For someone to buy, three elements must exist: they must desire what you're selling, they must trust you, and you must remove their fear through guarantees and education

Joe Polish breaks down the formula: 'first off, does anyone care? Does anyone want it? Is there already a group of people that have a need for something?' then 'who can I trust is the question and desire needs to exist' and 'if you're the person that can remove their fear...then they'll buy from you'