Diary of an Ad Man

February 23, 2008

Linear Thinking VS. Parallel Thinking

Filed under: Public Speaking,Uncategorized — linwoodaustin @ 2:46 am

Here is one of a series of motivational speeches I wrote for a client.
It’s an important concept and perhaps you will gain something from it.


Linwood
PS… Perhaps I can write something for you.
——————————————-

Linear Thinking– Rough Notes…

Welcome back to our 3rd, but perhaps the most important in our series on Linear Thinking vs Parallel Thinking.

So far we have discussed how important it is to think ahead-Allow your mind to examine problems and situations in a combined way. If this happens-then this and this and this will also happen. In our example of the airplane full of passengers that was sitting on the tarmac for hours being repaired and refueled it should come as no surprise that the toilets would overflow-right?

Another simple example would be that one must drain a water heater before cutting into the pipes-Right? And one must shut the water off to the house-Right? Why? Because we don’t want water all over the floor-Right?

So, in the simplest terms, parallel thinking is planning two or three steps ahead to avoid problems down the road.

Are you with me so far? Well… parallel thinking is not just about mechanics. It’s not just about shutting off the electricity before you stick you tongue in a light socket. There is another realm where parallel thinking is a must, an absolute must.

I’m talking about the field of human communication.

This is by far the most important human endeavor we can explore. Everything depends on it. Roads are built on human communications; great sky scrappers are built on good communications, cars, computers, clothing, clocks and cloning. Clearly everything depends on good human communication.

And when you’re standing in front of a customer how you communicate is the single most important factor in getting the job done. And it is the single most important factor in how much money you will be paid.

Let’s think about this for a minute. What you say is vital to the outcome you want.

Way back when tape recorders were first invented some researchers hid them under the counter at various drug stores, which had lunch counters. After listening to the recorded conversations between the soda fountain clerk and the customers, they discovered that 7 out of 10 times, when the customer ordered a coke and the clerk would say “large or small” the people would say “small” seven out of ten times. Isn’t that amazing? But when they trained the soda fountain clerk to say “large one?” 7 out of 10 times the people would say “Yes!”

Now we are discussing parallel thinking and how important it is in communication.

The human mind craves imagination and the human mind is somewhat lazy. So when people ordered a soda pop they had the thirst. And they had the discretionary money to burn on a drink.

So, after ordering a coke the polite soda fountain clerk says “large or small?” It is a choice that must be made. Why because the soft drink sellers want to move as much coke as possible so they offered large as well as small. And the mind has already decided to quench its thirst so they’ve gone beyond the old drink or no drink?” They are going to purchase a drink. They brought it up. They ordered a soda- Now the option is large or small. And because the mind is somewhat lazy it repeats the last option 7 out of 10 times. Large or small? Goes the question. And the drink buyers naturally and most often says what? Small- Right.

But when the clerk says “large one?” The mind in its natural way of taking the path of least resistance says – “yes!” Y-E-S.

So what we want to discuss here for the next few minutes is how can we do some Parallel thinking when we are trying to communicate to those we love – to our customers to our co-worker and perhaps even to our enemies.

Okay where do we begin? We have to start with words. I love you words are all we have. Right? And we want to examine the words we use – but more importantly we want to examine the reaction to the word we use. That’s right – the reaction.

Remember, 7 out of 10 times the reaction to the phrase “large or small” was “small!” And remember 7 out of 10 times the reaction to the phrase “large one?” Was yes.

So when we are out there in the big wide world and we are trying to get what we want, we must consider carefully the reaction we are going to get from the words we use.

When we go into a customers home and we aim to sell her an expensive air conditioning unit or new toilet seat or new faucet, the words we use will cause some kind of reaction. And our incomes are dependent on the right kind of reaction – right? So we want to use the right kind of words – right.

We are not here per se to discuss selling air conditioning units or selling new sewer lines or anything else. Instead we want to explore to our ability to engage the customer in conversation and to get the desired results – say 7 out of 10 times.

Words have meaning, right? And words used in various combinations involve some type of reaction, Right? And….get this, this is important – words used in the right combination in the right context ware the real key to Parallel thinking versus linear thinking when it comes to human communications.

For example lets take the simplest of phrases – I love you.

Simple words right? I love you. And 7 out of 10 times – lets say- I’d get a good response. But context is everything.

If I say to my wife – I love you- I’ll again get a good response. – Most likely. But let’s say I’m drunk in a biker bar and I say to some biker dudes wife – I love you. Well, the general response may not get me anything good, right? It might be even worse if I said it to the biker dude. So – words and context get reaction, right. And you want the right reaction.

So here we go.

If you want to be a great communicator, and remember – great communication make the most money. If you want to be a great communicator you must think ahead. You must realize that if you say blah, blah, blah the man or woman of the house will have a certain response. A reaction to those words-

You know this – you know that if you say I love you to a biker dude, you’ll get a reaction entirely different than if you say the same words to your mom. And if you want to make the most money, ethically and honestly in this business you must also say the words that will give you the right reaction.

So just for the records – here were not going to go up to all our customers and say – I love you – okay. Just wanted to get that straight.

So what are we going to say – we are going to tell them some nice things – to get a nice reaction. We are going to tell them some horrible things – to get a frightful reaction – then we are going to tell them some nice things again to make everything all better.

Linear thinking VS. parallel thinking, right. So lets draw a line here and pretend we say something here and the lady of the house says something back – well are we shocked that she had that reaction to what we said? If so, we try to smooth it over by saying something here and she says something back. So we try again and so forth.

When we have this conversation enough, it no longer comes as a surprise to us that she says XXX. Pretty soon we know that most likely she is going to react in this way or that to our message. That’s when we begin to get a clue. So – especially if we want to make more money – we begin to figure out that instead of saying “large or small?” We start saying “large one?” Then the buy gives us a more desirable reaction. It’s like playing Chess – Chess encourages parallel thinking. In Chess you say to yourself – if my opponent moves here I’m going to move there. And if my opponent moves here and here, I’ll move here and here and here.

Parallel thinking means you’re not caught off guard. Wayne Gretsky – you know that name, the great hockey player. Someone asked him the secret to his greatness, and Gretsky said, “ I never skated to where the puck was going to be. And just heading in the direction of where the puck was going to be gave me the edge I needed over the other team.” That my friend is parallel thinking. Planning ahead.

