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Success,
Eric Lofholm
Tiger Woods came out with his 3rd script since his car accident on his web site today.
His script was outstanding!
What made his script so good was he was vulnerable.
Here is a copy of his statement on his website.
“I am deeply aware of the disappointment and hurt that my infidelity has caused to so many people, most of all my wife and children. I want to say again to everyone that I am profoundly sorry and that I ask forgiveness. It may not be possible to repair the damage I’ve done, but I want to do my best to try.
I would like to ask everyone, including my fans, the good people at my foundation, business partners, the PGA Tour, and my fellow competitors, for their understanding. What’s most important now is that my family has the time, privacy, and safe haven we will need for personal healing.
After much soul searching, I have decided to take an indefinite break from professional golf. I need to focus my attention on being a better husband, father, and person.
Again, I ask for privacy for my family and I am especially grateful for all those who have offered compassion and concern during this difficult period. “
This afternoon my wife told me she really liked Tiger Woods statement today. I asked her why she was telling me that. She let me know she had just read the statement about above on his website. She was moved emotionally by his statement.
You might have heard the statement, “People buy based on emotion and they justify it with logic.”
Rapport is the cornerstone of the sales process. Tiger built a tremendous level of rapport with his statement by being vulnerable.
To me the most persuasive part of his statement was:
“After much soul searching, I have decided to take an indefinite break from professional golf. I need to focus my attention on being a better husband, father, and person.”
The reason why this is so persuasive is it is almost impossible to disagree with this statement.
In your sales presentations you want to make statements where the prospect will agree with you. You want to get into a state of harmony with your prospect.
Another powerful thing about his statement is the news reported his statement. Virtually everything I have read on the internet or watched on TV about his statement has been positive. This is very different than his 2 previous website statements. With his powerful script he changed thousands of conversations about him from negative to positive!
Always remember that a script is simply words in sequence that have meaning. All of your communication is a script.
The better you get at communicating the more influence you will have.
Your ability to influence others impacts your ability to create what you want in your life.
To learn more about sales scripts go to my script writing blog at www.salesscriptblog.com.
If you are like most sales people, you want 2010 to be your best sales year ever.
But the question is: “Where do I start?”
The most proven idea to increase your sales is by using sales scripts.
You have 30 days left until 2010.
Sales Pros, like you, use checklists to accomplish their goals.
Here’s a checklist to help you get your sales scripts completed by January 2010.
* Set the Intention to create your $million dollar script book for your sales career.
* Brainstorm all the different scripts you will need for every aspect of your business. (Most Sales Pros have more than a dozen scripts in their $million dollar script books. You should too.)
* Prioritize your list of scripts to determine which scripts should be created first, second, third…
* Schedule the time to write your winning sales scripts.
* Reverse Engineer and Persuasion Engineer your scripts for maximum impact.
* Have a script writing expert review your completed scripts and receive high-level feedback.
Get Started NOW!
I am sure by now you have heard about the car accident that Tiger Woods was involved in last week. Let me begin by saying I am a Tiger Woods fan. I have never been interested in golf but I have always been interested in Tiger. On Sunday Tiger issued a statement on his website. That statement is considered web copy. Web copy is a script. Today Tiger issued another statement.
What really surprised me about Tiger’s script was he chose to continue to ask for privacy.
Here is his statement.
“I have let my family down and I regret those transgressions with all of my heart. I have not been true to my values and the behavior my family deserves. I am not without faults and I am far short of perfect. I am dealing with my behavior and personal failings behind closed doors with my family. Those feelings should be shared by us alone.
Although I am a well-known person and have made my career as a professional athlete, I have been dismayed to realize the full extent of what tabloid scrutiny really means. For the last week, my family and I have been hounded to expose intimate details of our personal lives. The stories in particular that physical violence played any role in the car accident were utterly false and malicious. Elin has always done more to support our family and shown more grace than anyone could possibly expect.
But no matter how intense curiosity about public figures can be, there is an important and deep principle at stake which is the right to some simple, human measure of privacy. I realize there are some who don’t share my view on that. But for me, the virtue of privacy is one that must be protected in matters that are intimate and within one’s own family. Personal sins should not require press releases and problems within a family shouldn’t have to mean public confessions.
Whatever regrets I have about letting my family down have been shared with and felt by us alone. I have given this a lot of reflection and thought and I believe that there is a point at which I must stick to that principle even though it’s difficult.
I will strive to be a better person and the husband and father that my family deserves. For all of those who have supported me over the years, I offer my profound apology.”
Tiger Woods is not just a person he is an industry. He built his empire with well crafted, persuasive scripts.
Corporations loved him because his image of success helped them sell products. His endorsement of their products was a part of their script.
Tiger gets paid $100 Million per year to endorse products because having his name in those companies scripts produces billions in sales.
His image is no longer gold to those companies. In other words using Tiger Woods name in the company script is no longer going to produce the same level of sales.
Tiger most certainly some of his endorsements.
Be watching Tiger’s scripts in the future. Based on those scripts you will be able to predict if the endorsement deals will come back. (Assuming he loses them as I am predicting)
Always remember everything is a script. A script is simply words in sequence that have meaning.
I am sure by now you have heard about the car accident that Tiger Woods was involved in last week. Let me begin by saying I am a Tiger Woods fan. I have never been interested in golf but I have always been interested in Tiger. On Sunday Tiger issued a statement on his website. That statement is considered web copy. Web copy is a script.
What really surprised me about Tiger’s script was how long it was. This was probably Tiger’s most important statement he has made in his life up till that moment. Every word counts. I have read the statement 4 times now. To me the statement causes more questions than gives answers.
His statement is not a sales presentation like you or I would give to sell a product or service (it absolutely is a sales presentation though). Always remember this for your sales presentations. The confused mind doesn’t buy.
To read his statement go to www.tigerwoods.com.
Here are my thoughts on what we can learn from what Tiger said on his website.
Web copy is a script. Web copy is the words on a website. Tiger may have written the statement himself, hired a copywriter who wrote it, or worked with a copywriter and they wrote it together.
If I was coaching Tiger on the script I would have had him reverse engineer the statement. Reverse engineer is a scripting term to begin by identifying the outcome he is trying to accomplish with the statement. Reverse engineer is like saying the alphabet backwards. *Tip for you: Reverse engineer your presentation.
Then I would have had him make a list of all the benefits he wanted to convey. Then I would have him make a list of the objections that might come up. For example one of the objections is why didn’t you speak to the Florida Highway Patrol? One way to handle an objection is to ignore it. He may have decided to ignore that objection. *Tip for you: Make a list of benefits and objections for your presentation.
Next I would have him write his best statement. Then I would have a script writing expert review it to persuasion engineer it. Persuasion engineer is to take the script (or in this case statement) and review it line by line looking for ways to improve it. Tip for you: Have a script writing expert review your script and provide you high level feedback.
Success,
Eric Lofholm
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