Workout: Ethical Persuasion

I want to persuade you to live the next experience in life. I want you to see you happy and joyous and vibrant and ready to live extraordinary lives. And I know you all have a mission in this room too. You have something you want to do, you want to give, you want to serve. And that's hard. So I thought I'd share this framework with you of how to think about persuasion. Not in the old school way of persuasion, getting somebody to do something, but rather getting people to buy into what's possible. Getting people to buy into something good for you. Getting people to buy into your mission, your cause, your company, your investment idea. That takes work. Sales take work. Business takes work. So I thought I'd share that with you. This is the last part of people skills persuasion. If you're a leader, you have to persuade. If you're trying to convince your wife, you have to persuade. If you're trying to beg 2,800 people from 40 countries around the world not to make you cry, I'm going to try to use the same framework on you. Secrets of persuasion. The good news is you know how it begins. It always begins with knowing the wins for other people. Now this is what we covered with conflict management. Knowing the wins of others. So I won't go too far, but I'll remind you, people have process wins, they have outcome wins and they have feeling wins. If you are going to sell an idea, you have to think about the three. Just like conflict, you still have to think about those. If you go into a negotiation, you have seven people in the room and those seven people can unlock multi million dollars for you. You should know what each of the wins would be for each of the seven people. Always know who you are talking to. If you are trying to persuade, know your audience, but don't worry so much about their demographics. I know marketers think this is sin, so hear me out. We started in sales and marketing, that it was about knowing your customer and their demographics. Ad agencies in New York still do good old fashioned brand marketing where what they say is, oh Brendan, you want to grow your seminars and events, young man? Yes, I do, sir. Well, tell me about your demographics of the people you like to persuade to buy your stuff. I said, well it's a whole lot of different types of people. They say not good enough sir, how old is she? Where do they come from? How much do they earn? You must be specific and you must niche down to their demographic. Let me tell you about something about that. Look around this room. People from 40 countries, different ages, different Experiences, different income levels, different careers, different industries. And I've had professional firms come in and say, oh, well, tell me about her. Tell me about him. Tell me about that country. We need to market to demographics. And I said, you're so 1980s. That kind of marketing died. It really did. No, we need to market towards outcomes, not demographics. What is it our customer is trying to achieve and feel and sense. Yes, knowing some of their stories is important, but knowing the outcome they want is more important. What's the win? I think it's important to know the wins are different. The wins are different. You got to know the win. Everyone wants more meaning. To sense the magic of the day, to sense how important these moments are in our lives. Meaning it's a win on day one. I told you and quote, unquote, sold you on the wins for you. That's what you have to think about. I didn't think. Well, if you're. I didn't sell you. Hey, if you're a lady of 30 and 30, you know, 32 to 35 and you're from Pittsburgh, I don't care about that. That's not how it works anymore. That stuff is good to know, especially if you have to deal with old school Parker's. But no, what's the outcome? I bet Jamie couldn't. She could describe her customer in exacting detail, but she could also tell you millions of women who look completely different wanted the outcome of feeling better and feeling beautiful and feeling authentic. She knew that. So she sold the message. Am I right? She sold the message of that outcome, of the win for them. She didn't just talk to. She talked to a woman. She talked to a person she knew. But it was a mindset more than a specific demographic. African women would buy products and programs. People in this country would buy products and programs from us. I had to know the win. What is the outcome of the person you're trying to persuade? What are their wins? If you're not aware of that, don't think you can persuade your spouse or your partners. You got to frame the positive of what's in it for them. Framing the positive. Now this is in marketing especially and in sales. Oh, my gosh. Old school marketers hate this. They're like, no, no, no, Brendon, frame the problem. Don't you know anything about copywriting, Brendan? You have to start with the rubberneck effect, the disaster, the problem that we're going to solve. Tell me about the problem. Start there. And I'm here to tell you if you are selling or Persuading based on the problem only. You are building a commodity argument or commodity business. I shared that with our premieres today. Nokia versus Apple. Nokia was solving a problem of transmitting communication. Apple was doing something more than just the problem. See, I can't just say if I want to sell something to somebody, here's all the problems. Because listen, the truth is problems can be solved by tons of different products and programs. You need to sell me the positive aspiration I'm seeking. The positive aspiration that I'm seeking. That's what I mean by framing the positive. If you're a salesperson, if you're trying to convince somebody of something, why is what you are about to present or talk about positive in the future life. That's super key. Super key. So if I'm, if I'm putting together, you know, how to become a best selling author. I don't begin my headline with getting an agent's hard. But that's what people do. They're selling themselves short because they're selling themselves a specific problem and that's why it's so hard for people to scale. They're selling themselves short by selling too specific of a problem. We want to sell problems. Not yet. We want to start aspirational. We want to sell a lifestyle, something that is a positive future thing.

Okay, my friend, I hope you enjoyed this episode of the Brendon Show. Tell some people about this episode. It's on each of us to spread positivity and empowerment during these times of chaos and negativity, right? So I'm asking you to be the dealer of hope and personal growth and education in your tribe. So take a screenshot right now and share the screenshot and this link to this episode with three of your friends today. Post it on social media, use the hashtag growthday. That's Growthday, because that's the name of my company and we're always giving away prizes to our community. If you'd like to help me personally, then please rate and review the podcasts on Apple Podcasts. Give us some stars, cheer us on, leave a review. Because believe it or not, that stuff actually really does help. And I read all of them. So my last thought for today, please remember you are stronger than you think and the future holds good things for you. Tomorrow can be an inspired day. Every new morning is a second chance.

Every day is a great day to grow.

We're thankful to have you here in the Growth Day community. So be sure to go deeper with us@growthday.com.

Sam.