One Sentence Persuasion Course by Blair Warren Summary with Examples
Business development isn't (just) about searching contacts, sending emails and doing sales calls.
It's about building relationships.
Being good at persuasion is a must to grow productive relationships wherever you are.
Let this one sentence persuasion quote be a reminder for your business mindset:
Let's now translate it into business language. For each point, I've added examples of how it's used to run massive marketing campaigns, so that you can see the persuasion lessons in use.
Clients will work with those who encourage their dreams…
Do you know what your clients' ambitions are? What's going to happen when they overcome their challenges?
When you know the answers to these questions, your task is to find your role in their pursuit of happiness. The more important your part in it is, the better you ease their hardship, the more clients pay for it.
Nike has built its communication strategy upon this persuasion principle. Nike encourages people to dream crazier and become better each day. This message resonates strongly in the sports community where ambition, willpower, and everyday training is the culture.
Dream with us
Supporting client's dreams work in more down-to-earth situations as well. Students who learn Italian because they're willing to migrate there will pay more to a teacher who has lived in Italy and can get them to this goal faster.
...justify clients' failures
You need to know where your audience would typically fail and why.
Experienced persuader or salesperson would stand on their client's side and justify why their lead is facing this problem. Showing clients it's not their fault is key to opening them up.
The Diesel fashion brand justifies being a misfit. With their brand people stop being wrong. They become rebels who are confident enough to be different.
Go with the fake
Go with the flaw
...allay clients' fears
To eliminate fears you need to gain trust. In the business world, it typically means you need legit research, data, and trustworthy testimonials. How can you prove your promise? Do your clients trust you enough to allow sharing their contacts with your potential leads for reference?
See how Google shows that its brand is about love and care through Global numbers and stats:
100 billion words
...confirm their suspicions
We're getting more and more immune to fraud. Thus, we get skeptical about marketing messages. We don't believe in miracles that easy. Sometimes claiming 'there's no warranty, but here's what we've accomplished for other people' would gain more trust than a typical '100% satisfaction guarantee'.
Instead, turn that skepticism around. Have people in your niche been tricked somehow? If yes, use it as a problem-statement in your materials. Like 'Have you ever experienced ….(give a specific example from your niche)'
This legendary one dollar shave club commercial emphasizes how overpriced the shaving stuff is on the market. And shows how they fix this with added comfort.
Our blades are f***ing great
One Dollar Shave Club
...throw rocks at their enemies
Turn your contacts and leads into friends by finding common enemies. It's like getting on the same side of a battlefield. And who wouldn't want to trust their brothers-in-arms? See how Donald Trump manages to use this approach to connect with his audience and show his protective power:
Why is that racist?
This approach is widely used in the world's biggest business - politics. Once you see the pattern, you'll be able to use it in more ethically.
After all, our business, sales and marketing efforts sooner or later come down to who we are. At the end of the day, all businesses are their owners' ugly copies.
Which parts of the one sentence persuasion course do you use in your marketing strategy?
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