The Secret to Persuasion: What You Can Learn from Troy

Date published: October 15th, 2024

If you’ve ever tried to sell something—whether in an ad, an email, or in person—you know that persuasion is key. But the best lessons on persuasion aren’t just found in marketing. They’re everywhere, even in films like Troy

Why a ‘Swipe File’ is Your Best Friend

In marketing, there’s a concept called a ‘swipe file’—a collection of examples that inspire you. It might include:

- Your favorite Facebook ads

- Promotional emails that grabbed your attention

- Memorable TV commercials

- Even ads from old magazines

But effective persuasion isn’t limited to advertising. Sometimes, it’s found in unexpected places—like a crucial moment between characters in a film.

A Key Turning Point

Think back to one of the films’ main duels between Paris and Menelaus. Paris had taken Helen, and Menelaus wanted revenge. But before the duel, Agamemnon, the Greek king, hesitated. He wasn’t concerned with Helen; his focus was on conquering the city. Menelaus, driven by his desire for revenge, could have insisted on fighting Paris for personal reasons, but that wouldn’t have worked.

Instead, Menelaus made a critical move: he aligned his personal goal with Agamemnon’s larger mission. “Let me kill Paris,” he said. “Once he’s dead, you’ll have your city, and I’ll have my revenge.” 

By shifting the focus from his own desire to a goal that mattered to Agamemnon, Menelaus got the approval he needed.

The Power of Persuasion: A Subtle Shift

Menelaus’s approach was a perfect example of persuasion in action. Rather than pushing only for what he wanted, he tied his objective to Agamemnon’s bigger vision. This subtle shift allowed him to achieve his goal while helping the king get what he ultimately came for.

This example of persuasion is as valuable as any ad in my swipe file because it shows the power of aligning your goals with the interests of others.

What This Means for Your Business

Whenever you’re pitching to a potential customer, ask yourself: ‘What does this person really want? Why are they still here, listening to me? Why are they still on the call?’ Understanding their deeper interests is the key to overcoming objections and moving the conversation forward.

It’s fine to express what you want, but only if it’s a stepping stone to helping the client achieve their own goals. When you focus on what they need, you position yourself as a trusted partner, not just another salesperson.

The Main Takeaway for You

Persuasion isn’t just about selling—it’s about understanding what truly motivates the other person. The next time you’re trying to close a deal, think about how to align your goals with your client’s needs. When you do that, the path to success becomes clear.

By showing that you understand what they want, you stop being just a seller—you become a trusted confidante. And that’s when the real victories happen.

Image credits to: https://x.com/TheRestHistory/status/1797579078725181857