you paint the most prominent object at one of the four intersections. Slightly off centre. Why? Because that makes it easier for our eyes to unsettle through the painting. Placing the iconic object right in the centre doesn’t allow you to know how your eyes should move.

Unequal partitions and placement lead to better attention on the whole painting.
You can place anywhere slightly away from the centre. Every photographer and painter have their own style of placing objects. Understanding how our mind processes things are what is important to understand positioning and placement.

You need to follow two rules for good framing of your product

1. Crop. Focus on the iconic object and get rid of the clutter. Not everything is important
2. Position. Put the iconic object where people’s attention would flow with ease. You need to place your product slightly off the centre where people can comfortably look differently.

Let’s find out how different brands are positioning themselves.

Do you want to sleep better or meditate better? Or do you want to do both things better?
Surprisingly, a mobile app will suggest you do this. There are two mobile apps called ‘Headspace’ and ‘Calm’, which provide an almost similar solution. Both applications are meditation apps that you can install on your phones.

So, how do they communicate their solution?
The tagline of the Headspace app is ‘Less Stressed, More Resilient and Happier’. Whereas the tagline of the Calm app is “Sleep better, Stressless and Live better. Both are offering the same but guess which is doing a lot better than another one?

Headspace started two years before Calm.
But Calm app is a more popular app and it’s growing faster and recently valued at over $2 billion dollars. They grew faster than headspace because of their positioning. They both have the same market and they provide the solution. Yet, they both are seen differently by their customers because both apps are positioning themselves differently.

So, how both are sending a different message even though they both do the same work?
The Calm decided to focus on solving sleep with meditation. Headspace merely focuses on the whole meditation market and doesn’t focus on anything specific. As investor Sarah Tavel says, sleep is a problem for everyone. Whereas meditation is merely a desire for some.

People pay for the problem they want to solve more than the things they just desire.
Better sleep is just a more painful problem. It is a way more pathetic problem for those who can’t sleep. They know how it feels due to insufficient sleep. Not everyone is interested in meditation. If you compare both ‘better sleep and meditation’, better sleep is more of a need for people whereas being better at mediation is only a want.

In the book ‘Offer Craft’, we show people how to find the pressing and important problem.
Most customers can’t tell their problems. It’s not because they don’t want to tell. It’s because they don’t know how to say it. The system in the book ‘offer craft’ will show you the exact process to find the most important problem they are facing and how to come up with the product or service that solves the same problem.

The Calm app grew faster than its competitors because the founder found out the exact problem people face and ignored the rest.
The book ‘offer craft’ will show you how to find that one important problem rather than so many problems. It’s available on amazon. Go to Amazon and buy the book. Why? Because when you get your customers to focus on the more important and pressing problem, you’ll win. You can also position yourself with the benefit without talking about the problem. Let’s find out how.

You can build a website with e-commerce for free.
Shopify and WordPress are two giant software platforms people use to create and host their websites. Millions of websites run on both these platforms. And from the solution point of view, both offer similar benefits. Both provide almost equal features. You can blog using both Shopify as well as WordPress. You can sell your products through both of them. They both give the flexibility to build the website the way you want.

WordPress started few years before Shopify.
Most developers will even say that WordPress is richer in terms of features and more adaptable. But from a revenue point of view, Shopify is way ahead of WordPress. WordPress started as a blogging platform and then added other features like e-commerce. Whereas Shopify started as an e-commerce platform and then added features like blogging. While today, both have the same features but their positioning is still offering the same as when they started.

Both have the same features but they offer differently. And that makes the whole difference.
WordPress’s tagline is: Create a free website or blog.

Shopify’s tagline is: Start a business, grow your business.

For WordPress, building a website or blog is positioned more importantly, and e-commerce is the secondary feature. And it’s the opposite for Shopify. Well, Shopify built the online store as their main feature and blogging are positioned as just a very minor feature.

Your features and benefit can make a big impact in people’s mind if you do it tactfully.
And as psychologist Solomon Asch shows, the first word sticks. Asch asked two groups of people to judge a person. Let’s find out what he did. Listen carefully and judge yourself.

The first group is asked: John is envious, stubborn, critical, impulsive, industrious and intelligent. In general, how emotional do you think John is?
The second group is asked: John is intelligent, industrious, impulsive, critical, stubborn and envious. In general, how emotional do you think John is?

The results?
The first group judged John as a much more emotional person. If you’ve heard the description closely, you know that the same 6 words are used to describe John. Just their ordering is different. But a brand is formed with its first impression.

People will connect your company’s positioning to the first main benefit you offer to them.And not to all the features that you’ve built. So make sure you lead with your main most in-demand feature and not the first feature you started out with.

That takes us almost to the end of the podcast. Let’s find out what actions you can take after this podcast?
Just small changes in framing lead to huge differences. This art of ‘framing’ can get people to change the way people think and respond to you. You need to focus on just one important aspect and crop all the other things. Place your best object where people pay attention easily. You need to place your product slightly off the centre where people can comfortably look differently.

Also, people pay for the problem they want to solve more than the things they just desire.
People will connect your company’s positioning to the first main benefit you offer to them. And not to all the features that you’ve built. So make sure you lead with your main most in-demand feature and not the first feature you started out with. Don’t hide the most important benefit or solution amongst all the other clutter.

If you show everything as important, your customers find nothing as important. It’s your job to get the attention where you want them to.

The One-Liner Report:

Why Customers Don’t Listen? – How to get them to listen to you with your One-Liner?

This report will show you how to explain your business in just one-line so that your customers listen and understand you as quickly as possible. Click on the button below and get a detailed ‘The One Liner Report’. It will take only 15 minutes to read.

