I am privileged to personally know and work with direct mail marketing legend Dan Kennedy. The insight I’ve gained from this master of persuasion has influenced how I help my clients and how I run my company.

Recently, Dan shared valuable insight into how you can use analogy and drama to add magic to your sales arguments–an insight I’ll share here today.

Dan starts by talking about how magic tricks are used in advertising and selling and how people who understand this have a huge advantage.  

The first ‘trick’ he reveals is the SHOW’n Tell. You see this a lot in TV advertisements. A distressed homemaker scrubbing tirelessly will look up at the screen, exhausted and beaten down by the grim they’re trying in vain to remove from the sink. Then, a cleaning genie arrives with magic scrubbing bubbles, and voila! Like magic, the stains are gone.

If you cannot create drama in the demonstration, then you must create drama in the presentation. Dan gives the following example: If you’re selling dental services for kids, then highlight the alarming problems with social media bullying and the rising rates of teen suicide. Discuss how the parents never saw it coming and what they thought was only a trivial concern for their child had devastating consequences. In truth, straightening teeth may not be that serious, but perception is reality, and your prospect’s perception is what matters—drama adds magic to your sales argument.

Dan goes on to discuss the importance of analogy and how this ‘trick’ can help make people comfortable with the unknown.   Most people like certainty. They are reluctant to try new or different things and like sticking to their routines. If you show up with a new, relatively unknown product or concept, it’s easy for them to say ‘no thanks’ and move on if they don’t instantly understand and identify with what you’re selling. This is where the analogy comes in.

“It’s like…” are powerful words that bridge the gap between the unknown and the known. Dan talks about how Steve Jobs did this brilliantly by insisting that the screen icons on Apple products look like their non-digital counterparts. That’s why ‘trash’ looks like a waste basket on your home computer. Another example is how a waiter at a Cajun restaurant convinces you to try the alligator because it tastes like chicken. A dish of fried alligator may be foreign to you, but we all know what chicken tastes like. Analogies help give your prospect the aha moment of understanding and clarity. It lets them feel smart and helps them identify with you and what you offer.

“If you can creatively combine dramatic demonstration and a persuasive analogy, you have an almost unstoppable selling message.” - Dan Kennedy.

Now, here’s where the real magic happens for you…

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