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Here is a tool you can use.
I've posted a copy of my PictoGrigm of Persuasion for you to copy and use.
http://www.angelfire.com/biz/gjbiz/Persuasion.html I'll give an overview explanation on HOW to use it later this evening. I'm sure most of you know how to use "ctrl +" or "ctrl-" to make the pic larger or smaller, but in case you didn't know, you do now. Be sure to read the next issue of the SeedZine for some important information. OK. The SeedZine was sent out. The topic is DEAL Making. In the SeedZine I discuss TIME and how people like Bill Gates, Donald Trump or Harvey Brody have the same 24 hours in their day as the guy who is desperate after losing his job and is ready to do ANYTHING to put bread on the table. It is how you USE your money making time that determines your financial condition. And for me, the PERFECT business is one that allows you to make the maximum amount of money CONTINUOUSLY with the least amount of TIME and personal involvement. The "ideal" money maker in my mind is the SET IT and FORGET IT type. Or as we here at SowPub like to say, a TOLL POSITION business. A toll position allows you to stand in between the DEMAND for a product/service and the SUPPLY. In the Harvey Brody model you act as if you are the supply, using sub-contractors to actually produce and ship the product or provide the service. The path that leads to a TOLL POSITION is a DEAL. And deal making is the ultimate business skill, yet, the process for making a deal is the same as cutting a deal for cleaning parking lots. It is a one to one thing...the one could be a corporation with a committee of decision makers, but the process is that you cut a deal with Him, Her, It. And the BASIC Pictogrigm of Persuasion shows you what is involved in the deal, although the one I've linked to is specific to Copywriters, the process is the same. So let's take a closer look at it shall we. When you go to http://www.angelfire.com/biz/gjbiz/Persuasion.html you want to use ctrl- (minus) to shrink the image to a size where you can see the whole thing. You don't need to be able to read it for this first part. After we cover these basics, then you can use ctrl+ to enlarge the pic so you can read it and scroll to the parts that I discuss. What you see are TWO people (or entities-like a corporation or business). YOU are on the left hand side. THEY or HE, SHE, IT is on the right hand side. There is a veil, a CURTAIN between the two of you. For the sake of simplicity, let's call the right side...HE. HE doesn't know you exist. He is unaware of you and what you have to offer him. HE is in his own little world preoccupied with his own life. HE is going down his own little track, totally oblivious to you and anything you may have that could help him get more out of life. The INTENT, from your perspective is to have a TRANSFER of MONEY from his hand to yours. Can you see how the money flows from his hand to yours? You must use your KNOWLEDGE of the process, of human behavior, of persuasion to MAKE this transaction happen. It does NOT happen by itself. On the left side, you have KNOWLEDGE of the process. In sales it is often expressed as AIDCAS, as shown on the PoP. YOU have KNOWLEDGE of your prospect and you know what is on his mind. You must then construct the Intersection. In remote direct marketing this is where the copwriter comes in and she will create a PROMOTION for the MEDIA, and it could be print (newspapers, magazines), Internet, radio and TV...and she will put her promotion on the TARGET's TRACK and let him simply run into it. In face-to-face situations this is handled a "pitch" or your "elevator speech" or just some old fashioned salesmanship as seen by the Elmer Wheeler points on the PoP. The DEAL is struck at the INTERSECTION. It is where your knowledge meets their desires. So, for now, I'll summarize. IF you want to make better deals, then you must elevate your thinking by stating a clearly defined INTENT of giving value to the right side. The more value you give, the more money you get. And the process for making a deal is the same whether you are trying to get a 10 dollar an hour hard labor job or if you are trying to put together a 5,000 a month deal that pays continuously. But at the end of the day, and when the DEAL is struck, you still only have the same 24 hours in the day. The hard working day laborer must repeat his work and is totally dependenct on his ability to perform the task day after day. The hard working day laborer is easily replaced and there is a long line waiting for him to fall ill or drop dead and are willing to fill his TIME slot for their daily bread. At the other end, the people ready, willing and able to take the place of a great DEAL maker are as rare as hen's teeth, but, for the few with elevated thinking, there is no limit to what can be done or how much money can be made through a properly structured deal. I advise you to copy the PoP in your own handwriting and create your own TOOL based upon your knowledge and where you want to go. I'll be glad to answer any questions you may have regarding the PictoGrigm of Persuasion. Gordon Jay Alexander |
A couple of questions about the Pictogrigm of Persuasion...
