Archive for the ‘Persuasion Strategies’ Category

Can Barbra Streisand And Seth Rogen Turn You Into An Electrifying Salesperson?

By: Dave Dee on: May 16th, 2013 2 Comments

Have you seen the movie “The Guilt Trip”?

It’s the one starring Barbra Streisand and Seth Rogen where Rogen plays the inventor son who takes his nagging mother on a cross country trip while he tries to sell his invention.

Rogen’s character, Andy, has invented this cleaner which is so safe you can get it on your skin, in your eyes, even drink it and it won’t hurt you.

It took him five years to come up with the formula. He spent his entire life savings manufacturing tons of product (before he sold it.) And then set up appointments with major retailers like Costco and K-Mart to see if they would be willing to carry his product in their stores.

Besides the obvious big lesson here of testing to see if anyone is interested in your product or service before you invest tons of time and money in developing it, there is a great sales lesson in this movie.

You see, watching Andy’s pitch is painful—and while it is exaggeratingly bad, it gives some great clues about what not to do and what to watch for during your own sales presentations.

The reaction of the people Andy pitched his product to reveal clues as to what you should look for to determine if you’re on the wrong track when pitching your own products and services to your clients, customers and patients.  Things such as…

  • Shuffling in their seat
  • Checking their phone for emails
  • Staring at someplace other than you

What made Andy so bad? Well he spent all of his time on the scientific facts of the product—which was pretty boring. In other words, he focused on what HE thought was interesting instead of what his audience would find interesting.

Plus he didn’t emotionally hook his audience.

Once again Andy was focused on what he thought was important instead of what was important to his audience.

For example, Andy thought it was interesting that he was able to find the exact natural ingredients to create a cleaner that was not only safe, but didn’t contain any chemicals. While this is why his product worked, this wasn’t the first thing Andy needed to focus on.

Plus, he failed to find out or ask his prospective clients if they had pets or children that might get a hold of a cleaning solution in their own homes. Can you see how making his prospect think about his or her own pet or child may be in grave danger would hit a hot button?

In the end, with a suggestion from his mother, Andy is able to capture the audience’s attention and truly captivate the Home Shopping Network.

What made the difference?

Andy discovers that the person doing the screening test with him has a pet and a young child. So he shows her a familiar cleaner and asks if she uses something like that in her home, to which she replies “yes.”

Then Andy takes the cleaner he invented, takes the cap off and takes a swig of it right there on camera, asking if she could see the cleaning company whose product she uses doing that with their cleaner.

Would that get your attention?

I know it’d get mine!

The problem is that we don’t always do live pitches right? In fact, for some businesses, you may do all of your business online and may never even engage in live interaction at all.

So how do you look for the signs that you are boring your customers?

Well, tracking the time visitors spend on your web site and watching your videos can give you some indicators for starters.

But there is actually a much better way—something that you can use to make sure you never bore your audience and ensure they connect with you every time.

In fact, it’s the explanation behind why certain entrepreneurs get clients to buy and believe while others are often forgotten and ignored.  And best of all, it’s simple to do, once you understand it.

What’s cool about this is that rather than trying to convince someone your product or service is cool or interesting or superior, it automatically gets your audience to drop their barriers, stop being skeptical, believe what you say and trust your opinion.

In essence, it does what Andy did when he drank his cleaning solution: It taps on a hot button so powerful in your audience’s brain—in a predictable way—that people instantly focus on your message.

And that’s what you want people to do, right?

The reason this is important is because it no longer is enough to have the best product or service.  While fictional, Andy’s invention is a classic example. Who wouldn’t want a solution like Andy’s? One that wouldn’t kill you or make you blind if you happened to ingest it or get it in your eye.

Yet, no one and I mean no one, cared about Andy’s product…until…

Andy identified the way to capture 100 percent of his audience’s attention.

And that is step one.  You need to identify what will capture 100 percent of your audience’s attention. Because in today’s instant gratification society your battling shortened attention spans and an increasingly crowded message marketplace.

As he leaves the presentation, Andy and his mother discuss other ways they can capture 100 percent of his audiences’ attention in the future.

And that my friend is step two. You see, once Andy understood how he could get people to focus on him, he could replicate that and make his sales predictable in the future.  In order to succeed, you need a predictable, replicable way to immediately make a powerful connection with your audience, no matter what new products or services you introduce.

Recently I took a test that helped me to understand how I personally captivate people.  In essence, it helped me to better understand what I bring to the table naturally that helps me earn people’s attention so they want to stay focused on what I’m saying instead of heading to the next shiny object.

