\u201cShe\u2019s no longer a 10.\u201d<\/p>\n
So said your favorite President Trump while running for office back in 2015.<\/p>\n
He was talking about former Supermodel Heidi Klum. And at the time he said it, Heidi was out of the Supermodel business, and was a mother of 4, and simply not a Supermodel anymore.<\/p>\n
Her response?<\/p>\n
She had quite a bit to say, it turned out.<\/p>\n
Including:<\/p>\n
\u201c\u2026[women] do so many things, so in my book, every woman is a 10.\u201d<\/strong><\/p><\/blockquote>\n
Clearly she has never read the description of the character Granny in my Enoch Wars books.<\/p>\n
Whatever the case, here\u2019s why I bring it up:<\/p>\n
Heidi kept bringing it back up afterwards to the media.<\/p>\n
Each time, she was visibly more angry, and more rattled than the time before.<\/p>\n
All because he simply said she was \u201cno longer a 10.\u201d<\/p>\n
The result was a lot of free press for Trump at the time, and his polling numbers shot up even while the mush cookies, white knights, and sob sisters declared his candidacy was dead now, there\u2019s no way he would be elected saying things like that, blah blah blah.<\/p>\n
Point of this is not to glorify Trump\u2019s comment.<\/p>\n
It\u2019s to highlight the fact how, with 5 words he was able to generate massive amounts of press, attention, and, yes, engagement. And he did it in a very sneaky way he\u2019s used probably hundreds of times \u2014 whether when haunting Rosie O\u2019Donnell, fighting with the media, or mocking his enemies.<\/p>\n
I call it \u201csneaky\u201d because nobody in marketing ever does it.<\/p>\n
And the reason they never do it is probably because they don\u2019t understand it.<\/p>\n
In fact, I would guess probably less than 1 in 1,000 marketers (not including many \u201cEmail Players\u201d subscribers, as I have talked about it before in the newsletter), with all their super persuasion books and social media chest pounding about how great they are, even know what he\u2019s doing. And lest you think this is some kind of inherently evil tactic because \u201cTRUMP!\u201d think again. This tactic he uses and has mastered to the point he probably doesn’t even think about it anymore, it\u2019s just something he does\u2026 is also something the late, great Gene Schwartz talked about in his magnificent \u201cBreakthrough Advertising\u201d book.<\/p>\n
I used it quite a bit in the weight loss niche especially.<\/p>\n
And, when I had the opportunity to be a guest on a podcast with the late, great master of negotiation Jim Camp that David Garfinkel & Brian McLeod invited me on shortly before Mr. Camp\u2019s death, I asked him about it.<\/p>\n
After I described it, I asked Jim Camp what he thought of it.<\/p>\n
His answer:<\/p>\n
\u201cYou’re solving a real problem and you’re creating vision for that person of a solution to a problem they see clearly coming because you’ve helped them discover it. So all you’ve done is provide a solution to a real problem for her.\u201d<\/strong><\/p><\/blockquote>\n
There you have it.<\/p>\n
Trump uses it.<\/p>\n
Schwartz used it.<\/p>\n
And Jim Camp used it.<\/p>\n
I also use it, a lot, in my emails & sales copy, and explain it in detail on pages 17 & 18 in the July \u201cEmail Players\u201d issue, along with an example of it from an email I used in the prostate niche.<\/p>\n
And now you can start using it too, to potentially get people obsessively reading and buying from your emails<\/p>\n
To subscribe in time to get this special issue, go here before tomorrow’s deadline:<\/p>\n