I'll start with a nugget of wisdom from Sigmund Freud.
“Most people do not really want freedom, because freedom involves responsibility, and most people are frightened of responsibility.” – Sigmund Freud.
In the context of money and staggering financial success,
Here's a good way to paraphrase the legendary Austrian neurologist;
"Most people do not really want to be rich, because getting rich involves risk and getting shit done . . .and most people are scared of that"
The idea of getting rich and free WITHOUT doing the work is sold every day (even in Churches and Mosques where you're told all you gotta do is "GIVE")
And Although . . .
The promise of getting rich without lifting a finger is never really delivered;
The reality doesn't stop people from buying into such promises again and again.
- Lose weight while eating whatever you damn well please.
- Quit your addictions easily and painlessly without going to rehab
- Become a rich Copywriter without copying sales letters out by hand and without implementing what you learn from studying great Copywriting books
Everyone wants the treasure without having to go on that important journey that will ..... test their resolve and make them earn it.
How can you describe what you're selling as the key to your prospect's desire, without making it sound like a lot of stress?
This is a never ending appeal to human nature.
And it works all the time.
We want the final outcome
But we ain't willing to go through the process that leads to our desired destination.
PS: When you're ready to do what you have to do to make money....