write for the buyer, not the nonbuyer. Real prospects are hungry for information. I - Dan S. Kennedy

Losers are wealthy with excuses, moth-eaten, empty wallets, heads full of excuses. This is not an enviable wealth. An abundance of excuses guarantees a paucity of money. If excuses roll willingly from a person’s tongue, it’s certain money does not flow easily into his pockets. I’ve often said I can estimate a person’s bank balance if he’ll tell me about the books he reads and the people he hangs out with. But it’s even easier to accurately estimate his bank balance if I hear the excuses he makes. The habit of excuse making is the worst of all habits.

write for the buyer, not the nonbuyer. Real prospects are hungry for information.

These five applications of Intimidation Technique are part of a broader context I teach as Takeaway Selling. It does what its name suggests: show the prospect something interesting, appealing, or desirable, then snatch it away and have it play hard to get. To extreme, it can actually reverse roles, so the buyer winds up selling the seller on why he should be permitted to buy.