Ah, sex: We’ve all done strange, regrettable things in its name. (One time, I actually went to a Goo Goo Dolls concert!) Even though we fancy ourselves civilized, enlightened people, the truth is that we’re semi-evolved savages who are still steered by emotional impulses. It’s our responsibility to govern these impulses, of course, but we’re emotional decision-makers.
Ben Shapiro is right: “Facts don’t care about your feelings.” But he’s also wrong, because your feelings don’t care about facts. They are what they are. Sometimes they’re primal; sometimes they’re a function of our environment. But it’s not coincidental that every great marketing campaign of the past 50 years was anchored by an emotional pitch.
My former boss, the great Bob Circosta — the first man to sell products on home shopping channels — is a legend in the sales world. He’s personally sold over $3 billion in products and, more importantly, developed the sales techniques that are still used on HSN, QVC, and late-night infomercials. Earlier in his career, he had to pitch a very, very boring product: an attachable bookshelf. The first time he went on HSN, it sold very poorly. People didn’t seem to care.
But the next day, he radically changed his pitch. Instead of explaining how quick and easy it is to use, he asked the audience to think about their loved ones — their parents, kids, grandkids, and old friends — and all the people they truly care about, but rarely see anymore. Now, imagine if there was a bookshelf in your room, where the photos of all the people you truly love could greet you every single day… and feel like they’re still a part of your life. Wouldn’t that feel amazing? […]
— Read More: pjmedia.com
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