The Girl In The Window Principle

My friend was enthusiastically telling me about his trip to Amsterdam – a city that is known for its free-spirited liberalism, diversity, and tolerance – when in the blink of an eye, it hit me.

What he was describing was one of the oldest and most effective sales and marketing tools ever developed:

Before you can ever expect to close a deal, first you must capture attention and excite the imagination.

It is what I call, “The Girl In The Window Principle.”

Attention or thought marketing, the latest buzz in sales and marketing circles, has been around for ages – since political posters were painted on the walls of the arena in ancient Rome. But these girls in the windows of Amsterdam have it down to a science.

Struggling to make a living in a highly competitive market, the girls doing business in what is called the Rosse Buurt (Red Light) district realize one thing:

They first have to ATTRACT ATTENTION then invite the prospect to imagine the BENEFITS of doing business together.

Here’s how they do it.

The Dutch term for this activity is raambordellen. It’s a word to describe the legal practice of window prostitution, where girls – attempting to attract potential clients – pose visibly and scantily clad in large windows of small rooms in houses along the streets of the Rosse Buurt, one of the red-light districts of Amsterdam.

Regardless of ones’ personal opinion of such things, the underlying principle is a simple one:

To contact and engage a prospect, you have to ATTRACT ATTENTION AND EXCITE IMAGINATION. 

Now hold on to your hat, because here’s something that can change your whole outlook overnight.

I’m going to show you how to instantly attract anyone’s attention. And once you see what it is, it will seem as if you’ve always known it.

It’s simple: Give them something they DIDN’T EXPECT.

The element of SURPRISE is the key that unlocks the lock to attracting curiosity, interest, and attention.

Of course, this comes from this natural law of selling: People have an abiding love of surprise.

Show them, tell them, give them something they never expected or thought of before and you will get their attention. In fact, you won’t be able to keep their attention away from it.

What you do next it is up to you. But if you can also excite their imagination, you’re on your way to a closed sale!

It’s pretty much common sense once you look at it.

Show them how they can have what they want and they’ll move mountains to get it.

It’s no coincidence that every sales or marketing activity follows these same seven steps:

1. Surprise stimulates curiosity

2. Curiosity attracts attention

3. Attention activates interest

4. Interest excites imagination

5. Imagination initiates desire

6. Desire generates demand

7. Demand seals the deal

Sometimes you come upon a gemstone in the most unexpected places; that is, if you’re looking for it.

Daniel Jacobs
(c) 2007, all rights reserved

2 Responses to “The Girl In The Window Principle”

  1. Peter Montee Says:

    Bravo, this magnificent article contains uncommon wisdom of the hidden sales process used by successful pro’s. – Peter

  2. I love instructions! This is laid out so well. Now I’m examining what I use for myself and can definitely work to improve business using these guidelines. I think many of us realize these thoughtful principles, but may not stop to “study” every once in a while. Thanks for your insight! Elena

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