Happy Friday my hemlock-lipped friend…
Today I want to share with you an ancient persuasion “secret” that you can use to potentially increase conversions in your emails, opt-in page, and sales page.
When you begin to practice this “secret” and it becomes part of your psychology (meaning you naturally use it as a principle, not a ‘tactic’ to get your way) it can make you a better negotiator with your friends and family.
But just a heads up:
There’s nothing “advanced” or “ninja” or “cool” about this secret. It’s really quite basic and was used by Socrates 2500 years ago (here basic means fundamental, not necessarily easy to do).
Put simply, this very fundamental and “uncool” secret is to start your argument common ground. In other words, start with points of agreement before trying to convince or change hearts and minds.
Here’s a story to show how it may look in practice:
I remember renowned Copy Chief, Kevin Rogers, telling a story once about the natural persuasion powers of children. He said his son loved a certain restaurant (I can’t remember but for the sake of this story let’s just say IHOP).
But his son knew that coming out and just asking to go to IHOP would probably get a quick “no”. Daddy’s gotta work, we don’t have time, we need to save money, blah blah blah blah blah.
So the son started on common ground. He said something like: “Dad, don’t you love spending time together.” Which is an easy “yes” for any father.
“And don’t you love spending time with me over delicious food.”
Again, an easy “yes”.
“Well, if we were to go to IHOP to spend time together, I’m just curious, what would you order?”
And right there is when he began to change his dad’s heart and mind. It went from common ground to building a vision of what going to IHOP delivers. A happy family moment filled with delicious trans-fats and high-fructose corn syrup (just sayin’).
You see, he didn’t argue with his dad. He didn’t come off as “I want my way so give it to me.”
He found the shared vision of success and gave it to his dad bit by bit. And by the end, the dad realized that what his son wanted, was also what he wanted.
And therein lies the heart of sales, copywriting, and all other persuasive communication. Showing how your mission and your prospect’s mission intersect. And then giving them an easy step to take to accomplish said mission.
Again, this is fundamental, but it’s not always easy. It really comes down to understanding your market at a deep level, then having the language skills to walk them down the path.
Which is what I can help you with when you join the “prototype” version of my *Email Audit* service. In it, I’ll take a deep dive into your emails, and point out where you can add some pieces of solid persuasion like the one above.
I’ll also point out where you have “negative persuasion” (I.E. you’re hurting your own case… which is more common than you’d think), so you can rectify that.
With my suggestions, you can potentially double or triple your sales depending on your situation.
And when you join during this “prototype” phase, you’ll get a massive discount over when I officially launch this sucker.
If you’re interested, hit ‘reply’ to get the ball rolling.