Always Be Opening

Drive author Daniel Pink's new book draws on a decade of social-science research to topple worn-out beliefs about sales.

The books is a must-read for every marketer.
To Sell is Human makes the case for moving beyond used-car "hoodwinkery" to embrace a kinder, gentler form of persuasion.

Pink argues that we should replace the A-B-C made famous by Glengarry Glen Ross, "Always be closing," with an up-to-the-minute mantra he calls "Attunement-Bouyancy-Clarity." While I can't imagine Alec Baldwin barking this to the troops, the formula works.

By Attunement, Pink means ceding power to prospects, to a degree that would make Baldwin-esque closers quiver.

By Bouyancy, he means remaining upbeat despite rejection, not with Tony Robbins CDs, but through "interrogative self-talk."

 

By Clarity, Pink means identifying problems instead of "selling solutions."

 

Pink expertly supports his ideas with experimental results and salespeople's anecdotes, offering throughout the book tons of tips for putting them into action.

 

The third and last part of To Sell is Human rocks.

 

In it, Pink explains how to pitch, both in person and in writing. His instructions for pitching are clever, simple and exceedingly original.

PS: Don't miss Dan Pink's guest post on writing effective emails. 

Why Event Planners Should Use Distinctive Imagery

Part 5 of a 5-part series on event design

Want your event to be memorable?

Use distinctive imagery.

According to neuroscience research, we pay attention to imagery that's novel and surprising.

Moreover, we recall images that are salient; we forget images that are common.

Thanks to Ron Graham of Freeman for providing this event-deisgn tip.

NOTE: I wrote this post in 2013, not imagining that two years later I'd be employed by Freeman. Wonders never cease. 

Why Event Planners Should Still Embrace Print

Part 4 of a 5-part series on event design

Like most forward-thinking businesspeople, event planners are going green.

They're systematically eliminating printed handouts—programs, floorplans, directories, catalogs, flyers, brochures and booklets—in favor of digital publications.

But planners should think twice.

According to neuroscience research, publications printed on paper strike a deeper emotional chord than digital publications, because they engage the brain's spatial memory.

So if you want a handout to create impact, print it on paper.

Digital does have one big advantage over print, however, when it comes to stirring emotions.

It can incorporate audio and video.

Thanks to Ron Graham of Freeman for providing this event-design tip.

NOTE: I wrote this post in 2013, not imagining that two years later I'd be employed by Freeman. Wonders never cease. 

Bringing Sexual Offenders to Justice Captures CINE

I'm honored to share a CINE Golden Eagle Award, won by the talented independent producer and writer Ann Ramsey, for the training video Bringing Sexual Offenders to Justice.

The video was produced last year for the International Association of Chiefs of Police.

Funding for the production was provided by the US Department of Justice.

"Beginning with a simple, three-act structure and a clear end in mind made writing the script easy," says Ann Ramsey. 

"Seeing the whole piece in my head allowed me to get the interviews needed to advance a complex story quickly."

I served as associate producer—a role far different from the ones I customarily perform for clients, but satisfying nonetheless.

As the video illustrates, well-run sexual assault investigations help assure that perpetrators are punished for their crimes.

Tens of thousands of police officers have learned from it how to run successful investigations.

Watch a brief clip from the video on the CINE Website.

Postscript: I'm also honored to announce that Copy Points is now a feature of Guy Kawasaki's online magazine rack, Alltop. All the cool kids (and me).

Why Event Planners Should Consider Height

Part 3 of a 5-part series on event design

When planners assign rooms at an event, room length and width get all the attention.

But a room's third dimension should be given equal consideration.

According to neuroscience research, high ceilings promote creative and abstract thinking.

Low ceilings promote detail- and task-oriented thinking.

High ceilings also lure attendees to linger in a room.

Low ceilings do just the opposite.

Thanks to Ron Graham of Freeman for providing this event-design tip.

NOTE: I wrote this post in 2013, not imagining that two years later I'd be employed by Freeman. Wonders never cease.