It’s like the best drivers are known to look way down the road, and plan ahead. The worst drivers only react to what’s immediately in front of them. So when your talking to a customer you know that if you say “I’ve got some bad news Mrs. Jones, its going to cost you $300.00, – Mrs. Jones is going to have a sour reaction. You are begging for it. You’re setting yourself up for it. But if you say “Good news Mrs. Jones, I can solve your problem and make sure everything will be okay for only $300.00.” Mrs. Jones’ reaction will be entirely different. The question is how do you want Mrs. Jones to react? This is not hard. All you have to do is get inside her head for a few minutes. Find out what she likes. What she wants. How she is likely to respond to this or that.

Parallel thinking –
How is she going to react if you track mud on her carpet? How is she going to react if you show up late? How is she going to react if you don’t give her any options about how to solve her problem?

You see Mrs. Jones is not that hard to figure out.

If you are dealing with mechanical things – like a broken furnace. – You have to ask yourself questions like – what will happen if I do this and this and this. And what will happen if I don’t do this and this. So with a mechanical situation you run a diagnosis you use your tools to discover the best approach to solving the problem. But when you are dealing with the customer you can’t just ask yourself question about what will happen if I do this and this. You have this amazing tool.

If a diagnosis tool and its called your mouth. So use it and ask her or him questions. Perhaps questions like – How long have you lived here Mrs. Jones? How many people use this bathroom every morning? How do you think this drain got clogged up? When was the last time you had a tune up on this furnace? Do you plan on staying in your home 5 years or 10 years? Do you like saving money? Are those shrubs important to you? Do you want a beautiful faucet that will last 10 years?

You see by asking questions you are setting the stage for parallel thinking. After enough questions you know that you can say XX and you’ll most likely get the reaction you want 7 out of 10 times.

Remember Columbo? The detective who wore a frumpy old rain coat. And he was always asking goofy questions that on the surface seemed stupid? He acted so goofy and dumb that the bad never took him seriously surely he was too goofy to solve this crime. But all the while he was just asking one question after another to setting the stage. He was connecting the dots.

This is what good salesmanship is all about. You ask the right kind of questions that you know exactly that if you make XXX presentation you’ll get X response and if you make a different presentation you’ll get a different response.

I’m telling you a great secret here. Pay attention. Never assume you know what is in their mind.

You must, you must, you must ask questions to make sure you are headed in the right direction. For example: and this is a true story from one of our members, a plumbing contractor. It was late – Christmas Eve, the phone rang and the customer wanted a drained cleared right now. It was urgent. Guests were over, etc. And the customer pleaded no other plumber even bothered to answer the phone. So the plumber assumed the customer would be grateful and not mind the after hours-emergency fee. So he went out, did the job, got the check from the lady and later when the husband heard how much it was and that it only took him a few minutes to do the job, he was furious and put a stop payment on the check. He said not even his lawyer charged that much per hour. Remember we want to solve problems for ourselves as well as for our customers – so – never assume – always ask questions. I suppose in this case the questions should have centered on “Ma’am I can come out but do you realize there will be an extra charge?” Or some such. My point is you must diagnose whether or not you want this “customer” to be your customer. Be like Columbo – Ask questions. We are not going to survive by being linear thinkers. We must at all times think and ask the WHAT IF type of questions.

I hope you have enjoyed our discussions on linear thinking versus parallel thinking. And I hope you use the concepts to jump ahead and get more out of like than you’ve ever gotten before.

Remember Poem.

I’m Terry Nicholson, clap, clap and I’m very excited about your future.

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Here's a Speech I Gave On Copywriting Years Ago

Filed under: Public Speaking,Uncategorized — linwoodaustin @ 2:46 am

Announcer:
The next speaker is, this is a real treat, a real pleasure to me. I started receiving some mail that caught my attention. I have a box just like this next to my desk, and mail that arrives that catches my attention goes in the box. When I decide I need to get someone else’s attention, I find mail that has gotten my attention and I, and I emulate it. I don’t plagiarize it, I don’t think that’s fair, but I try to take the design, the style, because there’s, you know, people take hours and hours and hours and I can benefit from that effort. So anyway, the stuff started arriving and I accumulated it. Pretty soon it started arriving in such frequency that I created a file. And then I got a phone call, and then I got a fax actually, the next thing was a fax that said “Good news from Linwood Austin”, and I was the only one that had recognized this name and so it was handed to me, and put in my hands, because that’s what it said. It said, “Good news from Linwood Austin.” So the people in my office thought this must be important, and it was, it was. It turned out to be a fax that our next speaker, he was coming to town and we set up a lunch and we went out and I had lunch and we had a pretty good time. So I want you to welcome Linwood Austin, he’s going to share his secrets for catalog production.

Linwood Austin:
Hello Ladies and Gentlemen. Good morning Ladies and Gentlemen.

Audience:
Good morning.

Linwood Austin:
Alright. It’s all in the delivery. Before we begin I want a $5 bill or a $1 bill from this side of the room, and a $100 bill from this side of the room. Does anyone have one?

Audience: [laughs]

Linwood Austin:
Okay, I have a $1 bill. Does anyone have $100? You got $100? Okay. Alright. Everyone here is a witness. What’s your name?

Janice:
Janice.

Linwood Austin:
Janice is giving me a $100 bill. Here we go. I have a $1 and I have $100. Please notice here that we have two ads. They’re both the same size, they’re both the same color combination, and they both have the same graphic layout, right? Okay, well I’ll just return them here. Here’s your money, here’s yours.

(He gave the wrong bills to each owner.)

They both have the same graphic layout, and the same color combination, you know, what’s the problem? The problem is the perceived value. One of them communicates 100 times more a different message, a greater message. Okay, have we got that? I think I can go home now, you ready? Why do people buy things? Perceived value. They want them, they need them. Okay, the whole class is a failure. For our purposes for the next one hour, people do not buy because they want, and they do not buy because they need, but they buy because of the benefits. They buy because of the benefits. What benefits do they want, and what the heck is a benefit? Do we know? Has this been established?

Alright, let’s see, can I borrow your hat?

Man:
Sure.

Linwood Austin:
Here we have a hat. Tell me what the benefits of this hat are.

Woman:
Keeps the sun off your head.

Linwood Austin:
Alright, there’s one.

Woman:
Waterproof.

Linwood Austin:
Waterproof.

Man:
Looks cool.

Linwood Austin:
Makes you look cool. Okay. What are the features of this hat?

Woman:
White.

Linwood Austin:
White, it’s canvas.

Woman:
It floats.

Linwood Austin:
It floats, is that a benefit or a feature?

Woman:
Benefit.

Linwood Austin:
If people buy things only for benefits, then what is it we immediately need to communicate when we are writing copy for our catalog?