Hi Gordon,
There's a lot of information in that pictogrigm (picture + paradigm, for newcomers!). That's good info you included about toll positions too! (Also, great article in the SeedZine too!) As an "old-timer" I think I can follow the pictogrigm, but some not-as-old-as-me-timers might find it more of a challenge... By the way, your pictorial approach is so different from what's out there! (And better, in my opinion, since "a picture is worth a thousand words", and you can see that's true with your pictogrigms! Once you understand 'em, you get a lotta info on a single page!) May I ask a couple questions? Near the figure on the left (which is "you"), you wrote... HTML Code:
"Reveal Dragon - Act oneI know you wrote about this once before many years ago, but I wouldn't mind a refresher course! (I think the old post you wrote may be gone... Though I may have a copy if I dig around in my own personal archives, I'm not sure...) Also, why is the figure on the left in a bubble? I know you've written about the "bubble of preoccupation" before for the person on the right (the "target"), but the person on the left has one too... Does that symbolize the "distractions" ("preoccupations") around you that you have to fight in order to get productive things done? Thanks! :) Dien Quote:
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A couple of answers for you Dien.
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Dien, This version of the PoP was done for copywriters and that is shorthand for the 3 act play a copywriter creates in his promotions. You have to first reveal the dragon or in playwriting terms, you give your protagonist a problem, you get him up a tree in the first act. In copywriting this is achieved with your headline or opening and introduction...you reveal a problem. In face-to-face it is the same thing... "I see you get a lot of traffic and your parking lot gets pretty dirty during the day" you say to the busy shop owner who isn't aware or doesn't have the time to clean it himself. As a salesperson, you have show them why they might need/want your services. When you were selling tickets to the comedy show, the "dragon" would be missing out on all the FUN. Once your target is aware of a "problem" then you make it PERSONAL, and transfer ownership of the problem to that person, which is the throwing rocks part...or you AGITATE the problem, bringing it more to the person's conscious level. This is the SECOND act of your play. Then you provide the solution: "I'll clean your parking lot 3 times a week for only X dollars a week." YOU have the White Knight/Prince that comes to the rescue. YOUR product/service is the ladder that gets the target out of the tree. It is the HAPPY conclusion to your play. And all of this is on YOUR side of the curtain, so it is scripted out, at least in your mind...and in copywriting it is a literal "script" written out, and in face to face, there is IMPROV depending on what the target throws at you. In marketing it is well know that PREVENTION is harder to sell than CURE. But, still, prevention does sell if that is what is on the TARGET's mind and at a conscious need now level. In making a DEAL (to bring this to the topic) you have to KNOW what the person wants/needs/ is preoccupied with. Then you build your presentation, the 3 act play, around this. YOU must throw a Rock through the curtain of unawareness to get his attention...you establish rapport by walking in his shoes and seeing things from his perspective out of his bubble and then you intersect with his track either with a promotion by remote means OR directly via face to face or phone/video. Yes, YOU are on the left and you too live in a bubble of your own preoccupations. YOU don't have 18 hours a day for your money making activity...or probably shouldn't if you have any life at all. AND you are right, that includes your distractions, which is why you must start with a clearly defined INTENT. INTENT that is written (preferably), INTENT that tells you exactly what you want from him, when you want it, how you are going to get it. All created results begin with INTENT, and the process to get his money into your hands follows certain steps...as few as 3 Here is what I have Here is how it can help you and Pay me and you get it. Or it goes through many steps and side-steps but always with the INTENT of leading to the conclusion you want to happen and this is accomplished with KNOWLEDGE that you possess, include the self-knowledge of your BUBBLE of life, so you can become aware of those things that either habitually sidetrack/distract you from the goal or your motivations for wanting the result to begin with. Because YOU are also in a bubble, you must have self awareness BEFORE you attempt to get what you want. Hope this helps. I'll glady answer any other questions. Gordon Jay Alexander |
To comment on one specific bit...
