When it comes to describing all those bells, whistles and the things that make your widget different;

Use context to really drive the point home.

There are two flavors to this “context” thing;

1. Reduce To The Ridiculous
2. Expand To The Extreme

Reduce To The Ridiculous has been around for a while and quite frankly, there was even a time when it was listed as part of a once long list of “closes” like “The Ben Franklin”, “The Puppy Dog” etc.

One way to “reduce to the ridiculous” is to break down the cost to not only the smallest conceivable, you put it in a context by comparing it to an every day item.

Example: “Less than the cost of a cup of coffee each day”

To make a point about sales reps NOT wanting to invest a few bucks to buy a magazine to or online subscription, I wrote a blog post “Are You Worth More Than A Visit To Starbucks?”

So that’s the typical use of this type of tactic.

Here are some ones that aren’t so typical;

Art Sobczak give the example of an SDR looking to convey how light their solution is. The rep asks the prospect on the other end of the phone to “Pick up a pen. It actually weighs less than that”

“Tone Your Lower Body in Less Time Than it Takes to Watch a Friends Rerun”

“Qualcomm’s Quick Charge 3: 0-80% battery in less time than it takes to hate yourself for watching Keeping Up with the Kardashians”

Expand To The Extreme is a great tactic to dramatize your idea, offering, etc.

Examples:

Lets say you have a solution that saves clients 30 minutes a day.

You could certainly tell them that or;

You could expand that to the extreme and say that your solution saves your users, on average, 3 weeks per year.

In a commercial designed to attract drivers, Lyft expanded to the extreme and mentioned that their drivers earned over 250 million dollars last year.

H&R Block “We’ve prepared more than 720 million tax returns”

I knew of a 100 year old printing firm that instead of just saying they’ve been in business for 100+ years, they mentioned that they’ve seen x amount of presidents,2 world wars, depressions, etc. Nice way to dramatize 100 years and put that bad boy into a context.

In a keynote address several years ago, I wanted to make the point about innovating, so I expanded the concept to the extreme.

I asked everyone to picture boarding a plane with 1,000 refrigerators.

Then I told them that back in 1956 the hard drive was invented and it was the size of a refrigerator and could store the equivalent of 1 song.

To bring it back to the point, I held up my phone and said, “Today, we can store a lot more, in a heck of lot less space”.

So how can YOU use context to help drive home your point?

There’s quite a bit more to this, and several more examples that I will be sharing this week, during our 20 Psychological Tactics That Drive Sales webinar.

Have you signed up yet?

Here’s what you’ll gain by attending;

• How To Access Peak Performance States Regularly and Consistently
• How To Overcome Fear, Doubt and Procrastination
• 2 Psychological Tactics To Use In A Cold Email
• The 6 Psychological Triggers That Expedite Deals
• The 7 Judgments Each Of Us Face From Our Prospects and Clients
• 8 BETTER Ways Of Building Rapport
• 12 Ways To Put A Skeptic At Ease
• How To Use “Pattern Interrupts” To Modify A Potential Client’s Behavior
• The Psychological IMPACT Of Asking Kick Ass Questions
• How To Leverage Things Like Intrigue, Scarcity, Peer Pressure, Etc

When?

This Thursday, October 19th at 11:30 am EST

Here’s what you’ll get;

(1) 90 Minute Webinar With Actionable Tips

Worksheets

Webinar Replay

Bonus PDF Sent After The Webinar

How Much?

$99