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Secret to Success
Most people are looking for the secret to success; the secret to being a millionaire; the secret to winning at working. To help them find it, Amazon inventories 1,797 books promising success secrets, everything from "Mustang Sallies: Success Secrets of Women Who Refuse to Run With the Herd" to "The 21 Secrets of Self-Made Millionaires."

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List the Basics for Making Any Sale
There is a Ford Mustang for sale down the street. I've driven by it several times. It's a 1966 . . . or maybe a 1967. Every once in a while I stop in the middle of the street next to the car and look at the sign. All it says is "For Sale: $4000 obo" and the phone number. This tells me very little of what I need to know about the vehicle. It gives me no reason to call. No matter what you are trying to sell, and everyone is selling something, you need to provide the basics of your product or service.

Secret to Success
Most people are looking for the secret to success; the secret to being a millionaire; the secret to winning at working. To help them find it, Amazon inventories 1,797 books promising success secrets, everything from "Mustang Sallies: Success Secrets of Women Who Refuse to Run With the Herd" to "The 21 Secrets of Self-Made Millionaires."
Sell Them What They Want
Imagine you’ve decided you want a red mustang. You can just see yourself zipping around corners hugging the pavement. You see heads turning in admiration as they watch you whiz past. You can almost feel the wind in your face as you cruise along with the top down. You envision heads turning staring at you and your red hot car when you stop at the traffic light. You know they’re thinking if only it could be them.

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