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I like the car dealer analogy... I'm looking at a particular car to buy. When I do I am looking for its suitability to My Purposes - which are many. Among them are; driver vision of what's around them, understanding of the vehicle's dimensions and knowledge of its physical presence on the road (do I know where the front bumper is for example), head height, eye line from my eye through the front window (am I looking through the tinted bit at the top, does looking straight ahead see me looking at the dropdown visor, etc.), access and egress ease, clear instrumentation or is it obstructed by the wheel, fuel economy, front leg room, rear use possibilities, and many others. None of which is easily conveyed to a salesman's "what will you use the car for?" question. For MY purposes, how fast it does 0-60 or 0-100 or how many HP or Kilowats it is has no interest. Whether is has 2 valves per cylinder or 4 is insignificant. Its dimensions in terms of numbers is not important. Its wheelbase length doesn't concern me. I am NOT preoccupied with those things. So the moment a salesman goes into a spiel about them he switches me off. My brain fogs over and he loses my interest. One car I looked at, the saleswoman gave me the key to unlock. I thought this was odd. I put the key in the door and unlocked it. An alarm started to sound. She instructed me to push a small barely noticeable button on the key and the alarm deactivated. I told her, she had done that on purpose so I would think the auto alarm anti-door-pick device was nifty as I saw it work first hand instead of being Told about it. I saw through her ploy. Since then, since the car buying exercise, I have now zero interest in car marketing. Throw as much at me as you like, I am NOT in the market. The need to buy a car is not pre-occupying me. And you can present as many dragons as you like their effect on me is Zero. Take this latest Flu Scare. Just like the one a few years ago and SARS before that, it's all media hype fueled with govt help. But I ain't buying it. Since their scaremongering just bounces off of me, I thus don't buy into their Solution either. BUT, that doesn't mean other people don't. There are plenty people who do buy into it all. Recently it was revealed that in the state of NSW down here in Oz, 1 million people rushed to get Tamiflu within the last 79 days. That's over 12,500 a day! The makers of Tamiflu must be laughing all the way to the bank. So with the flu thing we have... 1: Reveal the flu 2: Hype it up - media steps in does job nicely; quot experts; ample use of words like COULD, as in COULD kill millions *small print, if it mysteriously mutates and becomes bad and extra nasty. 3: Offer salvation - useless Tamiflu; govt closure of access into areas; extra flu tax, mandatory flu shots, yadda yadda yadda All hobgoblins work the same way. Whether it's Man Made Global Warming which was changed to Global Warming and has since been renamed the generic Climate Change - or - The Global Financial Crisis - or - The Jobs Crises (which in Oz is odd when media try to report on how bad the job situation is down here while figures show the unemployment rate is Dropping!) - The Swine Flu Outbreak - or - Home Grown Terrorists (wow, right after the Dept Homeland Sec released their Homegrown Terrorist document they discover some dimwits to be the patsy, as if on cue) - or - Obama declaring the need for Cyber Security w/ him having supreme control over the internet because cyber terrorism is a threat (and also as if right on cue suddenly the Pentagon is hacked) and so on and so forth. The hobgoblins all work the same way. Watch, you'll see it for yourself and get a free lesson on mass marketing at the same time. It's the oldest trick in the book. Michael Ross |
Umm -- is it ok to say this?...
The pict-o-gram .. or whatever it's supposed to be, isn't very persuasive itself!
"A confused mind always says no." Whoever created that drawing should've made it much more clear, before going public with it. The viewer has to work too hard to make sense of it. A big part of persuasion is making points that are crystal clear. It seems the picture hasn't taught *itself* the lessons it presumably seeks to teach others(!) It's like a doctor who smokes or a personal trainer who's 65 pounds overweight. -- TW |
Re: Umm -- is it ok to say this?...
Keep in mind, there are some nice little Fortunes to be made...
Simply by Applying some Creative ideas into the Doodling on those things called a Napkin... :) So the Pictogrigm of Persuasion can sometimes mean and be different things to different people... It's all in How you interpret things in your own little world... ;) http://www.sowpub.com/forum/showthre...hlight=napkins Phil |
On napkins...
Phil -- thanks for those links (2/3 didn't work anymore -- but I did some more research -- used the link that did work as a jumping-off point).
Found a cool book... http://www.amazon.com/Back-Napkin-So...dp/1591841992/ as well as a great book review blog... http://www.core77.com/blog/book_reviews/default.asp?p=2 Also, at napkinspace.com there's (apparently) even a computer program that transforms ideas into napkin style doodles. The ozzie guy who runs napkinad.co.au is doing well -- but seemingly has not read much Jay Abraham -- has no get-a-franchise info on his site. DOING the biz yields X, SELLING 3-ring binders about HOW TO DO the biz yields 1,000-10,000 X. Oh well. Maybe I should call him to help him develop the 3-ring binder. Cheers. -- TW |
Re: Umm -- is it ok to say this?...