Man:
Benefits.

Linwood Austin:
Benefits. So I want to find out what the benefits are. We’re going to try to do it as quickly as possible, with … I need an eraser … tissue. Here’s one.

Okay the benefits are, it keeps your head dry, makes you look good.

Man:
Sun off your face.

Linwood Austin:
Uh, cancer protection? Yeah? Help me out here. Is that, why did you buy it, why did you buy this hat?

Man: [unintelligible]

Linwood Austin:
Uh, shade, vision. And now, some features. It’s white. Is that a, okay, that’s a benefit.

Woman: [unintelligble]

Linwood Austin:
You keep saying it’ll float, why is that so important.

Woman:
If you’re out on a boat and your hat blows off …

Linwood Austin:
It floats. Alright. In creating catalog copy, there are some very important things that you must remember. In order to get a sale, we have to structure our message in a way that’s perceivable. So, therefore, I want you to remember this, there is a five-part formula to every good sales message, whether the sales message is catalog copy or face-to-face selling, or whether you’re writing an ad. And it’s this formula will bale you out of hard times. The five-part formula is, part number one, present the problem or the need. There’s lots of needs here, the need to look good, the need for cancer protection, the shade and the need to recover your hat if it falls off in the water.

Part two is to present the solution. The solution is you or whatever you’re trying to sell. Okay? Here’s the solution to these problems or needs.

Part three is to present the benefits of the solution. You have already stated the problem, “Do you need cancer protection.” The solution is my new Tilly hat, and part three is the benefits of the solution: It does protect you from cancer.

Part four is the proof of the benefits. This is a, part four is a key part in creating catalog copy or any sales messages. People generally, they won’t buy unless they believe what you’re saying and you’ve got to have the proof of these benefits. If this is your list of benefits, benies, over here is the proof. This is the list of features. If you want to write catalog copy in the easiest way possible, you must start with the right, what shall we call them? Building blocks.

So, take your product and write down a complete list of the benefits of what it does and then right along beside of that write down a complete list of the feature which make the benefits believable, and then you’re almost ready to begin. Here’s another trick. Circle the most striking benefits that you think your product delivers. Okay, what’s the primary reason you bought this?

Man:
Quality to be honest with you, ’cause it’s guaranteed for life, looks, the top of my head is susceptible to sun. I have no hair up there.

Linwood Austin:
But you said looks first.

Man:
Looks.

Linwood Austin:
I mean, quality, that’s sort of an abstract. So it’s … there we go. We’ll circle that one. And then you said protection from the sun. Okay, number those according to the importance that you think they have, or not necessarily, but according to the importance that would be of importance to the reader to who you’re trying to sell, to whom. But the wife said it floats. She’s probably had to chase a hat before. She keeps saying that it floats, okay, so this is important too. Okay, we’ll make this four, three.

So, in your instruction, your argument, we’ve kind of got an outline here of what we’re going to say. What benefits, I mean, what features over here support these benefits, what makes it look good? It’s white, snaps, that adds to the beauty you think? Okay. What, the shape, canvas? So start tying, you know, just when you’re mapping out your whole strategy on what to write, start tying these benefits and features together with a little line drawing, if, that will help you, if, also this might help too. When you circle these words, the, what you think is the primary benefit, play around with it to, to start writing. So this is the best benefit that you’re trying to sell for the hat, so take a little scratch piece of paper and do the opposite, or say the opposite, or play with those words. Looks good, looks bad, looks smart, looks fine, fabulous. Just start playing off of this whole concept of looking good.

If you’re going to do, capture their attention, the most important thing you will have to remember is grabbing them where it counts and that’s in the headline. Catalogs are nothing more than glorified magazines. Let’s see, we’ll take something here from Quill. No we won’t. Let’s see here, take … nope, I don’t like that either. Bring my own.

Man: Inside the hat you’ll find a catalog [unintelligible].

Linwood Austin:
You’re right, it says this is the Tilly hat. It is the best outdoor hat in the world. It floats, it ties on, repels rain and mildew, won’t shrink, and will be replaced free if it wears out. Yes, put it in your will. It says that, I’m not kidding.

Man:
Here’s your hidden compartment where you can keep the money and there’s another catalog.

Linwood Austin:
These guys are wicked.

Man:
That’s an order form, a friend asks “Where’s you get the Tilly hat?” You pull it out of the hat, you give it to him.

Linwood Austin:
Can you see this? “Ask for a free Tilly Endurables catalog.” I think these guys are good marketers. Maybe we’ll get them to come to the next seminar.

Okay, I just recently had a business meeting I want to tell you about with a man named Tom Travesano. He used to be a business partner of Brian Tracey who is a world-famous sales trainer, and he discovered some new sales technology that he presented to Tracey and he said “Let’s implement this in the seminars”, and he says Tracey was afraid of it for some reason or another. So he quit, he left Tracey and he started out on his own and he’s got this new thing developed, I’ve got to tell you about it. It’s the most wicked, dastardly, money-making, profitable concept known to man. Travesano discovered that every sale happens kind of like this. You meet the contact, you have a little discussion and the sale can go two ways. Either it goes to a “yes” sale, I’ll buy it, or it goes to a “no” sale, I won’t buy it. Travesano discovered that here, on this branch is where you present the features and benefits. F and B. So even though you get a yes or a no, you still present the features and benefits. But he says that in the vast majority of cases, the sale is won or lost right here, right here in the first 18 to 28 seconds when you meet the client. He’s dealing mostly with face-to-face sales but this is applicable in cataloging and I’ll tell you how in just a second. He says that the sale is won or lost in the first 18 seconds of meeting the customer. How is it won or lost? Because everybody has a certain mind-set, a certain character in their life and they all want something. Let’s see, how does he put this? He says that if you can say the right phrase in the first 18 to 20 seconds the right phrase, this guy will like you. What is the right phrase? It’s a wide variety of, it could be a wide variety of things, it depends on who you’re talking with. If you’re a financial CEO, a CEO with financial background, the right phrase may be something to do with stability and predictability, because those guys don’t like entrepreneur types or freewheeling, freethinking. Whatever the right phrase is, if you say it, he even recommends that in the first 20 seconds you use a lot of white noise. What is white noise? He says, well, the guy says, “Well, what do you sell?” and you say, “It’s not what I sell, Mr. Jones, it’s that we believe in financial predictability.”

It’s a response manipulation technique. In writing catalog copy, this 18 to 20 seconds is what you will know as your headline. In order to write a good headline, if they don’t see something in the headline that will capture their attention, then you are not going to win the sale. You can do the features and benefits thing but you still get the “no”. So, with that, do you want some headline ideas?

