Logic doesn’t sell. Emotions do.

You need to find the emotional story that convinced you the product you are selling is the right one. Forget the logic side of the argument.

When telling your story to someone else remember it needs to be something a 10 year old can understand. (Or, if you are a Michael Scott fan, make that a five year old.)  The emotional story about why you love your product needs to have a “remember when” or “kind of like” part in it.

I remember when a group of great new loan officers started working at Home Town Mortgage and I didn’t want to lose them to a competitor because I didn’t advertise.  I remember thinking that instead of paying for advertising, I needed to show them how to build a referral business.  Ah ha!

It’s kind of like the first time you fell in love. You didn’t need to write down the girl’s name and where she lived. You remembered it because it was important.  Ah ha!

What’s your “remember when” or “kind of like” story as it relates to your business?  Can you feel the emotions coming back?  Can you tap in to the “ah ha” moment?

If you can, go out and share it!  And if you can’t, maybe it’s time to look for a new product.