The Architecture of Persuasion

Persuasion is a scientific and methodical process.

If someone is telling you otherwise, they're wrong.

I was fortunate enough to recently get my hands on a copy of the legendary book...

"Breakthrough Advertising" by Eugene Schwartz

This book has gone out of print and if you look for it on Amazon...you will find it for about 900$...used!!

Needless to say I was thrilled when I got my greedy mitts on it.
Today I'm going to share a priceless lesson on the elements of persuasion from this book.

I call it "Building The Architecture of Persuasion"

Surprisingly, this is rarely talked about. ( We copywriters don't want you to know ALL of our dirty secrets)

Well I'm about to give you some "insider information" here.

What do you think of when you think of persuasion? Convincing someone to do what you want them to do, but more importantly, how do you do it?

Gene Schwartz says there are three elements of persuasion...

Desire
Identification,
And most importantly,
Belief

This post is going to be specifically about how to build belief in your prospects brain that your product will do everything you claim it will.

Gene called this process..."Gradualization".

Gradualization is Eugene's term for the way you structure your sales message in order to be most believable to your prospect.

By the way, here's a mini lesson within a lesson...

Always make up your own terms for your market if you can, especially if you have specific methods or techniques.

Gene had a few more in this book like intensification, concentration, redefinition, and mechanisms to name a few.

Let's back up a minute and talk about our beliefs.

We develop our cherished beliefs primarily in our early childhood.
They literally determine our reality and with that said, they are very hard to change, if not impossible.

If you have ever sold something before, you know it is virtually impossible to get somebody to change their mind simply by listing out the benefits and facts of your side of the story.

It might work 2-3% of the time and that's about the typical conversion rate of most marketing to cold traffic.

We will always REFUSE to change our beliefs if you take that plan of attack.

Luckily for us, it is not the job of advertising to change beliefs.
As Gene says, it is much easier to swim downstream than up, and that is what "gradualization" is all about.

The key to getting someone to do what you want is to use their own current beliefs ( meet them where they're at), and then build a bridge from there to what YOU want them to believe.
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Here's how that's done...

First off you ask yourself, what questions must you answer in somebodies mind before they will agree with what you're saying?

Or selling?

Then you start very general. What do they ALREADY believe and will 100% agree with you?

Starting with where they're at, you start checking off those "yes's" in their mind.
Again, the idea is to go from very general to very specific.

This process is done in two ways: Creating claims and backing them up with evidence, demonstration, and proof.

And making statements or claims that have been previously built up in your argument, which they already agree with, but did not before.

I will demonstrate this whole process in my next post

"The Irresistible offer: How to Craft the Perfect Pitch".

In this post, I will break down two sales letters I have previously written selling advertising.
One is for sales of Google Adwords campaigns, and the other is for Radio Advertising.

What I want you to look for is how I made it completely seem like my option was the ONLY real choice...and... everything else is a terrible option.
THAT...is Gradualization.

Look out for it!

-Ben

 

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