Are you spending all of your time trying to convert people to your product, service, church, organization, or political party?

Get ready for the long, hard road ahead.

I’m not saying that it won’t work, I’m not even saying it won’t be worth it. It is just a very difficult, yet strangely widely accepted, road to take.

“Turn or burn!” the man yells from the street corner. What is he selling? Salvation or fear (or fire protection for that matter)? I don’t know about you, but I’ve yet to see anyone ‘turn’, no matter how loud he yells.
His goal is conversion.

Is that your goal? ‘Converting’ your prospects into customers? What does that tell you?

People have to change in order to become your customer.

They have to change in order to come to your church. They have to change in order to buy your product. They have to change in order to be in your club.

It takes a lot to convince someone that they should change. Even more to convince them that you’re the one that can change them.

But what if you could awaken them to a need that is already there? What if you could awaken them to their need that you meet? What if you could show them that they’re really already searching for what you have?

The trick isn’t in convincing them of their need, it is in finding the people who truly are searching for what you have, who have a need you meet.

Because of the difficulty and cost in finding these people, we had to convince people to buy our products. Now, thanks to the internet, permission marketing, and ever-advancing search capabilities, we merely need to awaken people to the need they already have and which we meet. In fact, it makes it much easier to find the ones who are already awake.

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Bonus Thought
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A more effective strategy is to position your product as an agent of change, not to expect your customer to be one.