How to Sell Something People Want to Avoid with Jermaine Ee

In this episode, I talk with Jermaine Ee, founder of Heirlight, about how to market products and services people actively avoid, using will creation and estate planning as the clearest example. We dig into trust, storytelling, and small first steps that help customers move from “I’ll do it later” to real action. We also cover: problem aware versus solution aware buyers and why education alone failsthe real reasons people avoid wills beyond money, including beliefs and past experience...