Never Be Ignored Again

Last month I attended a presentation by a sharp business strategy consultant. Her focus is on helping female business owners secure government contracts. The session was full of high-quality, actionable information.?

When I met her after the talk, this accomplished expert seemed dejected. I asked why she wasn't thrilled with her performance. Her answer was typical for many professionals:?

"Dave, I don't know why I do these talks. No business ever comes from them."

Having sat through her entire presentation, I can tell you EXACTLY why she didn't get any business development traction with the audience—more about that in a minute.

If you have children, you know they ignore a request the first time you ask. The second time, you get tacit acknowledgment. The third time, they wake from their mental slumber and begin to act. This statement usually follows that process:?

"I don't know why I have to say things three times to get you to move."?

When I started delivering speeches, I became frustrated because my audience would not take away some of the key points I was stressing. I told stories. I used vivid imagery. I changed my tone and pace. Yet, often, they missed critical information.

It wasn't until I began doing stand-up comedy that I learned how to connect with an audience in a way that engaged them and forced them to be "in the moment" and act based on my words.

Comics use an auditory device to connect with an audience and pull them into a scenario. This device is called "The Rule of Three."?

You pull people into your pretend scenario by creating a familiar pattern when you set up a joke. Our brains are wired to give patterns priority when processing information.?

• "Three men walk into a bar..."
• "The Pope, the Dali Lama, and Raquel Welch are in a lifeboat..."
• "Larry, Moe, and Curly..."

In comedy, the pattern enables a "shocking left turn" at the end, which is the punchline.?

This device is also used in nursery rhymes, fables, and even in The Bible:

• Goldilocks and the Three Bears.
• Three Little Pigs in Little Red Ridinghood.
• The Three Wise Men Visit Baby Jesus.

When writing marketing copy or delivering a speech, you can take advantage of the rule of three. Here is the step-by-step guide:

1. Have one goal from the interaction.
2. Tell three stories that support that goal.
3. Make three points in each story highlighting the pain of not achieving the goal.
4. Give a call to action three times at the end of the talk.
5. Follow up three times with everyone who has shown interest.

Here's how I do it in my speeches:

My goal: To get people to request my free report on persuasion titled:

Make 'Em An Offer They Can Refuse: The Godfather's Guide to Persuasion, Power and Profit.

I tell the audience at the outset:

"I have a free gift for you, don't let me leave without giving it to you."

The first story I tell is about a kid selling chocolate bars to fund a school trip to Tallahassee, Florida. I highlight the pain of not selling enough chocolate bars, and I do so three times during the story.?

The second story I tell is about me going from a seven-figure job to being broke and starting my own business. I highlight the pain of being broke three times during the story with vivid imagery, and then I talk about how one persuasive email changed everything for me.?

At the end of the second story, I say:

"Remember, I have a free report to help you with this problem. Don't let me leave without getting it into your hands."

Finally, I tell the story of my client who didn't listen to the advice she received from a consultant about persuasion. She didn't want to appear salesy, so she didn't use the tools the consultant shared with her. I hit on the three points in her talk where she made the audience feel good and didn't highlight the pain of not achieving a goal. Finally, I asked her to recall her feeling at the end of a talk when nobody expressed interest.?

All three stories highlight different emotional points of pain from not achieving a goal. Then I turn to the audience and ask:

"What could all these folks have done to avoid pain and achieve their goals?"

Then I offer my free guide for the third time.?

I get their contact info in return for the free report, and I follow up with everyone three times after the meeting.

We are all busy, and our brains protect us from processing the information we don't need. The challenge comes when the brain of our target prospect doesn't process our business development message because it is new and unrecognized. That's where the rule of three can be precious.

When I sat down and described this process to my friend, the business strategy consultant, she smiled at me and reminded me that this was the third time I had given her this advice.?

Now that you've discovered this powerful persuasion device, how will you use it? Let me know down in the comments.?

Warm regards,

Dave Lorenzo

The Godfather of Growth

Dave Lorenzo earned the nickname The Godfather of Growth because he helps people make offers their clients can't refuse. Also, he does favors. Those favors help you make a great living and live a great life. Call him now: (786) 436-1986