Saul Goodman’s Marketing Genius
Want to watch a marketing master at work?
Tune into Better Call Saul…
…especially Season 4, Episode 4.
That’s the episode when Jimmy (soon to rename himself “Saul”) works at the mobile phone store.
Prepaid phone sales are slow. So Jimmy buys some yellow and red window paint and writes in giant lettering:
IS THE MAN LISTENING?
PRIVACY SOLD HERE
Brilliant!
The big lesson: Know your prospects and why they buy.
Jimmy is just getting started as one who serves drug dealers, tax dodgers, and other ne’er-do-wells.
He knows what motivates them. He knows what they desire and what they fear.
And with a couple of cans of red and yellow, he paints a picture that says to his prospects, “I get you!”
When your prospects know you get them, they will like and trust you more. They’ll buy from you.
That happens not when you pitch features. Saul doesn’t say a word about the phone’s tech (and neither does Apple when it pitches its products).
It’s all about Story Power Principle #1: Keep the focus on prospects’ emotional journeys’.
Jimmy isn’t selling bandwidth or processing speed or other technical features.
Jimmy is selling a story — the emotional journey from fear (“Is the man eavesdropping on my call?”) to confidence (“I can conduct my business freely!”)
That’s why there’s a line out the door of the CC Mobile store after Jimmy paints that message.
Thanks for reading.
p.s. Dean Isaacs and I are hosting a 5in25 training on Thursday:Ā 5 Ways to Build Your Email List — Without Paid Ads.Ā The training is free, but you have to register in advance. Do thatĀ here.
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get theĀ Story Power Profit PackĀ -- 52 Strategies, Tips, and Tactics Ā to Transform Your Content from Ignored to Adored.
2) Watch theĀ free, 7-minute Micro-Training: āThe 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.ā
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And moreā¦ If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. Iāll contact you with more details.
4) Work with me one-on-one: If youāre interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to āSpeaking Engagement.ā Iāll circle back to discuss the possibilities.
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