The reality of business is that there is no single, magical thing you can do to get people to buy your product or service. However, if you focus your marketing efforts on inviting people into a trusted relationship with your brand, not only will you sell more products, but customers will start thinking of you as a friend who is helping them on their journey to solve a problem.

Our innate desire is for people to just simply understand on their own how our products can help them solve their problem, but rarely does that actually happen. Because of that, simply asking people to buy our products doesn’t work. At least not without building a trusted relationship first.

You’ve heard me talk about the importance of a sales funnel before – which is a lead generator connected to an email nurture campaign for those that missed class. But in order to understand what your sales funnel actually needs to accomplish, you first need to understand the stages of a relationship. Relationships have rules.

Every relationship goes through these 3 stages:

  1. Curiosity
  2. Enlightenment
  3. Commitment

Your potential customers are not interested in being enlightened about you until you capture their curiosity. They will not commit to you until you have enlightened them and started to build trust. And they will not commit to you unless you ask them to – at the right time.

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