Another incredibly powerful sales phrase from “Exactly What to Say” by Phil Jones
This one more ‘strong arm’ than my preceding tips. Though likely more powerful. So this is a good one to use if you are really having trouble breaking through or need to throw a hail mary.
Hit them with a “There are 2 types of people in this world…..
then chunk up
When I say “chunk up” – I mean to jump a couple of levels more “Big Picture” than you were previously talking about. More categorical or bigger picture.
For example, Honda is a chunk up from an Accord. Then car is a chunk up from Honda. Then “a mode of transportation” is chunk up from Car.
Start with one option that supports your cause (A). Then define another that enforces an unhealthy characterization of the opposing view (B). Then come with:
“There are 2 kinds of people in this world. People who (A) and people who (B)…..” And keep talking! Once you say your point keep making your case.
That’s the beauty of this language tool. It’s a big bold statement that you drop into their brain in a way that it kind of has to stay there. And once something is in the brain long enough it just kinda gets accepted as belonging. By continuing to make your case, you are dropping the grenade and walking off. By the time they realize what you did, you have blown their mind.
One example could be: “There are 2 types of people in this world: Those who want to be wealthy and those who want to Rent. Because you can google any number of a hundred articles that shows that economists have shown year after year that owning a home has always been the #1 wealth creation tool in America. There isn’t another investment vehicle that has had increases in value as many years of the last 20 as housing. Plus, you get to use it while it’s appreciating.”
Or, if you sell credit repair (like I do), you might say: There are 2 types of people in this world. People with good credit and people who overpay for everything in their lives. Because bad credit makes you pay more for mortgages, and cars, and insurance. It also limits the places you can rent and sometimes prevents people from getting jobs.
If I was a mortgage broker, I might tell new Realtors: “There are 2 types of people in this market. People who work with brokers like me and there are people who get screwed by banks.”
If I was a banker, I might say that “there are 2 types of people in this world. People who get good deals from reputable, established financial institution and people who put their financial future and information in the hands of brand new, pop-up institution that can be gone tomorrow.”
You also have the opportunity to add a “Weasel Phrase” to the start of it, if you need. A “Weasel Phrase” is a little tag that you add to the start of the language pattern to help conceal it. It could be “My dad always said that there are 2 types of people in the world….” Who’s going to call your dad a liar to your face. Or “My boss always says, there are 2 types of people in the world…….
Want to get extra credit? Invoke the name of a known expert. “If you listen to Warren Buffet, you will know that there are 2 types of people in the world…….”
There are many, many uses. Basically, there are 2 types of people: Those who use the phrase “there are 2 types of people” and People who sell less.