Master the Art of Selling: The 3 P's Method for Success

Master the Art of Selling: The 3 P's Method for Success

The Monkey Who Painted His Way to Fame

In the annals of art history, a peculiar chapter was penned back in 1964. It all unfolded in a quaint Swedish art gallery, where a series of paintings suddenly appeared, attributed to a mysterious French artist named Pierre Brassau. These works of art, if you will, immediately caused a stir that reverberated far beyond the gallery's walls.

Art critics, those connoisseurs of creativity, couldn't contain their enthusiasm:

"Brassau paints with powerful strokes, but also with clear determination. His brush strokes twist with furious fastidiousness. Pierre is an artist who performs with the delicacy of a ballet dancer."

Now, that's quite the accolade for a newly discovered painter. Critic after critic praised Brassau’s work and were convinced this previously unknown artist from France would take the art world by storm. It was only a matter of time before the whole world knew of his greatness.

But here's the catch – Pierre Brassau wasn't a French painter. Pierre Brassau was, in fact, a monkey (a chimpanzee to be precise).

Brassau at work

The artist himself, Pierre Brassau (also known as Peter, a four-year-old chimpanzee from Sweden's Borås Djurpark. (Photo by Åke Axelsson, 1964)

Yes, you read that correctly. A monkey had been given a set of paintbrushes and left alone to create whatever its artistic whims dictated. Four of the chimp's finest paintings were selected and proudly put on display at the Gallerie Christinae in Göteborg, Sweden.

Article: Pierre Brassau, Monkey Artist

This experiment was more than an amusing stunt; it was designed as a test. A test to determine whether art critics, those guardians of aesthetic discernment, could accurately distinguish between genuine avant-garde modern art and the work of a monkey.

And, as it turned out, most couldn't. Only one critic had the audacity to claim, "Only an ape could have done this."

Now, you might wonder, how could such esteemed, sophisticated, and experienced art critics be so thoroughly fooled into thinking that these paintings were the work of a budding artistic genius?

Moreover, what does this curious experiment reveal about the art of persuasion and, more importantly, its application in the world of business?

The answers to these intriguing questions lie in the exploration of three psychologically grounded marketing principles:

Priming, Packaging, and Prestige

Selling Anything to Anyone...

Maria Jase from FlowingExpress

Back in 1964, the art world witnessed a jaw-dropping spectacle in a Swedish art gallery. A series of paintings, supposedly crafted by a mysterious French artist named Pierre Brassau, took center stage. The reactions? Immediate praise, bewildered astonishment, and bubbling excitement.

Packaging: The Art of Presentation

When we talk about packaging, it's easy to envision shiny boxes, snazzy bags, or neatly wrapped products. But in the world of marketing, packaging goes beyond physical objects; it's about creating an unforgettable first impression. And believe it or not, this concept isn't confined to tangible products - it's just as relevant for services and intangible offers.

A Stroke of Genius:

Let's dive into the Pierre Brassau affair. Pierre, it turns out, wasn't a traditional artist - not even close. He was a monkey, a chimpanzee to be precise. But what set him apart was the presentation of his "works of art." These paintings weren't mere scribbles; they were crafted on canvas, displayed in a highfalutin art gallery, and mingled with creations from celebrated artists across Europe. It was the packaging that duped even the most discerning eyes.

Taking a Page from Pierre:

Entrepreneurs and business owners, take note. Just as Pierre's art was meticulously packaged, the way you present your products or services can significantly influence how potential customers perceive them. It's all about setting the stage for an unforgettable first impression.

Priming: Setting the Mental Stage

Our brains are incredibly efficient at categorizing information using mental shortcuts known as schemas. Think of these schemas as mental filing cabinets. They help us organize information quickly and effortlessly. Now, how does this relate to Pierre Brassau's monkey business?

Schemas Unleashed:

The Pierre Brassau experiment ingeniously triggered a specific schema - that of an "undiscovered French artist" - in the minds of art critics. This priming subtly influenced their belief that they were gazing upon the work of a prodigious talent. This fascinating cognitive bias illustrates the power of priming in shaping our perceptions.

Strategic Priming:

Entrepreneurs and business owners can strategically use priming to their advantage. Craft marketing messages that activate specific schemas in your target audience's minds, and you'll wield a powerful tool. Essentially, you'll guide potential customers to see the value in your product or service, just as they were guided to see Pierre Brassau's "genius."

Prestige: The Allure of Status

The quest for status and prestige runs deep in our human DNA. It's the driving force behind empires, the reason high-priced brands exist, and the motivation for flaunting symbols of achievement. Enter Pierre Brassau and his art world escapade.

Status Seekers:

The art critics, in this case, reveled in their status as experts with discerning eyes and exclusive access to the art world's inner sanctum. The novelty and undiscovered allure of Pierre Brassau's art triggered a rush of dopamine, heightened by the perceived status boost they'd get from identifying a genuine Pierre Brassau masterpiece.

Leveraging Prestige:

Entrepreneurs and business owners, here's where you can work your magic. Align your offerings with your target market's status aspirations. Understand what type of status matters most to your customers, and demonstrate how your product or service can elevate their standing. Prestige sells, my friends.

The Perfect Blend: Uniting the 3 P's

The Pierre Brassau saga isn't just a bizarre anecdote; it's a masterclass in the art of persuasion, where Packaging, Priming, and Prestige coalesce into a symphony of influence.

The Magic of Synergy: Imagine this synergy in action:


  • Lucy's Time Management App: Picture Lucy, a startup entrepreneur with a groundbreaking time management app. She wants to conquer the market, and she's got the 3 P's method up her sleeve.

  • Packaging: Lucy invests in a sleek, user-friendly website and app interface that screams professionalism. Her app's user experience is as smooth as butter. Why? Because first impressions matter, just like in Pierre Brassau's art gallery.

  • Priming: Lucy shares stories of folks who battled time management nightmares until they discovered her app. These stories prime potential users, nudging them to see her app as their time-saving salvation.

  • Prestige: To boost her app's prestige, Lucy ropes in endorsements and testimonials from renowned productivity experts. These endorsements crank up her app's status, making it a trusted go-to in the eyes of her target audience.

Incorporating these principles into your marketing strategy can make selling feel like a breeze. The 3 P's method isn't just a roadmap; it's your treasure map to navigating the wild, unpredictable terrain

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