Move Beyond "Tell Them Thrice"

People don't believe what you tell them.
They rarely believe what you show them.
They often believe what their friends tell them.
They always believe what they tell themselves.
--- Seth Godin

Here's a classic presentation structure:

1. Tell them what you're going to tell them.
2. Tell them.
3. Tell them what you told them.

You probably already do. Instinctively. What if your audience isn't all ears?

Improving Results
Here's a better way

1. Tell them why it's important to them.
2. Tell them how they should feel about it.

Intriguing. This idea comes from Frank Maselli in Seminars: The Emotional Dynamic. This book (which appears to be out of print) is packed with gems. I'm reading carefully and planning to incorporate many ideas. As usual, I'll share what works.

Other Books
When the going gets tough, the tough get rowing.

2009 looks like a tough year for our clients and us. To row against the current, we need to strengthen our muscles and improve our techniques. We'll then make progress rather than drift backwards.

Here are other books waiting eagerly on my bookshelf to help us.

Can't Put Down

1. Dan Kennedy - No B.S. Sales Success
2. Malcolm Gladwell - Outliers: The Story of Success

Planning To Read

1. Stephan Schiffman - Sales Presentation Techniques
2. Paul Leroux and Peg Corwin - Visual Selling
3. Alice Schroeder - The Snowball: Warren Buffett And The Business Of Life

Planning To Re-read To Extract Snippets (all recommended)

1. Chris Anderson - The Long Tail: Why The Future Of Business Is Selling Less Of More
   
2. Seth Godin (editor) - The Big Moo (33 authors): Stop Trying To Be Perfect And Start Being Remarkable
   
3. Seth Godin - Free Prize Inside
4. Seth Godin - Permission Marketing
   

This is my last post of 2008. Thank you, dear readers, for your precious attention.

All the best to you and yours during the holidays.
May your 2009 be really fine!