The one thing every single human being wants

Just now, I'm rereading the book "The Ultimate Sales Letter" for the 3rd time and as I was marching on I got reminded of something with great importance...

That thing is no other than...

The Robert Collier principle.

If you don't know what it is, basically, Robert Collier was your typical old school direct response guy who sold a bunch of books through mail and he had a saying:

"Enter the conversation already going on in your customer’s mind"

That's not a trick.

That's a principle and a profound one at that.

Copywriters - or just salesmen in general - often fall into the fallacy of trying to divert their prospect’s attention from something they are already emerged in, rather than joining in on it. And you can't really do that and also get away with it dry...

Have you ever interrupted someone?

I sure did. And the person wasn't happy. Especially when I went on to talk about my own selfish needs just after I rudely smashed his momentum on the thing he was emerging in.

Usually you can see it on their face.

They don't care.

All they wanna do is get back to their own thing and continue with it.

That's because you are doing it all wrong. Instead, if you were to talk to him about the thing he is emerged in after interrupting him, he would be way more welcome and even friendly towards you and would talk about it in great detail.

But you are selfish.

You interrupt him and immediately start talking about your product like salesmen usually do.

Where is the foreplay?

Give him some goddam space to get used to you and start liking you.

And also, talk about him and his struggles. Join in on him because 99% of the time that what people are thinking about... Their life, themselves, their struggles... All about themselves basically. And as long as you stay in his world, talking about him, you are safe for the most part.

He will even protect you and nurture you because you do something most don't.

Pay him attention.

Here's something you might also want to pay attention to:

If you want to find out about a rookie mistake a 6 BILLION dollar copywriter made... And the lesson you can learn and profit from...

Then you might want to check out my free book, because one of the chapters talk about just that:

https://kristofnemeth.vercel.app/