Most people don’t start working on their goals or projects because they wait for perfection. If you too are obsessed with perfection, unfortunately, it can never happen.

In this podcast, you will learn how a simple rule can get you out of your desire for perfection. As a result, you will finish more tasks and even faster without feeling bad about yourself.

Right-click here to save this episode.

If you follow a simple rule shared in this podcast, You are going to dramatically change the way you do things?
When I wrote my first article, it took me one month to publish. I wanted to make it really good and why not? I decided to publish an article every week. That’s the bold promise I did to myself back then. But ridiculously, it took 6 months for me to publish my first 4 articles. There were stupid reasons for taking too long to do things.

Anyways, things are now drastically different and better.
In the last 10 years, I have been writing articles every week. I write articles, creating content for my courses, editing my website (yes, I write everything that you see on my website mayurbardolia.com), creating videos and now, I am releasing podcast episodes every week. There were few exceptions where I decided to take a break for 1 or 2 months. I took such breaks 3-4 times. But mostly, I have been consistent. People sometimes ask me how I get so many things. You too can do more things. In this podcast, You will also learn a simple technique that will help you to do more things and do things faster. Let’s dive in.

Imagine you are going to a business networking meeting.
You see other smartly dressed people. People come to you and talk to you. You feel shy and terrified because you feel you will be judged by the way you look, walk and talk. So, you avoid meeting people because you think it’s not the perfect time and place to meet people. You think you are not quite ready for it yet.

That’s not how you should blow up the opportunities?
The desire to look perfect or do perfect will never help you to get started. The reason why you want to be perfect is not only because you want to be liked and accepted by others. But rather it’s because of fear.

You don’t want to fail and you don’t have the fear of failure too.
It’s the fear of taking the first step. It’s the fear of being seen. People are too afraid of criticism and that’s why they avoid doing things. It’s fear of getting rejected that has kept people dreaming about their goals. To deal with these fears, people want to do things perfectly so that they can get approval from others. So they can avoid being criticised. It’s too energy and time consuming to seek perfection. It’s extremely tiring to work till you are perfect. So, what’s the best way to get out of this endless journey of perfection? Let’s find out, shall we?

What’s software is used by the most professional photographer to edit the photos?
The answer is Adobe Photoshop. It was originally created in 1988 by Thomas and John Knoll. They have released 20 versions so far. It started as version 1,2, 3 and since their version 8, it’s called CS, CS2, CS3 and so on. But why do they need to release updates after updates? Does it mean that they could not create a perfect version in their first release? What makes them create new updates frequently? Photoshop gradually adds more and more features as time goes on. Also, Photoshop asks their customers what improvement they are looking for. Customers tell Adobe photoshop when they find any bugs.

You too should do something similar.
I believe in doing something similar. I believe in doing things when it’s almost 70% right. You can never do 100% initially. Whenever you feel you 70% completed, just release it. No company or no product is 100% completed when they are released. You can start and get it perfect later on. You always have the freedom to add, delete or replace whenever you require. None of my product or article is 100% right. I just publish it and make changes whenever it’s required.

The first edition of my book called ‘Offer Craft’ was given to people to check.
It was not published for the public. I got the feedback and did the changes. Then I published with some changes. After 6 months, I released the second version of that book with some changes again. If I would’ve waited for 100% perfection, I could’ve never published any of my courses, products and articles. It’s not about being too average.

I am not asking you to release things that are disgusting or boring.
I am not even asking you to release without doing a self-check. But I have found that most people just don’t get started because they wish they must do things perfectly in the first trial. Sometimes, your incomplete will give you the success that you are looking for.

One of my courses accidentally became a superhit in 2014.
I was asked to give a training to a staff of more than150 people at a company. I had to deliver the training program on marketing and sales using the techniques of Neuro-Linguistic Programming (NLP) and Hypnosis. After preparing the content for many months, the company didn’t schedule the training event. I was so sad because I did a lot of correction because they wanted me to do so. I was disappointed. I was looking at my content that took months to prepare and wondered what to do.

Somehow, I decided to turn the same content into a course.
I used that content and created the course called ‘Conversational hypnosis: How to communicate hypnotically?”. I put efforts into creating the course and used all the resources available at that time. I published it with as much correction I could do. I published it on an online course portal called udemy.com. I put myself on the platform from where the whole world can buy my course.

An almost accidental course pulled enormous success to me.
I launched my course not only on udemy but many other online course sites. The course ‘How to communicate hypnotically?” attracted more than 5,000 students from 140+ countries. If I would have waited to make it perfect, I could’ve never reached a massive audience. The course is still available and it’s not changed at all. Still, a lot of people are enrolling every single day. You can go for what you have now.

The biggest brands like Apple, Tesla, Google, Amazon never had and will never have a perfect product or service.
There is no such thing as a perfect product or service. The perfect product or service that people want is with you right now. Your customers don’t even know what is 100% perfect. They will find your 70% perfect product as their 100% perfect product.

Can this podcast be 100% perfect?
No or Yes. Can I add more stories to this podcast? Can I make it longer? Should I add more and better music? Should I delete something and add something more interesting? Yes and No. It’s better to be imperfect than not doing anything.

If you are ready with 70% of what you can do, it’s good to do go. You can always tweak the rest 30% later. You can fill in the remaining 30% later on. How about giving yourself the permission to start where you are right now with what you have regardless of how imperfect or incomplete it is.

The One-Liner Report:

Why Customers Don’t Listen? – How to get them to listen to you with your One-Liner?

This report will show you how to explain your business in just one-line so that your customers listen and understand you as quickly as possible. Click on the button below and get a detailed ‘The One Liner Report’. It will take only 15 minutes to read.