Here’s that old book I recommend…

Tuesday, 12:36pm
Reno, NV
“… and succeed in changing the world.” (Dale himself)

Howdy…

I’m about to reveal that book I taunted you with in our recent email exchange.

But first, I want to really lay it on thick how important this is.

I’ve made a habit to practice what I learned in this book ever since I first read it some 30 years ago.

And it’s never failed to work.

I’ll go to parties where I don’t know anyone, and within minutes have someone sharing secrets about themselves they’ve never told anyone before. 

And they’ll consider me of such high quality, that they are almost desperate to become my close friend.

Yet, they don’t know a thing about me. I haven’t shared anything about what I do, who I am, what I have to offer.

I simply practiced the tactics I learned from this book…

and let the magic unwind. 

And frankly, I see the LACK of these simple skills a serious reason why so many entrepreneurs fail. 

They simply do not understand the fundamentals of good salesmanship…

… which do NOT start with you lecturing to your prospect. Or sharing details of your life, or your desires and goals.

Nope.

The magic starts, and ends (with a sale), inside your prospect’s head. 

It’s incredibly important to the sales process…

… and even more so now that we do so much biz online.

In person, these skills work like crazy.

Digitally, they STILL work like crazy. My emails, blog posts, Skype calls and everything else is front-loaded with them.

Okay, time to share:

The book (again, called The Salesman’s Bible by savvy insiders) is Dale Carnegie’s “How To Win Friends And Influence People.”

You’ve heard of it. Maybe you even read a bit of it.

Certainly, you’re heard jokes about it. People have been mocking it since it was first published. The headline alone (suggested, I believe, by ad legend John Caples) has spawned a thousand mimics, both seriously and satirically.

Doesn’t matter.

All books are TOOLS. You use them, to absorb the info and strategies and tactics. They are your hammer and nails, the most fundamental tools in your kit.

Keep the book hidden, if you like, if you’re afraid someone might laugh at you.

But read it, several times.

And get the oldest edition you can find. As I mentioned in the email, Dale’s heirs have decided they know more than he did (despite not living the life of a salesman), and screwed around with the copy.

I prefer the older editions. The one I first read was from the 1930s.

I just checked on Amazon. You can buy a 1981 version (pre-heir screwing up) for around $40. Or get one of the new digital versions for a few bucks — do that, if you must.

But get hip, regardless. 

Oh… and there’s a FREE book here for you, too.

Next post down…

Stay frosty,

John

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  • This is such a classic book that will stand the test of time for thousands of years.

    I think one of the most important things I’ve learned from that book and your writing/wisdom over the years is to enjoy the time in the trenches with all sorts of people. Even the ones you may not always like. Because it’s in these trenches and odd-ball experiences that you truly learn to empathize and connect with other human beings.

    This is why I don’t outsource our customer service to some 3rd party company overseas or anywhere for that matter. As the copywriter and main sales guy on our team, I want to be buried in the emails to hear the praises, complaints, reasons for refunds, etc etc etc.

    It seems like customer service would be the worst use of my time, but in actuality, I find it fascinating as it helps me to craft every single email, offer, or whatever communication method I’m using at the time.

    At some point I know I’m going to have to let go of doing so much of the customer service but it’s been the #1 thing that has allowed me to connect and sell to a large group of people who think much differently than myself.

    Thanks for always dishing out the goods man. My life would look drastically different if I hadn’t been so lucky to stumble across your work years ago. And I probably wouldn’t have had this piece of copy that has made me $4879 before noon today either. But I’m on Hawaiian time, so I still got a few hours left in the day to increase it.

    Aloha

  • Srdjan says:

    I believe it was Vic Schwab who suggested the title. As well as all the chapter titles. Thanks for the post.

  • Stuart says:

    Just ordered the 1937 edition from Amazon in collectable condition. You can get decent copies in the $20 + range. Read the adulterated version in my youth. Thanks for the great recommendation!

  • Yep, still got my old copy and read it several times. You’ve prompted me to read it again. Persuaded my 14 year old daughter to read it a few years ago by agreeing to read a Harry Potter book in return. I think she got the best of the deal.

  • Steve Stapleton says:

    Thanks for the kick up the butt, John. It’s a book I’ve been meaning to get for ages.
    I found a copy – 1953, hardback in good condition – for a whole £3.27 (that’s about $4.50)!
    Bargain.

  • Thanks for the tip John. I’m going to the used books stores to find this one.

  • Prateek says:

    Hi John…

    thanks for writing the email and the blog. I love the way you write…

    I’ve read the book but I’m going to re-read it after reading your email and blog post.

  • Matthew+Cheng says:

    I just bought the book again (20 years later). And comparing it to the original text I find very interesting nuances. Dale’s heir shows lack of salesmanship when she moved the first section all the way to the end. Dale put it right up front for a very good reason

  • Awesome, I haven’t read this book yet but so many people have recommended it to me. Now, I think it’s time to take the next step and get a copy of my own. I’m a bit like yourself, I do like old copies of books also, so I’m going to check the local second hand book shops first 😃

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