by Sean D'Souza
[7] In case you’re wondering, this book has no connection with The Body Shop or Google. The only connection is the analysis of the thought process that would have gone into creating a ‘target profile’.
[8] Stumped while answering an objection? Go to http://www.brainaudit.com/objections to understand how to deal with objections—and more importantly, what NOT to say when answering an objection.
[9] If you ask these questions via email or via a medium where the customer has to type or write the answers, you’ll get a much shorter, terser response. If on the other hand, you call up the customer and record the testimonial, you could be speaking for a good 15-20 minutes. And because we speak faster than we type, there’s a far more conversational tone to the testimonial. Plus you can get a clarification, or more detail when you’re speaking. Of course, all this recording is child’s play via Skype or other recording devices (Check your local electronics store or go online to see how to ‘record a phone call’).
To see a simple tutorial on how to use Skype or other methods of recording calls, go to www.brainaudit.com/skype
[10] This is an excerpt from a ‘mile-long’ testimonial. It’s a real testimonial given at a Psychotactics workshop, and is just one of many. Of course the workshop itself has to deliver the goods to get a testimonial. However as you read through the testimonial, you’ll recognise the questions that were asked. And how that created a very comprehensive testimonial. To see examples of deconstructed testimonials, go to: www.brainaudit.com/testimonials
[11] I first read about this company in ‘Good To Great’ by Jim Collins. It’s a book I’d very strongly recommend, because it goes deep into what makes companies (and individuals) great. And more importantly, it compares greatness, with not-so-great. It compares two companies facing the same opportunities; the same hurdles and the story of how one went on to greatness, while the other company fizzled like a two-day-old soda. Read it. As I said, I recommend it.
[12] Quote from Jim’s website: http://www.jimcollins.com/lib/articles/07_99_b.html
[13] Note: The Benjamin is just an example. Psychotactics.com has no input into the development of their uniqueness (Just in case you were wondering).
[14] Uniqueness isn’t just restricted to companies and businesses. You can create your own personal uniqueness too. You can decide to be the most technologically advanced person in your company. Or the most reliable. When I joined my first job at the Leo Burnett ad agency in Mumbai, India, I created my uniqueness by turning up to work before anyone else.
You see I was a rookie copywriter. I couldn’t impress anyone with my writing, or my knowledge of human behaviour. So instead I just turned up earlier than everyone else. I’d show up to work at 7:00 am and study all the advertising books in the agency library. The CEO of the company used to show up at 7:30 am. And do his rounds. In less than a week, the CEO’s secretary told me that the CEO wanted to know who was this person who was turning up earlier than he did. In less than a week, I stood out from well over 200 employees. In less than a month, everyone knew the nut who turned up at 7:00 am ;)
If you were to visit my website at www.psychotactics.com, and read the ‘About Us’ page, you’ll notice that I get to work at 4 am every day (yes, even in the winter, though admittedly it’s tougher when it’s freezing cold). Again, this highlights a factor of how to create personal uniqueness. The uniqueness of Psychotactics is different from my personal uniqueness. And so you need to create both: A personal as well as a company uniqueness. And if you’re employed by the company, you can still create a personal uniqueness based on something you aspire to be or do in future. Yup, make it your DNA. Then propagate the uniqueness, so everyone else knows it as well.
[15] We no longer use Clickbank, but it was a saviour back in those early days.
[16] He never did promote our book finally. We just trundled on selling to our own list of interested customers.
