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Take some action you've been avoidingDay 9 | Influence Lesson 3
Psychological Rules of Persuasion
Six Rules to Breach Your
Prospect's Mind & Command
Higher Earnings Now
What if you knew 6 simple tools could bring you unlimited results?
I'm talking 10 times the results of writing a thousand sales letters by hand...
Would that be worth reading a few more lines?
If you gotta minute, and wanna know more, then you can learn.
And, I'll even tell you for free.
Many of you have heard of Robert Cialdini, and his 6 laws of persuasion.
But, for those of you who don't know him, he pretty much set the standard for influence by researching & understanding what makes people tick.
From there he came up with 6 simple tools of persuasion that are so powerful they can get virtually anyone to do anything you want them to.
In fact, they're so powerful that sales and collections agencies use them all over the world.
They're so powerful that when I put them to the test as a Legal Assistant I increased collections so much that the Founding Attorney instantly updated our policies to account for my collections script.
So, before I share the 6 tools & how they apply in copy, I offer you this caution:
Only use these tools when your product is good and you have good intentions. I'm not responsible for anything that happens as a result of your use of these tactics. If you use them appropriately, then you'll experience unknown powers beyond your wildest dreams. If you abuse them, well, it won't end well...
With that out of the way, let's look at the 6 tools & how they apply to copy.
◘ Reciprocity ◘
◘ Commitment & Consistency ◘
◘ Social Proof ◘
◘ Liking ◘
◘ Authority ◘
◘ Scarcity ◘
◘
◘
◘
◘
1. Reciprocity
The rule of reciprocity is simple. When someone gives us something, we feel psychologically compelled to give something back. It doesn't matter what's given. It can be anything and many studies back it up. If you've ever watched a mafia movie, you've seen a slightly altered version of this in action.
Basically the person on the receiving end owes you a favor.
So, how is it used in copy?
First of all, you can write it right into your copy, just as I did above. "And, I'll even tell you for free."
Another way people use this is by giving away free ebooks, ecourses, or downloadables on their website. This has less power since the human element is removed, but it still works on some level.
The most powerful use happens when you use it directly with clients.
For example, by giving a free sample... you invoke the power of reciprocity, and in return they're way more likely to give you the gig, especially if you put a lot of work into the sample.
2. Commitment & Consistency
This little gem is a sort of tipping point. Let's say you're at a car dealership chatting with a salesman, and you're almost sold on a car you've been eyeballing for a while.
Then the salesman says, "Ready to make it happen?" or something similar.
Now your mind does battle with itself. One last bit of back & forth, because it knows that once you say "Yes", it's so hard for you to turn back it almost takes an act of God...
Once you say "Yes"... Once you commit, then you transition from prospect to buyer.
If you're using this on your website, then the most common type of commitment comes in the form of your Call to Action (CTA). What's important to note is that it's not specifically the words of the CTA that makes them commit. The act of committing happens when they actually push the button.
If you want them to push the button, or take some other action, then you can use disarming language such as:
"Get My Toy" instead of "Buy Now!"
If you're using it with clients, then the very best time is during your interview. When you're certain they're feeling confident in you, then you can close by saying,
"Do you have any more questions for me?"
Wait for the "No", then say:
"Great, well, if you'll go ahead and send the Odesk offer I'll accept it and get started immediately."
99% of the time they'll follow up with: "Sure thing, sending it right now!"
Consistency can be used with clients too.
Interviews are highly emotional, and many clients get wrapped up in it when you have good energy.
Then they say things like:
"If you're work is good, then we'll have a lot more for you in the future. We've got XYZ project etc..."
A statement like this gives you great power for getting more work later. For instance, when you deliver your first bit of copy and they say they absolutely love it, then you can follow up a few days later and remind them that they said they loved it, and ask for more work.
"Hey Bob,
I'm glad your first project worked out so well, and that you loved my work so much. You mentioned having more work if my copy was good. Now that you know I'm your guy, I'd love to start your next project whenever you're ready. What's next on the list?"
To go against this means going against his own word.
He practically has to give you another gig, because he said he would.
3. Social Proof
Social proof is super useful, but there's a catch.
You have to have it before you can use it.
On websites and sales letters social proof often comes as testimonials or logo images of clients who use your product. These can also be used on Odesk, and other places.
Social media buttons are often used on websites to show how many likes they have. Social media buttons double as a form of commitment/consistency too. If you click "Like" or "Follow", then on some level you're agreeing that you like the product.
When you're interviewing, it's easy to establish trust using social proof.
When they ask a question like: "How specifically would you handle X?"
Then you respond with:
"Great, question... When I wrote copy for Apple, I handled something similar by..."
Don't use "Apple" unless you've actually written copy for them. Use another client you've worked for.
In this way you establish that you've worked with, and satisfied other companies.
4. Liking
Another super simple, yet highly effective tool.
We like people who are like us, or who we believe are like us.
This is most commonly used in copy by asking questions.
