You Blew It Before, So Don’t Blow It Again!
You Blew It Before, So Don’t Blow It Again!
I was just giving some thought to how I am going to market my next book to publishers. One of my strategies is to remind those that passed on prior projects that my shunned works were actually published elsewhere, and they went on to earn a tidy profit for all.
This is a “You blew it before, so don’t blow it again!” appeal, which is somewhat risky, but it works for me. There are the obvious pitfalls. I’m telling them their judgment is flawed, their peers were smarter, and I’m getting the last laugh.
It’s an ego-bruising approach, but it is based on very potent, proven motivations.
Some psychologists say the fear of losing is more powerful than the lure of winning. Plus, for the competitive spirits out there, they don’t want their equals or lessers to achieve an advantage, especially a gain they could have grabbed for themselves.
Also, echoing that theme from an Elton John song, I’m saying: “I’m still standing.”
I’m producing, adapting, in fact I’m better than I’ve ever been, and as a best-selling author, that’s pretty good.
There is a meta-message in this, an overarching statement: Inexorably, I will find a way to prevail, and if I decide to promote a title, my judgment is worth affirming, not fighting.
Of course, having said all of this, I will turn-off certain publishers. But then, after they have passed on the project de jour, I can remind them in the fullness of time that they had a shot at that one, too.
A very successful, outrageous car dealer who used to wrestle bears, tigers, and snakes in his TV ads, gave a sober, low-key and 100% straight-up interview about his marketing methods, that I had the pleasure to hear.
He said, in the quietest, least boastful
voice you can imagine, “To sell people, you have to first get their attention.”
“You lost before, so please don’t lose again!” is guaranteed to do that.
Just make sure you have the facts to prove your claim.
Dr. Gary S. Goodman is a top speaker, negotiation, sales and customer service consultant, attorney, TV and radio commentator and the best-selling author of 12 books. He conducts seminars and speaks at convention programs around the world. He can be reached at gary@customersatisfaction.com.
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