Let\u2019s talk some more about one of my favorite movies:<\/p>\n
\u201cThe Wolf Of Wall Street\u201d<\/strong><\/p>\n It\u2019s definitely more of a what-NOT-to-do movie.<\/p>\n But, it has its moments of selling brilliance.<\/p>\n Like at the very end in the famous \u201csell me this pen\u201d scene.<\/p>\n 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, \u201csell me this pen.\u201d 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\u2026 who does the same, trying to tactically sell the pen.<\/p>\n Cue the credits.<\/p>\n Anyway, here is why I dig on this scene:<\/p>\n 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 \u2014 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.<\/p>\n (Brad being a pro drug dealer).<\/p>\n Brad grabs the pen and says:<\/p>\n \u201cWrite your name down on that napkin for me.\u201d<\/strong><\/p>\n \u201cI can\u2019t I don\u2019t have a pen.\u201d<\/strong><\/p>\n \u201cExactly, supply and demand.\u201d<\/strong><\/p>\n Ahh.<\/p>\n So easy.<\/p>\n So simple.<\/p>\n So\u2026 under-known.<\/p>\n 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\u2019ve learned within proven, never-changing principles. Such as the example tucked inside the January \u201cEmail Players\u201d issue, where I someone how this works with his auto-responder sequence.<\/p>\n Time is short on this, my little fledgling.<\/p>\n It goes to the printer tonight.<\/p>\n After that, too late to get in on this action.<\/p>\n Subscribe here:<\/p>\n