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It's like "AIDA". What is "AIDA", some might say? For those who have been exposed to copywriting info, they'd know that "AIDA" stands for "Attention", "Interest", "Desire", and "Action". It's a "formula" for writing ads. Why bother with "AIDA"? Why not call it "Attention, Interest, Desire, Action"? Well, "AIDA" is important information in a compressed form. Gordon's pictogrigms are often like that. I can decipher them pretty well since I'm very familiar with his stuff. In that one diagram is compressed probably the equivalent of several books worth of information. However, it's probably not easy to understand it all in one glance if you don't have some familiarity with the knowledge. I believe that's why Gordon asked if anyone had any questions. I don't think the point is to persuade you of anything. I expect that Gordon may not care if you agree with him or not. However, to even know if you agree with him or not you have to understand it. To give you a taste of some "easier" pictogrigms, see http://www.sowpub.com/sq1 All the best, Dien |
Re: To comment on one specific bit...
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I would have simply concluded it was a demonstration. She could have described it, but just hearing a description is not "proof". A demonstration is much stronger "proof". No need for suspicions it seems to me, based on your description. Quote:
The "dragon" comes from you - your problems. If you have no problems, then there is no "dragon" to reveal. However, everybody has problems of some kind (though they may not be car-related!). So you don't "make up" the dragon, or "present" the dragon. You find the existing problem, then reveal it. A skilled doctor may find a hidden disease, that the patient doesn't realize she has. The doctor didn't "make up" the disease, or "present" the disease, but he "revealed" the disease - because the disease was already there in the patient. The disease was not created or made up by the doctor. Let's take an example you've talked about before, like chlorinated water. Showering with chlorinated water could be harmful to your health (from what you've written before). Most people are not aware of this. So a person selling devices to remove the chlorine might "reveal the dragon" - by educating the customer on the harm that the chlorine could be doing to them. Of course, revealing this problem will help them to make the sale. Even so, it is also to the benefit of the customer. All the best, Dien |
Re: Here is a tool you can use.
Yes -- however, when it comes to communication, as we all know there's what's being SAID vs. what's being HEARD. Any discrepancy is the fault of the doodlER, not the doodlEE. To communicate clearly, the communicatOR must make sure what is being SENT and what is being RECEIVED, are aligned.
After giving it a little more 'staring' time, the drawing makes more sense -- but it's still not that clear in terms of teaching something. The special irony here is about persuasion. Things are more persuasive when they are compelling -- and to be compelling, one's message must be CLEAR, not convoluted or a fuzzy mystery. -- TW |
Re: Here is a tool you can use.
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I'm not Gordon, but near the end of his post, I'll just point out that Gordon wrote... "I advise you to copy the PoP in your own handwriting and create your own TOOL based upon your knowledge and where you want to go." You'll notice this is Gordon's advice with his earlier pictogrigms too (that I linked to earlier)... To copy them out yourself. The reason why is that these are not "passive" lessons... They are "active". They can only be "active" if you copy it out... ("Staring" is much more passive than copying it out as Gordon suggested...) This approach is quite different from almost everything else out there, I think that's the source of the confusion... You can choose yourself whether to copy it out, but that was the suggestion he made. If you don't copy it out, you probably will receive a reduced benefit. Hope that helps, Dien |
Re: Here is a tool you can use.
Is that pronounced, "pictogrimes?" Paradigm is pronounced "paradime," of course.
