11:08am
Saint Paul
Remember the J. Peterman character from the Seinfeld TV series?
Last night I was watching Seinfeld (I could say that many times each week).
In this episode, J. Peterman—who sells clothing via catalog using romantic, emotional, visual copy—is taking Elaine out to dinner.
She is afraid of the tedium of listening to Peterman’s stories, so Elaine invites Jerry to join…
Jerry, also not excited by the likely conversation, invites George.
The three men meet at the restaurant and wait for Elaine.
But Elaine cancels on them in favor of a date with someone who can’t remember anything about her.
Peterman shrugs at the cancellation.
“I’ll tell the maître d, it’ll just be the three bulls,” says Peterman.
Jerry makes up an excuse and leaves.
Now George is alone with Peterman and can’t make up anything plausible.
He’s stuck and the two head to the table.
Peterman then spends the entire meal telling stories similar to his catalog copy. George is obviously bored—but Peterman doesn’t notice.
“What’s your point?” you ask me.
Glad you asked. I have a few.
First, in real life, people like to talk about themselves. Their situations, their problems, their successes.
You do, I do, we all do.
Maybe it’s an ego thing. Or a lack of social awareness. Or nerves.
But an enjoyable conversation should have a balance.
However, if you encourage people to talk about themselves, they’ll think you’re brilliant.
Second, asking questions and letting your counterpart do a lot of talking is a great way to sell. You can learn about their needs and desires and objections, and with the right questions they can talk themselves into buying your offer.
And third, in your sales and marketing, remember: people are interested in themselves, their problems, their interests.
They don’t care so much about your business—just how you can help them.
“So why are you writing about Seinfeld?” you ask.
Because, if you know Seinfeld, that would fall under one of your “interests.”
And if you don’t know Seinfeld, the persuasion lessons in this email may fall within one of your “interests.”
This third lesson is hugely important in copywriting and marketing.
Yet most marketing is focused on the company or brand.
Don’t let that be your copy. Discover the outcomes your audience desires—and tie your offer to those desires.
If you’re not sure how to do that, or if you don’t have time to write about your audience—or time to write at all—maybe I can help.
A new client just moved from my waiting list to a retainer proposal.
I’d hate for you to get your name too far down that waiting list.
Reply now and we can start talking about your marketing and how I can maybe help you.