Every piece of information you come across over the course of your life could be considered true or false. Sometimes what matters more than the objective truth is what you interpret as true based on experience. All of these scenarios interpreted as “true to you” ad up to a “belief system.” The reason you’re so passionate about music is that over the course of your life, you’ve witnessed and taken part in enough situations that make you determine with confidence that music is an amazing art form. You have had more positive experiences with music than negative. When you share your belief system with others and their experience says the same, it is a very powerful bond that cannot be described with words. Selling something effectively is more so about communicating a shared belief system than to describe benefits.
I’d been unable to sell encyclopedias… So why was selling shoes so different? Because I believed in running. I believed that if people got out and ran a few miles every day, the world would be a better place, and I believed these shoes were better to run in. People, sensing my belief, wanted some of that belief for themselves. Belief, I decided. Belief is irresistible.” -Phil Knight (pg.55)