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Libertarians must shift from selling features to solving problems, ditching the "autistic approach" for emotional connections, to effectively communicate their ideas and win hearts and minds.
Are you tired of struggling to communicate libertarian ideas effectively? Have you ever wondered why some people seem to resist even the most logical arguments for liberty? In this Brian's Briefing episode of The Brian Nichols Show, host Brian Nichols reveals the crucial mistakes that libertarians make when trying to sell their ideas and offers invaluable insights on how to connect with your average person.
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Nichols begins by dissecting a fascinating video clip featuring a salesman attempting to sell Grant Cardone a glass of water. Through this example, he exposes the common pitfall of focusing solely on features and benefits rather than addressing the underlying problems that people face. Nichols argues that libertarians often fall into this trap, losing their audience before they even have a chance to make their case.
The episode takes an intriguing turn as Nichols introduces a clip from comedian Theo Von, which highlights another critical issue in libertarian communication: the "autistic" approach. Nichols candidly discusses how this hyper-focused, logic-driven style of presentation can alienate potential supporters and hinder the movement's growth. He emphasizes the importance of understanding your audience and tailoring your message to resonate with their emotional needs.
Drawing from his extensive sales experience, Nichols offers practical advice on how libertarians can improve their communication skills. He stresses the importance of asking questions, uncovering problems, and presenting libertarian solutions as valuable outcomes rather than abstract ideas. Nichols challenges listeners to rethink their approach and focus on selling solutions instead of merely promoting ideology.
This episode is a must-watch for anyone passionate about advancing liberty and freedom. Whether you're a seasoned libertarian activist or new to the philosophy, Nichols' insights will transform the way you communicate your ideas. Don't miss this opportunity to learn how to effectively sell liberty in a world that desperately needs it. Tune in now and discover the secrets to becoming a persuasive advocate for freedom!
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Brian Nichols 0:00
Welcome to Brian's briefing part of the Brian Nichols show. I'm Brian Nichols, and in these focused episodes, I dive into key issues, ideas and principles that shape our world. No frills, no fluff, just straight talk on matters that count. Now let's get started. Hey, what's up, folks? Brian Nichols here for another Brian's briefing today, we're going to talk about two video clips I recently saw, and specifically how they can help teach libertarians how to better sell our ideas, but also how to communicate with your average person. Because elephant in the room. We do a really bad job at that. So let's go ahead, jump right in first. I'm going to go ahead and show you a video. It features a gentleman trying to sell Grant Cardone a glass of water. There's a lot we can learn. Let's take a listen.
Speaker 1 0:57
Good morning, sir. How are you good? I'm here on behalf of Bev water distributors right here in Miami, and what I would like to interest you in one of the new water brands that we have to offer for for, say, retail or personal use at home. Would you be interested? I'm good on water. Let me tell you about the benefits of the water. Not only is it very good tasting, but at the same time, it has a lot of vitamins, minerals, and there's a lot of benefits to it. If you look here, I can show you it has, it's high on minerals, vitamins, and which is very, very beneficial for your health. How do you think you did not good, horrible. Honestly,
Brian Nichols 1:42
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If you're trying to just sell the idea from the onset, non Aggression Principle, your your don't hurt people, don't take their stuff. Don't get me wrong, that's a great idea, and it's something I still believe in and I support, but it itself is not it is not selling an outcome, and this is where libertarians lose again. We have to get better at selling outcomes. If you don't sell an outcome, then you're just selling the features and benefits. And that's exactly what this guy does here on this guy starts going out, and what does he say? He says, the water has great minerals. It's good for your health. He didn't ask a question, right? Like, if maybe start with, I don't know, hey, Grant, Are you thirsty? Right? Do you want a drink of water? Would you like a drink to help quench your thirst? He didn't ask anything. He just started going in and show it. It's show up and throw up. Show up and throw up. I can say that and that right there. That is where libertarians, across the board, we have to get better at that, because when we just show up and throw up based on features and benefits, we're not actually addressing the actual like problems that people have. And here's the best