I love me a good Seinfeld episode.<\/p>\n
And recently I saw the episode (“The Chinese Woman”) where George Costanza’s mom got to talking to Jerry’s girlfriend over the phone about why she’s getting a divorce. Because her name was Donna Chang, she thought Jerry’s girlfriend was Chinese and therefore possessed wisdom she did not.<\/p>\n
And so, at Donna’s advice, Mrs. Costanza decides not to divorce.<\/p>\n
Until… she realizes Donna’s not really Chinese.<\/p>\n
“I thought I was getting advice from a Chinese woman! Well, then that changes everything!”<\/strong><\/p><\/blockquote>\n
And suddenly the divorce is back on!<\/p>\n
Anyway, it’s one of my favorite episodes.<\/p>\n
And there’s a HUGE lesson inside:<\/p>\n
Most people really do place value on things that are exotic and different. It could be Chinese medicine, American movies, French food, whatever.<\/p>\n
Exotic sells, mi amigo.<\/p>\n
Want to make more sales?<\/p>\n
Create an exotic persona.<\/p>\n
And let it ooze<\/em> all over your emails.<\/p>\n
It’ll make you more persuasive.<\/p>\n
Just ask George’s mom…<\/p>\n
Ben Settle<\/p>\n