I discovered the exact things that make me be able to generate $300,000 in sales in a 90 minute presentation…so I can do these things each and every time—making sales predictable. (Take the test here to find out how you capture 100 percent of people’s attention here.)

In a distracted world, if nobody hears you, notices you, and remembers you, then they won’t be taking action on your message. If people aren’t buying your products or services the way you believe they should be, then take the time to find out what people find interesting about you so you can communicate this more consistently and predictably in order to get them to focus 100 percent of their attention on you.

NOTE:  Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Yes, you’re fascinating, but are you using it to your advantage?

By: Dave Dee on: May 7th, 2013 9 Comments

Last week, I was in Orlando emceeing and presenting at GKIC’s SuperConference. The room was full of the most ambitious, most successful entrepreneurs—the ones that make things happen—who had spent their money and, more importantly, their time to continue learning.   Remember that school is never out for the real pro…no matter what level you are at.

I got the privilege, among those who attended, to be the very first to see Sally Hogshead’s special presentation on how to attract more customers and money using your “fascination.”

Sally showed how she used “her fascination” to go from making $3000 to $30,000 per speaking engagement…and how we could use our “fascination” to increase our fees for our products and services substantially too.

She said, “Your personality is your most valuable asset” and taught us how to use what makes us fascinating to help us stand out in our market place.

Sally pointed out that when all things are equal, whichever thing, person, product, business, service, etc. is the most fascinating will always win.

To demonstrate, she told a story about going on a ride at a theme park. There were two options: a green ticket or an orange ticket. The difference, she was told was “the orange ticket was the more intense and exciting ride and had more thrills. The green ticket was for those who wanted a milder, less intense version of the ride.”

The lines were not only much longer for the orange ticket ride, but the people were visibly and audibly excited in the orange-ticket holder line. On the contrary, in the green-ticket holder line people were subdued and looked kind of bored.

After riding the orange ticket ride, Sally decided to see what the difference was, so she rode the green ticket ride. She discovered that the rides were exactly the same!

So even though the rides were the same, the orange ticket ride held more fascination.

Which type of ride are you supplying your prospects and customers? An uneventful one or an exciting one? If you think you could inject more life into your marketing and business please read on. I’m about to give you 10+ years of research into a few short paragraphs.

You see Sally showed how you can make yourself and your business into the “orange ticket experience” by using what she calls your “fascination advantage.”

The key according to the more than ten years of research that Sally did, are the seven different modes of “communication triggers” which define your “fascination advantage.”  These triggers are: Passion, Trust, Mystique, Prestige, Power, Alarm, and Rebellion.

One of those triggers is your most natural trigger.  You also have a secondary trigger. In all, there are 49 different combinations. And one of these is your “fascination advantage.”

For example, someone who has a primary trigger of power and a secondary trigger of prestige has the personality archetype called “The Maestro.”  Maestros lead with command and earn respect with higher standards.  Their strengths are that they are ambitious, admired, focused, respected, competitive and results-oriented.

The more you build your company around the strengths of your natural trigger, the more successful you will be. Because you are truly unique and no one can imitate you. Which means the greatest value you can add is to become more of yourself.

In fact, Sally’s studies show that when you find ways to accelerate and amplify your fascination, your ideal client’s brain enters into intense focus, almost as if they are spell-bound. This changes their brain and will get them to automatically think “yes” instead of “no,” causing them to go to greater lengths to work with you.

For instance, if you are a “Maestro”, you would focus on targeting people who are decision-makers that want better results. By focusing on your “fascination advantage”, in other words doing more of what comes naturally to you; decision-makers who want better results will be drawn to you.

Sally’s five step system for doing this is to:

1)     Identify your own fascination advantage. (To discover your fascination advantage for FREE, stay tuned)

2)     Fascinate your audience in nine seconds or less. The average attention span in now nine seconds, which means in order to win over your prospect, customer, client or patient, you have to zero in on your fascination advantage in nine seconds or less. For example, if your advantage is prestige, then your prospect wants respect and results. You would fascinate your audience by over-delivering.

3)     Communicate your highest value with the “Golden Triangle.” The three sides of the Golden Triangle represent: the need or problem your client needs solved, the opportunity your product or service has that allows you to solve the need, and your fascination advantage which is how you are most likely to add distinct value.

4)     Optimize your team. Sally says that to optimize your team, you don’t want to hire people that are like you. Instead you want to hire people that will add what you need and compliment your fascination advantage with their own fascination advantage.

5)     Fascinate long-term to create lifelong clients. Think about some of the companies or people that continue to be fascinating such as Apple and Warren Buffet. By focusing on their “fascination advantage”, they continue to lead their field.  Using your fascination advantage long term causes loyalty and an audience willing to pay more for products and services.

