Soft Seduction

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  • Hard vs. Soft SellingWhen to Pitch and When to Seduce

    Sources: The Art of Seduction by Robert GreeneSoft Selling in a Hard World by Jerry VassWhy Business People Speak Like Idiots by Brian Fugere

  • The Hard SellExamples (can use direct or indirect organization)

    Direct mail/spamTelemarketersQVC

  • The Hard SellAggressive (one-way communication, command language)Inflated claims, (miracle cure, best-in-class, best-kept secret)Dwells on positive (spin)Sense of urgency (Buy now!)Obvious

  • The Hard SellProsEasy formulaMass produce-ableNo need for audience inputWorks often enough to offset cost (in some situations)

    ConsErodes trustBoring, predictableLow audience connectionHigh rejection rateHard to differentiate

  • Communication Matters DiscussionThe Art of Persuasion

    The author comments Its about relationships. How do you create a relationship with your audience in a short speech?

  • The Soft SellExamplesBest Commercial in EuropeSuper bowl 2008

    The InterviewHank the ClydesdaleBridgestoneThrilliciousMovie: The Italian Job

  • The Soft SellLow-key, low urgencyAssertive, confidentAudience focused/tailored

    Direct or indirect organizationListening, asking questions Solving problems, meeting needs

  • The Soft SellSubstantiates claims (more show, less tell)Demonstrates respect and trust

    Listens to audience needs/concerns/objectionsAllows audience to come to their own conclusions, doesnt force-feedMore direct with negative information, no spin

  • The Soft Sell: Key ComponentSeduction

    InterestingEntertainingPiques curiosityRelevantVividCompellingInsidiousEvokes positive images/emotions

  • The Soft SellPros:Relationship building

    Trust/credibilityRespect/likeabilityHigh % success

    Cons:Requires seller with higher level of inter-personal skills and EQRequires more time and effort from seller

    Pre sale research During sale listening, probing, adapting

  • Why Seduction?People hate to be sold to, but love to buyThe less you seem to be selling, the betterPeople like an idea better when they think its their ownReality check: business is usually boring

    Make it interesting and attract success and followersUse relevant stories, personal commentary, unique/creative approaches

  • Power of SeductionVictims are willing and happyRarely resent manipulation because of perceived gain/pleasure

  • Hard Sell and Soft SellChoose Hard Sell WhenProduct is temporary, limited/one-time use Seller is temporary (door-to-door, tele-marketer, con)Buyer is temporary (tourist, newcomer, inexperienced)Sense of crisisSupply exceeds demand (surplus)

    Choose Soft Sell WhenProduct has repeated useSeller is permanentBuyer is stable/familiarNo crisis or urgencyEstablished corporation, name-brandDemand exceeds supply (shortage)Conditioning propaganda (image/opinion building)

  • Selling to One/FewHard SellTalkTellSellPitchLeave

    Soft SellListenAskSolveProbeClose

  • Soft Selling to One/FewFor more information:Why Business People Speak Like Idiots by Brian FugereSoft Selling in a Hard World by Jerry Vass

  • Seduction of the MassesGoals

    influence, votes, attentionDegree of tension

    more diffuse and softMethod

    constant/repeated titillation to fascinate with what youre offering

  • Selling to the MassesDirect Sell vs. Seduction/Soft SellDirect Sell CandidateState your case strongly, directlyProvide details (talents, ideas, contrast to alternative) with expert corroborationTout achievements, results, Induce fear (dont ignore me)Aggressive resistance, distrust, grating/irritating

    Seduction/Soft Sell CandidateBring pleasure, create a + atmosphere around nameNever seem to be selling, let entertainment take center stage (e.g. elixir sales, 17th century)Focus on selling lifestyle, mood, adventure, hipness, rebellion (not self)Attributive good feelings, trust rubs off from message to you

  • DiscussionHigh school office elections

    Hard sell candidate examples?Soft sell candidate examples?

  • Seduction of the Masses Key Components Appear as news, never as publicityStir basic emotionsMake the medium the messageSpeak the targets language be chummyStart a chain reaction everyones doing itTell people who they areSource: Art of Seduction by Robert Greene

  • Appear as News

    Dont make first appearance in an adManufacture an event or attention-getting situation media picks up as newsOrchestrate carefully, create dramatic impactConceal real purpose (selling self) at all costsIncreases credibilityIncreases differentiation/visibilityHold attention long enough to hook them (controversy, scandal, etc)

    Toyota Parks Itself

  • Stir Basic Emotions

    Never use rational, direct argumentAim for the heart, not the headDesign words, images lust, safety, patriotism, values Insinuate your true messageSurround yourself with emotional magnets (war heroes, children, saints, small animals)Bring emotionally positive associations to mindNever leave creation/definition of associations to chance

    Video: Music Man

  • Make the Medium the Message

    Pay more attention to form than contentImages are more seductive than wordsImages retained longer Create a hypnotic effect make people feel happy, sadMore distracted people are by visual cues, the harder it is for them to see your manipulation

    Example: Political Campaign Commercials

  • Speak the Targets Language

    Seem equal, on intimate terms, one of the folks, a friendShow you understand them, share their spirit, languageTo earn trust - use selective honesty, strategic weaknessComplicated words/ideas, too many stats fatalAvoid appearing superior, smug (but make competitors appear)

    Carmine Gallo: Command a Room

  • Start a Chain Reaction

    People desired by others are more seductiveAct as if you have already excited crowds, and are vanguard of a new trend, lifestyleSpread your image so it appears everywhereCreate a viral effect, no one wants to be left outAct like a trend to become oneEasiest and most seductiveway to sell

  • Tell People Who They Are

    Do not argue ideas increased resistanceChange identity, perception of realityCreate an image they will want to assumeMake them dissatisfied with current status

    Change their perception of the world outside themUse as many media as possible to create a total environment for their perceptionsMake your image part of the atmosphere

  • Soft Selling: Ethical IssuesLack of clarityLack of objectivity

    Lack of truth?

  • Soft Sell SpeechAssignment InstructionsDisney DVDExample student presentations