- No!
No!
How do you get your prospect to say more yes to you,
and more often?
(upbeat techno music)
You see, many years ago I wrote a book called Influence!
And you can find it on Amazon for a few dollars,
and in the book I talked about
the 47 psychological tactics
you can use to motivate,
persuade, influence your prospects to buy.
Now that was one of the very first few books I wrote
in my early 20's.
And I wrote that book,
my intention was to lay out and talk about
some of these psychological tricks and tactics
that companies and marketers use
to motivate consumers to buy.
And to my surprise,
consumers didn't buy the book.
It was all the damn fucking marketers buying the book
to persuade more prospects.
So later on, I changed the title slightly,
and then that becomes a very well-known marketing book.
So today, I want to share with you
one of the psychological tricks
that you could use to get your prospects
to say yes to you more often.
At the time, I was about 23, 24,
I was consulting with a client of mine.
At the time I was doing copyrighting,
was doing some consultation on the side.
And this, there's this owner, was a restaurant owner,
but he came to me, and asking me,
so Dan, I'm planning to launch a new restaurant.
It's kind of like a restaurant
with like a pub.
And he was asking me,
so what do you think I should do?
What kind of marketing do you think I should do?
And I thought about it,
well I said, let me ask you this.
Have you ever wanted to eat at a restaurant
with a couple of your friends,
and you thought, you heard some good things about it,
and you went to that place,
and when you show up to the restaurant,
no one was in there.
It's an empty restaurant.
And then you suddenly backed out,
and said, okay, well you know what?
Let's go somewhere else.
This place can't be any good because no one is in it, right?
Or you walk by a restaurant like that.
Oh, there's a place I wanted to try,
but, I don't see anyone in it,
so it cannot be any good.
On the other hand, has this ever happened to you?
You walk by a restaurant
that you have no clue,
you don't know anything about,
and you walk by, and you see the place packed.
You see people lining up.
And you start, to yourself,
okay, I gotta try that,
let's go line up.
It must be very, very good.
And that's exactly advice I gave to this business owner.
I said, here's what you need to do.
I want you to get some people
to line up in front of your restaurant.
He said what?
Yep, I want you to hire some professionals,
line-up-ers, line up people.
I want you to get some people to line up,
and I want you to be very anxious,
kind of very nervous,
and they are just waiting.
That's all they do.
Line up, and I want you to pack your place.
I want you to, I don't care if it's your friends,
your family, their friends.
I want you to pack the place,
and create that energy and that vibe.
He did it when he launched, and guess what?
Exactly.
People were thinking about it.
People were looking at the restaurant.
What is this new restaurant all about?
And boom, people started lining up,
and more people lined up,
and more people lined up.
And then when people said,
oh can I book a table?
Oh, it's gonna be a two hour wait.
Oh my god, a two hour wait?
Okay, put me down, that's good.
It gives them the security.
It gives them the comfort.
If all these people line up
it must be good.
And that's a psychological trick I want to teach you today.
You see, people don't want something
until they know they can't have it,
or other people want it as well.
It's a very powerful psychological trick.
The power of popularity.
If something is popular,
as a human being, having the social proof,
we think of that, it must be good.
If so many people like it,
it cannot be that bad, right?
So what can you do to create more demand?
What can you do to make your product or service
appear to be more popular?
And what else can you do
to make yourself more exclusive?
So your prospects,
they can't get to you too easy.
You're not too accessible.
So they need to jump through a few hoops
before they get to you.
So when they do get to you,
they cherish the opportunity
to hire you and work with you more.
It's that simple.
It is that simple.
A simple psychological trick.
If you want to get the book,
you can get it from Amazon,
it's only a few dollars, right?
I talked about all the 47 psychological tricks.
You might like them.
Until next time, I'll see you in my Bentley.