Man:
Yeah.

Linwood Austin:
Hot dog, you’re supposed to say that.

Headlines are, come in five parts. Part one, these are the five basic elements you can have in a headline: News, so you can say that something is amazing and new or at last it’s announcing some form of news. Benefits. Three, use the word “you”. In … I wish I could have done this over again. This is the most important word here. If I were to ask you, if you ask most anybody what’s the best word in advertising, and they’ll most likely say “free”, but it’s really this word. Because we’re all suckers for love, so if you mention the word “you” in your headline, “How you can spare your daughter the agony of going to college in a far off place”, “How you can buy a new boat with no money down.” We’re all interested in ourselves. Okay?

Number four, fourth part of the headline, is curiosity can be, part of your headline, fifth part is mention the product favorably. One of my favorite ads that has a favorable product mentioned as part of their headline is an old Rolls Royce ad that says, “At 60 miles an hour, the loudest thing in our new Rolls Royce is the electric clock”, so that’s favorable product mention. F-A-V, hope you’re writing this stuff down.

When do people buy things? Have we, have you thoroughly got it as to why they bought it? They buy things, when? When do people buy things?

Man: [unintelligible]

Linwood Austin:
I’m sorry, it’s the call to action. The fifth part of the formula is the call to action. So part one is the problem or the need, part two is the solution, part three is the benefits of the solution, part four is the proof of the benefits, the proof, the guarantee, the testimonials, the column of numbers added up to show, yes, there is a savings if you buy right now, and the fifth part is the call to action.

So, when do people buy things? They buy things at the moment that they’re convinced that they’re going to get more benefits out of what you’re offering than out of what money they have in their pocket is. So, that’s when they buy it. They might actually write the check six months from now. Haven’t you all had that experience? You know, you make up your mind, I’m going to buy that certain car. Well, that’s when you bought it. Something convinced you right then. You may not have had the money to buy it for a year or more. So, in creating your catalogs, you need to convince them that they’re going to get all these wonderful benefits. They may actually not have the money at the time to do it, but when the conditions are right, then they’ll come up and part with the cash.

Alright, a couple of more little items I want to remind you of in creating catalogs, is that little technical things; seven words per sentence. It’ll help you to keep your sentences seven words or less if at all possible, until the very last sentence. This is a little style I use, the very last paragraph where you have the call to action. Then you can make it a breathless sentence that can go on and on and on. And that last sentence is where you recap all of the features and benefits that you just told them about three or four times already, and you recap it and then say “okay, but you’ve got to do it now”, and 200 syllables per word, 200 syllables per 100 words, if that will help you. You know how, you’ve heard of the $20 word, you know what that means? In the newspaper, or the publishing business they hire writers at about .10 a word or maybe $1.00 a word, and they, the writers can use a big syllable word, and they think, “that’s a $20 word if they, that, that word’s worth a lot.” But for our purposes, we want to keep things simple because all of the research into advertising shows that even the highly educated do not mind simple sentences, but if they’re not highly educated and you start rambling on with these seven-syllable words and 20 or 30 word sentences, you’re going to lose a lot of people and, you know, if you can afford to do that, then fine. But I want you to know how to seduce the most people, massage their … 200 syllables per 100 words, use drop letters. A drop letter is, can you get this? It’s the “W” right here. It’s bigger than the rest of the body text. The drop letter. If you use it, you’ll increase readership by as much as 17%. The secret of the sideways “U”. When you’re designing your packages, your ads or catalogs, some outfit in Europe stuck up some cameras in condominiums, in the place where they check their mail to watch how the people read their mail, and invariably, invariably the eye wants to look right here, move this direction and out the page. So, if you design your catalog to have that kind of look, see, like this one? The picture is here? And the headline is here? The body copy moves down this way. So, you know it’s, these things are not, it may be otherwise but we’ve been trained naturally to view things this way by the newspaper industry. They have a habit of doing this so let’s follow the habit of what people already have.

Okay, trilogies. A trilogy is where, in your writing, you say things in a structure of threes. The DAK catalog is typical of doing this. They say, “Imagine, imagine, imagine”. Imagine all the benefits you’re going to get out of this widget, and imagine how great your wife will come to love you once you buy this widget, and imagine how your bills will be reduced. So imagine, imagine, imagine, and then you read on in the next paragraph …

Man: [unintelligible]

Linwood Austin:
Pardon me?

Man: [unintelligible]

Linwood Austin:
True, true. Then you read on in the DAK catalog and within the next paragraph he’s building another trilogy and he says, “You’ll thrill at the feeling you get when you but this new widget, you’ll thrill at the feeling your neighbors will get when they see you with this new widget, you’ll thrill blah, blah, blah, blah, blah”. Imagine, imagine, imagine … you’ll thrill, you’ll thrill, you’ll thrill. This trilogy, building trilogies into your copy makes the darned thing so easy to read, because it gets a certain predictability and you just kind of like it and before you know it you’re at the bottom of the page, because if you use these trilogies like that if, you can say your benefits … I’ll write it up here. Okay, we have it three times. You see it once, it goes right into your mind when you see the next sentence begin with the same word, and the third sentence … well, heck, it just makes the last part of the sentence a breeze to ease, a breeze to read, a breeze to fathom, and before you know it you’re at the end of the sales argument and they have digested all five parts of your message, and they’re ready to write the check.

Another thing that I like to do is to identify yourself early on in the sales message. Who is speaking? So within the first three paragraphs say, “My name is Bill Smith. I am the president of Video Elite”, or whatever the company is. “I know what I’m talking about.” We all want to do business with people that we know and like and trust, and people that have established rapport with us, and so, when you identify yourself right up front in your catalog and in your sales message, they get this warm, cozy feeling. They say, “Oh, I know who’s talking to me. It’s Bill Smith. I know who it is now.” But if you don’t do that, and you’re writing this, this message, there’s still this little hesitation and fear that’s going on in their mind, and in their emotions, and the buying takes place in their emotions, there’s still the hesitation, that they don’t know who’s saying this and should they really trust them. Hmmmm? Should they? Do we want to do business with a big nameless, faceless corporation, with initials, that we don’t know what the initials stand for? Or do we want to do business with real people that we can trust and like?

When I got through meeting with this Travesano guy, and learning that the sale happens within the first 30 seconds, I walked away from my meeting understanding that the Christians are wrong. There is no free will. And let’s take a five-minute break and I’ll tell you what I mean by that just as soon as we get back.

