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7 Hidden Psychological Secrets to MAXIMUM Sales

Just imagine what it would be like if you had the power to write a few words and motivate, influence, and persuade people to do just about anything you wanted?

Inside this post, you’ll find the little-known secrets and triggers I’ve discovered for getting people to say “Yes” and open their wallets.

Psychological Secret #1: Stories

From ancient times to the current day – stories continue to hold readers and listeners spellbound. There is nothing better than a good story. It works almost like magic. You can give people information and motivate using stories without having the barriers that come up normally. This is a seldom-used copywriting technique that works wonders for your bottom line.

Here’s another example, it is from Joe Sugarman’s most famous ads for Blu-Blocker sunglasses. He uses a story approach:


“On a beautiful late spring afternoon, twenty-five years ago, two young men
graduated from the same college. They were very much alike, these two young
men. Both had been better than average students, both were personable and
both – as young college graduates are – were filled with ambitious dreams for
the future.

Recently, these two men returned to college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three
children. And both, it turned out, had gone to work for the same company
Midwestern manufacturing company after graduation, and were still there.
But there was a difference. One of the men was the manager of a small department
of that company. The other was its president.”

Recently, these two men returned to college for their 25th reunion.
They were still very much alike. Both were happily married. Both had three
children. And both, it turned out, had gone to work for the same company
Midwestern manufacturing company after graduation, and were still there.
But there was a difference. One of the men was the manager of a small department
of that company. The other was its president.”

Psychological Secret #2: Reason Why

Do you remember the stupid beer commercial a few years back with the tagline “Why Ask Why?” Well, completely unknown to the ad agency — they had almost stumbled onto a breakthrough marketing concept.

Telling people the reason why you are doing something is one of the most powerful
influencers of human behavior.

Robert Cialdini, Ph.D. in his book “Influence: The Psychology of Persuasion” talks
about an experiment by Harvard social psychologist, Ellen Langer, that concluded
people like to have a reason for what they do.

His experiment consisted of people waiting in line to use a library copy machine and then having experimenters ask to get ahead inline.

The first excuse used was “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” This request coupled with a reason was successful 94% of the time. However, when the experimenter made a request only: “Excuse me, I have five pages. May I use the Xerox machine?” this request was only granted 60% of the time. A significant drop.

Okay now for the shocker.

It may seem like the difference between those two requests was the additional information of “because I’m in a rush”, but that’s just not the case.

Because in a third experimenter, the experimenter asks “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” There’s no reason mentioned or new information presented, just the words “because”.

This time a full 93% of the people said yes simply due to the word ‘BECAUSE’! And it didn’t even matter that there was no reason given. Just the word because triggered a magic response.

Using this psychological ‘trigger’ can massively increase your Marketing success. Max Sackheim, famous for the long-running ad “Do You Make These Mistakes In English” and originator of the book-of-the-month concept, says this: “Whenever you make a claim or special offer in your advertising, come up with an honest reason why, and then state it sincerely. You’ll sell many more products this way.”

And this powerful strategy works just as well today. Using this secret weapon for a medical equipment company, I helped them produce a massive 1,073% return on investment simply using “reason-why” copy.

There are lots of ways to use this idea. Keep brainstorming a reason why you are doing something.

Let people in “behind the scenes” at your company…

• Are you overstocked on merchandise because for some reason customers only want the deluxe widget – but you ordered tons of the basic one?
• Did you have a flood and you need to liquidate (pardon the pun) your inventory?
• Do you need to raise cash so you can pay for your nose job?

For some reason, everyone wants to be mysterious about their business. If you’re lowering the price nobody thinks you’re doing it just because you’re “such a nice guy”. So let people in on the reason why.

I know this probably goes against every grain of business sense, but I promise if you give people a good, believable reason why they’ll respond with open wallets. Okay let’s move on to secret #3….

Psychological Secret #3: Specificity

99 1/4 pure. Who is that? That’s right – Ivory soap. What if they said 100% pure – doesn’t sound as specific and believable, does it?

As you know people are downright skeptical of any advertising or promotion they see. By including specifics you greatly increase your believability. Specifics hold much more weight with your prospect.

When making a statement or stating a fact – make it specific. It takes a little more digging or research but it’s well worth it.

Psychological Secret #4: The Truth (and nothing but the truth)

That often-quoted passage, “the truth shall set you free” should be revised to “the truth shall set you financially free”! Your mother always told you to tell the truth and you didn’t know what she meant in your advertising also.

Here’s an example: John E. Powers, one of the top copywriters in the 1900’s, wrote this ad for a Pittsburgh department store in severe financial trouble:

“We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and buy tomorrow, we shall have the money to meet them. If not, we shall go to the wall.”

Instead of yelling ‘SALE’ like so many other stores would, he’s telling the truth about why people should spend their money at this store. And this ad was said to be responsible for saving the store.

Psychological Secret #5: Answering Objections Before They Surface

A lot of people think if they don’t bring up an objection in their copy, a prospect won’t be thinking it. WRONG!!

As you’re making your case for your product or service – if there is a common objective about it – you’d better bring it up and resolve it because they’re thinking it anyway. A nice way to handle this is by putting questions and answers inside the copy like this:

“Before we go on, I’m sure you probably have some unanswered questions and concerns. So here are some of the most common:

Q. “My practice is driven by word-of-mouth, all this “marketing” stuff isn’t for me”
A. Yes, a great deal of your practice comes from word-of-mouth and it will continue to. One major focus of the system is to generate and help control word-of-mouth and referrals. There are many strategies and techniques in the system that you’ve never considered before that will accelerate your current referral sources.

Unless you shape word-of-mouth you have no control over what patients are saying. They could be talking about the great restaurant down the block from you or anything else. With this system you will get a true system for referrals and generating word-of-mouth.

Q. “Will all of this work for me in my part of the country? My patients are different.”

A. People are people and they all respond to emotionally charged marketing, it just doesn’t matter if you’re practicing in a major city or out in the country. These marketing systems will work anywhere –guaranteed. The key factor is, you’ll be using proven methods that work no matter what.”

Psychological Secret #6: Curiosity Killed The Cat But Made The Marketer Rich

“Inquiring minds want to know”, that’s what the Enquirer commercials said anyway and it’s true – people are extremely curious. You’ll see curiosity used a lot with business opportunity ads. Most of the time they will never reveal exactly what they are selling but they’ll tell you exactly what it’s not, as this long-running ad from John Wright:

“This secret is incredibly simple. Anyone can use it. You can get started with practically no money at all and the risk is almost zero. You don’t need special training or even a high school education. It doesn’t matter how young or old you are and it will work for you at home or even while you are on vacation.”

Curiosity works well in combination with a strong benefit. Curiosity is a major selling point for direct marketing. Remember, customers can’t see or feel the item you’re offered so if you build up enough curiosity they have to see it for themselves.

Psychological Trigger #7: Scarcity

It’s funny. People are more motivated by the thought of losing something than the thought of gaining something. That’s why deadlines, limited opportunities, limited production numbers, etc. will work well.

There are so many examples. If you have any teenage kids or grandkids you’ll know the hottest item this Holiday season was PlayStation2. I was even looking for it – just because it was so rare.

people will try to seize opportunities and resources that are rare or becoming rare.

You can do this in your copy by mentioning there are only a certain number of seats available (good for seminars) or that you’ll be accepting a finite number of applications.

There you have it, 7 little-known and seldom-used principles to persuade and motivate prospects to become customers and customers to become repeat customers. I hope you’ll use these principles wisely! These are extremely powerful and I can personally attest that they WORK!

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