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The Power of Value

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In the movie 8 mile. Eminem’s lines does this brilliantly.

He says, “I know everything he’s got to say against me”.

And then he just lists them one by one:

“I am white”
“I am a bum”
“I do live in a trailer with my mom”
“My boy, Future, is an Uncle Tom”
“I do have a dumb friend named Cheddar Bob who shot himself with his own gun”.
“I did get jumped by all six of you chumps”

And so on. He lists several more.

But at the end of the list, there’s no more criticism you can make of him. He’s addressed everything and dismissed them. In a rap battle, (or a sales pitch), if you address everything your opponent can say, he’s left with nothing to say.

When he has nothing to say, the audience, or the sales prospect, your date, your kids, whoever, will buy from you or listen to what you have to say.

Look at direct marketing letters you get in email. They all spend pages and pages addressing your concerns. This is one of the most important techniques in direct marketing.

Finally in the movie, he said he’s outtie…
He reduces the supply of himself by saying he’s out of there. Maybe he will never come back.

Reduce the supply of yourself while demand is going up and what happens? Basic economics. Value goes up.

Understand who you are, your strengths, your weaknesses, your limitations.. Once you have a clear picture of these things you are less likely to fall victim to other’s bad opinion of you. Once you understand who you are not, its easier to walk in your purpose and not try every opportunity that presents itself.

The fundamental principal of value is creating demand for your brand.. And in this particular case “you” are the brand. Know when to show up, how to show up and how much access you give. You can read more about my article on access here.

 

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