How Not to Promote!!!
While I was at the mall today I happened to briefly overhear one of our famous DJ’s here in South Africa try to promote his latest CD. I was in a hurry so I couldn’t really catch much, but what I did hear seemed to consist of variations of ME, MYSELF, and MINE. My immediate impression was that this was one CD that I wouldn’t listen to if someone gave it to me for free.
The favorite topic of discussion for pretty much anybody in the world is, in fact, themselves, this is a fact. The sweetest sounding word in the dictionary is your own name. Unfortunately this doesn’t work both ways.
Have you ever been in a conversation where the other person spoke of nothing else but themselves? I know I have, and it pisses me off. Every time you try to say something they try to butt in with a little more self promotion.
Anybody can promote anyone, except themselves. I will repeat, anybody can promote anyone, except themselves. Once you understand this principal, it will be your greatest asset in whatever business you are involved in.
I read a story recently about a guy that was thinking of buying insurance. So he set up an appointment with a salesperson. The salesperson arrived to the appointment accompanied by a another guy whom the salesperson introduced as Mr. X, an expert in the insurance field. The salesperson then proceeded to promote Mr. X to the high heavens, in fact, nobody said a word about insurance during the entire meeting. As the salesman and Mr. X were getting ready to leave, Mr. X looked the prospect in the eye and said, “Mr. T, I’ve been in insurance for 20 years, and I have never seen an insurance plan as solid as this one”. That was it, the prospect signed the papers on the spot. You see, if I tell you that I’m an expert at something you will think I’m just bragging, but if somebody else tells you I’m an expert, chances are that you will believe them. You might not know me, and you might not even know the person that recommended me, but you will still believe. Isn’t that amazing.
I actually know a guy who is a director at a very big property company here in South Africa, and uses these tricks all the time, and it works very well for him. If him and a colleague have a big meeting with clients, he will go into the room before his colleague and introduce him as an expert in the property field. Then when the colleague comes in, the prospects are eagerly waiting to hear what the expert has to say.
Anybody can promote anyone, except themselves.
Simon
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