Themes help you eliminate competition with and comparison to other products or sellers of the exact same commodity product. They make your product or service unique, even in selling a commodity product like a PC, salt, or a nearly-impossible-to-differentiate service which everyone and their grandmothers are offering, like basic website design.

So, how can you make the impossible actually happen for you?

How can you make a commodity like salt or basic website design unique and eliminate your competition?

Discover how here:

We’ll use a real case where one woman used the radio to broadcast to tens of millions, asked her prospects to buy 65 times in 18 hours, and generated $ 480 million in today’s dollars in sales during World War II . . .

IMPORTANT: If you’re convinced you’re unique in the minds of your prospects, you’re in denial. Pine trees are unique among trees. Each of the 115 species of pine is unique among the family of pines. And each pine tree is unique within its species. So which ones of the thousands or tens of thousands you’ve seen do you remember?

FIRST: “I need to see how it ends:”

Generally, when people are interrupted while chasing down a goal that’s important to them, they become uneasy until they can return to it. Their tension continues until they complete their goal, and there’s emotional resistance to any suggestion to stopping before they reach the end.

Ever go to a boring but required staff meeting and when it finishes, everyone runs like hell back to their desks to resume their important work? That’s how powerful the tension and urge is to complete a goal.

This was the compulsive zombie pattern that glued listeners to their radios: they were striving and straining toward a goal, especially those who identified themselves with this woman on the radio, and they needed to experience “closure.” Otherwise, they’d have a lingering sense of incompletion, like walking out on a movie just before the revealing twist ending.

So her radio marathon goes beyond a single event: it becomes a race or endurance contest with a prize or goal at the end. It really was a marathon of 18 hours rather than 26.2 miles (or 42 kilometers).

And like a marathon, deeply emotionally invested fans cheered her on as their favorite runner and were concerned about her ability to endure. For them, she became a heroic martyr, sacrificing herself for others.

“Every time she spoke we discussed whether she had been stronger or weaker than the last time and just when it would be safe to bet on her ending.”

SECOND: “If she fails, I fail:”

If she failed, they also failed. This is the essence of the sociology of sport: the need to have a hero who validates you through their success. Have you seen any of the Rocky Balboa movies, based on the underdog hero who physically sacrifices himself in a marathon 15-round combat? His fans are deeply invested in the outcome, and if he fails, they also fail. The same happens with professional, amateur, and school sports. Ever been a fan on the losing side of a national championship? How did you feel about yourself? Almost as bad as the athletes? Why? Because you were participating emotionally along with them.

Others more casually just enjoyed the race without knowing any of the runners:

“I think many people stayed because they wanted to see the outcome of her endurance.”

I use a model to teach people about selling: Tease your prospects, build up the tension, relax a tiny bit, then build that tension some more. Then they will buy without you having to ask for the sale.

“After each announcement there was a sort of tension in the place to see whether she would come on again.”

As the marathon stretched on, her voice grew weaker and more strained. And she herself had stated throughout the day that her voice and energy might not last.

This was a calculated move, based on understanding people deeply.

She effectively hinted early and often that she might have taken on too much of a challenge.

If an marathon running race doesn’t seem exciting enough for you as a comparison, I’ve got the perfect example where you yourself may have experienced being captured by the television event: election night for the national leader (president, prime minister, etc.). They use everything you just learned about above: candidates as marathon runners in the final stretch, a fixed goal, early reports projecting the future, later reports updating the past, regional reports and updates, tension built from races that are “too close to call” and expert opinions that are vague on purpose.

Themes help you eliminate competition with and comparison to other products or sellers of the exact same commodity product — by getting your prospects to invest themselves in the outcome and in you.

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One of the Switzerland based watch companies is Mondaine, which has a very good reputation and high customer satisfaction level in the market. Mondaine was established in 1951 and right from the start gained and has built on its reputation. There is no need for me to introduce you to its popularity and design as it is regarded as one of the most trusted brands in the market. The Swiss Railway watch is the main product which made Mondaine popular and renowned everywhere. An employee of Swiss federal railways, Hans Hilfiger, which is a well known Swiss engineer manufactured a standard unproved Swiss railway watch in 1940s.
His hard work gave him fruitful results later in 1986 when his model of railway watch got recognised and Mondaine remodeled and modified his model. Thus, this design helped to gain many appreciations and prizes worldwide. German Design Plus award was also awarded to this standard model. Art Directors Clubs bronze award was also awarded to it. The most astonishing and biggest achievement of this model was that it got appreciated and extreme respect from Sir Terence Conran at the London design museum. Thus this became a fact that Mondaine railway watches have become very often in Switzerland and over 300 watches can be easily recorded at any station easily. ?
Diverse design patterned fabricated wall, table and desk clocks and pocket watches are some of the other products of Mondaine. All the models are contemporary and are attractive to all generations. Wearing Mondaine gives you the credence of one of the most highly organised, sophisticated and punctual countries in the world. At the time of first launching of its products, it manufactured watches according to Swiss railway watches only, and was based on Swiss railway system. These were decorated on the clock towers throughout Swiss railway. It was given the official Swiss railway tag only after the impact of its design. All of its model got a distinctive factor from others, which made it popular too. Its models also offer special and addition features like dual time zones, chronograph, world time and big date system.
The companys most famous development came with the Evolution variation or as it is known colloquially the Evo, gave the brand huge market exposure. It is the most popular model and has garnered over a dozen awards. It is featured in some of the best museums across the globe together with the Museum of Modern Art in New York. It has a massive demand pattern all over the world. Mondaines other models have also received acclaim from critics and as well as renowned users of the watches and some of the best among this line. It is one of the most praised brands in the market in the Swiss watch industry.

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