A Crash Course In Brain Surgery
Smoke alarms aren’t sexy.
No one longs for a shiny new “Burninator 2000” for their anniversary.
I was but a young chyle when a man came to our house selling smoke alarms. Of course, my Dad didn’t want one. But, he let the guy come in and give his pitch.
I don’t remember what he said, but, he showed us a series of VHS videos of fires, houses burning down, burn victims and stuff like that.
It gave me nightmares for weeks.
My dad ended up buying a house full of alarms.
What the ‘Burninator’ salesman did was very smart.
He reached into my Dad’s mind, felt around for a bit and found an insecurity. Then held that insecurity up so that my Dad could see it with crystal clarity.
He gave my Dad a vision of what it would be like to lose everything he had, including his family, in a fire.
The sale was made after that.
If you want to make your product irresistible, wander into your prospect’s world. Look around and see what insecurities are there.
Bring these out and I guarantee, you’ll never bore him.
Show how your product can soothe his latent fears and you’ll forever be a welcome guest in your prospects noggin space.
So, for example, consider kidney stone sufferers
If you’ve ever had a stone, you know that it can be one of the most painful things you can experience.
In 2006, I had a kidney stone get stuck. I thought I was having a heart attack.
By the time I got to the emergency room, I would have been glad to only have felt that initial ‘heart attack’ pain. Every time I thought the pain couldn’t possibly get worse, it did, by multiples.
I found myself writhing in pain on the floor of the emergency room and later in the waiting room of a doctor’s office.
I can tell you that kidney stone sufferers are not bored of talking about a solution to their problem.
They may be skeptical of promises because of being burned in the past. But, if you can give him a vision of life without kidney stone pain and prove that your product will help, he will listen.
So, paint a vivid picture in his mind of his biggest fears and insecurities. Then show how you can relieve those fears and insecurities.
This requires that you know your market better than they know themselves.