In this episode of Psych Insights, Kevin and John explore the fascinating parallels of street-smart police work versus effective salesmanship – inspired by Kevin’s recent interview with his uncle Pete, a now retired veteran detective in Lowell, MA.
By special request, here is the recorded interview with Uncle Pete:
Part of being a Sales Detective is having a Bullshit Detector that goes off when people aren’t being straight with you or when the “facts” aren’t gelling with what you know the reality to be.
One of the best things a marketer can do is to get their Bullshit Detector up to “high”.
Not so you’re running around being cynical all the time. But running everything through a gauntlet in your head, trying to find the bottom line, focused on the goal.
As Sales Detectives, we’re dealing with bad actors, unreliable narrators, clueless people, incompetents and liars. Liars are easier to deal with once you realize they’re just lying…
We’re looking for what we can use in order to ethically, rationally and effectively make a sale.
In business, somebody needs to step up and take care of the copy… and it’s you. You’re the one who’s gonna do it.
The mindset is you want to WIN.
If you have to not get credit for it, you still do it.
The more noble way is to make the thing work… and if someone else comes up with a better headline or hook than you have and you’re smart enough to recognize it – then that’s what you go with.
A cop is trying to narrow things down. You’re always sifting through piles of inchoate non-understandable stuff looking to narrow it down so you can start to apply the pressure on the few things that you have.
You can’t have everyone in the neighborhood as a suspect… and you can’t have everything the client wants in an ad always. You’ve got to narrow it down to the things that are salesworthy.