Magic Words that Build Trust
Case Study "Proof" Webinar
Thursday, April 24, 5PM Eastern
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Mel,
I’ll never forget an article I spied on the front page of the Chicago Tribune several years ago.
In Milwaukee, just two hours north of here, a Catholic Priest perpetrated sexual abuse. And got caught.
The newspaper reported that instead of dodging, ducking, weaving and avoiding, he stood in front of his congregation and confessed all of it.
He offered no excuses, made no attempt to defend himself. He confessed he had utterly failed, had irreparably harmed young people in his care, and acknowledged that he deserved the worst of punishments.
The silence in the room was palpable. What came next was jarring and unexpected:
His parishioners embraced him with open arms.
Please understand, it wasn’t because they approved of what he did. Not in the slightest.
Rather it’s because when he laid his weapons down, they could safely lay theirs down as well.
They committed to walking the hard road with him.
I can only imagine what happened next. No doubt it was messy and complicated. But one thing’s for sure: Neither side had to even start that silly game of denial and cover-up. All was in the open, everyone knew the score.
Then and only then was it even possible for authentic trust to be built. Prior to that date, no true trust had ever existed. This was the very first day of real trust that any of them had ever experienced together in decades.
Reading that newspaper story, my heart was moved that day by the transparency and courage of this man, risking getting impaled. Can you imagine standing there, fearing the angry mob, a hail of bullets? It would be so much easier to just kick the can a little further down the road.
I was also impressed by those who listened to him, moved with compassion instead of ferocity and judgment.
I knew this was the only way he or anyone was ever going to come out of this healthy on the other side.
Think of the kids that man hurt, who were now adults. He wasn’t hiding from them either! I sat there and said to myself, “I can’t believe I’m reading this story, let alone in a secular newspaper.”
That story carved a lesson for me in stone. That lesson has stuck with me ever since:
When you’re walking into a situation where everyone expects you to show up in your gladiator suit and fight them to the bitter end:
Go in naked. Drop your defenses and let the truth speak for itself.
I have long advised copywriters and marketers: “You never have to make anything up, ever. Why? Because truth is stranger than fiction. If you need an interesting story, just dig for the truth.”
Ari Galper is the only sales guru I know who teaches such radical truth-telling.
Ari's methods and philosophies are downright shocking when viewed in the light of traditional sales methods which tell you, "cover up the negative, put on a happy face, smile and dial, always be closing (even before you know if what you're selling is right for the prospect), just get the sale and deal with the fallout later."
Ari's methods ask the radical question: Can the TRUTH actually close more sales than techniques and tricks and cover ups?
Today at 5pm Eastern, Ari is going to interview 3 or 4 of his clients...and prove that it can.
Truth is stranger...and, yes, even more profitable...than fiction.
REGISTER HERE
Carpe Diem,
Perry Marshall
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