It’s power uptime.
it took me months to learn this persuasion sequence and put it into practice, but it also took me weeks to find and document memorable examples.
We are famous brands in history.
Use these exact strategies to become famous.
I really wanted to give you a complete experience.
That’s why this content clocks in at around 5 minutes of reading.
Hold onto your seats because, after reading this, you will know how to prove to your customers that you truly understand them winning their hearts and business time and time again.
whenever you are in an argument with someone.
Have you ever stopped to think about what was the one thing that started it?
What was the one thing that person said or did that turned your conversation into a full-blown, heated argument?
You know what?
It is not understanding or refusing to understand the situation from your perspective, because, gosh darn it, if they will only take the time to respect where you are coming from, you guys will be on the same page and the argument will be over.
What does this mean?
It means the reverse is also true.
If you want to convince someone to feel something or do something like buying your products, you need to show that you understand them easy right?
Yeah, it is easy.
So easy that people fake it all the time.
I understand where you’re coming from.
I understand how difficult it is to find an affordable new car in this economy.
Step this way.
I’ll show you a new model that has everything you need.
I understand where you’re coming from.
I understand how difficult it is to be a single parent trying to make ends meet.
Step this way.
I’ll show you a new moneymaking opportunity.
Take my new course.
Really, do they really understand you?
It seems like everyone, including your mom, is trying to persuade you to do something by telling you that, hey, we understand you and we can relate to you.
That’s just psychology one on one.
Everyone’s doing it.
But we are more events.
It’s time to upgrade your persuasion skills.
There are five secrets, five actions you can take that will convince others you really do understand them.
These secrets are so powerful that they were used to launch and relaunch multimillion-dollar businesses around the world.
I learned these secrets from working with many businesses in their advertising campaigns and from the famous persuasion book written by Blair Warren which states people will do anything for those who encourage their dreams, justify their failures, diminish their fears, confirmed their suspicions, and help them throw rocks at their enemies.
Hey, that’s the five secrets right there to show you how powerful they are.
Let me tell you some marketing war stories where famous brands use them to become famous.
Encourage them
The first persuasion secret is to encourage the dreams of your customers.
This is the most basic of all persuasion.
To support the path that your target customer is taking or wants to take.
Coca-Cola is the most famous soft drink in the world, and they market their products to everyone.
Along came Pepsi.
How the hell is Pepsi going to compete with Coca-Cola?
Coca-Cola is world-famous.
They completely dominate the Coke business and your product tastes similar to Coke.
How are you going to survive?
Pepsi was clever.
They see Coca-Cola marketing their product to everyone and that we are going to be different.
We are only going to target young people.
And what do young people like?
Popstars.
So Pepsi started to associate itself with the younger generation.
They hired Michael Jackson as their role model.
They hired Spice Girls as their brand image at a time when soft drinks were considered unhealthy.
Pepsi encouraged their customers to follow their dreams, to sing, to dance, to party, and to celebrate their youth with idols like Britney Spears and Kendall Jenner.
As a result, teens love them for it, and Pepsi will forever be remembered as a young and cool soft drink.
My Failures
The second persuasion secret is to justify the failures of your customers.
No one wants to take responsibility for their own failures.
But if you can take that burden away and tell them it’s not their fault, your customers will start lowering their defenses and start listening to you.
Zoom a video conference software became a billion-dollar business during the pandemic.
During the covid-19 pandemic, the company grew so much that it became the most downloaded app beating Google Hangouts and Tic-Tac schools across the nation started to use this app to host their online class lectures.
And that’s when disaster struck you.
” It’s facing a backlash of a series of security and privacy lapses.”
” Google is banning the popular service from its employee’s devices, citing security vulnerabilities.”
The Hill reports:
Google bans the use of Zoom on employee computers due to security concerns.
CTV News reports:
Not a safe platform.
India bans Zoom for government use and the Guardian reports Singapore bans teachers using Zoom after hackers pose obscene images on screens.
Despite being a successful company, Zoom also has a lot of bad publicity.
There are viral videos of people hacking into Zoome classrooms and harassing teachers and students.
Some prankster out there has also a whole series of crashing random zoom classes, positive and negative.
Before their competitors could take advantage of the situation, Zoom took action themselves and started their version 5.0 ad campaign.
Their strategy was to break the false beliefs of the public.
How do I know this?
I was one of the many influencers that they collaborated with.
To spread their message.
We had to create content that reminded the public that Zoom was still a safe and effective virtual meeting tool, Zoom basically took responsibility for the failures of public schools’ first experience transition in their classes online.
It wasn’t your fault.
You just needed better security, easier to use interface, and better I.T. support.
Introducing Zoom Version 5.0.
That is why schools nationwide still use Zoom to conduct class meetings during quarantine.
Destroy the Fear
The third persuasion secret is to diminish the fears of your customer’s fears, keep us from moving forward and taking action.
If you show them case studies, provide support, tell stories, and prove you have a new opportunity, your customers will follow you to the ends of the earth.
Butter and margarine have been in a state of war ever since margarine was invented as a butter substitute before the 1950s.
Margarine could never seem to make enough sales because it was considered a cheap imitation of butter and not as appetizing in appearance.
Why, while butter that cows produce had a slightly yellow color, margarine had a white color, it looks like a fat, mostly like a piece of pig fat.
To make matters worse, fat.
I mean, margarine was packaged in tubs.
Now, which one would you rather spread on your bread, a golden butter stick or a tub of white stuff?
My point exactly.
