The first time Eddie Morra sees the magic pill, he is sitting in a bar, across from his ex brother-in-law.
“You know how we only use 20% of our brain?” the brother-in-law says as he points to the pill. “This lets you access the other 80%.”
The brother-in-law used to deal drugs. Now, he promotes this secret new nootropic, which gives users a superhuman IQ. He’s offering a sample to Eddie for free.
But Eddie shrugs. He doesn’t want the magic pill.
“Don’t be ungrateful,” says the brother-in-law. “Do you know how much this costs? $800. A pop.”
So Eddie takes a second look. And he scoops up the pill and puts it in his jacket.
The above is a scene from the 2011 movie Limitless. And it illustrates a sad fact of a persuader’s life. Many times, people won’t listen to you. Even when you clearly lay out the benefits your offer will provide them.
So it makes sense to do what Eddie’s brother-in-law did. Present a good offer… and then tell people the value of what they are looking at.
But let me tell you something even more valuable. This isn’t just a useful trick to grow the number of prospects who take up your offer.
Nope. This is also an instance of a fundamental pattern of persuasion.
Persuading people is often a two-step process. Show AND tell. Story AND lesson. Benefits AND the benefits of those benefits.
Phew. Do you know how much value I’ve just given you? Such much value. You could even say… limitless.
I’m not sure I can keep delivering value at this break-neck rate. So if you want to see me fail, click here and subscribe to my daily newsletter.