The Cult of Copy

  • Home
  • About
  • Show
  • Group
  • Vault
  • Mentoring
  • Hire a Writer

When Prejudice Becomes A GOOD And Valuable Thing To Sell Others

July 11, 2020 Colin Theriot 1 Comment

“Prejudice is a great time saver. You can form opinions without having to get the facts.” – Elwyn Brooks White, Born Jul. 11, 1899.

Elwyn Brooks White

Elwyn Brooks White

The modern influencer is an engineer of prejudice.

Common parlance gives the word “prejudice” a negative connotation, as though all pre-judgments are inaccurate.

But it doesn't have to be so. Providing people with quality, accurate opinions – ones that you've researched and reasoned – is an incredibly valuable service.

If you can give someone the power to pre-judge a situation to their own advantage, giving them a slight edge over others who are waiting for “the facts”…

…you can basically name your price within their means.

Because as the man says, prejudice saves them time. Time wasted looking, digging, practicing, working, etc. It gives them the hard fought knowledge and experience, but without the need to put in their own effort.

And the whole trick is making sure you're helping them make accurate, profitable judgments that let them come out ahead.

So think about what you do. Think about what you sell. If you want to convince more people to hire you or buy from you, think about situations they have where they require judgment.

Judgment YOU have – born of study and experience, knowledge and skill.

How can you give them a shortcut so that they can have a VALID, INFORMED opinion on the subject…

…by BORROWING yours.

How does your product or service allow them to do this?

For example: say you have a maid service. To create a positive use of prejudice, you may teach your customer how to judge if a stainless steel appliance has been properly cleaned. No scratches from an abrasive material. Proper cleaning products used. No oily residue left behind. Etc.

It gives the client something to look for – to satisfy themselves that an excellent job has been done well enough to meet their demanding judgment.

Of course, you can use it in a negative way also. You can tell a potential client any of a number of “gotchas” to identify when a poor job has been done. Hidden places that dust and debris can hide. Signs that shortcuts have been taken, and damage may even have been done to furnishings and appliances.

Now, I'm guessing. I don't know jack about the maid business. Or even cleaning. But I pay someone to do it. And if they told me how to have an opinion about how well someone's house has been cleaned(or not), you can bet I would.

Related posts:

  1. Create Valuable Unique Information You Can SELL – Just Stop Learning and Start Doing
  2. Bias and Prejudice are the Persuader’s Friend
  3. Don’t Sell Objects – Sell Results, Outcomes – Sell THE FUTURE

influence, Mindset, Persuasion, Psychology, Quote

Comments

  1. Keith says

    July 12, 2020 at 9:21 am

    It’s a shame that you don’t charge for these emails. They are very valuable (Tho, I am happy that it’s free)

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Subscribe Below or Don’t!

This is the place to subscribe to the Cult of Copy email list. I send out daily emails about copy and persuasion and influence and business. If you don’t like them, it’s easy to unsubscribe. But they’re good! You’ll like them. I promise!
I Respect Your Privacy

© Copyright 2014-2021. The Cult of Copy. All Rights Reserved.

  • Terms Of Service
  • Privacy Policy
  • Contact