Dear subscriber,
There’s this highfalutin principle called The Anna Karenina Principle.
Highly sophisticated and well-read folks will know of this principle.
So, I guess I’d better explain it.
To put it in terms even my most noodle-brained subscriber will get…
… the Anna Karenina principle simply means that success often comes from everything working together smoothly, while failure can happen in many different ways because just one thing going wrong can make everything go tits up.
This principle originates from Leo Tolstoy’s 1877 novel Anna Karenina, which begins:
“All happy families are alike; each unhappy family is unhappy in its own way.”
Not a bad opening line, huh?
It’s very profound.
Oh, I concur, dear subscriber. It’s profound indeed.
But Tolstoy was not the first cat to come up with it. Much earlier, Aristotle (damn that guy was smart) states the same principle in the Nicomachean Ethics (Book 2):
“For men are good in but one way, but bad in many.” ~ Aristotle
And, of course, this Anna Karenina principle can be applied to other fields. Yup, Tolstory’s opening line could be a template for almost any field of study.
For example, you could say this:
Successful salespeople are all alike; every unsuccessful salesperson fails in their own way.
That’s right. Every unsuccessful salesperson finds their own unique way to fail. They’re like a mixed bag of chaos. There’s no one-size-fits-all explanation for their failure. It’s like they’ve got a smorgasbord of attributes to choose from, and any one of them can turn their business into a full-blown circus of dysfunction.
Well, ain’t that reassuring?
Just when you thought you were unique and special, turns out you’re more likely to be a miserable failure.
Enuff about failure.
Just writing about it irritates me.
Let’s talk success and winning.
Now, one of the common attributes all successful salespeople/copywriters have when dealing with their prospects is this:
They Know How To Quickly
Establish Trust!
Now, I don’t want to insult your intelligence twice in one email by asking if you know how important establishing trust is.
That should be obvious.
Now, the Anna Karenina principle, much like the 80/20 principle can be reapplied to the same subject. In other words, you can go increasingly more granular on a topic.
You see, building trust is a subtopic of sales. And we can safely say that all successful salespeople do the same things to build trust with their prospects, while all unsuccessful salespeople find a unique way to screw it up.
Now, every once in a while, there comes along an unorthodox way to boost the effectiveness of what you’re already doing that’s working.
And when it comes to building rock-solid trust with your prospects and customers, well, I have one that’s a real humdinger. This very unorthodox (and very counterintuitive) method for building trust can truly put your trust-building ability on steroids.
I write 6 pages about this devastatingly effective trust-building method in the June issue.
Now, stop and check your calendar.
See there?
You don’t have much time left to grab this issue.
If you’d like it, quickly visit here: https://kelvindorsey.com/mavericks-inner-circle/
Your friend,
Kelvin
Email Marketing Maverick
