Wise Sayings Are Bullsh*t, But They're Great For Selling

I hate wise sayings.

Why? Because they contradict each other.

Take these wise sayings for example:

• Motivation is useless, you need discipline.

• Do what you love, and you’ll never work a day in your life.

Now, let me show you how to easily flip them:

• You can’t discipline your way out of a lack of inspiration.

• Turning your passion into a job can make you hate what you once loved.

See what I mean?

They all contradict each other…

But they’re all true.

Sometimes, motivation is useless. It fades, and discipline is what keeps you going. Like writing daily emails for example. It’s not always fun, but discipline makes it happen.

Other times, no matter how disciplined you are, you’re just not motivated to act. Take me, for example. I’ve done the 75Hard challenge before. I’m disciplined enough to do it again, but right now? I’m not motivated.

All wise sayings are true, but only in the right context, for the right person, at the right time.

And there's a wise lesson about selling in that.

Selling is all about hitting the right emotional trigger with the right angle, at the right moment.

Let’s say I’m selling a public speaking course for executives.

I could go with angle 1 (Career-focused):

"Deliver polished presentations that win you promotions and earn you respect in the boardroom."

Or angle 2 (Authenticity-focused):

"Ditch perfection, speak more authentically to connect more with your audience”

Both angles work…

But only if they align with the prospect’s mindset at the time they read it.

Maybe they want career growth (Angle 1), or maybe they want to boost their authority and reputation and be more authentic (Angle 2).

That’s why mapping out your customer persona and understanding your audience inside and out isn’t optional but essential.

And it all start with research.

Paul French created one of the best resources I found on research.

You can check it out here:

https://pspfrench.gumroad.com/l/8020?a=564683091