“The right belief is like a good cloak, I think. If it fits you well, it keeps you warm and safe. The wrong fit, however, can suffocate.”— Brandon Sanderson, Mistborn
It’s a fundamental truth of life: People believe what they want to believe.
One of the toughest things in the world to do is get someone to change their mind.
Political campaigns spend hundreds of millions of dollars trying to get small slices of the population to check a different box.
Once made up, a person’s mind can be impossible to change.
Someone reached out to me recently about prospecting and finding clients. He wanted to know how to “get them to realize how valuable a list is.”
I said: don’t.
Getting businesses to do something they’re not already doing is an uphill battle at best. Most times it’s impossible.
Fortunately, there are plenty of businesses who already believe in the power of email marketing.
So why try to sell to non-believers?
Instead, go find people who already believe what you believe.
And then, prove why you’re the best option to get them what they already want.
When you do this, your life becomes much, much easier.
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