Ben Settle

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  • Email Specialist

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Let’s talk some more about one of my favorite movies:

“The Wolf Of Wall Street”

It’s definitely more of a what-NOT-to-do movie.

But, it has its moments of selling brilliance.

Like at the very end in the famous “sell me this pen” scene.

Jordan Belfort is a sales trainer at a seminar. As he takes the stage, he pulls a pen out and walks down to the front row of the audience. He gives the pen to the first guy and says, “sell me this pen.” So the guy starts bumbling off some benefit or whatever. Jordan then takes the pen back and gives it to next guy. Same thing. Just mouths off some benefits and claims. Jordan takes it back and gives it to the next guy… who does the same, trying to tactically sell the pen.

Cue the credits.

Anyway, here is why I dig on this scene:

What these sales schlubs were essentially doing is what a lot (and I mean a lot) of people do with email, copywriting, selling, videos, etc — they are just pitching claims and benefits tactically, instead of using tactics within the *principles* of persuasion. Like earlier in the movie, one of the foundational principles (not a tactic) of sales is demonstrated when Jordan asks his friend Brad to sell him a pen while at the diner.

(Brad being a pro drug dealer).

Brad grabs the pen and says:

“Write your name down on that napkin for me.”

“I can’t I don’t have a pen.”

“Exactly, supply and demand.”

Ahh.

So easy.

So simple.

So… under-known.

Anyway, you can do what most people do and just throw tactics at your list in the emails you send, or learn to use the tactics you’ve learned within proven, never-changing principles. Such as the example tucked inside the January “Email Players” issue, where I someone how this works with his auto-responder sequence.

Time is short on this, my little fledgling.

It goes to the printer tonight.

After that, too late to get in on this action.

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Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

PO Box 2058 | Bandon, OR 97411 | (815) 425-4483 | ben@bensettle.com

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