How To Sell A Dream


Persuasion is the goal of marketing, as any brand builder worth a lick will tell you. Knowing this helps, but how do you persuade the greatest number of people to buy from you?

Tom Wanek, here, and you’re watching Wizard Marketing TV, where business owners learn persuasive tools and techniques to spark miraculous growth.

Today’s message is one of the most important I can share. It’s a message that’ll become the North Star for everything you do. Keep watching.

What makes people do the things they do, especially when it comes to marketing your business? And how do you build brand attraction?

Well, let’s first talk about what doesn’t move the needle on the “Who gives a crap” meter: Advertising what you do and how you do it.

Greeting customers warmly, serving fresh coffee or hot coco, knowing your product or service inside and out, exceptional service … these things do not communicate why you do what you do. While important, they are the byproduct or process—and they come only after you clearly define and declare “why” you are in business.

Sorry if that hurts a little, but as, Lee Clow observes, “You do not sell a dream by discussing the process of falling asleep.”

Let me say that again—You do not sell a dream by discussing the process of falling asleep.

You’ve gotta humanize your brand and communicate WHY you do the things you do … you’ve gotta communicate WHY you crawl out of a comfy bed on a cold, rainy day to serve your customers with a warm, wide smile.

The brilliant Simon Sinek says that people don’t buy what you do, they buy why you do it. I agree. And I strongly encourage you to watch his TEDX talk. You’ll find a link to the video below.

Now, Sinek also goes on to suggest that you’ve gotta get people to believe what you believe. Weeeelll, not to nitpick Simon Sinek—he really is brilliant—but changing a person’s belief system is not the job of advertising. It’s too darn inefficient … too expensive.

But don’t worry. Because once you define and declare WHY you do what you do, you will naturally attract people who believe what you believe. I see it all the time with my clients.

One in particular is known throughout his trade area as the “Good Natured” heating and cooling company. This client recently observed that his advertising attracts customers who also have a good natured disposition.


Doubtful. This connection is due to the natural attraction of shared values. It’s what Aristotle called persuasion by one’s ethos or—in other words—one’s character. See, brand attraction happens when the customer looks at your company and sees a reflection of themselves.

So today I want you look in the mirror. Define and declare what you believe and why you are in business the customer. Tell me, what is the dream that you stand for?

Once this is clear, go share it with the world.

Now Marketing Wizards, did you like this video? Then do me a HUGE favor … please subscribe and share it with peeps all across the YouTubes and the Interwebs.

And give me a shout, will ya? Send in your marketing and advertising questions. Hit me up at, and I’ll give you an answer right here.

As always, we’re in this together. I’ve got your back. I’ll see you real soon.

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