Nov '24 (edited) • General discussion
What you might have missed in "Make 'Em Beg to Buy"
I discovered a hidden pattern tucked in between the lines of the book.
Did Travis hide this in there for us to find it for ourselves?
Am I the only one who saw it?
Am I hallucinating?
All I know is that once I rubbed the magic lamp, I couldn’t put that genie back inside.
Here’s what I saw:
Most folks with stuff to sell want attention so bad they don’t see how prospects are reacting to their offers.
It's a bit like two people trying to have a conversation at a loud party. The natural instinct is to talk louder and louder to be heard over the noise.
But the real connection begins when someone leans in and listens.
This same dynamic shows up in expert businesses all the time.
The market has trained us to GET the most attention possible. To be ATTENTION CHASERS.
So when our valuable solutions aren't getting the attention we want, our instinct is to push harder - share more content, post more often, sound more authoritative.
Like turning up the volume in that noisy room.
And here’s what happens.
The more we try to GET attention for our solutions, the more potential clients seem to pull away.
It's like that moment at a dinner party when someone is so focused on telling their story, they don't notice everyone else shifting uncomfortably in their seats.
This isn't about the value of our expertise.
Some of our most transformative solutions get overlooked while far less effective options gain traction.
The difference?
In a world where everyone’s fighting to get the MOST attention, the connection starts when we give the BEST attention.
Think of it like a doctor's visit. The best doctors don't carry a prescription into the room.
They lean in, ask questions, and demonstrate deep understanding first.
The patient gets to speak and feel understood.
Then, and only then, they’re ready for the doc’s solution.
The patient accepts the prescription and fills it at the pharmacy.
But what do most consultants and coaches do?
Just scroll your Facebook feed.
You’ll see how many smart folks carry prescriptions into the room. Then spend the rest of their time arguing about how right they are.
And here's the uncomfortable truth.
We don't get to decide how good our attention is.
The judging is out of our hands.
Our prospects tell us how good our attention is with their actions - not their likes, not their comments, not their compliments about our content.
The only vote that matters is whether they take the next step toward working with us.
But here's where this gets hard with folks who are so great at what they do:
The solution isn't just "listen more" or "be more empathetic." Those surface-level answers miss the deeper shift that needs to happen.
Consider this:
Do the people who most need our solutions feel safer staying stuck than reaching out for help?
What if the very expertise that makes us qualified to help is actually creating distance from the people we're meant to serve?
When we've invested years developing frameworks and methodologies that truly work, it’s hard to take off our expert hat long enough to give attention that truly matters to our prospects.
Perhaps most importantly: In a crazy, busy world where everyone is trying to be heard, how do we give the best attention?
Attention that our prospects feel in their bones?
The kind of attention that makes ‘em beg to buy?
That's the real work.
How do we GIVE the best attention when we’ve been trained to GET the most attention?
That’s that the question Travis Sago answers in his book “Make ‘Em Beg to Buy from You”
When we use his 5 preselling secrets that take even complete strangers from cold to sold before you ever make an offer…
we give the attention our prospects crave, but wouldn’t think to ask for.
And our competitors can’t funnel hack us.
Why?
Because they copy the wrong stuff.
They’re so busy chasing attention they don’t see what we’re doing.
Just like a master magician makes coins disappear.
Giving better attention is invisible to them.
so
While everyone else in our niche is saying, “look how great I am!”...
Travis’s 5 P’s make our prospects feel so heard and understood they can’t look away… and they refuse to buy other people’s pre-written prescriptions.
I think of preselling like sleight-of-hand marketing.
We do it in plain sight while our secrets remain hidden.
I invite you to read the book again.
Try reading through this lens.
You just might discover a whole new book lurking inside the book you've already read.
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What you might have missed in "Make 'Em Beg to Buy"
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