Sell Me This Broccoli

I know, not the opener you expected for a book that's about to change your life. But this humble green vegetable holds the key to unlocking the power of persuasion, the art of influence, and the transformative impact of masterful marketing.

A few years ago, I paid a visit to my sister’s home in Dallas. The aroma of a home-cooked meal greeted me, promising comfort and familial warmth. But beneath this domestic facade, an undercurrent of tension crackled, as palpable as static electricity before a storm. At the epicenter of this culinary battlefield stood my sister, her face a mask of determination tinged with desperation.

Her opponent? My six-year-old nephew, Canen, a pint-sized food critic with an unwavering devotion to a single dish: white rice. The challenge that loomed before her was nothing short of Herculean – convincing Canen to consume anything, literally anything, that wasn't his beloved white grains.

Canen, you see, isn't just a picky eater. He's the kind of customer that makes even seasoned marketers break out in a cold sweat. His staunch refusal to consume anything but his beloved white rice has turned mealtime into a battle of wills, with nutrition as the unwitting casualty.

"But what does this have to do with persuasion?"

Everything, my friend. Everything.

You see, persuasion, at its core, is about understanding human behavior, tapping into desires, and overcoming objections. It's about taking something that might seem unpalatable at first glance and transforming it into an irresistible offer. And what could be more unpalatable to a strong-willed six-year-old than a plate of steamed broccoli next to his pristine mound of white rice?

I watched my sister employ every trick in her parental playbook. She reasoned with Canen, explaining the importance of a balanced diet. She tried to make it fun, arranging the vegetables into smiley faces. She even attempted to bribe him with the promise of dessert. But Canen remained unmoved, his plate a battlefield of rejected nutrition beside his fortress of white grains.

That's when I decided to step in. Armed with years of marketing experience and a fresh perspective, I was confident I could crack this tough nut.

Oh, how wrong I was.

I started with logic, explaining to Canen how vegetables contained vital nutrients his growing body needed. His eyes glazed over. I switched to emotion, painting a vivid picture of how strong and fast he'd become if he ate his greens. He shrugged, unimpressed. I even tried to leverage his competitive spirit, challenging him to a "who can eat their veggies fastest" contest. He looked at me like I'd suggested we vacation on Mars.

I was losing him.

Worse, I was losing myself. In my eagerness to "win," I'd forgotten the most crucial aspect of persuasion – understanding your audience.

As I pondered how I could've improved my sales pitch, the boys started their bed time routine. Canen has an older brother, Cruz. I didn't mention Cruz earlier because he doesn't have a problem with eating vegetables. However, Cruz being several years older utilizes his size, speed, and strength against his younger brother. Anyone that has siblings, older or younger, knows exactly what I'm talking about.

The boys raced down the hall to the bathroom to brush their teeth. No matter how close to Road Runner-like speed Canen moved his legs, he couldn't compete with his brother. Obviously, it was very important to be first to the bathroom and it had nothing to do with brushing their teeth. As Cruz reached the doorway, Canen legs ground to a halt. In nanoseconds, he went from full sprint to a dejected saunter with his head slung low. All that could’ve made it more heart wrenching is having a few rocks to kick along the way.

In that difficult moment, at the deepest, darkest pit of Canen's loss, a pure moment of clarity ignited within me like a solar flare.  I knew at that moment why I failed at the dinner, and why, the next evening, I would succeed.

We weren't dealing with a vegetable problem – we were dealing with a messaging problem. And I had failed to see Canen not as a problem to be solved, but as the hero of his own story.

Here's where the magic of true marketing comes into play. Instead of focusing on the features of broccoli (its nutritional value, its importance in a balanced diet), or even its benefits to Canen, I needed to position myself as a guide in his hero's journey. A journey he didn't even know he was on yet.

"You know, Canen," I said, leaning in close with a conspiratorial whisper, "I know how you can beat Cruz."

Canen's eyes widened, his interest piqued.

The desire to overcome this challenge was written all over Canen's face. His legs began swinging from his chair in anticipation. There was nothing on Earth more important than what I was going to tell him...