Your personality is your ultimate asset. In fact, in many cases your personality doesn’t just add value, it IS the value. The higher income you want and expect, the more it’s about who you are and not what you do.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Persuasion Secrets: How to Be Fascinating and Influence Other People

By: Dan Kennedy on: February 5th, 2013 3 Comments

In December, Barbara Walters announced her 19th annual list of the year’s “10 Most Fascinating People.”

Making the top ten were actor/director Ben Affleck; Alana Thompson, 7 year old star of the hit reality TV show Honey Boo Boo; the governor of New Jersey, Chris Christie; Olympic Gold Medalist Gabby Douglas; E L James, author of 50 Shades of Grey; Boy Band One Direction; former Secretary of State Hillary Rodham Clinton; multi-talented animator and director Seth MacFarlane; Prince Harry of Wales; and US Army General David Petraeus.

I’ve long been interested in what makes one person or company more fascinating than another. For instance, what made Honey Boo Boo more fascinating than say Mitt Romney?

Regardless of what you or I think of Ms. Walters’ list, the important point is to reflect on what makes a person or company interesting? If you want to persuade people to buy or seduce them in any way, for any purpose, being fascinating is key.

If you doubt this, look no further than the phenomenon of the online video “Gangnam Style.” Released in July 2012 by South Korean recording artist PSY, it became the first video to ever hit a billion hits on the Internet.

Why did this captivate people while other videos, people, businesses, events etc. won’t be remembered weeks, days or even hours after you first experience them?

Making yourself more fascinating and interesting is a shortcut to persuasion.  It helps make you exciting and memorable which helps you wield influence and attract favorable attention.

This begs the question: are there common traits in fascinating people? Is it possible to make yourself more fascinating and if so, how do you do it? Is there a process?

Take a minute to reflect on the people you’ve met in your life. What makes someone stand out to you? What makes you remember one person over another?

Many would say deciding what traits make a person fascinating is a subjective thing. You might even cite Ms. Walter’s list as confirmation.

After all, if you look at Ms. Walter’s list, it’s difficult to see common traits that everyone shares.  Although I’m sure we could come up with a few.

For instance, Gabby Douglas, Hillary Rodham Clinton and E L James were the “first to do something.” Douglas was the first African-American gymnast to win the Olympic all-around title. Clinton visited more countries than any previous Secretary of State. And E L James sold more than 60 million copies of her book, 50 Shades of Grey, surpassing Harry Potter as the fastest-selling paperback book of all time.

However, not everyone on her list did something for the first time and I’ve met some pretty fascinating people who’ve never been first at anything their whole life.

There’s “celebrity,” which I would say they all have a certain amount of.

You can’t list trustworthy as a common trait on the list if you consider General Petraeus’ resignation as the Director of the CIA, due to his extramarital affair discovered in an FBI investigation.

But, there are fascinating people who are fascinating BECAUSE of their trustworthiness. International author, David Horsager, M.A., C.S.P. did his graduate research based on trust. Searching for what makes top leaders and organizations, defined as financially successful and making a significant positive influence in the lives of those they served over a period of time, unique, Horsager found one thing in common. The common trait? Trust. He found that trust is not a soft skill, but rather that it is a measurable competency that can be built into an organization’s strategies and goals.

And as revealed in my book, No B.S. Trust-Based Marketing, Warren Buffet’s secret on how to attract him to your company and make it so that he might want to buy it, is based on trust. He buys trusted companies that have invested in trust.

All these contradictions make it hard to define what makes a person fascinating. Which is why I have become so intrigued with the work of Sally Hogshead, the New York Times Bestselling author of “Fascinate!” (In fact, I am even collaborating with her on a new exclusive process for dramatically improving marketing messages that I’ll reveal for the first time ever at SuperConference.)

Sally tested a population of 120,000 people and identified seven triggers and 49 personality archetypes that make people fascinating. She has identified that each person has their own, unique “Fascination Fingerprint” which can be used to strengthen virtually everything you do to communicate, influence or sell, whether it’s person-to-person or via media.

Each person has a different primary trigger, which explains why it’s difficult to pull traits off a list of fascinating people.

The seven triggers are: power, passion, mystique, prestige, alarm, rebellion and trust.

For example, people with a primary trigger of power fascinate by leading with control while people with the primary trigger of trust fascinate by building loyalty.

Understanding these triggers and your own “Fascination Fingerprint,” along with your strengths and weaknesses, will allow you to improve your ability to attract favorable attention and become more fascinating, therefore giving you the shortcut to influence.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.