Want to know a secret Ninja tactic that will turn you into a sales superhero and allow you to sell anything to anyone?
Okay, I’ll spill my guts.
It’s very Ninja, but you deserve to know this ancient secret.
There’s a switch inside your head.
Yes, inside your head.
And if you flip this switch, you’ll have this superpower to sell anything to anyone.
So how do you flip this switch?
Well it’s basically all about correcting a misconception about human beings that we, as a society, have secretly all agreed to lie about.
Okay, let me explain.
Here’s the lie – “Human beings are rational.”
That’s a lie.
Human beings are actually NOT rational. We are EMOTIONAL creatures who make emotional decisions, and then justify them with rational logic so that we can keep pretending that we make rational decisions.
Now I know what you’re thinking…you’re probably thinking “Bullshit! I’m rational!”
We defend our rationality (is that even a word?) because the rules of society tell us that being rational is GOOD and being irrational is BAD.
The truth is, however, that we are not rational and we don’t make rational decisions…
… so if you want to learn how to sell something to someone, you need to STOP focusing all of your energy on what the rational reasons would be for a person to buy your product or service.
Let me give you an example…
Let’s say that your job was to sell some dog food.
How would you sell it?
For example, what if you were put in charge of making a video commercial for a dog food company to sell their dog food – and more specifically a certain brand of puppy food.
If that switch was not flipped in your head, and you were still convinced that people make rational decisions, you might ask the dog company to provide you with a list of features and benefits of the puppy food.
And after some painstaking research you might create a commercial which tries to communicate the following RATIONAL benefits of buying that brand of puppy food:
- This food’s first ingredient is chicken, not chicken byproducts
- This food is all natural, and contains no chemicals or preservatives
- This food will help your dog have a shiny coat
- This food has glucosamine which can help to keep your dogs joints healthy
After creating such a commercial, which includes all kinds of rational reasons to buy this food over another brand of food, your commercial MAY sell some dog food, but probably not a lot of it.
Why? Because your video will have spoken to the viewer’s intellect, and their rational thinking center, but it wouldn’t have connected with their emotions.
But what if you took a totally different approach?
What if you could create a commercial which communicates the emotions of love and joy associated with owning a puppy, and said absolutely NOTHING about the rational features and benefits of the product itself?
In fact, what if the only thing you said about the product was it’s name?
And what if you were able to associate that dog food and it’s name with those emotions of love and joy that new puppy owners have?
Do you think that could sell some dog food?
Well… you be the judge of that. Check out this commercial and tell me what you think about it?
You may not realize it, but commercials like this are specifically designed to connect with our emotional centers, not our rational centers because the advertising industry has long known that human beings are EMOTIONAL decision makers, who rationalize their emotional decisions with reason.
But hey….shhhhh… don’t tell anyone, because as a society we’re all under this illusion where we pretend that we’re rational, and you wouldn’t want to burst anyone’s bubble!
What did you think about this video?
If you got your first puppy and you knew NOTHING about any brands of dog food, do you think that you’d be more inclined to choose this brand of dog food for your puppy?