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Good thing I am Suspicious
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2nd part first... other cars do NOT come with this as standard. Hence it cannot be seen on other cars. Nifty: a general term for anything that is good, useful or beneficial. If you do not think that thing was good useful or beneficial then you'll not think it was nifty. I do think it is good useful or beneficial and thus nifty. Ploy: please looks up the meaning before asking me if it was really a Ploy or just a demonstration. * tactic, strategy, or gimmick; a maneuver in a game or conversation If she were to just Demonstrate, she would say, "Hey yo dude & check out this schnitz'n alarm." Then opened the car door and the alarmed sounds. In such case I am ready for it. I know it is an alarm and it will sound. By saying nothing and handing me the key to unlock the door she knows the alarm will sound and *I* will have caused it. I will NOT have been expecting it and am not prepared for it. Thus its Impact it far far greater as I get to witness first hand that opening the door, even with a cut key and not a special key, will trigger an alarm. I Own it more than just watch it happen. You wanna talk about Active/Passive? This is Active all the way. Dien, she is a car saleswoman. She wants my money not the car, so Everything she does is designed to try to get me one step closer to that end. Everything. Why shouldn't I be suspicious? It pays to be circumspect about what the intended seller says to you - remember that they want your money, not the item. One guy, I told him Exactly what I wanted. One aspect was that it was Manual. He spent 15 minutes trying to get me to buy an auto - not just any auto, but a very specific auto he had in the showroom; not one like it, That particular one. And telling him I was after a manual not an auto didn't stop him. Any guess what I did? Any guess what he did? He followed me because he wanted to present some dragons to me. Dragons on other cars that His car slayed. As he knew I was deciding between two cars - well, that's the Ploy I used to get a better price from him, clever hey? - he then showed me how best to compare the two, so his car comes up trumps of course. When I bought my latest motorcycle I did my research prior. So I walked in Armed with information. I knew the RecRet Price was $X + On Road Costs (ORC). I knew that $X + ORC = $Y. And it was from $Y that all negotiations begin. One store I walked into the guy worked out his numbers then told me the rideaway price was $Y+$450 as his total. Then he said that because I was local he could probably knock off a few dollars and give me a really good deal. Hmm... a deal that would probably see him knock off $450 and bring the bike down to full retail of $Y. Some deal. Good thing I am suspicious. And I had also used my clever Ploy of looking at a Different Make bike - one I know they do not sell - to get them to give me a good price. I left to see another dealer. Same bike different dealer. He gave me the $Y price I was expecting. I asked if that was his Cash price. Make an offer. Sure, $X ride away. In essence asking him to give me list price as fully registered etc and off I go. I came up in slow decreasing amounts. I reached a price he said he flatly could not do, not even worth asking the boss. I took note of his price. In the parking lot I called a guy I know - because I am suspicious of vehicle salesmen - and he said he'd call me back. He did and found me what I was after for Below the 2nd dealers "can't go that low not even worth asking the boss" price. Done deal. Ride away w/ 12 months rego for $250 above manufacturer's list. Deposit paid over the phone. Later in the day both salesmen called me to see how I went. The 1st guy asked how the ride on the other bike went. I told him it gave me a sore back and when I mentioned it to the seller of the bike he suggested I could purchase a back brace! Told him I'd bought a bike elsewhere and he asked for how much. I told him. He punched some numbers and said, "we could have beat that". Interesting, considering he was $450 above what I know List plus ORC is. And now suddenly he can come down over a grand just like that. Good thing I am suspicious. Other guy calls me. This is Mr Not Even Worth Asking The Boss. I bought it elsewhere. How much? Told him. His reply, "we could have beat that." Funny, you flat out said you could Not go below a certain price and now I tell you I got it for less than your magic number you can do it? Good thing I am suspicious. Good thing I am suspicious. And next time you go spend many thousands $$$ on a vehicle it might pay you to be suspicious as well. Otherwise, YOU become the sucker. === Present Reveal semantics here me thinks. When a Doctor Reveals something he is Presenting you with the information of it, correct? So, now when car makers present me with dragons their effect is Zero because those dragons do not apply to me because I have acquired a vehicle that takes care of all my possible dragons. And other dragons I care nothing of. That is why I started my post with... "In making a DEAL (to bring this to the topic) you have to KNOW what the person wants/needs/ is preoccupied with." Because if you get that wrong you've got nothing and have wasted $$$ in presenting them with dragons. This is a point Gary Halbert makes in the DM Bootcamp about Radon. That is, while it is something people Should be concerned about they are Not. So only spend $$$ marketing Solutions To Problems they are Already concerned about... "you have to KNOW what the person wants/needs/ is preoccupied with." Whether you want to call "present information about something" as "revealing" instead of the other, hey, that's up to you. It doesn't matter what you call it does it? Make up your own Jargon word or acronym for all it matters. Either way you are providing information to someone with which they will then make a decision - to dismiss it out of hand or buy in just a little bit more. Making a big deal out of me calling it Present instead of Reveal distracts from the point in general. Michael Ross |
Re: Here is a tool you can use.
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I think it's pronounced to rhyme with "paradigm"... That's my understanding, anyway... :) Best wishes, Dien |
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