Episode 164

How to Sell Something People Want to Avoid

with Jermaine Ee

About This Podcast Episode:

We all like to avoid unpleasant tasks we know we should do. Things like will creation, estate planning, life insurance, and a dozen other “important but not urgent” decisions. Which makes selling those things much more challenging.

In this episode, I sit down with Jermaine, founder of an AI-powered approach to helping people get clarity and create a will, and unpack what he’s learned from watching real users hesitate in real time.

In This Episode, We’ll Cover:

00:00:00 – Why We Avoid Important Decisions
00:02:38 – From Retirement Talk To Will App
00:04:30 – Selling What People Avoid
00:06:38 – Not Ready Vs Scared
00:09:36 – Stories That Make People Lean In
00:10:41 – Trust And Where Users Drop Off
00:11:23 – Using AI To Beat Avoidance
00:17:29 – Building With Gratitude After Loss
00:25:44 – Marketing Paths And Owning Trust
00:29:30 – Wrap-Up And Where To Learn More