Breaking Good

Dear reader,

There are two types of people in this world:

(1) those who see the glass half empty, and (2) those who see the glass half empty, chipped, dirty, and leaking all over their good shoes.

Whether you like it or not... we are all, to varying degrees, negative.

In fact, we are hardwired that way. Yup, our brains seek out negatives like social justice warriors seek out people to cancel. Evolutionary psychologists call our penchant for the bleak and gloomy the "negativity bias". Yup, that's right, our minds are like Velcro for the negative and Teflon for the positive.

This is why we can get a hundred compliments and it won't mean squat, but one negative comment and it's like we've been kicked in the head by a donkey!

As the great philosopher Vanilla Ice once said, a hundred compliments will get you a smile, but one insult will ruin your day.

Now, one of the greatest TV shows in the last 20 years highlights this negativity bias. I'm talking about the hit show Breaking Bad. It's a show about a good guy who turns bad. Cool! But what if the show was about a bad guy who turns good? Boring! Nobody wants to watch a show about a reformed criminal going around helping old ladies across the road. I'm telling you, if the show was called Breaking Good, nobody would watch it.

Now, not only do Homo sapiens focus more on the negatives than the positives, but we are also far more motivated by the negatives than the positives.

I bet most of you just glossed over that last sentence. G'wan, admit it. You raced through that last sentence as if you had somewhere important to go, right?

Pay attention now, Chi-Chi. Money-making words were just given to you.

Look, I'm a patient and caring man, so I'll reiterate:

People are at least twice as motivated by the negatives than they are by the positives. In other words...

... People Walk Towards Pleasure But

They Run Like Hell From Pain!

Most salespeople either are ignorant of this fact or think the negativity bias is just some fancy scientific jargon that doesn't apply to their job, so they try to motivate their prospects with pleasure instead of pain.

Is it any wonder most people struggle with sales?

Bottom line:

If you're trying to sell something, you better use people's negativity bias to your advantage. Don't just dangle the carrot of pleasure in front of your prospects, hit them with the stick of pain.

Kelvin, can you give an example of how to do that?

I'll do you one better:

I can show you how to do it as well as how to write an entire sales pitch.

Not right here right now, of course, but if you're serious about learning this highly profitable skill, you might wanna check out this: https://kelvindorsey.com/double-3-formula/

?

Your friend,

Kelvin

Email Marketing Maverick