A few years ago, I read a true story about a manager who was hiring for 2 open positions in his company.

He had conducted several interviews and already had 3 promising candidates.

Then came the 6th interviewee.

He looked rather old and had a thin scar running from his hairline, down his eyelid and onto his cheek.

“So why should we hire you, Mr. Thompson?”, the manager asks.

Thompson smiles.

“I’m 53 years old. I’m not pretty. I’ve been unemployed for almost five months – ever since my last company went belly up.

I’ve got no experience in your industry.

If you take a look at my application, you’ll see that there’s a checkmark next to the ‘yes’ on that question about whether or not I’ve ever been convicted of a felony.

I’ve applied for a number of other jobs and no one else will hire me.”

The applicant then goes to narrate why despite all his “flaws”, he is the best candidate for the job:

“If you hire me, I can’t afford not to succeed!

I don’t have the option of being able to move on to greener pastures when the job gets too grueling. I don’t even have brown pastures…

I’m 100 percent committed. As locked into this position as I was locked into that jail cell 35 years ago …”

And on and on, he went.

The result?

Mr Thompson went from being virtually unemployable, to getting a job offer from the manager.

On the surface, that might not make any sense, but he perfectly demonstrated an extremely powerful marketing technique called:

“Making the skeleton dance”

The core idea comes from a George Bernard Shaw’s quote:

“If you cannot get rid of the family skeleton, you might as well make it dance.”

Every business has “flaws” … objections prospects bring up … skeletons in their closets:

* “You are too expensive”

* “You don’t have XYZ ingredient”

* “Your service takes too long.”

You can either choose to hide these skeletons and hope your prospects don’t find out … or … you can make them dance (i.e. spin them into solid reasons prospects should do business with you).

For more articles like this on marketing, sales and copywriting, check out my website: https://ikonmedia.net/

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Fola