Three words

My wife and kids: “You like rap music?”

Yes AND I have a deep appreciation for the talent, skill, practice, guts, and hard work that goes into pulling off something like a Harry Mack freestyle off the top of the dome.

Especially given that he is tailoring it to the audience in real time.

Keeping it PG when it needs to be. Not keeping it PG when it doesn’t. Funny when it should be funny. Sincere when the moment calls for it.

Reading the room. Finding the energy. Making people feel seen.

The first 30 seconds of one of his videos should be studied by anyone in sales.

How he can quickly understand and empathize with his audience in a few moments, meet them where they are, and pitch without getting hung up on.

He builds trust incredibly fast.

Here are 3 reasons I think it works:

1. He establishes credibility before he even starts. The mic quality, the video quality, the studio setup, the confidence. You can tell immediately that this is not random. He has done the work. If you watch his videos, it is often the first thing commented on by the other person.
2. Then he gives a simple elevator pitch. Not a long explanation. Typically something like, “I’m on here doing freestyle raps for people. Can I do one for you?” Just enough context so the audience knows what is about to happen and it piques their interest.
3. He gets them involved. “Give me three words.” Now they are not watching a performance. They are part of it. They are invested. They want to see if he can actually pull it off. And then, of course, he does.

He meets them where they are, uses their words, reflects their energy back to them, and creates something that feels completely personal.

I’m sure he gets plenty of nos that we don’t see. But the reason the yeses work so well is not luck.

It is authenticity, credibility, audience awareness, and a clear pitch.

I’m not saying you should rap on a sales call (unless you are Ding Zheng)…but could you ask your prospect for their “three words” before you start showing the product?

Three problems.
Three frustrations.
Three things they wish worked better.

Then instead of giving them your standard performance, you give them something that feels like it was built for them.

So yes, I do like rap and hip hop…and a lot of other types of music.

But there are also very real business reasons to study a Harry Mack video.