I am going to leave you with this piece of advice:
The Curious Secret to Getting People to Believe You
Ever wonder how you could get more people to believe you?
Itâ€™s easy, actually. And quite odd the way it works.
Whatâ€™s the secret? Never tell a man more than heâ€™ll believe.
Sounds like a moron statement, right?
Let me explain why itâ€™s not.
The Law of Diminishing Credibility
Thereâ€™s a law of diminishing returns directly tied to the law of diminishing credibility.
Even if you know beyond a shadow of a doubt that a home will triple in price in the next 5 years, if you have any concern that the buyer might find what you say hard to believe, itâ€™s best to leave that information out.
See, the moment your claim passes the point of believability, credibility drops off like a rock.
In the 60â€™s some brilliant ad men took advantage of this.
Selling the Ugliest Car in the World
Remember the old Volkswagen sedan with the rag top that hadnâ€™t changed in 20 years, the round top one?
One of the ugliest cars ever made.
In addition, it didnâ€™t have any extra features that any ad man could talk about. Only later years did it have a gas gauge.
You could get so many miles on a tank of gas that you simply drove it until you ran out of gas and then switched to a small reserve tank that held more than enough fuel to get you to the closest gas station.
When the Doyle, Dane + Bernbach agency was given this account, they must have groaned.
What could you say about the car?
It only had two features: it was cheap to run and it was reliable. But everyone already knew that.
What more could they say about it?
Then they hit on a brilliant flash of inspiration: they decided to tell the truth.
I can imagine every ad man in America coming off their chairs and saying, â€œYou are going to do what?â€
Doyle, Dane + Bernbach ran a whole series of ads that said, â€œThis car is ugly. It looks like a bug. A beetle.â€
â€œThis car is slow. Youâ€™ll be lucky if you ever get a ticket.â€
The results of the campaign?
Phenomenal. People loved the campaign and sales shot up.
The truth. Simple, pristine truth is an astounding force. And these ad men had touched on a very important key of persuasion: if you point out the disadvantages, it makes everything else you say more believable.
How This Works in Real Estate
In real estate this might mean being frank with others about a house with some real issues, like its small, only has two bedrooms or one bathroom. The roof hasnâ€™t been shingled in 25 years. Itâ€™s so old there isnâ€™t central air and heating.
But once you have the disadvantages out of the way, then you can share the advantages.
â€œQuaint cottage with a historical background. Nice for one, maybe one-and-a-half, with ambition and muscle and a tad bit of cash.â€
Isnâ€™t that curious how that works?
By positioning the disadvantages first, you view the advantages in a whole different light. And it is a whole lot easier to swallow.
Besides, when we see an ad for a home that says â€œgreat home, lots of potentialâ€ donâ€™t we immediately think, â€œMoney pit.â€
This rule of persuasion says this: never tell a person more than you think theyâ€™ll believe.
In fact, tell them the truth, share with them the disadvantages first, then move onto the advantages and youâ€™ll have a captive audience.... more