[break]

… seminars and workshops. You want to take that class? Become a consultant, earn over $800 a day. Each of these classes, they pack in as much copy as they can, they don’t have any white space here, and always remember, write this down, white space is your enemy.

Man:
When you always read these books and stuff and say you will have to have a certain amount of white space in advertising. How do you get two conflicting views like that?

Linwood Austin:
Because the people who say that are typically advertising agencies, and they have no idea what it is to actually get a check in the mail and see the ad pay for itself. White space sells nothing. If you want to make a test of it, just buy a full-age ad and put nothing there, and see what happens. And, listen, don’t think that this is so bizarre. I have in my files, in fact I was hoping to have a slide projector here, I made a slide of it, a full page ad in the New York Times, and it was totally white except for one small little thing right in the middle that said, 786 5th Avenue. And the whole rest of it was white. What is on 786 5th Avenue? Could be a dog kennel? I don’t know. Could be a brain surgery center? Who knows? But, obviously they were talked into buying that by some really wonderful, creative types who said, “Gee, we’ll feel good about this.” How much does a full-page ad in the New York Times cost? $30,000, $40,000? It’s absolute-it is your enemy, because it does nothing for you, except it makes, may help you win an award if you can, if you’re into winning awards, but we’re into winning dollars from people, and you can only do that with the right words, and the right pictures. Yes? No questions?

Woman: [unintelligible]

Linwood Austin:
It got a response out of me. I took a shot of it and I said …

Woman: [unintelligible]

Linwood Austin:
There was no phone number listed, just the address.

Woman:
I would go there to see what it was.

Linwood Austin:
You would? Well, are you going to go today or tomorrow?

Woman:
Well, I don’t read the New York Times, but if I were in New York I would, yes.

Linwood Austin:
Well, that’s fine. Would anybody else care to go with her?

Woman:
It would create curiosity …

Linwood Austin:
Curiosity is a, is a, it’s a tricky thing. It’s not going to win you any money. In all the past 90 years of advertising research, the direct response people put coupons in their ads, and you know what a coupon is, right? Coupons are, here’s the ad, here’s the headline, here’s the picture, and here’s arguments as to why you should buy, and there’s the little coupon here. And then there’s always a department; Department 3F, in the coupon. 3F tells the advertiser where the coupon is coming from. 3F, let’s say that’s from the New York Times. 4F was from the Los Angeles Times. 5F was from the Seattle Times. So they know where they’re getting the most orders. Not only do they do that, but for the past 90 years they’ve been experimenting with this coupon and they will, in the New York Times, they will run two different ads in two sections of the city. With one ad they’ll write $40.00 as the price for the product, in the other they’ll write $39.95. This ad gets 3F and this one is 4F, to see which price works better, or which headline works better, or which photograph works better. They’re always evaluating these coupons. By doing this, they have come up with scientific principles about what works in advertising and why, and this is what we’re discussing right now. Never, will you ever see a mail order company, a successful mail order company running a full page ad that’s nothing but white space. Quite often, almost 100% of the time they run full page ads that are full of text, and with that you get a handout. You want one? Okay. You want one? Pass those around. One each.

The first three you see in here are my own ads. Look at the second page which is 119 Amazing Advertising and Marketing Techniques. Got this? The most important part of an ad is its location, because you want it to be seen. So, the recommended place for a full-page ad is on the front page of a given section, or the back page, or use direct mail because everyone opens their mail. But if it’s not seen, you’re not going to get anything. The second most important part of an ad is the offer. The offer can be contained in the headline and often it should be contained in the headline, but I want to show you something about an offer here. The headline on this thing says “119 Amazing Advertising and Marketing Techniques You Can Use This Year to Explode Your Profits.” What’s the offer?

Woman: [unintelligible]

Linwood Austin:
Yeah. Those are the benefits, and the features.

Man: [unintelligible]

Linwood Austin:
You’re right, it’s above the headline. It says, “Bold, New Seminar Reveals”. I want you to get this because it cost me a lot of money to learn this lesson. 119 Amazing Techniques could be a book, it could be a seminar, or it could be a telephone conversation. You’ve got to make your offer plain. Why? Because there is a certain segment of the market out there that loves seminars. And if you don’t say that it’s a seminar they’re just going to pass right on by because they don’t like to read books. Or maybe if I’m selling a video then I want to say right up front what I’ve got, because the vast majority of those that are going to respond will look for what they want. They are in the market. They are part of the immediate passing parade. Do you know what the passing parade is? A passing parade is this. You get an ad that works, selling refrigerators and washing machines, and a certain amount of people buy from that ad, it turns out to be quite successful and you’re happy with it, and so the next week or the next month you run it again. Why? Because next week and next month there’s a whole new parade of people who have just gotten married and have just gotten a check from their in-laws, and have just come up into the parade visual where you are announcing what you are selling, and so they will respond to the very same ad that worked last week, and it still works this week. So, you run it again next month and there’s a whole new crowd out there, and the same, and the same, and the same .. it’s a passing parade and it makes life wonderful for a seller.

Okay. Page two. “The lazy man’s way to riches.” If you want to be a good copywriter, I would recommend that you all pick out one of these ads at least and sit down with your, at your computer and type the darn thing out, so that you get the feel of how these ads are created, what the structure of the sentences are, how the momentum is going in the sentences.

Page three. “They thought I was crazy to ship live Maine lobsters as far as 1,800 miles from the ocean.” As you note at the bottom, this ad pulled in over $10,000 in business and it inspired several copycats. From the things we’ve discussed so far, can you see the sideways “U” in the design of this? You see it has a drop letter?

Page four. Here we have two ads for carpets. The top ad and the bottom ad looked very similar for the sake of the video audience, you won’t be able to read anything here, but … the only difference between these two ads is the copy in the bottom ad has been enhanced and lengthened, and notice what happened. The top ad did miserably because nobody was convinced to part with their money to buy carpet. The bottom ad produced what? Fifteen installations of carpet on the first day that it ran.

Man: [unintelligible]

Linwood Austin:
Pardon me?

Man: [unintelligible]

Linwood Austin:
Oh, he raised the price. Okay. Well. Typically speaking, typically speaking this happens when you start writing and making a product sound good. You say, “Well, you know, I think I’m charging not enough for this. I’m gonna raise the price”, because when you don’t say anything about it, then $9.00 just sounds too much, but when you make it sound like God’s gift to the blah, blah world, you know, then you say, “Well, this is worth $99.00. No, no, I think it’s worth $299.00. No, it’s $1,300.00 for sure, that’s it.

