Today I’m gonna give you 12 persuasive phrases that you can instantly use to increase your conversion rate.
We when we go through this process, every single persuasive phrase that we use HAS to be clear and concise.
And for that reason we use very simple language patterns.
Simple language patterns resonate with people on a much deeper level than throwing in jargon or complicated phrases.
Personally, I suspect one of the reasons is because the brain doesn’t have to do as much processing in order to understand what’s being said.
So if you want to increase your conversion rate just put these phrases to good use.
The 12 Persuasive Phrases
“If you want to…”
“That’s important because…”
“Heres how you can…”
“The end result is…”
“What that means for you is…”
“The bottom line is…”
“This is why…”
“Imagine if…”
“Let me explain…”
“Picture a time when…”
“What happens next is…”
“What would it mean if…”
So there you go, you now have 12 persuasive phrases that you can just copy and paste directly into your sales copy
And when you do, you will be able to convey your message clearly and boost your conversion rates.
Today I’m going to tell you the secret to writing killer headlines. For this we’re using a book called Breakthrough Advertising, by Eugene Schwartz.
This just happens to be the most sought after copywriting book in history.
In fact, there’s a brand-new copy on Amazon right now for £1,200 pounds. But you don’t have to spend that much to find out what’s inside.
How to write killer headlines
So I’m gonna give you a quick lesson from this book because I think this is stuff that everybody needs to know about.
I’m gonna simplify it, and I’m gonna put my own spin on it with my own twist – that’s unique to Profit Copilot.
The very first lesson I’ve got for you it’s all about desire. Specifically how to use desire in your headline.
The truth about desire
Breakthrough Advertising says something very true, that you cannot create desire.
You can only tap into and exploit existing desire and direct that towards your product.
Now this is a fundamental mistake that a lot of copywriters and Internet marketers make.
They try to manufacture a desire for something that doesn’t exist.
So your job is to really locate the desire that already exists and then redirect that to your product.
You see, you might have the best product on Earth and it might give your audience absolutely what they need.
But that doesn’t matter. The only thing that matters is what the market wants – what they desire.
It’s not about what they need. We’re talking about mass desire.
Breakthrough Advertising says that mass desire is ‘a public spread of a private want‘.
What does that mean?
Well, when it comes to mass desire we’ve got two categories that things tend to fall into.
Types of mass desire
We’ve got ‘permanent forces‘, so it could be the desire to feel healthy.
And then the second category that we’ve got is ‘force of change‘ and these are trends and fads and things that change over time.
You have to decide which category your product falls into.
Is it going to be something that’s around forever and just a part of our natural human desire?
Or does it fall into the second category where it’s more of a trend with a beginning, middle and an ending?
Once you know that how exactly do you channel this mass desire to your product?
Simply put you’ve got to choose the most powerful desire that can be applied to your product.
Mass desire dimensions
Eugene Schwartz says we need to inject ‘dimensions’ into our headline, so we’ve got; urgency, intensity, and the demand to be satisfied.
Think about the urgency of the problem that your audience is facing; think about the intensity of that problem, and the demand for that need to be satisfied.
Figure out how those three things relate to your product.
For example think about pain, arthritis vs a headache. They’re both pain, but very different types.
Also think about the staying power of the problem, think about the degree of repetition, and the inability for your marketplace to become satisfied.
How do those three things relate to your product?
For example, Eugene Schwartz talks about hunger.
We’ve got hungry as a starving need vs a different type of hunger which is just a craving.
Every product you promote will appeal to several dimensions but only one will dominate your headline.
This means you have get it right and you have to make sure that you are speaking to your market in a language that they can understand.
Then you’ll be you’re speaking directly to their desire, to their need.
And that creates an immediate connection to you and your message.
A three-step formula for killer headlines
When it comes to crafting the perfect headline for your advert there’s a little three-step formula that we can follow.
The first thing is to acknowledge the desire, then reinforce it, and then offer a way to satisfy that desire.
If you have all those three things in your headline, then you will speak directly to your market in a more efficient and effective way.
Then they’ll know that they are in the right spot at the right time on the right product to match their desires.
So there you go, I thought I’d just share a little lesson from Breakthrough Advertising, on how to write a killer headline.
Today, in part 4 of the Profit From Your Passion training course, you’re going to learn how to make a high converting squeeze page.
You might have heard squeeze pages referred to as landing pages.
There are several types of landing page, but the one we are interested in allow people to subscribe to email lists in exchange for a lead magnet.
Your Squeeze Page Options
For this I am going to use a WordPress plugin called Thrive Architect.
But listen, you don’t need to invest in any software to do this.
In fact, you can set up an online business and make money from it practically for free, using free methods and free tools.
That is an option for you if you, but of course if you invest in professionally designed software and platforms then you will get to where you want to go quicker.
However, I think that its essential to use a professional email list building platform.
But when it comes to squeeze pages, if you’re feeling lazy and just want someone to do it for you then I can recommend Commerce Warriors and they will build an entire funnel for you.
