
On a similar note, when I was in real estate a few years ago, our company never ran hard sell ads like "12 years to pay! Buy now!" or "Phase 1 Sold out! Come and get it or you'll regret it!" Instead, we ran lifestyle (soft sell) ads that appealed more to people's emotions and sense of accomplishment - something along the lines of "you've worked hard. This stuff is great, but yes it's expensive. You deserve it!"
Because of that we got quality customers who became really good friends with our property consultant because they would relate their stories of how they were finally able to find their dream villa after years of hard work.
You are who you attract. If you want staying power, find out what keeps YOU in the business and sell that idea. I guess it is true that if you really believe in your product, YOU must be YOUR first customer.
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