I recently got a print subscription to the New Yorker so I can sit on the balcony in the morning and read a few pages of well-written fluff about something totally random.
I like the New Yorker because it exposes me to topics outside my usual horse-blindered view of copy, marketing, and influence.
Except, the article I’m reading right now is square in the center of my horse blinders. It’s about Sam Taggart, a new prophet of door-to-door sales.
I’ve never done door-to-door selling myself, but the techniques of the work are near and dear to me. For example:
The New Yorker article reports how one day, Taggart went a-selling solar panels in Salt Lake City.
He approached a house, and stood away from the porch as a woman opened the door.
Taggart adopted a matter-of-fact contractor’s tone when talking. For a bit, this made the woman believe he was somehow with the utilities company. Once it became clear Taggart was selling solar panels, the woman locked up:
“My husband won’t do it, because we’re faced the wrong way.”
Taggart had a very clever and calculated response to this. It immediately made me sit up and pay attention, because it sounded very familiar. From the article:
“Here’s the thing,” Taggart said. He leaned against the doorway, and the woman leaned against its opposite side — a signal that she felt more comfortable. “What’s your name?”
“Kay.”
“Every kiss begins with ‘K’!” They both laughed. “So, actually, your house is perfect for it!” He hadn’t even glanced at her roof.
Like I said, this technique was very familiar to me.
It might be used in D2D sales, but it is also used in copywriting and marketing.
I’ve heard Dan Kennedy preach it. And when I was in Dan Ferrari’s coaching group, Dan F. even had a very concise name for it which has stuck with me since. In fact, Dan uses this technique not just as a way of handling objections, but more generally, as a way of organizing and structuring his promos.
And now, since it so happens that the Pisuerga flows through Valladolid, I’d like to tell you that I’ve been thinking about podcasts lately.
Specifically, I’ve been thinking about getting onto some podcasts. I got on a couple last year, and gave me a lot of exposure and attention. I also have plans to get on another podcast in a few weeks’ time. But after that, what? I feel podcasts are something I should be doing more regularly, and not just once or twice a year.
So I’ve got an offer for you:
Maybe it’s 100% clear to you what Sam Taggart’s technique above is.
Maybe it’s also 100% clear to you how to use this at the low-level of your copy… or, like Dan Ferrari, even to organize your entire promo.
But if you’re not 100% sure, if you’re more like 98% or 97% sure, or even less, then get onto my email newsletter. When you get my welcome email, hit reply. And let me know the most recent podcast episode you listened to.
Just tell me one. The most recent one.
And if it has nothing to do with copy or marketing, that’s perfectly fine. Don’t lie to me and say you’ve been listening to David Garfinkel if you haven’t. There’s no need to. I want to genuinely know the most recent podcast you listened to, whatever that may be.
And in return:
I will spell out Taggart’s technique above. And I will tell you what Dan Kennedy and Dan Ferrari have to say about the same, and how they use it in their marketing and copy.
Are you game? Then do it now.
It’s the perfect moment while it’s still fresh on your mind. It will only take you a second, and you will avoid the risk that you put it aside for a minute and forget about it among all the distractions of the Internet. Here’s where to get started.