The Secret “Trigger Word”
That Makes More of
Your Prospects Say Yes
Than Any Other Word
in the English Language
|Dear Marketing Top Gun,This Bullet is the companion of Bullet #9, which described the awesome persuasive power of giving compelling “reasons why” in your direct marketing copy.
As you recall (or should recall if you’re paying close attention to these valuable Bullets!), one of the most reliable ways you’ll ever find to boost your response by 50%-100% or more is to fill your direct marketing copy with potent “reasons why” in each of three key areas:
The Trigger Word That Secretly Persuades People
Okay, today I’m going to share what I’m convinced is the single most powerful trigger word that makes your “reasons why” hit home with much greater persuasive force. It is the overlooked word that causes more prospects to say “yes” than any other word in the English language.
Why is it so powerful?
First, let me give you the scientific proof on why it works, and then I’ll reveal the word that is likely already building curiosity and desire in you.
Two Fascinating Experiments Every Marketer Should Memorize
In the animal kingdom, as well as in humans, sometimes a single sound can trigger automatic behavior. For example, when a mother turkey hears a certain chirp from her chicks, she becomes a very conscientious mother turkey. But if she doesn’t hear exactly that chirping sound, she will ignore or even kill her young.
But here’s where it gets interesting, especially for anyone who wants to evoke automatic and favorable responses in humans. Listen to these two amazing experiments, described in the wonderful book, The Psychology of Influence, by Dr. Robert B. Cialdini. The first involved mother turkeys, the second, humans. Let’s look at the first . . . .
In other words, the “cheep cheep” sound of a baby turkey was the only key factor that mattered in evoking an automatic and favorable response in our mother turkey.
And if you think this happens only to our bird-brained feathered friends, listen to this second experiment involving humans, reported by Dr. Cialdini:
How to Use This to Leverage Your Response
Top Gun, if you want to boost your results by very significant numbers—virtually automatically!—start filling your copy with more “becauses.”
Why? Because it works!
And, for best results, always follow your “becauses” with compelling reasons.
Remember, in Dr. Cialdini’s example, where someone asked to jump to the front of the line, people were persuaded solely by the word “because,” even when the “reason” that followed wasn’t particularly rational or logical.
But with written words, I believe the bar is raised a little higher because people are more deliberative when they read.
So, when using the written word, you’ll enjoy maximum results when you use lots of “becauses,” followed by compelling reasons.
For example, I could encourage you to read these Bullets regularly by saying, “Read the Bullets—you’ll be glad you did!” But you’ll probably feel a stronger pull of persuasion if I urge you to read these Bullets:
These excellent reasons, framed by “because,” are infinitely stronger than a lame claim like, “you’ll be glad you did.” See the difference?
Fill your copy with potent “reasons why,” peppered with lots of “becauses,” and I guarantee you’ll find it so much easier to persuade people. You’ll also find that people love to be persuaded this way. Here’s why ….
It’s Not Only the Most Effective, but also Most Ethical Method of Persuasion
In the end, there is no great mystery, nor any unethical manipulation involved in the use of the word “because.” In fact, it’s the most honest, straightforward, aboveboard and ethical type of persuasion you can use.
Because (there it is again) people act in their own self-interest. That’s a given. And when you give people rational, logical and honest-to-goodness reasons to act in their own self interest—voila—they do!
You win, they win, and as long as your reasons are accurate, you accomplish your goal without trickery or deceit.
What’s more, it’s the best kind of sale you can make, because it’s a sale built on mutual benefit, trust and the truth, all of which will endow you with future sales from that same customer.
So persuading a customer in this straightforward, “reason-why” way creates not just one sale, but a repeating “annuity” for you, a future stream of revenue that keeps making you wealthier repeatedly, not just once. It is therefore the most leveraged way to build both your sales and your wealth, all from a single magic word—because, the great, secret “hinge of persuasion” that lets you open almost any heart, mind or door and grow richer in the process.
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