Newsletter Subject
Why you should want customers to tell you “no”
From
bensettle.com
Email Address
ben@bensettle.com
Sent On
Sun, Jun 9, 2024 10:44 AM
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In my humble, but accurate, opinion: The powerful short book Obvious Adams from 2016 might be one of
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In my humble, but accurate, opinion: The powerful short book (24-pages) Obvious Adams from 2016 might be one of the single most influential books ever published. Especially since, even though it was fictional, and the characters totally fictional â I hear tell heads of giant corporations and other powerful leaders of men and leaders of industry wrote the publisher asking if they could consult with the main character (Obvious Adams), thinking he was a real, flesh and blood man whose genius they could tap. My favorite part of the story? Probably was how olâ Obvious got his first advertising job without having any prior advertising education, or any credentials, resume, references, or even an appointment. Hereâs what happened: === ⦠so at two o'clock that afternoon he asked for two hours off at the market, that being the quiet time of day, and, after carefully blacking his shoes and brushing his clothes, started out for the big office-building which housed the Oswald Advertising Agency. Mr. Oswald was busy, he was informed by the girl in the reception-hall who had telephoned his name in to the big man. Oliver thought a minute. âTell him I can wait an hour and ten minutes.'' The girl looked surprised, for people were not in the habit of sending such messages to the big chief. But there was something in the simple directness of the lad that seemed to make the message a perfectly natural one. Rather to her own surprise, she repeated the message to the president precisely as she had received it. âHe will see you in about twenty minutes she announced. Of the interview itself James Oswald used to delight to tell: âIn walked young Adams, as serious as a deacon. I didn't recognize him as one of the young men I had met the night before until he introduced himself and mentioned our meeting. Then he went on to say that he had thought the matter over and had decided that he wanted to get into the advertising business and that he wanted to work for me, and so here he was. âI looked him over. He was a very ordinary-looking boy, it seemed to me, rather stolid, not especially bright in appearance. Then I asked him some questions to see how quick-witted he was. He answered them all readily enough, but his answers weren't particularly clever. I liked him well enough, but he seemed to lack alertness that little up-and-comingness that is necessary in advertising. And so finally I told him, in as kindly a way as possible, that I didn't think he was cut out for an advertising man and that I was very sorry, but I couldn't give him a position, and a lot more fatherly advice. It was really a choice little speech, firm but gentle. âHe took it all nicely enough. But instead of begging me to give him a chance, he thanked me for the interview and said, as he got up to go: 'Well, Mr. Oswald, I have decided that I want to get into the advertising business and that I want to work for you, and I thought the obvious thing to do was to come and tell you so. You don't seem to think I could make good and so I will have to set out to find some way to prove it to you. I don't know just how I can do it, but I'll call on you again when I have found out. Thank you for your time. Good-by.' And he was gone before I could say a word. âWell, I was set back considerably! All my little speech had been lost entirely. He didn't even entertain my verdict! I sat for five minutes thinking about it. I was rather irritated to be thus turned down by a boy, so civilly but so very definitely. All the rest of the afternoon I felt decidedly chagrined.â === Think of the balls Adams had. He did not overthink it nor did he let the word ânoâ deter him. In fact, both noâs (first the receptionist then Oswald himself) just emboldened him. Like Jim Camp used to teach: âNo is just the beginning of the negotiation.â No is NOT something to be feared or avoided â but actively sought & embraced. Anyway, I find that story â and the rest of the book â fascinating. And it is even more fascinating in light of studying the late, great master of negotiation Jim Campâs work over the years. Obvious Adams contains some of the exact same principles for advertising and marketing that Jim Camp taught about negotiation and influence. Camp was the first to say he did not âinventâ anything he taught. That would be as silly as a physicist saying he invented nuclear power. No. Camp just took existing principles that have been around for thousands of years and arranged them in a way that are methodized and accessible to anyone â that he used for everything from doing over $100 billion in deals during his lifetime, to navigating a painful divorce he was caught up in, to getting his wife 5-star treatment by a car dealer, and the list goes on - and well beyond just bid'niz. These principles can help with most any kind of persuasive communication. And nobody taught them better than Jim Camp in my opinion. Which brings me to the pitch: My pal Michael Senoff had a chance before Jimâs death to record an intense 4-hour, 174 question Q&A with Jim about some of his best methods and ideas, and packaged it into a a $597 product that is â in my opinion, at least â some of the most powerful info youâll ever hear on the subject of not only negotiation, but sales, the psychology of influence & persuasion (even if he didnât particularly care for the term âpersuasionâ), and marketing. Plus: Until tonight (Sunday, 6/9) at midnight EDT you can have this $597 product for just $20. This is a deal so generous it borders on ridiculous. And, I cannot imagine it not significantly making any marketer, any copywriter, any freelancer, any coach/consultant, and anyone in business who carefully listens to it, intensely studies it (i.e., goes through it multiple times, not just one-and-done like amateurs do), and eagerly applies it make a ho bunch more sales, nab higher fees, and experience far greater success, while having more fun and peace of mind all around. Certainly has for my business. And I believe it can for yours too. Anyway, time is short on this offer. If you want it, hightail it immediately to my affiliate link below: [( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2024 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to
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