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“Sell me this pen”

At some point during the life of every American they hear the figure of speech: “You sell yourself first, then your product or service.” The presenter needs initially to get the audience to accept them as interesting, motivated, experienced, as a person with expertise, worth listening to.

This is Leonardo DiCaprio in the 2013 Martin Scorsese-film Wolf of Wall Street.

It is the initial hurdle the presenter needs to overcome, the first yes to be gained. The audience needs to be convinced of the messenger before being convinced by the message. Otherwise audiences ask themselves “If the presenter isn’t convinced of himself, why should I be convinced?”

In amazon.com there are 226 results when searching for “sell yourself first.” On YouTube 37,900 videos are found. The bookstore chain Barnes and Nobles sells 24 books related to “sell yourself first” with titles such as:

Invisible to Remarkable: In Today’s Job Market, You Need to Sell Yourself as ‘Talent’, Not Just Someone Looking for Work…, Good in a Room: How to Sell Yourself (and Your Ideas) and Win Over Any Audience…, or The One Minute Sales Person: The Quickest Way to Sell People on Yourself, Your Services, Products, or Ideas—at Work and in Life.

The Godfather

The book The Godfather was written by Mario Puzo and published in 1969. The story, which was later made into a trilogy of movies, focuses largely on the business and personal lives of an Italian mafia family living in New York. Some of the most famous quotes about the blending of business and personal include:

“Tom, don’t let anybody kid you. It’s all personal, every bit of business. Every piece of shit every man has to eat every day of his life is personal. They call it business. Ok. But it’s personal as hell.

You know where I learned that from? The Don. My old man. The Godfather. If a bolt of lightning hit a friend of his, the old man would take it personal. He took my going into the Marines personal. That’s what makes him great. The Great Don. He takes everything personal like God.

He knows every feather that falls from the tail of a sparrow or however the hell it goes. Right? And you know something? Accidents don’t happen to people who take accidents as a personal insult.

He had long ago learned that society imposes insults that must be borne, comforted by the knowledge that in this world there comes a time when the most humble of men, if he keeps his eyes open, can take his revenge on the most powerful.

It was this knowledge that prevented the Don from losing the humility all his friends admired in him. When they come … they come at what you love. They made it personal when they shot Pop. It is not business, it’s personal.”

Unfortunate Selling Techniques

In the children’s book series, A Series of Unfortunate Events by Lemony Snicket (the pen name of American Daniel Handler), three recently orphaned children are initially placed in the custody of Mr. Poe, the banker who is in charge of the large fortune that they will inherit when Violet, the eldest, comes of age. Mr. Poe soon finds a distant relative who is willing to adopt the orphans, and the children move in with Count Olaf, their third/fourth cousin several times removed.

As it turns out, Count Olaf is not interested in raising the orphans, but only in stealing their parents’ fortune. After his first failed attempt to steal it, he has to go on the run to avoid the police, and the children are sent to live with a different relative.

Undeterred, Count Olaf will attempt to steal the orphans’ fortune multiple times over the course of the next several books, each time masquerading as a respectable member of the local community. In the first book, he is a count, in the second, he pretends to be a herpetological assistant, in the third, a retired captain, and so on.

Every time that the children discover one of Count Olaf’s disguises, they attempt to elicit the help of their legal guardian and/or the banker Mr. Poe. Even though the orphans point out mistakes in the count’s disguises, Count Olaf is so skilled at selling himself that the adults ignore the mistakes and contradictions in his product (his disguises) until they become extremely obvious.

Thumbs Up or Down

In the American movie Interstellar, when earth begins to become uninhabitable, 10 astronauts are sent through a wormhole to a group of planets orbiting a supermassive black hole. These astronauts are supposed to explore the planets to see if they are inhabitable or not.

However, when communicating their findings back to earth, they don’t transmit long lists of data. Instead, if the area they’ve explored could sustain human life, they simply activate the “thumbs up beacon.”

Mars Attacks !

In the American movie Mars Attacks! there are two generals who advise the President of the United States. One, General Decker, is very opinionated and not shy about telling the President when he disagrees with something. The other, General Casey, only gives his opinion when asked, and then always tries to soften it considerably.

Consequently, when Martians first land on Earth, it is General Casey, not General Decker, who is chosen to greet the Martians and welcome them to the planet. As Casey prepares for his big moment, he says to his wife: “Didn’t I always tell you, honey, if I just stayed in place and never spoke up, good things are bound to happen.”

Too Much Coffee

In the American movie Jungle-2-Jungle, a prominent business leader goes to the jungle, and while there he sends a message to his employee to sell all of his coffee shares. However, his battery dies before he manages to confirm that he wants to sell the coffee.

His employee, unwilling to act without confirmation, doesn’t sell the shares, and much of the movie revolves around the two men attempting to sell the coffee shares that are quickly diminishing in value.

Serviceability is reliability

Reliability in the U.S. also means serviceability. No product is perfect. Service can make up for it. And service is based on a product’s serviceability. After sales comes service. Should be fast, easy and profitable.

From Ford’s Model T which came with a tool box, all the way to today’s call centers responding 24/7 via 1-800 numbers, to the service trucks on the road, Americans tolerate suboptimal reliability if their concerns are listened to and acted upon.

But wait. Earning profits on a product’s imperfection? The German engineer winces at this. Products should work as developed. The German consumer winces at this. Products should work as promised.

Only live to serve

In 1991, Disney produced the movie “Beauty and the Beast,” a film about a prince who is turned into a beast and the young woman who helps return him to human form. Although this movie is set in France, because it was written by Americans for American children, it exemplifies many of the values held in American culture.

In this film, many of the characters are servants, and they have no trouble expressing their desire to serve their master. In fact, at one point in the movie, the servants avow that they “only live to serve.” Nevertheless, no American would ever think of these characters as degraded or less than human – to Americans they are simply helping their customer in the best way they can.

“Make an Englishman shit”

This is also a reason why it is anecdotes, if well told and timed, are enormously persuasive in the American cultural context. For Americans anecdotes are empirical. They are reality experienced, the opposite of theory, which is often seen as abstract and unrealistic, separated from reality.

An anecdote says: “I know what I’m talking about. I was there. I saw it with my own eyes. This is no theory, it’s reality!” Any American politician, for example, speaking in their legislative district or in the media about a difficult issue, such as the war in Iraq, will come across as especially convincing if they can claim to have visited that region.

Like aphorisms, anecdotes transport deeper-lying wisdom. Isn’t that what the Bible – Old and New Testament – does via one story after the other, communicate the deepest-felt, and therefore most complex, beliefs of a people, of Jews and Christians?

Isn’t story-telling the highest, the most sophisticated, form of activating (speaking to) the human imagination? Truly persuasive communicators in the U.S. plan very carefully when they draw on anecdotes. This is why we all listen so carefully when our grandparents tell their stories. They have the years of human experience.

The historians are in agreement. That Abraham Lincoln was the most masterful storytellers in American history. It has been written that he could hold audiences for up to four hours at a time.

“Whaddya say, Ray?”

Observe how a very intelligent young man by the name of Harry Sonneborn persuades Ray Croc to fundamentally change his business model re: McDonald’s.