Wednesday, February 9, 2011

What Eminem Can Teach You About Selling

G'day Friend,

The other day, I started listening to rapper Eminem again.

Now, whatever your feelings about the guy... his brilliance cannot be denied. Considering he went from trailer-trash broke in a pre-dominantly Afro-American area... And now has several albums that have gone platinum? He's considered one of "the greatest rappers of all time." Definitely one of the most successful, at least financially.

My point is, this guy knows his stuff. He knows how to go from zero to hero.

Anyway, I was watching Eminem's movie, 8 Mile. Great film. I highly advise you check it out. (If anything, it's a great underdog story).

I don't want to ruin the film, but there's a scene at the end. If you've seen it, you'll know what I'm talking about.

In this scene, Marshall/Rabbit is in the middle of a rap battle with the current champion of the underground rap scene. This guy has gone up against various rappers and torn them apart. What happened in these battles was pretty much ripping the other person apart through rap lyrics made up on the spot. (Freestyle rap).

Throughout the course of the movie, Rabbit has endured serious hell.

A friend of his had a sexual relationship with his girlfriend. Another friend, a mentally handicapped guy, accidentally shoots himself in the leg (everyone jokes it's a more "private" part he shoots). His white-trash upbringing is put on display and made a major joke all the time.

Lots of stuff.

So, here he is... Up against "Papa Doc," the guy who is champ of the rap scene. More than that, he's the leader of this group that has tormented him. This group has been responsible or involved in a lot of his hardships during the film.

Now... he knows this guy has a lot of ammunition. A lot of private, damaging information. Stuff that he couldn't counter and was absolutely true. The crowd would eat it up.

What does he do?

HE tells them.

He tells the crowd everything about himself - fundamentally making his entire rap about all the terrible stuff he's gone through.

And then, he has the "cojones" to tell them at the end... He doesn't want to win! Screw it. And go ahead, "Papa Doc," tell this crowd something they don't know about him.

He drops the mic and walks off stage.

And what does his enemy do? What CAN he do? There's nothing to say. No ammunition. Nothing he could say they don't now know.

.... Now, what happened? What did he just do, that is ALWAYS talked about in marketing and selling (particularly copywriting)?

Two things:

1) A damaging admission

People are more willing to trust you if you share something personal. If you don't put yourself on the pedestal as flawless, people think more kindly of you. They WILL trust you.

Frank Kern - again, don't care how you feel about the guy - has said before that he proudly displays his controversy with the FTC. Why? Because it builds trust. It's a "damaging admission" that gives you more credibility.

2) Take-Away Selling

People absolutely, unquestionably, RABIDLY want what they can't have. Or the less you want THEM, the more they want YOU. That's the entire secret behind the pick-up artist world. It's why women want the "bad boy."

If that makes you angry, get over it. You do the same thing.

The more desperate you seem, the more repelled people are.

Like Dan Kennedy said, "People want to deal with successful people."

Are successful people begging for business? No. And the less apparent you are - the less critical you make someone else's compliance in your eyes - the more they want to become important to you.

And Eminem/Rabbit did it brilliantly.

Anyway, get the film. I won't reprint the lyrics here... lots of vulgarity. But check the movie out at Blockbuster or something.

Over and Out,

Angel Suarez

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