Everything is easier when others are on our side, help our cause, contribute to our mission.
Whether you want to raise awareness about pollution, get your team to perform better, improve communication between your teams or you want a buyer to say yes and become the owner of your thing:
You need others to buy in to the vision that you have.
You need others to enroll in your vision, in order to contribute to your mission.
And most people completely sabotage their efforts.
“You should eat your veggies, it’s good for you!”
“I think you ought to buy my course or book or webdesign or SEO services – it’ll solve exactly the problems you just described”.
“Together we can start a movement to clean up the oceans. We need you to join us”.
See the pattern? (And: are you one of the very very few people who never make that kind of mistake?)
In all these examples, it’s about what you think would be best for the other.
And sorry, but nobody likes to be told what to do, or what’s best for them.
Communicate as above, and you’ll directly work against your mission, whatever form it may have, because it’s push, and it’s pushy.
It’s this attitude that has given ‘selling’ a bad name.
Instead, try the opposite: create a way for others to want to be pulled in.
People love to buy (or buy in, if it’s about a ‘sale’ that doesn’t involve money), but everyone loathes being sold to.
When you can create a vision in the other, of a kind and intensity that they want to be part of or step into, it’s that vision that will pull them in.
It’s a much nicer, more ethical, and far more effective way to get people to help us further our cause.
Also published on Medium.