"Are you sick of paying hundreds of dollars for iPhone screens?
Do you wonder why they won't make one that won't break?
I wondered the same thing, and after buying my 4th screen in three weeks
I'd had enough, so I built a better one..."
What I've done is established a connection between myself & the prospect. Instantly they see that we're just alike, and that we have the same problem.
The only difference is that I also have the solution, and that puts a smile on their face.
5. Authority
Authority is established when a prospect believes you're a subject matter expert. If you're reading this thread, then chances are, you aren't. At least not yet, but that doesn't mean you can't be.
Common examples of authority on websites happen when we post images showing professionals related to our product. If you run a security firm website, then a man in a slick black suit with a blue tie looks more professional than a guy in shorts and a t-shirt. The man in a suit is an authority.
Establishing authority in writing or interviews is simple too, but you have to be confident.
Here's how it works.
When asked a question, such as: "How can I improve X..."
NEVER respond with the words, "I think you should..."
FFFFFFFF Those words!!!!!!!
If you're an expert then you're not giving your opinion. Opinions are educated guesses for people who don't know what they're talking about.
Instead say:
"Do this..."
or "Replace X with Y & move Z over here."
or "Delete that crap because it looks terrible!"
Never give your opinion. Instead give directions & guidance. Then you'll sound like an authority.
If you write with hesitation, or speak with hesitation, your clients will see right through you.
6. Scarcity
The last one on the list is one most of you have encountered.
Scarcity sets limitations.
This works for any product, and it's used 24/7.
"2 for 1 if you buy before friday."
"BOGO ends Tuesday"
"Cut the price in half when you call in the next 15 minutes."
"Supplies won't last long!"
"I've got 3 hours available this week."
"If you're interested, please let me know before the next guy hires me."
"I've got one left on the lot."
"I might have one left in the back room."
"If you want it let me know, because another couple is coming to look at it this afternoon."
You get the idea.
Anything that suggests your product or services are scarce makes them want it 10 times more.
It seems cliche, but I'm telling you it works.
That's pretty much the gist of it. All of these techniques are extremely powerful, especially when you get good at them, and learn to combine them so they work together. Then they build on one another and create a foundation for your sales that's so strong your customers are almost forced to buy.
That's why you have to make sure you only use these with good intentions. Only use them ethically...
If you make promises you can't keep, or if you offer services you can't deliver, then it's gonna be obvious real fast, and all the persuasive tools in the world won't save you from the damage you'll do to your reputation.
Day 9 Challenge1. Close your eyes and imagine selling your first product or service. If you're already selling something, then imagine taking it to the next level. Get a solid picture of what that will look & feel like, and what you'll do with all the extra money you'll have when you achieve it!
2. Help someone without asking anything in return. After today's lesson you may start to understand that everything is an exchange of energy, and nothing ever goes without return. Just because you don't ask for something in return doesn't mean you don't get something in return.
3. Take some action you've been avoiding. Maybe you've waited to build a profile, or maybe you're afraid to contact clients. Maybe you're afraid to pick up the phone and call someone. Whatever it is, just do it.
4. Write 5 creative headlines that MAKE THEM STOP.
5. Write 3 paragraphs of copy utilizing some of the tools from today's lesson.
Great job! You've finished another lesson! If you're actually taking action and using
this stuff, then you're probably already earning! If not, keep at it and you
will soon enough. When you're ready continue on to
Day 10, Mindset Lesson 4.
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III
I helped a friend give flyers throughout town for his father’s business.
It’s not something I’ve been necessarily avoiding. But it is unusual for me to approach strangers, give them a flyer and talk to them about it.
I thought I’d be nervous, but I actually liked it.
Write 5 creative headlines that MAKE THEM STOP
5 Headlines
1. “Feeling Lonely? Get a Puppy“
2. “Ethiopian Coffee Beans – Only 1% are Good Enough for Us”
3. “Is Heating Pricey? Try This and Save 30% of Your Heating Bill”
4. “Can’t Find Glass Frames that Make You Look Good? Let Us Do It for You”
5. “You Don’t Need that Cumbersome Wallet”
5 Products
1. Puppies
2. High-Quality Ethiopian Coffee Beans
3. Thermostat
4. Glass Frames
5. Money Clip
3 paragraphs of copy about coffee (actually four)
Like you, we want to wake up and have the best coffee we can have. That’s why we made a commitment to excellence. We hand pick all the Ethiopian coffee beans we sell and only 1% make the cut.
We are so sure of the quality of our beans that the first coffee pack you get from us is free. If you don’t like it, you don’t have to see us ever again.
Although, we highly doubt that. Over 50% of the top coffee connoisseurs voted our coffee as “the best I’ve ever drunk”.
Throwing away 99 out of every 100 coffee beans means we don’t have big supplies. Hurry up and buy now.
____________________________________________________________________________
*Fun Fact: I just drank my first coffee for this challenge (so I have a better understanding) )
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