Old Dog Teaches Young Pups Old Tricks

» Posted by on Jun 23, 2011 in Copywriting, Sales & Marketing, Sales Training | 0 comments

I’ve been called “old school.” I don’t mind, because I am old.  I like learning new tricks, but I also like teaching young pups old tricks.

I admit openly and unashamedly that I’ve learned many new tricks from younger people.   However, this old dog can teach many young pups some old tricks.

I’m talking about basic people skills that so many people online seem to be lacking.  I’m talking about knowing and using words that sell.   Mark Twain said, “The difference between a word and the right word, is like the difference between a lightning bug and a lightning bolt.”

I’ve been a serious student of the Internet for 15 years.  I’ve learned virtually everything I know from someone younger than I am, some even younger than my grandchildren. Everything I’ve learned is valuable and useful, but there is a void online.

The void is basic knowledge of human nature and people skills.   We can reach out and touch millions of people from around the globe on the Internet, but we eventually will succeed or fail to really connect with them by understanding them.

I, like most business people online, want to influence people to do business with me, and there is only one way to do that.

I can only do that by making the other person WANT to do business with me.  There is no other way.

“The only way I can get you to do anything is by giving you what you want.” Dale Carnegie said that in 1936.  It is still true and always will be true.  People never change.

All the clever talk about ourselves, our company, our products, and our services is just that-TALK.

A classic example of a person who cannot resist talking about themselves is from a movie starring Bett Midler.  She was talking endlessly about her life to another woman when suddenly she stopped.

“Well, that’s enough about me,” she said. “Let’s talk about you. What do you think about me?”

Until we learn to deliver content that talks about what our ideal client or customer wants, we will just be spewing words into cyberspace.

Eventually you will have to interact with a prospect one-on-one, either online, on the telephone, or in person.  That is old school.

Call me old school.   I don’t care.  But I can tell you this.  If you don’t listen more than you talk, you won’t earn the business.   Then with the words you say, they had better be the right words.  Words that answer,  “What’s in it for me?”

That’s an old truth, not an old trick.


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