• Look at this video I created

• Look at how I made this video go viral

• Look at the results I got for my previous client

• Look what I can do

• Look how good I am

What is the similarity between all these statements?

They are all selfish!

All about yourself, Portraying to the world - how good you are and what you have done.

I don’t blame you for using these statements, I use these statements all the time because humans are selfish - that is how we are wired if you think from the perspective of evolution.

Survival is the top priority of any animal and you can’t survive in the long term if you are not selfish.

So you are selfish, I am selfish, and all the people you admire are selfish!

BUT

All great marketers, Entrepreneurs, salesman, creators have mastered the art of being selfless when the moment demands it the most!

The Case of the Irritated Lady

Imagine you are a door-to-door salesman selling a pair of sunglasses on a Wednesday afternoon.

You go to the first location - A lady rushed out of her house as you rang the bell thrice. She is almost irritated to see you at her main door because she is busy and she has 10 other things to take care of!

At this point:

You have two options on how you start a conversation

Let’s go through both scenarios one by one to understand the importance of being selfless

But before that…

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Okay back to the irritated lady now!

The Selfish Approach

You start by showing her the sunglasses and you start telling her about all the features the sunglasses have and how it is the best sunglasses in the world!

The moment she senses the desperation in your voice - She gets even more irritated and politely says no and the worst-case scenario slams the door in your face!

You see this is the situation of every person in this world - Everyone is busy and has things to do. They are bombarded by marketing emails every day.

Hundreds of different businesses are trying to sell them every day.

As an Entrepreneur/marketer, you have a chance to reach millions of customers like that lady at once but the situation is similar - They are all busy!

Every time you create a video, create an ad, or write a cold email - Imagine the busy lady and you will instantly produce 100X better output.

Now let’s see what happens when you become selfless - You think from this lady’s point of view.

The Selfless Approach

A lady rushed through the door after you rang the bell.

You quickly introduce yourself and greet her with a smile on your face, sympathizing with her about how it is a hot day and asking her if everything is alright as she looks stressed - By just doing that you have now created a relaxed environment.

Now you tell her about the sunglasses you have and ask her to try them herself to see how they can relax her eyes and stress instantly.

As she tries the sunglasses you may go a step beyond and give her a compliment about how they look perfect on her face!

• Now she is relaxed!

• She is feeling good because her eyes feel soothing

• She also feels good because you complimented her

She asks you for the price and maybe asks you about your company etc

Now you tell her all ‘I’ this and ‘I’ that selfish B.S.

Even if you do not sell in this scenario - you have created a positive perception of your brand in her mind.

In the future, if she encounters your brand again - The chances of her buying are much higher!

You don’t need sales hacks and tips!

If you cannot put yourself in your customer's shoes- no sales tip is going to work.

• If your cold emails are not getting replies

• If your videos are not getting views

• If you are unable to sell your products

• If your ads are not working

• If your Tweets are not getting likes

Flip the narrative from ‘I’ to ‘YOU’

Get out of your shoes and your problems - Put yourself in your target customer's shoes and think about their problems and desires.

The more precisely you can do this one thing - the better results you will get as a marketer.

You cannot sell by telling the features of your product/service you can only sell by telling how it can change the life of the person you are selling it to.

How it can fulfill their desires, not YOURS.

I think you got the point!

-Akshat