Category: Marketing

“The task of leadership, the first task of concerned people, is not to condemn or castigate or deplore; it is to search out the reason for disillusionment and alienation, the rationale of protest and dissent— perhaps, indeed, to learn from it.” — Robert F. Kennedy

If you plan to live up to your commitment to having a fantastic life, you’re going to need to stand up for yourself when conflicts occur. You can be ineffective at resolving conflicts, weather the resulting storms, and still be committed to your purpose— the commitment is the most important thing— but there are some skills you can learn that make handling conflict a whole lot easier.

Here is the difference between a benefit and a hook. You decide which is the more powerful approach.

Imagine we are a personal trainer talking to our workout client about exercise. We want to sell our nutritional supplements.

Approach #1: “You should buy this supplement. It will extend the benefits of this workout.”

Approach #2: “How long do you want the benefits of this workout to last?”

Approach #2 uses the “question hook” approach. The difference in results will be startling. And we can use this for any benefit in our business.