Jon Davids

All you're talking about is the how.

And again, you as the business owner or maybe as the marketing person think, oh, but that's what I'm trying to sell.

It's a gym.

And no, no, no, you're not.

You're trying to sell the why.

The why is because you desperately want to lose weight so you can play with your kids, so you can run up the stairs, so you can live to be 85 years old and be healthy and happy.

Figuring out what is the why, that's the customer's why,

And what is the how?

And that's my product.

But always start with the why and go on with it for as long as you can.

You'll notice, man, one thing, for example, in my content, I talk about a lot of stuff on LinkedIn, on Instagram.

I'm always talking about the why.

I'm always talking about what's of interest to you as the reader.

I don't talk about myself at all.

Or if I do, it's like in the PS of what I'm writing.

Focusing on the why and then getting to the how only when they're ready to take out their wallet.

They can happen organically.

I'll give you my diatribe on that.

Do you know the story of Liquid Death at all?

Liquid Death, it's tall boy cans of water.