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The Little Devils People Deny

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Posted 11th August 2008 at 05:31 PM by Hardi Wijaya
Updated 14th August 2008 at 12:53 AM by Hardi Wijaya

Lao Tzu, the founder of Taoism says, "Knowing others is Wisdom, knowing yourself is Enlightenment."

Some questions for you...

Do you ever cheat, lie, and steal?

Have you ever hated someone?

Do you desire for dominance?

Are you a weakling?

If you deny these, it is fine. After all, you are just a human. But if you acknowledge these little devils, you are going to laugh your way to the bank.

* Personal attribute

People will silently hate you if you have mistaken their sex, race, name, and age.

This is true though most people do not want to be openly judged as petty and unforgiving. If you want to use their attributes in a sales material, do it right at the first time. People will feel good of being addressed properly. Your rewards will be guaranteed.

That is the reason why co-registration leads with full details such as complete name, sex, and home address are extremely useful.

Nevertheless, be careful. Never reveal how much you know about your prospects, because it could breed contempt. Always keep information you know under cover. Never show off. Seek proper timing to use it.

* Self glorification

People secretly love to be worshipped as god.

No matter how much we deny, man always desires personal glory. Just imagine yourself being honored on the stage by thousands of people.

I mean, you can rarely find people who deny the need for this. Through out the history, people -- great and small -- wanted to be son of heaven, son of baron, heir of hero, children of the famous, and part of a legacy. This mentality still exists no matter how much we understand that such is vanity.

People want it. They will pay to get this feeling!

For example, most rich buy Mercedes to show off their status. They usually ignore the features of the car.

Another example -- Most of us thought that dog owners spend money on dog just for the sake of love. But on the other side of reality, they also want to be proud owners.

* Close-loop perception

Human beings are bound to Earth's limitation. No matter how they try to view in many angles, they are restricted by this boundary, Most will judge things based on appearance although they know they could be wrong.

The saying 'never judge a book from its cover" is an eternal proof of this weakness. A beautiful presentation of the product could do the trick.

* Personal feeling

People do things for their own good feelings they get.

They do not care what others think and say. It is good emotional feeling that they are addicted to. And they will let you know but never share it with you.

Sell something that offers good feeling!

* Disloyalty

People usually buy from people they know, like and trust. However, they would betray you in exchange for some adventures. It is the spice of life. They secretly want it.

Betrayal may be a strong word. However, to execute it is to be human. Human beings are rebellious by nature. They may want to rely on you for what you have to offer, but they want to make their destiny. They never want your control. They are seeking to buy alternatives whenever opportunities arise.

By saying this, it does not mean that building relationship is not necessary. Relationship could also be pre-built without working on it. People do buy a product because they have heard of the brand elsewhere. This occurs many times.

Show your products and competing products together. Love your competitors. Twist arms with them. Get together. Work a secret deal with them. Create a mousetrap. Whatever product the prospects buy, you make money.

* Personal belief

People never question their belief, be it a beautiful lie or hidden propaganda.

They will create an imaginary assassination of you if you want to change it. If not, they will form the worst opposition in your life.

One of the better business tactics is to create product based on people's belief. For example, most people still belief that weight-loss supplement can reduce weight although most cannot work at all.

* The need for teacher-student or father-son dominance

This is a modern twisted desire for master-slave dominance. People want the status of a teacher rather than a student although they often too lazy to teach. Take away their status and they will kill you! Better being a shepherd than a dumb sheep, so to speak.

An obvious example is in Singapore's political ministerial structure. A minister will become a senior minister, and then a prime minister if been selected. Then the prime minister will become a minister mentor after stepping down. And will be promoted to senior minister mentor if there is more junior peers. Retirement seems to be out of the pyramidal equation.

In other fields, it seems to be more profitable being a teacher. So get people to pay in order to be a teacher. The network-marketing gurus usually use such tactic.

Ancient Chinese philosopher, Lao Tzu used to say -- "Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime." Ironically, in this modern age, teaching a man to teach could feed him for a lifetime.

* Personal buying habit

People never tell you how they spend money.

Let them customize the components of the product that they want to buy. This is the reason why promotion that offers customized order tends to do well.

* The need to bully

People will take advantage of other people's weaknesses and mistakes, though they want to be nice people. It makes them feel superior. They want dominance. Let yourself be their beast of their burden. You will be the master of their money.

For example, make an intentional mistake in the pricing of your products. Make people think that they are paying less for more!

* Paparazzi temperament

People are nosy in other people's business. They want to know everything to satisfy their curiosity. They will pay for it if it gets in their way.

Businesses involve in this area tend to generate huge surge of publicity and money.

I often exploit this whenever I want to promote a prominent expert's product. How?

Sell a report about the secret life of the expert along with the product. People usually cannot resist buying it.

* The obsess to nitpick

People simply love to complain. Just imagine, how many people blame the dog whenever it creates trouble? The truth is that the owner should be the culprit. That is why people jump from one dog training program to another.

But no matter how good a product is, there is always room for complaint. This is human nature, and you can take advantage of it to make money from it.


Show all the products -- yours and competitor's -- that have weaknesses. Strike a secret deal with your competitors. The prospects will buy the one that has the least weakness.

* Secret taste for sins

People secretly love to cheat, lie, and steal in legal manner. But they just behave like a saint.

These are just tip of the iceberg. More will be include in due time.

In Balthasar Gracian's "The Art of Worldly Wisdom", he voices out similarities. Again, I concluded my own findings before discovering this gem.
  • Avoid outshining your superiors.
  • Allow yourself some forgivable sin.
  • Make use of your enemies.
  • Write your intentions in cypher.
  • Never compete. Every competition damages your reputation.
  • Never talk about yourself.
  • Avoid becoming disliked.
  • Do not be a blacklister of other people's faults.
  • Never complain.
  • Avoid being too familiar with others.
  • Do not hold your views too firmly.
  • Be the bearer of praise.
  • Do not seize occasions to embarrass others.
  • Put up with mockery but do not practice it yourself.
  • Never despise an evil, however small.
  • Silken words, sugared manners.
Most people thought that customers only buy benefits. This merely scraps the surface of conclusion. The reason that triggers the buying decision is actually the ego.

Therefore, to know your ego is to know your prospects. Take advantage of it but not been seen. Be manipulative by not manipulating which is the best manipulation tactic of all. For example, you do not act to gain wealth, but allow people's ego to collect it for you. The wealth flows to you like water seeking the lower place. You cannot direct the wind, but you can adjust your sails, so to speak. More details will be shared in later chapter.

The history of legendary Bruce Lee reveals lots of secret to us. He did not win his opponents by offensive shots. Instead, he manipulated them into offensive fight in order to expose their weaknesses.

"True mastery transcends any particular arts. It stems from mastery of oneself -- the ability, developed through self-discipline, to be calm, fully aware, and completely in tune with oneself and the surroundings. Then, and only then, can a person know himself." -- Jeet Kune Do
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