Let’s start by describing an ineffective way to sell something. That is to persuade people through a logical, linear argument of the benefits of doing what you want them to do.
“Join our gym because we have the most modern equipment, TVs at every treadmill, a reasonable monthly fee and you’ll lose the weight you always wanted to lose.”
I know from experience, that joining a gym is an idea that usually doesn’t take hold for long. Recently, though, I’ve taken up running and in order to maintain it as winter approaches, I did join a gym. I never thought I’d be interested in running. But I was inspired by a friend. I observed how she had become incredibly disciplined about it. I watched as it helped transform her physically and in other ways as well. She never once tried to sell me on running. I wouldn’t have bought it. Whenever I had been forced to run for a bus, I could barely last a block. But the idea of running took hold in me when I saw someone I could relate to making a success of it. It became my own idea. No one had to convince me to do anything.
When you inspire people, you do not tell them what to do. You show them what is possible.