Middle Truth
The hero’s truth is glory, conquest, and protection. The villain’s truth (competitor) is glory, conquest, and protection. Your villain does not see himself as a villain. In his story, you are the villain.
“We will match the price of our competitors on any similar product.” With one sentence, he converted us from relational buyers to transactional ones.
How 2 hairstylists make over $20,000,000.00, five bucks at a time. Now that’s supersizing!!!
Inflation has spiked, supply chain issues persist… and your customers are likely being protective with their dollars.
Since March 2020, some businesses are hiding behind an excuse. We don’t have anyone to work. Blah, blah, blah.
He did it successfully in the 1920s. Only now they call it content marketing with lead magnets, tripwires and a funnel.
An opportunity to save money today overshadows an opportunity to make money tomorrow.