Sugarman Trigger #2 - Honesty
Sugarman says "Honesty" is the most important trigger. When Sugarman ran his mail order catalog, the reason people trusted his opinions is because he would be the first to point out the negative aspects of a product.
He once was selling a very ugly thermostat, but it was extremely functional. In fact he started off the tagline of the ad like:
"It had no digital readout, an ugly case and a stupid name. It almost made us sick."
The fact that he was so honest about the downsides of the product, made people believe him about the many upsides of the product.
Image Description
The image shows a vintage advertisement for a thermostat called "Magic Baloney." The ad features a photo of the thermostat along with a humorous, self-deprecating description that highlights the product's flaws in a playful manner. The text is detailed, explaining the product's usefulness despite its unattractive appearance.
Positive Aspects
The image perfectly complements the content by visually illustrating Sugarman's honesty approach. The humorously critical description of the thermostat in the ad serves as a practical example of how honesty can be engaging and effective in sales. It adds authenticity and a tangible connection to the concept discussed in the post.
Key Takeaways
- Honesty is a powerful sales trigger, as it builds trust with the audience.
- Highlighting the negatives of a product can make the positives more believable.
- Sugarman's approach shows that being upfront about flaws can lead to increased credibility and customer trust.
Additional Insights
Sugarman's strategy isn't just about honesty—it's about using honesty as a tool to engage with customers. By openly discussing the negatives, he not only disarms skepticism but also creates a memorable and relatable narrative. It's like saying, "Hey, we know this isn't perfect, but here's why you'll love it anyway!" This approach can be refreshing in a world full of exaggerated claims.