Page five. This is my favorite ad in the entire world. Dr. Shoop’s Restorative. This was written by John Kennedy who was a good friend of Claude Hopkins. Those two guys invented 90% of modern day marketing techniques. The ad says, “My book is free, my treatment too if that fails, but if it helps, if it succeeds, if health is yours again, I ask you to pay $5.50. The book tells all, I send it to you free if you but write.” Who could resist an offer like that?

Page six. The free book. It was a two-step selling process and Dr. Shoop was put out of business by the law of the land. He was selling snake oil, but it helped a lot of people. They were happy customers. He offered money-back guarantee. Dr. Shoop, John Kennedy, he wrote that ad, and Claude Hopkins invented all of these techniques, about 90% of the marketing, direct marketing techniques that we have today using benefit ladened copy. Catchy headlines that promise big benefits and convincing arguments to get a check out of people, they, they invented it.

Page six. “The cold facts about buying a swimming pool.” This was a two-page spread in two colors; black and white. It was Anthony Pool’s first attempt at salesmanship in print. Pool sales are typically dead in March, but this ad brought so many coupon leads that their sales force thought it was summertime.

Page seven. This was the first long copy ad that Central Computer Products used, and before they discovered the power of these persuasive words, they were selling about $73,000 a month in computer-related equipment, and when this ad broke, it went up, they were selling $643,000 a month. [sigh] Isn’t that breathtaking? Let’s do that together. [sigh]

Page seven, which doesn’t have a page number on it, it’s the DAK, it’s a page from the DAK catalog. I called these guys up and I said, “How many catalogs, how many breadmakers do you sell a month?” and they said, “That’s none of your business.” In fact, one of my friends used to be a copywriter at DAK and he told me that, that when Drew Caplan would send his copywriters to the DMA Convention, the Direct Marketing Association Convention, he would tell them, “Don’t you say a word about what we’re doing here. It’s pretty secret, pretty private. We don’t want people to know how much money we’re making.” And they were raking it in hand over fist, “and we don’t want people to know our techniques.” Well, his techniques are all right here, what’s he hiding? In here you have all the things I’m telling you, especially the trilogies. You can go through here and find those trilogies. Just bear with me a moment. “Five minutes to homemade bread. Now you can effortlessly make wholesome, preservative-free, great smelling homemade bread,” gosh, can’t you smell it already? “in less than five minutes. You can literally dump in the flour and other ingredients, everything else is done for you automatically.” Is there any effort to this?

Man: Yes, my wife bought one.

Man: It is pretty good.

Woman:
[Is this [unintelligible] what size is the normal …

Linwood Austin:
It was a two-page spread.

Man:
If you read a list from DAK, everyone who bought a breadmaker there a 239,000 makers on that list. If you had a recipe for making good bread, that would be a good list. So that also means that a quarter million breadmaking machines, that’s a lot of dough [unintelligible].

Linwood Austin:
Page eight. “At 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock.” This ad only appeared in two newspapers, however, it caused so much of a stir that Ford Motor Company spent Kazillion dollars the following year just to say that their car was quieter than a Rolls. They were obviously intimidated by that.

Page nine. We’re just talking about the ads in here, but if you go through surrounding these ads, there’s plenty of little techniques and little helpful hints and thoughts gleaned from ideas that have been around for a long time. The pocket CB, on page nine is the ad, the pocket CB. Sugerman, Joe Sugerman wrote this. I have a difficult time with writing short headlines, but, it worked for him. I always like to use, if I can’t think of any other headline, I’ll fall back on the old three standbys. You can write this down. “Headline secrets, how to.” Fill in the blank, how to, Second old standby is “Secrets of.” And the third standby is “Advice to.” And if you can’t think of anything else, if you play around with the benefits and the features and you just, nothing comes to you, then try one of these. Advice to every student who wants to make a million dollars.

Ah hah! Page eleven. Page eleven, we have two ads that were done on a split run basis. They look very much alike, they both have lots of copy in them. One of them did miserably and the other did wonderfully. What’s the difference? On this side we have, “She sang along the road.” On this side we have, “A better life for the farmer’s wife.” Let’s take a vote and see which one wins. How many think that “She sang along the road” did better? Ha, ha, ha! You learn fast. Why is this, why is “A better life for the farmer’s wife” better?

Man: [unintelligible]

Linwood Austin:
Okay, the boys who made this, “She sang along the road”, they were a high-paid advertising agency just like these guys. Just because somebody’s been in the advertising business doesn’t mean they know what they’re doing. So, you can argue that some people say you should have lots of white space, but, what did the coupon say?

Page twelve. Computer age pen, writes, draws, microlines. Nice design here. See if you can make use of it. Let’s see, this ad brought in $85,000 in direct sales plus many retail outlets claimed that customers walked in with this ad in their hands saying, “Do you have this pen for me, please?”

Page thirteen. “Imagine Harry and me advertising our pears in Fortune.” This headline here is kind of a curiosity headline. It doesn’t immediately promise any benefits, but it worked. It started a whole new industry of fruit by mail.

And just in case somebody wants to argue with you that nobody will read very much copy, we have page fourteen here; “What everybody ought to know about the stock and bond business.” It contains over 6,000 words, brought in about 10,000 replies. At least 10,000 people read it.

Page fifteen. “Cut your grass quickly and easily with the world’s first safe power mower.” This ad is from the 60s, and it immediately sold over 100 lawnmowers for Morris Furniture Stores. Nothing has changed, folks. Over the years, ever since Claude Hopkins and Dr. Shoop, and his snake oil, we all are still very much interested in ourselves, and we want to better our health and our education, our sex life, and everything else, you know. Nothing has changed.

Page sixteen. The opening line here is the most seductive you could ever write to a perspective buyer. “Dear friend. There’s no use trying, I’ve tried and tried to tell people about my fish. But I wasn’t rigged out to be a letter writer, I can’t do it. I can close haul a sail with the best of ’em. I know how to pick the best fish of the catch. I know which fish will make the tastiest mouthfuls but I never learned the knack of writin’ a letter that will tell people why my kind of fish, fresh caught, prime grades, right off the fishing boats with the deepsea tang still deep in it, it’s lots better than the ordinary store kind.”

Man:
Wow! Where is that store? Right before lunch, huh? … Seafood place down the street.

Linwood Austin:
I believe it was Mack Sackheim that wrote this letter and, I mean, isn’t it charming? Just say, “Gee, I don’t know much about writin’ letters, but let me tell you about what have to sell.” Well, automatically you’re disarming them, you’re just taking away that element of resistance to whatever it is you want to say.