part across the board, is that when we look at the problems that people have, we predominantly have the right solutions, so let's promote those solutions. I don't know. Doesn't that make sense? Let's, let's actually go ahead and promote the solutions. But you don't know which solution to promote until you know what problem it is that your your prospect. In this case, the person you're talking to who you're trying to either convince that they should be a libertarian, trying to get into a vote for a libertarian, whatever it may be. Like that, right there is where we have so much of an issue like we just have to be able to understand that people do not buy the feature and benefit the feature and benefit the thing you use to help make this sale. All, but it in itself, is not the sale the cell, the cell is, is you're, you're helping solve a problem that somebody has. And what happens is when we just start focusing on, and I call this when I teach my sales teams, it's shiny object syndrome. So when you're just like, ooh, ooh, the the principle, ooh, ooh, ooh, the ISM, which, by the way, I think we've all been, we've all been guilty of, I know I have. I've definitely been guilty of this. Like you. You are intoxicated by this idea, and this idea is libertarianism. And what we end up doing is we take this idea and we we get so we get so in love with it that we sell just the idea. And again, going back to what I started with, you don't sell the idea. You sell the solution to a problem. And the idea is, is where your solution is rooted. It's not though, the idea itself that you're selling and your ideas. Again, I said this on a Brian's briefing previously. If your ideas lead to negative outcomes, negative solutions, then you need to reconsider the idea. And if you're just stuck on selling ideas, and people see your idea and it's just the idea rooted in something that's a negative outcome, a negative solution. They're going to discredit the idea and subsequent solutions you'll bring to the table down the road. And also, what happens when we just start talking about the texts and the specs, right? And I know there's a lot of libertarians that this is just, this is who we are at our core. This goes to another clip that I saw and I wanted to address here. This is from Theo von. Let's take a listen. Are you concerned about preserving your liberty and wealth in these uncertain times, then you don't want to miss this year's expat money summit taking place online from October 7 through the 11th, hosted by expat consultant Mikhail forup. This summit brings together over 40 experts to share their insights on international diversification. 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Unknown Speaker 7:44
Commentatory, I'm Francis Foster,
Unknown Speaker 7:46
I'm Constantin kiss, and
Speaker 2 7:47
this is a show for you if you want honest conversations with fascinating
Speaker 3 7:52
people. Our brilliant guest today is already taking the piss out of us. It's the amazing American comedian Theo Vaughn. Welcome to trigonometry. You
Speaker 4 7:59
guys have we call it autism. I don't know what you guys call it, bro, but we got it over here. So like,
Brian Nichols 8:10
we got it we got it over here. And this is not to poke fun at libertarians so much as it is to we have to address our flaws. And I'll give you a real life example. I've worked with a company. I'll keep that company's name out for this conversation, because they're, they're a great company, but they are, definitely, are a third tier company, we'll say, relative to their competition. And I've been working with them, and we, we have to acknowledge where they they they lose, right? And with that, understand that we have to address that elephant first and make sure it's not part of our, our our strategy in trying to secure new business, don't go towards areas that you are you're losing. So we libertarians, let's first address where we've been losing, and that is leading with this mentality. And again, I apologize for folks who might take offense at the use of the term autistic, but that is in this conversation, the term we're going to use, because it does come through when we have people who present as Theo von the autism right? That we have here in America as our torch bearers, it comes through to the average person that we are so fixated on the idea that we cannot get past the idea if it's not working, or if we're not resonating with your average person, right? We think that the idea alone being as good as it is, as true as it is, as as great as we feel from the idea that that alone should convince somebody to to buy our idea. And this is why I've told libertarians many a times, stop, stop throwing books at people. Throwing books at. People does nothing. It does nothing. It just, just pisses people off. Because, first of all, people's gonna say, I'm not gonna read this book, and, second of all, I don't have the time. Third, what, what am I reading the book for? What is this book solving for me? And we call it with him, or it's your favorite, everybody's favorite radio station, W, i, f, f m, what's in it from or W, i, i, f m, there we go. I can get it right. What's in it for me, you're with