Welcome to issue 46. If you’ve been reading along in the Science of Copywriting group, you’ll be aware that last week was all about The Blame Game.
I kicked it off by talking about ourselves and how we sabotage everything we do when we start blaming people (it’s been the downfall of every dictator and oligarch too).
Blaming is another form of moaning, which is the only thing we need to remember. As soon as we start moaning, we sabotage ourselves (and those around us).
Read the first four parts of The Blame Game if you missed them (all links below in the ‘Last Week’ section – start with the first ‘Blame’).
But there’s another side to this. The exploitation side. It’s been used since time immemorial, and it’s also the topic of this week’s newsletter.
The Famous One Sentence Persuasion
A great place to start is with Blair Warren’s one sentence persuasion statement. Here it is:
“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”
Taken as a whole, this works no matter where our prospects are in their journey. That’s why it’s so powerful.
But split it apart and you reveal the basic ingredients of persuasive copy.
1 Encourage Their Dreams
The most important word in copy is Hope. Without hope there is no chance of anything. Hope is our driver. It makes sense then to see that dreams are our hope.
If we can dream it, there’s a chance we can have it. That is hope in a nutshell.
When it comes to getting clients, think of hope as your promise. What can you promise your potential clients that would make them snap you up in an instant?
2 Justify Their Failures
No one wants to be told they’re a failure. But to be told “it’s not your fault” is different.
The real point of this step is let them know they’re not alone. That there’s a good reason why people fail (and imply that you’ve got the solution).
To ramp it up further, you can align with them by saying “I know because I was just like you until…”. Of course, if you weren’t just like them (or you’re still just like them and faking it) then that would be bad right.
This is where 99% of the IM market sits. The more desperate we get, the more we fake it. There are a ton of self-help books, mentors, and coaches who exploit this to the hilt.
3 Allay Their Fears
This is objection handling. The only reason people don’t buy is because they have one or more objections. How are you going to handle those objections? You can’t unless you know what they are and their order of priority.
But there’s a bigger problem. What they say they object is rarely true. You have to dig deeper. If you ever hear something like “that’s too expensive”, it doesn’t mean it’s too expensive. It means you failed to sell them the value they needed in order to say yes.
The famous “sell me this pen” sums up the first 3 points. If the pen is expensive and the only reason I need it is to write something, I won’t buy it.
If the pen is cheap and the only reason I want it is to look good when I write things, I won’t buy it.
If I’ve tried many pens and none of them work for me and you can’t explain how this one is any different, I won’t buy it.
But show me why this pen will take me to the moon and back and I will snap it up on the spot.
4 Confirm Their Suspicions
We all suspect we know why something is the way it is.
But if we don’t know what those suspicions are, we have no chance of alleviating them.
However, in the world of villainy we don’t give a hoot about people’s suspicions. We just play along and confirm them (and now we’re seen as they’re friends).
Which brings us to the last point:
5 Throw Rocks At Their Enemies
“There are many people holding you back. They’re doing everything they can to crush you from existence. They’re single minded mission is to win it all for themselves and give you nothing. But don’t worry, it’s not your fault. These people are bad. They’re not your friends, and I’m going to help you crush them. Let’s get this thing done starting right now. On board?”
That’s how to use The Blame Game to your advantage. Crush the enemy and take the people to the promised land.
There’s a caveat though. Sometimes the enemy is real, and when it is, you’ll need all the help you can get.
Figuring out who the real heroes and villains are is never easy, but it can be done by using First Principles. I’ll be looking at that next week in the Science of Copywriting. Till then, have a great one.
With my love,
Science of Copywriting
PS. If you’ve been thinking about joining the International Copywriters Association and getting access to ProCopyClub, my 52 week copywriting class at a huge discount, do it soon as this introductory offer is only available during our inaugural year: https://procopyclub.com/