WTF is going on?

Coronavirus
Coronavirus

Two weeks ago – who would of thought we’d be here? It’s safe to say just about everywhere there are people fighting over toilet paper.

In times like these – you have to be as authentic and as transparent as possible. If you’re staying open for business – then let your customers know why (see what Radisson Hotels and LUSH Cosmetics are saying).

If you’re closing your store(s) – let your customers know why (see Everlane).

Stay Local

Local business is going to be hurting over the next few weeks and potentially months. If you’re a small, local business – you should be reaching out to your customers or local news agency to spread your story.

Let them in on your vulnerabilities. Don’t be desperate, but open up and be truthful. Everyone’s BS meter is through the ceiling, so be as down-to-earth as you can. You will be respected for it, and hopefully that leads to some sales to keep you going.

More on being vulnerable in business here

Now is the time to hammer away at how local you are. This will really set you apart from ‘The Big Guys’. ‘The Big Guys’ can whether the storm, but you may not. You have a very powerful story to tell and EVERYONE likes an underdog story.

Can you be a hub for people to drop off supplies to those in need? Can you support your local food bank? Can you offer free delivery services or consultations over video chat?

I’ve seen companies – who are closed – pay their employees to go support those in personal care homes. As you can imagine – personal care homes are in need of extra support whether it’s cleaning or security.

As I sit with my hands on the keyboard – I really don’t know what to think. I’m so thankful I’m able to work remotely if I so choose. I’m thankful I have enough savings built up in the event I’m not selling too much over the next few months. I understand you may not be in this position, so if you need help – you can find me here.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. Stay safe and friendly!

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How To Defeat the Lizard Brain in Four Fast Steps

homer simpson with lizard in brain, Lizard Brain

You’re in sales. Whether it’s in a job interview, presenting a multi-million dollar pitch to a room of investors or your online t-shirt store – you’re constantly selling something. Once you’ve gotten a potential customer through the door – you’re selling.

Psychology of the sale

I sleep with a psychology book on my nightstand. I love diving in to how the mind works because once you understand how we’re wired, it makes certain things like selling quite simple.

Here’s the three-step cycle going on in your prospects mind before they purchase anything, hell before they even approach you:
1) Fight or flight (THE LIZARD BRAIN!) or spam filter to your pitch
2) What does this mean to me (providing social context)?
3)
What problem does this solve (very analytical)?

Before visiting you online, setting foot in your store or chatting with you at a networking event, humans primal extinct is to fight or flee the situation. It’s only been for the past century or so where our basic standards of life (in the Western World anyway) have been covered to a point of not having to worry about a large predator jumping out of the bushes and devouring us on the spot. However, our minds have been slow to change.

This is the lizard brain quickly deciphering whether we should run or stand put and duke it out to the best of our ability. Our mind has been conditioned to conduct a quick survey of our surroundings within nano-seconds. Once this assessment is complete – the body chooses whether to fight or flee.

This is why you may find your palms or brow get sweaty before a pitch. For me it’s my lower back and armpits. Hell, I get sweaty before I ask my wife about whether or not she wants pizza or a pita for dinner. It’s human nature.

Knowing this primal instinct is hardwired into everyone’s mind – you must get it to calm down before moving to the second part of your prospects decision making mind. To do this you must be clear, concise, while sprinkling in a bit of humour (if you can).

Click here for a script on how I get past the lizard brain selling CCTV cameras. Sounds sexy doesn’t it...

The Lizard Brain is very picky

The lizard brain is essential for survival. This is why it’s so difficult to get past. In your pitch you’re selling using data, metrics and all these things the lizard brain doesn’t care about. Remember the lizard brain is the spam filter. 90% of what you’re saying or pitching isn’t getting through. The lizard brain is lazy and if you’re throwing numbers, and business jargon its way it will get overwhelmed and discard the vast majority.

The lizard brain likes black and white. It’s taking care of your survival. It doesn’t care about data. Your pitch needs to be clear and concise. The lizard brain is lazy, so don’t make it do too much work.

How to get past the lizard brain

  1. Focus on the big picture in black and white. No grey areas. Remember this is fight or flight you’re dealing with.
  2. Use emotion through visual and audio cues
  3. Create novelty (how are you different and exciting?)
  4. Throw in concrete facts (verified evidence)

Your entire sales pitch is wasted unless you get past the lizard brain. Your pitch was created with the analytical part of your brain. Having said that, don’t pitch to the lizard brain with analytics. Get past it using the points above. Once through the lizard brain you can dive into the details.

If you missed it above – Click here for a script on how I get past the lizard brain selling CCTV cameras. Still sounds sexy doesn’t it…

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. Punch in your email addy below to get more ‘lizard brain approved’ content sent direct to your inbox.

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Why Attacking Your Competition Like The President Is Good For Your Business

The next few paragraphs aren’t going to break down the latest polls, how much marketing dollars have been spent or unravel the gong show that is the Democratic Party. Rather it touches on things right under your nose that if investigated closely…provide the framework for being a standout business (and also how to get elected).

Attack your competition.

I don’t recommend going at the throats of your competition like the President (see Trump’s Twitter feed). You don’t have the resources or power of a President.

Having said that, you can subtly attack your competition.

There’s a local jewelry chain, who goes after “The Big Guys” by letting outsiders (like you and me) into the world of diamond trading. They even break it down to where they single out the BIG BIG diamond companies in their messaging.

Did you know most diamonds go into one big pot? Then “The Big Guys” get first dibs without really knowing where the diamonds are coming from and whether or not they have been obtained ethically.

Meanwhile, this local jewelry store gets their diamonds from a single source that doesn’t play with “The Big Guys,” so you can rest assured you’re getting a quality diamond from a reputable mine. These powerful statements are included in their marketing.

You don’t have to be super focused on what your competition is doing.

It’s good to know, but you don’t have to be obsessed. By seeing what they’re doing, you can start breaking down their claims in your messaging. Similar to what the local diamond store does and what President Trump has been doing forever and ever.

You don’t have to outright name your competitors, but you can peel back the curtain on what really goes on in your business. This creates trust within your customer base because, to the consumer, it feels like you’re giving away trade secrets. You become the expert whereas your competitors seem dodgy.

You’re an expert in your business category. Share what you know.

How many times have you seen a babe pop up in your Insta feed hawking some health/fitness product YOU KNOW isn’t the reason for their six pack? I’m willing to bet he/she isn’t an expert, so if you’re a fitness trainer you can go on the attack and tear down these Insta swindlers.

Having been a high performance athlete I know a single kale smoothie isn’t going to do the trick. It’s a combination of eating right, exercising right, and doing both consistently over a long period of time. Tap into what you know and include it in your messaging.

Your knowledge is what sets you apart from the other noise. It’s what differentiates you from the pack. Attack your competitors in a way only you know how. You have insights into your business category that the Average Joe doesn’t. Expand on those like the diamond company, the legitimate Instagram fitness trainer and The President.

Different works. Different wins elections. Different businesses win.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

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