How to use the dream on any business

You may think that the dream technique is only good if you're in the idea business, or in the self-improvement business, or in the ecological area, etc.

After all, how can you convert someone to your cause when what you do is sell shoes, right? WRONG.

Ever heard of TOMS shoes? You probably have. Blake Mycoskie created this company with philanthropy in mind. What does he do? You probably already know the answer, for every pair of shoe he sells he gives one away in poor countries and other places where kids don't have shoes because their parents can't afford them.

How do you think TOMS is doing? Read it for your self. 60,000 pairs of shoes Do you think TOMS could have done this with a Hive going out and telling the story. Yes, he has done a great job at getting his name on shows and magazines, but have you ever seen one of his comercial on TV? I haven't. Except for an AT&T where they feature him.

Thousands of people are buying his shoes, not only because they are trendy and cool, but because there's a story they can get behind of, a purpose, and this is worth telling their friends.

What's your business' story? Do you have something worth telling? Maybe it's you business model, it could be that your product isn't unique, but the experience your customers recieve can be. Create something worth telling, this will create converts that will help your marketing.

Sell your dream

It may be hard to figure out how to convert a group to raving fans of yours. What can you tell them? How can you motivate them?

It's all psicology, and ethics. Morality - I believe - will play a big part in it. Your dream must be real in order for someone esle to believe you, why? Because if it's not real, then you don't believe it, and if you don't, then why should anyone else?

They won't. They'll see right through you, whether immediately or eventually it doesn't matter. Your joy ride will be shorl lived and you'll be left with a disappointed audience and a tattered reputation. So you must be very careful.

Aim for a dream or purpose that you can really get behind of, chances are you're not the only one interested in that certain something. They you try to make it into an ideal or anything that creates passion. Why do you think PETA gets so many celebrities to endorse their campaings, often for free?

They find something these people can be passionate about (most of them have pets so this is a close-to-home issue), show them a harsh video to convert them, and finally simply ask for their cooperation. PETA doesn't push them, they simply sell them the dream of a world free of pet abuse and shows them how they can be an important piece of that dream.

Be the PETA of your own business, sell the dream, allow people to be converted with a true ideal, then see them share their new found purpose with the world.