Q: How to Sell Anything To Anyone?

A: Make something people want to buy.

I have never seen this concept articulated in such an obvious, simple and straight-forward manner. It’s not about making people want to buy something that you’re offering. It’s making your offering something they want to buy.

That’s the theory. The application is what takes a lifetime to master.

An entrepreneur’s primary task is to make something people want to buy.

And that’s where most of them get stuck. They dream up of ideas that they hope will make people want to buy what they have to offer.

Making something is not necessarily a physical process. It can be conceptual.

Politicians for instance make themselves wanted by not getting influential figures endorse them. The objective behind political endorsements is to make candidates something that people want to buy (by voting for them).

The iPhone became something that people wanted to buy by being exclusively available to a select few while turbo boosting its awareness. Humans being humans reacted the way we do when something that everyone is talking about is made available to a few: we want it like crazy. The marketing team did not touch the product. The team simply created a hunger.

Selling anything to anyone is that easy. In hindsight of course!