You Don’t MAKE Money, You TAKE It!

You don’t MAKE money. You TAKE it! ⬇️

Sounds harsh? Maybe.

True? Absolutely!

Now, let’s be clear: this ISN’T about BEING UNETHICAL or shady… It’s about seeing business for what it REALLY IS.

It’s about SHIFTING the way you think about sales, pricing, customers, and the value you bring to the table.

Stop and think about it: Unless you’re a “central bank” PRINTING money, EVERY cent in your bank account was TAKEN from someone else. Someone handed it over because they believed what you had was worth more than their money.

AND NO, it wasn’t because your “offering is amazing.”

The hard truth? NOBODY actually WANTS your product or service.

What do I mean?

Your offering is just a TOOL to get to what they really want…
A tool that’s gonna COST them TIME and MONEY.

Curious? Think I’m way off? Not convinced?

WATCH THE FULL VIDEO (it’s just 6 min)—but don’t just “watch.” Act.

That said… Here’s YOUR TACTICAL PLAYBOOK to turn these insights into impact:

1️⃣ Reasons Why List:

• Write down 20+ “reasons why” someone would give you their hard-earned cash.
• Go beyond “because it’s a good product.” WHAT are you really solving for them? What are you making easier? What frustration are you taking away?
• Need help with this? Check out my LinkedIn article “How to Get Ahead of 99% of Your Competitors”.

2️⃣ Get CRAZY Specific:

• For EACH reason, define the SPECIFIC, measurable OUTCOME you deliver.
• If you can’t MEASURE it, it’s not clear enough. “Makes life easier” doesn’t cut it.
• Be able to SAY: “You’ll save 3 hours a week,” or “You’ll reduce costs by 15%.”

3️⃣ Bridge EMOTIONS with LOGIC:

• Connect EACH outcome to an emotional desire or something they actually care about—frustrations, desires, insecurities, status, etc.
• Remember, people don’t make DECISIONS with their brains, but with their GUTS.
• We, humans, are irrational but love to rationalize.

4️⃣ Do Your HOMEWORK Upfront:

• Before any conversation, ALWAYS ask yourself: “Why would THIS person RISK their money on ME?”
• Same goes for EMPLOYED budget owners “Why would they RISK the COMPANY’s money on me?”
• You need to INSTANTLY be able to show that WHAT makes your solution worth the gamble.

5️⃣ Value Clarity:

• Make it IMPOSSIBLE for your ideal customer to misunderstand the value you offer.
• Vague promises DON’T sell.

MASTER THIS 👆, and you’ll be on the FAST TRACK to TAKING a lot more 💰 while MAKING your customers HAPPIER ☺️.

Because at the end of the day, “people don’t want your product”—they want the RESULT.

They want the TRANSFORMATION. And if you want to TAKE MORE MONEY, you need to deliver that in a way that speaks to both their HEARTS and MINDS.

Tap into emotions. Speak to desires, fears, frustrations.
That’s the REAL reason they’ll buy.

Something to think about:
If you truly internalized that you’re TAKING money rather than making it, how will that CHANGE YOUR APPROACH to business tomorrow?

To your success,

Gaetan Portaels

Original publication date — October 14, 2024