There are only a few people who go down as some of history’s greatest salespeople.
Charles Atlas was one of them.
If you know the name, Charles Atlas was iconic because of his famous advertisements that brought in millions of dollars back in the 1930’s and 1940’s selling fitness routines.
He sold the idea of a better body, but what he really sold was CONFIDENCE.
Let me show you an example of one of his ads—read it closely:
You couldn’t open a comic book back in the day without seeing Charles Atlas somewhere inside its pages.
But why was Charles Atlas so successful, why did his programs sell?
Three Main Reasons:
#1 He Knew His Audience’s Pain Points and Fears
He shows a typical self-conscious skinny guy not only being bullied, but getting emasculated.
What’s worse in the mind of a guy than getting pushed over at the beach by some big dude?
Having your girl shame you for it.
Charles Atlas knew his audience, so he knew what they feared.
And he poked their emotions.
#2 He Showed He Had a Solution to Their Problem
After the weakling gets bullied, the story shows the young man getting Atlas’ strength training program.
Notice that the comic doesn’t spend time on the actual time and WORK it takes to transform your body—it just uses the easy transition “LATER,” which spares the customer from thinking about any pain or work they’ll have to do in order to get results.
This is not necessarily deceptive, because when you’re selling, you need to highlight the BENEFITS people will get from your product, not highlight all the details and process.
Are you too showing people the main benefits your customers will get from your product or service?
I, for example, help people become wealthy—but I don’t dwell on the fact that it usually takes some amount of time. I paint them the picture of the end result they desire to have.
Charles Atlas was a master of this, letting his audience imagine how their life could be different once they had his product:
Above, Charles Atlas showed his young male audience a benefit his product would bring—admiration from women.
#3 He Had a Great Offer
Charles Atlas promised muscular development and a better life.
He came up with a great name for his program: “Dynamic Tension”.
But above all, he was willing to send people a book to get started for FREE.
This reduced risk for his customers.
And the truth is, ALL great salespeople know how to reduce risk in the minds of customers.
Of course, Atlas would use that free book to show the customer more of what he could do for them, and later to upsell them on his core training program.
But it wasn’t the customer who had to risk, it was the person selling—he had to be so confident in his product and service that he’d be the one to take on the cost of sending them something for FREE.
This is one of my strategies as well—because I know the value I give is far beyond what I promise, I’m willing to take on risk and send people product for FREE knowing that once they see the 10X Rule really works, they’ll come back for my core wealth building programs later.
What Made Charles Atlas Successful?
The ability to tell a story is vital to selling.
People connect with stories. It hooks them, and their imagination can put them in the character’s place.
He took his audience from this:
Big difference, right?
Is it cheesy? Maybe.
Does it reflect an actual emotion that is true, that men feel all over the world?
You bet it does.
And that’s why Charles Atlas was a masterful salesman.
Let Me Now Take YOU on a Journey
This story actually isn’t made up, because I lived it.
I was 25 years old and broke—so broke I could barely even afford my rent at this run-down brick duplex:
When I got tired of having no purpose—and sick and tired of being broke, I began to study wealthy people.
I wanted to discover their secrets.
- How did they get so rich?
- What did they do?
I didn’t study what the wealthy were saying, I studied what they did to create their wealth and keep it. And as I started implementing their secrets and learning how to sell products and services, I went from being in that little brick duplex to this:
Today I live on the 33rd floor.
Each floor in the building has got a wrap-around balcony that has a much better view than my old brick duplex had:
Not bad, right?
And the fact of the matter is you CAN have a place like this—or ANY place you want.
I want to show you how.
“Gamble the cost of shipping” and get my free book The 10X Rule. It will begin to take you on a journey that will end with a much, much bigger bank account.
What do you honestly have to lose?
The 10X Rule has changed the lives of hundreds of thousands of others. If you don’t believe me, google it.
Google the 10X Rule.
Read the reviews on Amazon.
The 10X Rule is your key to more success and more money in life.
And I look forward to helping you transform your life for the better.
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