How to 'Live Rent-Free' in Your Customer's Head

3-minute read

"Why do people buy?"

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If you own a business or work in sales, that's probably a question you've asked yourself at least once or twice. And if you haven't, you should, because the most effective marketing and sales processes come from understanding the needs and wants of our customers. No matter what they sell or what the price, it's a cold truth that businesses that don't know what their customers' need or want will have a very hard time selling.

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People buy for countless reasons:

• The price is lower than the perceived value.
• They have a pain point that needs solving.
• They believe your product or service can alleviate that pain.

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But the real question isn’t just why they buy. The reasons are all about them:

• Perceived value—how they perceive it.
• Their pain.
• Their belief that your product or brand is the solution.

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This is true whether you're selling a product or building a personal brand. People make decisions based on their emotions and their perception of value. So the real question becomes, why don’t they buy? What's the thing that's getting in their way, or even causes them to choose a lower quality, competitor product?

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It’s simple: our messaging isn’t doing its job to allow people to make the decision to buy.

And that's a MAJOR problem.

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No one wants to feel sold to; they want to be convinced they need your solution. This is the heart of branding, whether you're positioning a personal brand or a consumer product.

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Overcoming Objections—Without Breaking Rapport

When it comes to objections, you might think that directly addressing them head-on is the way to go. But that can backfire. Here’s why:

• It raises red flags.
• It puts people on the defensive.
• It breaks the rapport you’ve worked so hard to build.

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If you’ve ever sold anything one-on-one, you know that “handling objections” with pressure tactics doesn’t work. In fact, it will usually repel customers, and come across as pushy, needy, or insincere, all emotional factors that chip away at your authority and trust status with your brand.

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You might strong-arm someone into buying, but they’ll likely return the product—or disengage with your brand—once they feel the pressure lift.

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So how do you address objections without confronting them head-on? By weaving them into a story that lets your prospect come to the conclusion themselves, without feeling pressured. Ideally, you want them to think they came up with the idea or found the solution on their own. They're the star of the show, your service or product is simply a prop on the stage that *they* own.

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This is the key to building a personal brand that attracts clients naturally. There's no push. Just pull.

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The Power of Storytelling in Branding

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Here’s what I’ve learned from years of building my clients’ brands and getting them featured in the media:

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​Storytelling is the most effective—and ethical—way to sell, build trust, and elevate your personal brand. When you tell a story, your message flies under the radar, gently guiding your audience to the conclusion you want them to reach. No pressure, no hard sell—just a narrative that resonates.

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When I helped one of my CPG clients to break into the media, it wasn’t about selling their product outright.

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Instead, I used strategic storytelling to position them as the solution to their audience’s problems. We weren’t just addressing pain points; we were painting a vivid picture of how their product could transform lives. By focusing on the real-life challenges and aspirations of a specific, ideal customer, we made the product irresistible. The result? Millions in sales and a brand that lived rent-free in their customers’ minds.

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But here's the magic of verbal branding: the same methodology applies to building a personal brand. When you consistently tell stories that connect with your audience on an emotional level, you’re positioning yourself as the solution to their challenges. People don’t just buy products; they buy into people and brands they trust.

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Living Rent-Free in Your Customers’ Heads

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Whether you're selling a product or building your personal brand, the goal is the same: to live rent-free in your customers' or audience's heads. Here's the formula I’ve used to help clients achieve this kind of success:

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1. Know Your Customer: Understand their pain points, desires, and what makes them tick.
2. Connect Emotionally: Craft stories that evoke emotion and resonate deeply with your audience.
3. Be Relevant: Keep your content aligned with what’s happening in their world.
4. Stay Consistent: Build trust with a consistent brand voice across all channels.
5. Provide Value: Focus on helping, not selling.
6. Engage Actively: Foster two-way communication to keep your audience involved.
7. Surprise & Delight: Keep your audience excited with unexpected value.
8. Personalize Content: Tailor your stories to speak directly to your audience.
9. Use All Channels: Be where your audience is, with a consistent message.
10. Measure & Adapt: Continuously refine your strategy based on feedback and results.

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When you combine these elements with powerful storytelling, you don’t just sell a product—you create a lasting impression that sticks with your audience. Your brand, whether it’s personal or a product, becomes a trusted companion in their journey.

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This is how you get them to choose you when they’re ready to buy.

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Until next time,

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