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- Nov 7, 2013
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Just reading your post made me uncomfortable. Man oh man.
Great insights
The stuff is scary powerful man. If you cannot deliver you can really ruin someones life. But there's a deeper part of it even.
The true secret to high ticket is in being able to articulate the problem better than anyone else and direct it onto one of the LF8. This is what the gurus study along with the cult stuff and is the real key. This is also the reason why niches work, but most people don't understand it.
The LF8 are 8 desires you are born with and really can't shake. I won't go into detail on them here but you'll find them in the book Ca$hvertising.
Here's why it's so powerful.
Let's say you are a gym coach or online personal trainer or whatever.
Most people understand that you have to talk about problems and pain to market to someone well. So most pin point pains like this:
"You don't like how you look"
"You can't look in the mirror"
"Not being able to go to the beach sucks"
"Picking things up and losing your breath sucks"
"Not being able to play sports with your friends sucks"
"You can get diabetes."
"You're at risk for heart attack"
These are legit pains right? They hurt a lot. So they craft their message around them.
Here's how a high level gurus selling high ticket personal training would do it.
"You don't understand. That feeling that you feel? That lack of confidence in getting naked? That lack of pride in yourself when its time to hit the beach? Its so pervasive and has you so ashamed that you shy away from showing up in a sexual way with your wife. Instead you turn to porn and it's leaving a rift in your marriage. This has lead to a lack of connection and its probably to the point where shes thought more than once about more attractive men, or worse, ending the marriage entirely. Completely destroying your family. Your child's life altered. Your own life altered and headed down a dark path. All because you couldn't get your body together."
Now.. notice how the problem shifted from "I want to get in shape" to "I want to keep my family intact and give my wife the love she deserves." What is the latter worth? It's priceless. And so you take out your wallet.
If you can get this right, persuasion becomes easy. The close after that is just a precaution.
This is the power of a good copywriter like @SinisterLex (or myself if I can toot my own horn.)
It's also why Gurus are so dangerous, and why they make boatloads of cash.
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