I’m selling stuff online for the first time. It’s hard. Here’s what I’ve learned.

You own stuff because a mastermind group of expert storytellers (a group you will never meet) convinced you that stuff is worth owning. Strange how anonymous people can persuade you into giving away your time and attention.

When you market a product, your job is to engineer its perception of value. When you are selling something, you must know why someone would want to buy it.

You need to be precise. State, exactly: what is this for?

The product is the hero of the customer’s story. This product will either make you better, or it won’t.

Your product doesn’t need to solve new problems. Perhaps you can help us clean our teeth better than the other toothpaste brands.

If your product isn’t solving a problem, it’s not a product. It’s a placeholder. “This toothbrush doesn’t even have bristles.. why are you keeping this?”
To remind me to buy a better toothbrush.

Spent 100 hours building it? Nobody cares. We don’t read books because the author spent 16 years writing them. If the book is good, we’ll read it. If the book sucks, we won’t. You’ll never see, “and the author spent 1,478 hours of their life writing this book!” printed on the back cover. Don’t guilt trip your customers. Nobody likes feeling guilty. Keyword: feeling. Every single word, every single design choice must play a part in crafting the right feeling.

The road to success rarely looks like this:

good move -> good move -> good move

It usually looks like this:

mistake -> mistake -> mistake

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