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You want to sell at the moment of greatest pain.
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0:00If I were to say hey, you have a steak dinner and you're starving. You're like, "Oh, this is great. Blah blah blah blah." The moment to sell you the steak is right before you've had the steak. And then you eat the steak. Now, after you have the steak, is that the moment that I say, "Would you like another steak?" Not really, because you're like, "I'm full. I'm good." So, that's the point of greatest satisfaction, not the point of greatest deprivation. Now, after I've had the steak, if I say, "Hey, [music] would you mind like looking in the camera and say how great the steak was?" People are like, "Oh my god, it was amazing. It was so great. You guys should definitely check this place out. It's awesome." Right? Because you want to sell at the moment of greatest pain. You want to get a testimonial at the moment of greatest satisfaction. [music]