"You eat rice every night and never win. What you don’t know is that rice makes you slow."

His face froze, trying to process that his most beloved food could be working against him and keeping him from running faster.

I reached over to a bowl of broccoli, plucking a nice, firm floret from the pile. Adding a dash of salt, I said, "By eating this broccoli, you'll be able to run faster than ever before. You'll run so fast that you can beat Cruz."

I paused, letting the suspense build. Canen was hanging on every word now, his white rice momentarily forgotten.

Staring at the little green supertree, as if he was just shown the meaning of life, Canen snatched it from my hand, looked over at his brother and smirked in what looked like the conniving Grinch.

He looked at the broccoli, then back at me, weighing the proposition in his mind. He hesitated for a moment, then popped it into his mouth. The kitchen held its breath. And then, miracle of miracles, he swallowed.

What happened next was nothing short of marketing magic. Canen, fueled by the power of belief (and perhaps a touch of placebo effect), raced around the house, proclaiming his newfound speed.

We all marveled at Canen's new powers.

In an act of pure brotherly love, as Canen raced Cruz that evening, Cruz slowed down so Canen would cement his belief in the power of vegetables.

When it came time for the next meal, he eagerly asked for more broccoli, determined to maintain his competitive edge.

So what changed? All the features and benefits of broccoli were the same. Nothing about the product had changed and I didn't even have to discuss the product to get Canen to eat his broccoli.

I had found his villain. I made an emotional connection. Instead of trying a variation of a standard selling strategy, I used critical thinking to find connections between what I was selling and their life. Even more importantly, I wouldn't have made that connection without looking at his life beyond the product I was selling him.

This, dear reader, is the transformative power of marketing done right. It's not about selling products or services; it's about changing perceptions, shaping behaviors, and opening up new possibilities. In that moment, broccoli wasn't just a vegetable – it was a key to unlocking potential, a secret weapon in the eternal struggle of sibling rivalry.

But here's the crucial part – and this is where marketing transcends business and becomes a life skill: Our role as marketers, as persuaders, as influencers, is not to trick or coerce. It's to guide. To illuminate. To show our audience a vision of success they perhaps couldn't see for themselves, and then to provide them with the tools and motivation to achieve it.

In Canen's case, success wasn't just about eating broccoli. It was about becoming the best version of himself, about overcoming challenges, about growing – literally and figuratively. As marketers, as business owners, as leaders, that's our true calling. We're not here to simply sell a product or service. We're here to guide our customers to their own definition of success.

Now, this isn't a parenting book, but the principles at work in this simple family anecdote are the same ones that can turn skeptical prospects into lifelong customers, transform struggling businesses into industry leaders, and yes, even change the world.

Every revolutionary product, every world-changing idea, every movement that's reshaped society – they all started with someone who understood these principles. Someone who could see past the immediate objections, who could paint a vivid picture of a better future, who could guide others towards a success they might not have even known they wanted.

As you read this book, I want you to keep this broccoli story in mind. Remember that at the heart of every marketing challenge – whether you're selling software, services, or yes, even vegetables – lies a human story waiting to be told. Your job is to uncover that story, to understand the hopes, dreams, and fears of your audience, and to position yourself as the guide they never knew they needed.

We'll explore the psychology behind persuasive copy, the structure of compelling narratives, and the tactics that can turn words into wealth. You'll learn how to craft messages that not only capture attention but inspire action, how to build brands that customers don't just recognize, but fall in love with.

But more than that, you'll discover how the skills of a master marketer can transform every aspect of your life. These are not just business skills – they're life skills. The ability to persuade, to influence, to connect deeply with others – these are the tools that build movements, launch revolutions, and yes, occasionally, get children to eat their vegetables.

I want you to start thinking differently about your role. You're not just a business owner, a salesperson, or a marketer. You're a guide. A visionary. Someone with the power to show others a path to success they might never have seen on their own.

In the next chapter, we'll explore why persuasion isn't just important – it's essential. We'll discuss how it can be the difference between a good idea that fizzles out and one that changes the world. We'll look at how persuasion, when done right, isn't just about making sales – it's about making a difference.