Page eighteen. “To men who want to quit work someday.” Are there any men like that in this room? Uh, huh. That’s why we’re all here, learning how we can quit work.

Page nineteen. “New, free to new subscribers.” My good friend, Jeff Hassler, wrote this. “New, free to new subscribers, 127 amazingly profitable ways to” blah, blah, blah, blah, blah, and now look at the first line. “Yes, it’s amazing but true.” Every time I see that I say, “Did I write that or did Jeff write that?” ’cause we’re the, as far as I know, we’re the only ones who, in the industry keep saying about everything, “Yes, it’s amazing but true!” I’ll give you free my incredible new, la, la, la, la, la.

Page twenty. “How to collect social security at any age.” And I believe Gary Halbert wrote that one.

Page twenty-two, is a little ol’ Blue Blocker ad from Mr. Sugerman again.

[Blank space in tape]

Travesano with the incredible feeling that the Christians are wrong, that there is no free will. That our wills are very much influenceable. I, to tell you the truth, I go out of my way to discuss this matter with Christians because they say we have a free will and I say, “What is our will free of?” Is it free of influence? Is it free of pressure? Is it free of coercion? There’s nothing that our will is free of, and we, as direct response marketers of whatever, we should keep this in mind that our wills are very influenceable, and the question is, what will influence this person to buy?

In fact, this is a very good, here’s three questions that you should ask yourself of the selling situation, if I can remember them, they’re secrets. Question number one, who makes the buying decision? Maybe you’re trying to sell red widgets to men, and so you write the copy using male imagery, or whatever. But actually, the buying decision one is his wife. And if you don’t know who is the real person to make the buying decision, then you’re in a lot of trouble. I’ll give you an example. There was a meat packing plant that was buying regular newspaper ads all the time, trying to get these women to buy their meat at the grocery store. They had not asked this question, but when a marketing consultant contacted them and they agreed to listen to him, he said, “Who makes the buying decision?” and they said, “Well, we’ve never thought of that before, but I suppose it’s just the butcher”, and they had to admit that that’s the truth, the butcher made the buying decision ’cause the women went in there and they just asked for five pounds of chuck roast. They didn’t ask for Charlie’s chuck roast, they had no idea where the chuck roast came from, and if the butcher talked to some lady who said, “I want Charlie’s chuck roast”, well he knew that that woman was married to somebody at Charlie’s butchering plant, you see? But most of the women, they just said, “I want lean, ground chuck roast.” So they said, with that question, they conquered half the problem with who makes the buying decision.

Second question is, what factors influence the buying decision? So to continue the story, the butchering company decided that it wasn’t advertising to women so they immediately cut out all the newspaper ads, and they started concentrating on how to manipulate the butcher, how to influence the butcher and to get on his good side, and to overcome his little free will.

The third question is, how can we bring these factors that influence his decision, how can we bring these factors to light in the most advantageous way possible? So, what they concluded was if they set up a program for the butcher so that he could put up little signs in his store, a cooking class on how to make better meals on Wednesday nights, they provided all the materials for him to do a cooking class on Wednesday nights, well then the women got excited and they came to his store, bought his meat rather than going to the competitor’s store. And so the butcher was so happy with the extra service that he got from the meat packing plant that he just made larger and larger orders from them rather than from the competitor. So, it’s very important question to ask, who makes the buying decision? What factors influence this decision? and how can you bring these factors to light in the easiest way possible?

Here we have, I brought three of them so you can look at them, and pass them around, make copies if you want. Here we have a little outfit called The Learning Annex. The Learning Annex is a, more or less, a junior college. But they don’t have boring classes there and they, for God’s sake, do not have a boring catalog. You can’t bore people into buying from you. So, what they have is a catalog with these kind of classes. Patty Davis, Recovering From Dysfunctional Families. Let’s see here. Embraced By the Light, What Happens After We Die, with the New York Times best-selling author, Betty Eddie. They get into the juicy stuff here, too. How to create seminars and workshops. You want to take that class? Become a Consultant, Earn Over $800 a Day. Each of these classes, they pack in as much copy as they can, they don’t have any white space here, and always remember, write this down, white space is your enemy.

[Repeats in the tape beginning with “Because the people who say that are typically advertising agencies and they have no idea what it is to actually get a check in the mail …”]

Page twenty-three. “Do you make these mistakes in English?” This was perhaps the most successful ad in the history of advertising in the past 90 years, because this ad ran profitably 41 or 42 years, or whatever it says on here. 42 years, before losing its pulling power. The reason it stopped working is because we have a different kind of immigrant now and they’re not as interested in, they’re not interested in the same kind of self-improvement that the immigrants were, had from the 20s and 30s and 40s.

Finally on the last page we have an example of small classified ads or small display ads. Okay. Got enough to go home with?

Man:
Can we make copies of this, enough to go around with [unintelligible]

Linwood Austin:
Okay, no problem?

Man:
We’ll make copies.

Linwood Austin:
Any questions? Any overload? Anybody want to puke? Just remember there is no free will, there’s only an influenced will, what are the factors is it going to influence in the buying decision here?

Man:
I was intrigued by the sales thing, because on the board but, I get on the phone a lot, people on the catalog, and you want to be able to say the one thing that’ll influence them in the sales area, how do you figure out, like, my business is video-related business material, but how do you figure out what that line would be or what that [ ] would be?

Linwood Austin:
If they call off of your catalog or your ad, you’ve probably got ’em already. But, here, it takes a lot of experience or asking questions, you just have to get to know them. This Travesano company does profiles, and if you want, you can buy the profiles from me. If you’re looking to target a specific market, for example, onocologists, or radiologists at the hospital, these guys have done intense profiles to get to know these guys and they make up these 10 to 15-page sheets revealing what these guys think, how they act, what they want to hear, and to be quite honest, these profiles are often not very flattering. Did you hear that? They’re not very flattering, because … when these guys, any idiot can go out there and say “I’m here taking a survey on radiologists, I want to know what you think about the races, and what you think about the Lakers, and, and would you buy our product if, if, you know, we sold it to you?”

