Yes, you read that right. Think like a sociopath.

I do not mean pitch up at your meeting with duct tape and formaldehyde, that’s illegal (Unless it’s a hobby).

Instead, what I mean is to adopt the mindset of the sociopath by studying your market and your victim, er, client.

The reason sociopaths (and psychopaths) are successful in finding victims or silly people who follow strangers into the woods, is because they get into the minds of their “clients”.

They study them; they relate to them, and they make them feel comfortable. Do this with your clients and only then can you go in for the kill sale.

It’s no coincidence that people with narcissistic tendencies or who adopt sociopathic behaviours are likely to be great marketers, spin doctors, exceptional brokers or CEOs… they are able to win people over and create rapport. So, adopt the mindset.

Get into the mind of your client. What does your victim client enjoy? Why would they follow you to your cabin in the woods? want to buy your product or service?

• Why should they trust you?
• How can you win them over?
• What is missing in their lives? 
• How can you elevate their lives? 
• More importantly, how can they resonate with your service or product?

It’s all about creating that trust immediately through resonance. We will only click on an advert if it appeals to us, even if you are not buyer-ready you could be buyer-curious though.

Remember… Emotions are flexible, logic is rigid.

We will scroll through our Facebook feeds past all the puppies, kittens and lame inspirational memes and stop when an advert interests us. Not because we are seeking logic, we seek emotional connection.

Why? Because we resonate with what sellers are promising.

Although I have been in marketing for many years and know all the ins and outs and the dirty little tricks they used to lure me in, I still find myself buying shit that I didn’t really need.

Well played, you pseudo-sociopaths, you got me, again.

So how do we do this?

Simple, we study adverts that we resonated with and try to understand what triggered us to buy a cheap lousy pair of window wipers that promised to save my life.

• Why do we invest a few thousand bucks on gym equipment that promised us to get laid?
• Why do we hire hot fitness instructors that make us feel good?

What you are offering or selling needs to tap into our emotional core of wanting to be accepted, make life easier and soothe our insecurities, which makes us feel fantastic!

Ever gone on a date or met someone and it felt like “you just click”? Wonderful, isn’t it?

But it’s just chemical reactions that create that elusive “chemistry” which is only a combination of endorphins and dopamine. Feels good though!

WHY DOES THIS WORK? BECAUSE PEOPLE ARE JUNKIES TO THEIR OWN HORMONES.

Adverts need to trigger desire, need, want, pleasure, indulgence and lust through our emotional drug.

And it’s legal!

Should I elaborate more?

They appeal to our pride, greed, lust, envy, gluttony, wrath, and laziness.

The seven deadly sins? Yep, they sure are!, and that’s why it sells…

Once we understand this, our date, victim, advert, and client become easier to understand!