In May of 1904, the young John E. Kennedy walked into the saloon at the Lord and Thomas Advertising Agency, the most powerful of its day. John sent a note upstairs via bellboy to Ambrose Thomas, a co-founder of the agency. The note read, “I am in the saloon downstairs. I can tell you what advertising is. I know you don’t know. It will mean much to me to have you know what it is, and it will mean much to you too. If you wish to know what advertising is, send the word “yes” down by the bellboy.” 

Kennedy was a 20-year-old Canadian Mountie who was also a copywriter and looking for a job. In the room with Ambrose Thomas was Albert Lasker, the man who eventually took over the agency. Mr. Thomas was not impressed by Kennedy’s stunt, but Lasker found himself intrigued. He asked for permission to chat with Kennedy and Thomas gave in, so they bring the kid up and have a conversation.

The discussion turned into a test in determining the true definition of advertising. Kennedy slowly drew Lasker in by asking questions in a Socratic method and then debunking each definition by stating that there was more. Finally, Lasker asked Kennedy what his definition of advertising was. Kennedy’s response? 5-words. Advertising is salesmanship in print.

While this story discusses the sales and marketing techniques of the early 20th century, the concepts still apply. In today’s world, not only must you sell, but you must also market yourself to build credibility and believability and give your prospect the reason why they should work or buy with you. Learn how today’s three key insights help make you better at selling through appropriate marketing.  

• What Gary B’s 4-Step Persuasion Equation is and why it works.
• Why believability is the single toughest barrier to overcome in selling.
• How to win the heart with stories and engage the head with reason.

No matter if you’re new to sales or a long-time professional, this episode provides amazing insights into the principles of ethical influence. After listening, don’t forget to write down your AHA! Moment from the episode and leave a review if you haven’t already. Let me know how these principles have helped you in your business!

In This Episode: 

[04:08] - Alex shares the three key insights for this episode.

[05:36] - Learn about John E. Kennedy, the first direct response copywriter, (in Alex’s opinion.)

[09:06] - Kennedy’s 5-world definition of advertising. 

[11:47] - Relearn the 3 “Why’s” of ethical influence and how they apply to persuasion.

[12:56] - Learn Gary B’s 4-Part Persuasion Equation.

1. What is their urgent problem? 
2. What is your unique promise? 
3. How can you provide unquestionable proof? 
4. Provide a user-friendly proposition.

[15:44] - Alex shares the first three of the six-barriers. Those that you move your prospect toward.

[17:24] - Learn the three barriers you need to move your prospect away from.

[18:23] - Which one of the six is out of your control? 

[19:27] - Why you win the heart with stories and the head with reasons.

[21:15] - Why the sale is the best way to provide unquestionable proof? 

[23:38] - The Alexism for this episode is, “The difference between an amateur and a professional in any business, is the ability to make their first dollar.” 

[23:58] - Alex shares a quick recap of the three key insights for this episode.

[25:27] - If you’ve already given Alex a review, write down a specific takeaway from this episode on an index card. If you haven’t, though, please use that Aha! moment as your review for the show at this link!

[26:49] - In honor of this episode, Alex gives listeners a final gift. You can get a completely free copy of his book Alexisms by going to this link! You will also get free access to his $497 VBT e-Course!

 

Links and Resources: 

Alex Mandossian

Alex Mandossian Fan on Facebook

Alex’s Friday Live events

MarketingOnline.com

Marketing Online 4-Part Video Training Series

Alex Mandossian on YouTube

Alexisms by Alex Mandossian

All Selling Aside on iTunes

Alex Mandossian’s free live Friday show

All Selling Aside Episode 17. Why Socrates Avoided Rejection

Jim Rohn 

All Selling Aside Episode 12. The 2 “Why’s” of Ethical Influence

Famous Amos Cookies

Gary Bencivenga