It was so bad for the margarine market that a company came out with an easy color pack to attract customers, a packet of white margarine, along with a yellow pellet in the bag.
When ready to eat, you squeeze the pellet and it would transfer its yellow color throughout the bag, turning the white margarine yellow.
But it all changed in the 1950s, understanding that it was fear that was keeping the average American from buying margarine.
Unilever came out with a new product.
It was still margarine, but this margarine was dyed yellow, delivered in blocks, wrapped in foil, and branded with the name Imperial to signify class.
The first mainstream margarine was born, and they gave evidence, provided support, and told stories to diminish the fear of margarine as a butter substitute.
Even their most famous commercial revolves around diminishing the fear of presenting margarine to the man of the House.
There was a commercial obviously dated with a wife eagerly seeking approval from the husband.
But in the 1950s, it launched the entire margarine market, convincing Mudder’s it was OK to buy margarine for her family.
Speaking of data commercials, do you know how the world’s largest cosmetics company, L’Oreal, became famous?
Up until now, hair coloring was what women did for their boyfriends and husbands.
You didn’t dye your hair because you wanted to look pretty for yourself.
You did it so that men were appreciated you.
That’s twisted, right?
This was the world that chloro have built for their brand.
L’Oreal had a suspicion.
They suspected that times were changing.
Women now wanted more independence and they didn’t want to color their hair just for men to confirm under suspicion and the suspicion of women across the country.
L’Oreal came out with this commercial.
To make people think they are worth it.
Yes, Targeting you to think because I am worth it.
With that powerful phrase, L’Oreal cemented their name in the minds of their customers.
I Completely Accept your Side
The fourth persuasion secret is to confirm your customer’s suspicion, while Clairol commercials were narrated by men speaking from the men’s perspective, L’Oreal’s marketing strategy was the complete opposite.
It featured a lady and she spoke directly and personally to the camera.
She wasn’t dyeing her hair for someone else.
She was doing it for herself.
Suddenly, women felt connected to this new brand.
It’s as if L’Oreal truly understood what women were thinking as using their products means standing up for women’s rights.
And that is why L’Oreal is currently the world’s largest cosmetics company.
If you can confirm and speak out loud what your customers are already thinking, they will feel your product was made for them and they will become your fans and buy anything you tell them to.
Let’s Finish them
The fifth and final persuasion secret is throwing rocks at the enemy of your customers.
Just like in war, there are always sides to be taking and marketing is no different.
Take a look at these bus names.
Do you recognize any of these brands?
Jefferson lines, New York Trailways Red Coach, and Peter Pan.
You probably don’t know who they are because they are not famous.
Now, take a look at this logo.
I am not even showing you what their buses look like, but you recognize the famous logo immediately.
Greyhound buses!
But how the Greyhound becomes so famous, how do they become the leader of the buses?
Greyhound buses survive both the Second World War and the Great Depression to emerge as one of the most successful intercity bus services in the United States.
This was due to their marketing strategy, which was to attack their real competitor while other competing companies were attacking Greyhound and each other with claims like:
Hey, we have lower bus fares, we have better seats, we are a better ride, or that bus doesn’t go there, but we go there.
And what was Greyhound doing?
How did they react?
Greyhound chooses to attack their real competitor and who was the real competitor of Greyhound?
No other buses, but people who are driving themselves and not taking the buses.
That is Greyhound, real enemy, other competing niches.
And that’s why their slogan has been the same for over 50 years.
“Leave the driving to us.”
They always say on their ads:
Go Greyhound and leave the driving to us.
A company that wants to be the leader in its niche.
They never attack other competitors in that niche.
A leader attacks other competing issues.
If you are selling diet products, you don’t throw rocks at people selling other diet products.
You attack people selling exercise products, claiming that your diets are more effective than exercises when losing weight.
If you are selling a YouTube ads training course, you don’t throw rocks at people selling other YouTube ad courses.
You attack people who are selling Facebook ads courses claiming that your YouTube ads are more targeted with more focused buyer intent.
And if you are selling luxury watches, you don’t throw rocks at people selling other watches.
You attack people who are selling other jewelry claiming that your timepieces are a better way to showcase your wealth.
The marketing message may be different, but the persuasion’s secret is the same.
I know what you’re probably thinking, Sojin What do all of these examples have to do with me?
These companies are internationally famous, making millions and billions of dollars.
How is that related to me?
And sending emails?
You should know by now that I wouldn’t share something with you unless there’s something practical that you can use right away.
Now that we know the persuasion secrets used by these successful companies, let’s start using their secrets and apply them to your emails.
Just like the commercials made to convince us that their brain understands us.
Our emails are the commercials that we send out to persuade our lists that we understand them.
Encouraging dreams is something that we are already doing.
Everyone who opts into our email list is chasing after a specific dream.
The email that we write and the products that we sell encourage that dream.
Justifying failures and breaking false beliefs are the strategies we using our webinar offer sequences.
Why would someone want to attend your webinar?
if you can convince your subscribers that what they know is not true and that’s the reason why they have failed up to now.
They would join your webinar in a heartbeat and hang on to every word you say.
Diminishing fears is the strategy we use in our online course offer sequences.
Why would someone want to buy your course?
Because you are presenting evidence, providing support, telling stories, introducing a new opportunity, and diminishing that annoying fear in their life.
Confirming suspicions and throwing rocks at your enemies are the strategies we use in our flash sale offer sequences.
Why would someone want to buy your flash sale?
Because you are confirming a suspicion that they had had for some time now and you are throwing rocks at their enemies to make your tribe stronger.
