The first lesson you learn in sales is how to qualify a lead.
After all, speaking with someone who’s not legitimately interested in your product or service is a waste of your time — and theirs.
But there’s something that’s even more important than making sure your prospect wants to buy what you’re pitching: ensuring that they’ll be happy with the purchase long after you’ve cashed their check.
Just because you can smooth talk your way into a sale doesn’t mean you should.
Has a singer ever been more seductive than Marvin Gaye?
Especially when crooning his classic, “Let’s Get It On”?
We often think about seduction in this sense: as being sexual, sometimes even manipulative. And sometimes it is.
But that is not the type of seduction featured on today’s episode of The Lede … though Marvin does sing words of wisdom to which we advise you pay heed:
Givin’ yourself to me,
Can never be wrong,
If the love is true …
As you’ll hear Demian and me discuss — with decidedly less seductive voices than Marvin’s (sorry) — if your love for your audience is true, if your intentions are pure, then tapping into their emotions through the art of seduction can, well, never be wrong.
If threatened, we move into action.
At one time your ancient ancestor jumped because an animal was about to eat him. Today, that motivation can be just as strong for someone with arachnophobia seeing a spider.
But to do it well (and still be able to sleep at night), you need to know a few things about scaring your reader into action.
I’m glad you are here.
Because I’m excited to share a quick bit of free advice with you that will instantly make you a more persuasive writer.
It’s the new edition of The Lede.
Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.
~ David Ogilvy
The moment I saw these words an immediate investigation began: who, what, where, why, and how could I acquire this book?
Because when the “father of advertising” gives that sort of praise, you better listen.
The work in question, Scientific Advertising, was written by none other than the legendary Claude C. Hopkins. Many a master copywriter has hailed it as one of the most important works on marketing ever written.
Truthfully, no blog post could replace the experience of reading the book in its entirety. If nothing else, I’d simply like to be a conduit for some of the fundamental lessons inside.