But Travesano’s company does sneaky research. They’ll bring in the target market and they’ll say, “Do you like these pink cups better or do you like these blue ones better?” and of course, here’s what they find. Half of them will say they like the blue one and half of them will say they like the pink one and, and then they’ll say “Okay, well, thank you very much for, for doing our test, and, you know, here’s the check that we promised you. Oh, and by the way, on the way out the door, there’s a pink and blue cup there, so just pick just one and take it free as our gift just for participating.” And that’s where the real research is done right there, there’s a little video camera, hidden camera to see which one they take home. Invariably the ones who said that they like the blue cup, they take home the pink cup. And the ones who said they like a pink cup take home a blue cup, because in an interview situation, we often say what we think wants to be said, but in the privacy of our own home, we’re in our own thoughts, we have entirely different makeup, and so, you just have to get to know these people if, if unless there’s a research report already done that Travesano …

Man:
I do know the people really well and one thing that goes over and over in the video people’s head. Every time I hear, “I’m looking for better resolution”, that’s why we call our catalog The Resolution [ ]. I’m not sure quite how to tie that into personalizing stuff after they talk to me, say, so you’re looking for better resolution I gather.

Linwood Austin:
Well, it could, so you’re selling resolution but you have to ask some other questions too. What is it they, that they really want? I guarantee you it’s not resolution. It’s something else. It’s something behind that resolution. What’s motivating them? Is it the pressure from work or is it their wives? or I mean, what are they really into? And so, once you know what they’re into, then you can find some little bonding statement, some, you know, and [________________] that bonding statement in your white noise, and seduce these people.

Man:
[ ] what they really want is not resolution. What they really want is the satisfaction for their feelings of inability in the product that they’re producing, basically.

Linwood Austin:
Could you say that louder? Wait a minute, I think you’ve got something here.

Man:
Well, a guy who does video production wants to produce, he’s always asking me the same question. What format, what format, what format? How can I get the best quality, how can I get the best quality? How can I … quality has nothing to do with format or camera or anything, It has to do with brain power, and so a person who is particularly in the beginning stages of video production feels inadequate in what he does because he’s competing against people like [ ], ABC, or whatever, and so what he wants isn’t a better resolution, what he wants is to feel more secure about the product that he’s producing, he wants to feel he’s producing a quality program and a quality product comes from here, not from here.

Man:
But see, you can explain that to me, but I try [ ].

Man:
Well, you tell that in person, you’ve lost yourself a sale.

Man:
Exactly. So how do you get this across to them without telling it to them?

Linwood Austin:
Alright, well let me give you an example …

Man:
I’m not sure I know the answer to that question [ ].

Linwood Austin:
It’s very similar to what he said. When these guys were doing research into radiologists to find out what they really want, well, the salesmen who were selling this big radiology equipment they would go in with a list of features and benefits, thinking, “Well, they just want these features and benefits.” Well, when they did the profile, they found out what these guys really want, what these radiologists throughout the country really want is they want their old position back. They used to be top dog in the hospital. What they said went. If they bought, wanted to buy something, the check was issued immediately. But because of federal regulation and, and health care, government squeezes, and so forth and so on, in the past 10 years they’ve been pushed down, down, down on the importance scale and those guys are pissed off about it, and so, you know, they’re upset. And so if a salesman knows this and goes in with this in the back of his mind that these radiologists are pissed off and they, you know, there’s nothing they can do about it, and that’s what they really want, is at least a shoulder to cry on or someone to acknowledge that they’ve been pooped on over the past 10 years. Well, the salesman who comes up with a bonding statement like “Gosh, it’s just not what it used to be, is it?” well, he gets the sale because of course he’s going sell the same features and benefits that the other sellers are trying to sell, but at least he gets into the mind of these guys and, and says the things that lets them know that he identifies with their plight, in life. It’s very wicked.

Man:
[ ] best quality cost ratio. You’re bringing their vision to reality as close to CBS for the amount of money that they can spend maybe really is stroking their …

Man:
Yeah, but I hit upon something he said. I wrote down, this came to mind asking the person, what, these are all, my guys are all independent video boutiques they make the decision and I came up with the [ ].

Man:
Let me ask you, who’s the most important person in your company, and obviously the answer is gonna be them. And then from there go, “So you’re the one who’s in charge”, and, you know, and maybe, like, when you were mentioning there [ ] like the radiologists needing to feel important, maybe some of these people need to feel important about their [ ] issues. I mean, I’m going to play with a bunch of different questions. I’m constantly on the phone asking questions of what people want to buy. They say, “Yeah, I’m interested in your wireless mic, what can you …” and I say, “If I can just ask a couple questions first”, and I find that the longer I let them talk, it leads to sales. Yeah.

Linwood Austin:
That is a nice trick. I, I did bring, I didn’t know if you’d be interested or not, but I brought three reports; one with the Onocologists, Oncologists, one with the non-entrepreneurial CEO with a financial background. This one is not flattering at all. And a profile of the CEO who has an entrepreneur mindset.

Man:
Can you give us an example of what do you mean by nonflattering, like [ ]?

Linwood Austin:
Al right. The non-entrepreneurial CEO with a financial background. His primary want, he wants to have guaranteed career survival in an environment where personal accountability is minimal and is shared with a very wide safety margin.

Man: [ ]

Linwood Austin:
Okay, there’s more, on the primary want. On the section that’s known as his special feature want, the one feature he wants your product or service to have more than any other is complete predictability. Put as much emphasis as you can on the word “completely”, because it captures the essence of what this guy wants, he wants something that is completely predictable. He is not one that wants surprises at all; whereas, the profile of the entrepreneur CEO is entirely different. He doesn’t mind unpredictability. In fact, he kind of thrives off of it. The seller want. This is what he wants in a seller. He wants you to describe your company as a financial, stable and respectable company that’s 1) non-confrontational, 2) undemanding, 3) moderate, 4) not requiring fundamental or dramatic changes, 5) guided by sensible, no nonsense priorities, 6) not sales-minded, and 7) not extravagant. Can you imagine somebody more boring than this? So …

Man: Yeah. [unintelligible] Sounds like he doesn’t want to lose his job.

Linwood Austin:
That’s right. What he wants to find in your product, he wants non-controversial, inoffensive, capable of smooth integration into the environment and requiring minimal human interaction. Requiring minimal human interaction. This guy is really, this is the type of guy who uses his own personality as birth control. Okay? The benefit want. The benefit want. The benefit he wants more than any other is being perceived more favorably in an environment where there is more consensus and unchanging routine. He doesn’t make decisions on his own, he wants a consensus of everybody’s opinion so that there’s no responsibility to him, he can share the losses if he makes a bad decision with everyone. And, let’s see. The cost want. This is how he wants to perceive the price of your product. He wants to perceive your price as prudent. So that gives you an idea of, if you’re trying to sell to non-entrepreneurial CEOs with financial background. Okay. Let’s give Linwood a big hand.

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