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2. The other day I was at this burger shop
at the mall.

3. I was going to see a movie, and doing
some journaling in the food court.

4. The picture of the burger looked really
enticing.

5. But then when I got it, I was a little
underwhelmed.

6. A lot of products are like this.

7. Big and fancy on the box, not so much
when we open them up.

8. Other products are the opposite.

9. Like this one hole-in-the-wall, hidden
behind some furniture store
steakhouse where I used to live.

10. I didn't even know it was there until
somebody told me.

11. But the food was AWESOME.

12. When things BEAT our expectations,
we feel like it's the greatest thing in
the world.

13. But when things fall BELOW our
expectations, they are the opposite.

14. Even if the same thing can be
AWESOME if we were expecting it to
be crap.

15. Or we'll think it's crap if we were
expecting it to be awesome.

16. This is one the reason sales and
marketing can be really hit or miss.

17. Since most of us carry around a vague
set of ideas, wants and desires, those
that come up with sales slogans are
always guessing what's going to work.

18. If you've ever been in involved in any
marketing campaign, you know it's
ALWAYS risky.

19. Even when talking to somebody one
on one, when you're getting ready to
"close" it starts to become nervous
time.

20. Whether you're asking for the date,
asking for the sale, or simply getting
ready to recommend a vacation
destination for this year's trip, it can
be difficult.

21. Because we all fear rejection, AND we
tend to imagine the worst case
scenario on some level.

22. So when we throw OUR ideas out
there, and HOPE they are accepted, it's
pretty nerve racking.

23. On the other hand, when we know a
little bit about the person we are
talking to, AND we structure our
"proposal" in a way to BEST MATCH
their "model of the world," it won't be
nearly so hard.

24. That same idea of them having a
bunch of vague dreams and desires
can be used in our favor.

25. Just present your ideas so they can "fill
in the blanks" with their own details,
and YOUR idea will seem a lot more
like THEIR idea.

26. Even talking to people that you'll never
see again will be a lot more fun and
rewarding.

27. And they'll remember you forever.

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