him. Statement, and this right here, is what we have to get better at answering. The idea is not a value prop. The idea is not something that gets people excited. The idea is something that we use after the fact to justify and rationalize our solution, right? It's, it's the thing that the person after they make the emotional buy that they're using the facts, the figures, the logic, the reason to justify and rationalize afterwards when they're trying to make sure that that emotional trigger that ended up saying, Yep, okay, we're gonna buy today, that that's that's justified. So Theo von hits the nail on the head. When you have people who talk and present like nerds or like the autisms, it doesn't play well. And we have to acknowledge that we have, for many years had that type of profile be our torch bearers. That's again, and that is not to say that there is anything wrong with those types of people. I know I definitely have the autisms about certain topics, specifically sales. I love the like, the actual like, science behind it, but like, we can't have that be the torchbearer. The torchbearer has to be, yes, a messenger, but a messenger to selling the specific outcome of value, right? You, you, I, we need to be better at putting people in positions to be the torch bearer who know how to communicate the ideas from a solutions standpoint and and make it about the voter, the customer, because that's who the voter is. The voter is a customer. So that's my Brian's briefing. Briefing, Brian's briefing, Brian's briefing, we're good. I can say that three times fast we made it work. That's gonna be my Brian's briefing for today. I did not have any emails that we're gonna go over today for listener emails. We did not have any challenge of the weeks this week. This is a little bit more of an informal Brian's briefing. And namely, because I've we're in election season, I've been seeing this a lot in the libertarian world right now, of and again, Theo von autistic approach to selling Liberty, we will lose, and we will continue to lose, as we have been losing, if we if we continue this approach, we have To lead with value. We have to sell based on solutions, not features and benefits, and those solutions are based on the problems that we uncover. I feel like I'm Kamala Harris. You can't see down here. I'm talking with my hands. I'm not Italian either, but the value that we uncover of our solution relative to the problem we're solving, and that problem that we're solving is uncovered based on the questions we ask. So there are multiple pieces here that we have to get better at, and when we're talking about how we can not just only get better at asking questions, but specifically to not sound autistic in the questions we ask. It comes to understanding your lane, if you're if you're the tech inspect dude, and that's your thing. You love the idea. And I'm sorry I can't sell beyond the idea. I just I love the idea so much. That's fine. Just when we bring people the sales people, bring people to you. Don't scare them away. Help them now understand why they're buying the solution, right? When they have questions, you're the one that we're going to ask to help answer those questions. And if they they're a little apprehensive at first, don't push them away. Help them understand. Help them. Help them. This is where you can say, hey, we'll check this out. Check this book out, because they've already made the purchase, right? They've made the emotional buy. And understand that if you're if you're not someone who can help somebody make an emotional buy, that's okay, because there's other value that you can bring to the table. You can bring the autism with value for the movement, and that is to help. When we bring people to you, to help them understand, don't scare them away. So with that, that's gonna be my Brian's briefing. All of our sponsors here in the show, please go ahead. Give them some love. Cardio miracle, our expat money, Summit, clock 'em, craft coffee and yeah, we have some new sponsors coming down here in the next quarter, so be on the lookout there with that being said. Brian Nichols, signing off for our. Brian's briefing. We'll see you later. Thanks for listening to the Brian Nichols show. Find more episodes at Brian Nichols show.com.
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Transcribed by https://otter.ai
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Eric Brakey and Brian Nichols break down the top stories of 2021!
"The only way to cut through the clutter is to have a message that is going to resonate with the prospect and what's going on in their world, right at that very moment."
Stop overthinking the sales process... remember that you're selling change!
"The word freedom is very important, because it's not discussed freely and openly and courageously in academia."
Asking great questions. It is both a science AND an art.
How to grow your business and build your audience using the secret formula that elects presidents.
How is nuclear energy a solution to climate change, energy independence, and planetary prosperity?
How can a plant known as the "vine of the dead" help heal instead of simply treating symptoms in the living?
