Buttercup: You mock my pain.
Man in Black: Life is pain, Highness. Anyone who says differently is selling something.
Sales Lessons From The Man In Black
So many lessons…
“The Princess Bride” has to be one of my absolute favorite movies.
It is for a lot of people.
Fencing, fighting, torture, revenge, giants, monsters, chases, escapes, true love, miracles…
I mean… c’mon… Is that the perfect story or what?!
But some may not realize there are also many hidden marketing lessons buried in it.
Take The Man in Black, for example.
A skilled swordsman, a worthy wrestling opponent, and a clever strategist.
He has seen the world, taken what he wanted and felt no remorse.
The Man in Black’s cruel retort to Buttercup about her pain only revealed his own.
He was the one in pain. He was the one who had taken the risk to make his way into the world and acquire wealth so he could marry his one true love, Buttercup.
Only to be captured by a fearsome pirate. Held captive for years…
…kept from his lover, the one person who gave his poor life hope and filled it with joy.
Then he returns five years later and see her betrothed to some knuckle-headed jerk.
Well… I guess.
But what did Buttercup do? She didn’t know his true identity. But what she did do was sell her pain. And finally, The Man In Black understood. He was hooked.
Think about your customer.
The pain he’s feeling. The hopelessness or despair. The dread he feels when he realizes he has to search yet again for another service vendor.
Or the uncertainty she feels when deciding to finally buy her own home and start a new life.
Buttercup used the only thing she had and ended up reclaiming the one thing she thought was lost forever.
True love does exist. Your potential buyer is searching for it.
But they usually have to go through some pain before finding it.
Good news. I’ve got the cure.
If you want it, just let me know.
And I promise it will be easier than storming a castle.