“And, behold, the Lord passed by, and a great and strong wind rent the mountains, and brake in pieces the rocks before the Lord; but the Lord was not in the wind: and after the wind an earthquake; but the Lord was not in the earthquake: And after the earthquake a fire; but the Lord was not in the fire: and after the fire a still small voice.”
-I Kings 19: 11-12 (KJV)
The prophet Elijah did not hear God in spectacular thunder, earthquake, or fire. He heard him—and connected with him—through the still small voice. The NIV refers to it as “a gentle whisper.”
It is an intimate voice—one full of love and unconditional acceptance. It is the ultimate expression of Empathy, Integrity, & Authenticity.
In the same way, you cannot connect with your prospects with bombastic hype, over-the-top claims, and a “screaming” tone.
You connect by being real, down to earth, and subtle in your sales approach… not by sounding “salesy”.
You connect by gently arousing core desires, which are naturally clothed in emotion… and not by “forcing” emotion with a forest of exclamation marks.
You connect by understanding what your prospect truly wants and showing him how to get it… not by “hammering” him with your sales pitch.
A good sales letter is more like Jiu Jitsu than Kung-Fu. It naturally diffuses skepticism with subtle trust-building elements… it persuades under-the-radar… it eliminates objections before they even come up…
The “still small voice” is infinitely more powerful and persuasive than “yelling and screaming”.
It is through an intimate tone—just as you would write to a dear friend—that helps create a deep bond of trust between you and your prospect. Use the “still small voice”… and watch your sales go up.