What are the two emotions that drive buyers into action? Love and...? Fear. Knowing that, how is fear being using to sell us on massive government policies with price tags ranging from the billions and even trillions of dollars. Dr. …
I've known Remso for about a number of years and have been thoroughly impressed with his ability to connect with others and create meaningful relationships with them. This quality is what drove him to start Club Memos—a group dedicated to …
Market-based solutions that create change, and how they're working to make people aware of the power they have to change their government.
Serving Your Clients By Being Uniquely You & By Bringing The Human Touch
How do the top sales pros get to where they are? Hard work? DNA? A little of both?
Today, we discuss the Falun Gong's fight against Chinese Communist Party propaganda and persecution, as we dig into the story of a group of heroes who sought to highjack the CCP corporate television broadcasts in 2002.
How can using expert insights help you become your prospect's go-to trusted advisor?
Selling is half the battle... helping people buy is where we win!
How can telling better stories help #SellLiberty? Matt Kibbe returns to the program to show how storytelling is a crucial tool in the toolbelt in helping illustrate our ideas and our solutions to a market of non-libertarians who are looking …
On today's episode, I present a series of reasons why libertarianism offers some brilliant solutions to many of the world's problems. We'll talk about 5 ways in which libertarianism can save humanity.
Win Your Local Election: Tips and Strategies from Our Free Ebook
The data, facts, and realities of COVID were far away from what the media and public health institutions were presenting to the world at the advent of the pandemic. And while the controlling narrative was that of lockdowns and fear …
Persuasion is a crucial skill for anyone in business—whether you're convincing your boss to give you a raise or trying to close a client on the phone. But it's not as easy as it sounds. In fact, some people spend …
Small Businesses Matter: One Owner's Inspiring Journey of Resistance and Persistence
The Good, the Bad, and the Generous: @MrBeast Under Fire
Learn how to effectively explain libertarianism to your friends and family by using sales and marketing strategies on this episode of The Brian Nichols Show
Discover the Secrets of Making Compelling Arguments and Persuading Others with VA Delegate Nick Freitas
Want to sell more? Then try saying less. Sounds counterintuitive, I know. But it’s true. In fact, many of the most successful consumer brands and political organizations in the world do just that—and it works for them. So, how can …
This week, we're going to explore this question and more as I take you through the old tale of why you should never argue with a donkey, no matter what color it claims its grass is. And how does this …
Unveiling the TRUTH behind the COVID mask delusion
House on Fire: @mattjbatt's Cautionary Tale for America's Dark Future
@AP4Liberty & @SteffiP4Liberty Unveiling the Making of 'Calvin the Coolest President
Big Changes & Exciting News - The Brian Nichols Show's Revamp!
Emily, who forced her kids to mask while hiking OUTSIDE now says we need to forgive one another for what we did and said when we were "in the dark about COVID". Today, I outline why my answer to her …
On today's episode, I'm over on Chis Goyzueta's podcast, "Making it with Chris G", where I'm helping explain how sales strategies can help musicians and artists take their craft to the next level.
Harnessing the trigger events that turn prospects into customers.
How can giving someone the opportunity to be wrong help us win more deals?
Giving business owners and entrepreneurs the Austrian economic tools, intelligence, and community to win in today's marketplace.
There is a whole separate economy emerging for the people that are just tired of the wokeness. And they just want a break.
How the "JUST DO BUSINESS" approach is the pathway for ending the generational poverty of black communities across the country, by proving that the Free Enterprise System works for everyone.
@KDCodyTN Returns to discuss how Trump's pandemic handling could make or break his 2024 prospects
On today's episode of The Brian Nichols Show, I'm joined by Morgan Bonwell (Founder, Right Strategies) to discuss the importance of building a storybrand to help candidates and campaigns effectively meet their constituents wh...
Freedom makes sense because not freedom is not only nature... freedom is science!
Why adland has stopped selling and started saving the world.
Tolerance isn't blind acceptance. Nor is it tacit acceptance.
Returning to The Brian Nichols Show today is Dr. Patrick Moore (Author, "Fake Invisible Catastrophes and Threats of Doom") to discuss how most of the scare stories in the media today are based on things that are invisible, li...
The conversation towards abortion/Roe v. Wade has always been a heated discussion... but does it have to be that way?
