The other day I was at this burger shop at the mall.

I was going to see a movie, and doing some journaling in the food court.

The picture of the burger looked really enticing.

But then when I got it, I was a little underwhelmed.

A lot of products are like this. Big and fancy on the box, not so much when we open them up.

Other products are the opposite. Like this one hole-in-the-wall, hidden behind some furniture store steakhouse where I used to live.

I didn’t even know it was there until somebody told me.

But the food was AWESOME.

When things BEAT our expectations, we feel like it’s the greatest thing in the world.

But when things fall BELOW our expectations, they are the opposite.

Even if the same thing can be AWESOME if we were expecting it to be crap. Or we’ll think it’s crap if we were expecting it to be awesome.

This is one the reason sales and marketing can be really hit or miss.

Since most of us carry around a vague set of ideas, wants and desires, those that come up with sales slogans are always guessing what’s going to work.

If you’ve ever been in involved in any marketing campaign, you know it’s ALWAYS risky.

Even when talking to somebody one on one, when you’re getting ready to “close” it starts to become nervous time.

Whether you’re asking for the date, asking for the sale, or simply getting ready to recommend a vacation destination for this year’s trip, it can be difficult.

Because we all fear rejection, AND we tend to imagine the worst case scenario on some level.

So when we throw OUR ideas out there, and HOPE they are accepted, it’s pretty nerve racking.

On the other hand, when we know a little bit about the person we are talking to, AND we structure our “proposal” in a way to BEST MATCH their “model of the world,” it won’t be nearly so hard.

That same idea of them having a bunch of vague dreams and desires can be used in our favor.

Just present your ideas so they can “fill in the blanks” with their own details, and YOUR idea will seem a lot more like THEIR idea.

Even talking to people that you’ll never see again will be a lot more fun and rewarding.

And they’ll remember you forever.

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Covert Hypnosis