About this episode
An advertising guru provided one question that changed how I approach interacting with others. Find out what it is in this minim podcast.
Grasshopper Notes are the writings from America's Best Known Hypnotherapist John Morgan. His podcasts contain his most responded to essays and blog posts from the past two decades.
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Grasshopper Notes Podcast — The Question That Changed My Life. Machine-transcribed; use the interactive transcript above to jump the player to any line.
The title of this mini podcast is, The Question That Changed My Life. I learned a lesson from a giant in the world of advertising, Dick Orkin, Dick created two wildly popular radio cereals in the 60s and 70s, chicken man and the adventures of the tooth fairy. He also created and starred in award-winning commercials for companies like Time Magazine, GMC and the Gap, just to name a few. Dick was a genius. His commercials were on cookie cutter ads. They were a little works of art that sold. In the late 70s, I had the good fortune to interview him. And I asked him about his process. What was the secret? The formula? His answer surprised me. He said, When I interview a client, I don't want to know their address, how long they've been in business, or that they have award-winning customer service. I just want to know one thing.
How do they want the customer to feel after hearing their commercial? Boom, mind-blown! And I realized that lesson works just as well in life as it does in advertising. When I interact with someone, I can ask myself, How do I want this person to feel after spending time with me? That question changes everything. It shifts the spotlight off of you and onto them. I remember a moment from my radio days. Our top salesperson once asked me to sit in on a meeting with a prospective client. She did the usual rapport building, and then she asked them one simple question. What do you do for fun? That was it. And suddenly the meeting changed. The client lit up. Now we were talking to the real person, not just the business owner. She had moved past the usual advertising staples. Name address, phone number, yadda yadda yadda, and instead she discovered what really mattered to him, and what he wanted people to feel when they heard his commercials.
It was a master class. Dale Carnegie said it best. You can make more friends in two months by becoming interested in other people. Then you can in two years by trying to get other people interested in you. That may be the most honest form of advertising there is. So here's the lesson I took away. Instead of selling you, buy into them. It's the ultimate win-win. All the best, John.
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