All successful marketing basically works the same. It makes customers see a brighter future and then it leads them to the point of no return, a point where it becomes an unbearable thought for them to go back to normal so that the only possible resolution is to buy your product. Successful marketing makes the customer want that brighter future. The problem is: sneaky marketers know that, too. Actually they know it particularly well. All of the sneaky marketing schemes out there are built on that principle. Sneaky marketers are masterful at figuring out what customers desire and then making bold promises around these desires without, and that's the catch, without caring about whether they can keep these promises. The challenge for honest marketers is that they do care for keeping their promises. So when they make a bold promise, they need to work extra hard to actually be able to keep it. The challenge for the customer is to notice the difference. Does the marketer only care for the money? Or do they actually care for delivering on the promise? If you are an honest marketer, the lesson here is to understand these principles of successful marketing and master them even better than the sneaky marketer. Here are three questions that might help you with this: first, what is it that my customer truly desires? Second. What is the boldest promise that I can confidently make towards that desire and still be able to keep it. Can you make it even bolder? And third, how can you lead them to the point of no return? The point at which it becomes an unbearable thought for them not to buy your product. Keep lighting the path!