If you really don’t want to invest anything at the moment then just head over to WordPress.org.
Just go through find one that suits your needs save yourself a few quid if you want to.
It doesn’t matter what system you are using because all the components will always be the same.
High Converting Squeeze Pages
We will need some kind of visual reference for the lead magnet, so we would typically use video.
In my experience video produces the best results. But If you’re not comfortable on camera yet then a picture of a book cover would do.
One of the most important things on a squeeze page is the headline, so we need to make a really bold promise.
We need to make the benefits clear, and make sure people know that the lead magnet is 100% free.
Now, we can get a bit wordy if we want to but I’ve found that just having a few bullet points conveys the message really clearly. People don’t read big chunks of text on squeeze pages.
They just want to know what you can do for them so they can make a decision.
Next you want to put a few bullet points on there, and make each one a benefit.
So the page is going to be packed with benefits – in fact, in just the headline we have got three maybe four benefits right there.
What we’re doing on a squeeze page is loading up the benefits and that’s the secret to a really effective squeeze page and one that converts really well. Just stack up the benefits.
The Squeeze Page Opt-in Form
Then we have the opt-in form and we can connect that to an autoresponder service. I use ActiveCampaign.
When you connect your opt-in form, no matter that service you’re using it’s important to ‘tag’ your form.
This will give each subscriber a label, so you know which form they used in the sign-up process.
You will also be able to do advanced targeting and dynamic behavioural responses with them, based on their actions.
I’ll go into more detail about that later on in this series.
Then we set the ‘Re-direct URL’.
It’s another really important part of our sales funnel.
The re-direct is going to point to a page on your website that offers a One Time Offer (OTO).
This will become more clear as we go deeper into this process, so take a note of the name of the page.
Now you need to add a new page and make sure the URL matches the re-direct URL.
Here you can upload files and drag in your lead magnet and create the link to it.
Now people who visit this page can download it.
At some point in the very near future we’re going to put a special offer on this page.
Ok, I’ve given you a lot of information and a lot to do today so ahead and get cracking to set up your squeeze page.
Finally upload your lead magnet and set the links to make sure that everything is connected properly so when someone subscribes to your list they’re redirected to the right page.
Today I’m going to talk about the most persuasive sentence in history, at least in my opinion.
This is from a guy called Blair Warren who is one of the best persuasion gurus on the planet. Over the years I’ve learned a lot from his teachings.
The sentence that he’s created is one of the most persuasive ones you will ever hear:
“People will do anything for those who encourage their dreams, justify their failures, allay their fears confirm, their suspicions, and help them to throw rocks at their enemies.” – Blair Warren
I’ll get into exactly why this is the most persuasive sentence you will ever hear. But first, let me let me ask you something.
Have you noticed something about this sentence? You might notice that at no point does this provide an opportunity for you to talk about yourself or your products.
This is not about you – it’s is ONLY about your audience.
This is about your market and that’s because your audience don’t really care about you. They only care about themselves, and what you can do for them. It’s an uncomfortable truth.
And that’s ok because when you use this correctly, it puts you in a really positive position. It lets you deliver awesome value to your audience, and actually help them with their problem in a meaningful way.
This is how you become the trusted adviser that we’re supposed to be.
By removing the focus away from you and your achievements, and moving it on to your audience to focus on their needs, you will be able to align yourself with them more effectively.
Encourage their dreams
So why should you encourage people’s dreams?
Well, people need a belief in something and they need to feel that its possible to achieve their dreams.
When you tell them “yes it’s possible, and you can do it too”, you’re giving them something valuable – on a very deep emotional level that influences and changes their self-image.
When you do that, when you can change someone’s self-image even just a little bit, they will look to you because that kind of validation is addictive.
It’s your job to help your audience understand that they can achieve their dreams.
Justify their failures
Why should you justify their failures? People don’t really want to take responsibility for their mistakes.
So if you can give them a scapegoat or give them something else to blame then it means they don’t have to blame themselves.
And again, that emotion is addictive.
Allay their fears
Next why should you allay their fears?
Let me ask you something.
Think about a time when you were worried about something, or you were afraid and someone told you not to worry about it.
That probably didn’t mean much to you, and you probably didn’t look to that person for reassurance again, right?
They unintentionally minimised you feelings.
So instead of telling our prospects to not worry, it’s our job is to listen to their fears, accept that the fears are real and help them to work through those fears.
And maybe you have had the same fears too, and managed to overcome them. That’s another way to deliver value to your audience.
Confirm their suspicions
Why should we confirm their suspicions?
Simply put, people just want to feel right – they want to feel justified they want to be able to say to themselves “I knew I was right!”.
If you can help them to feel justified they’ll bond with you a lot quicker than someone who tries to tell them they were wrong.
Throw rocks at their enemies
The last thing is to help your audience to throw rocks at their enemies.
If you can discover an enemy that you both share then it’s just it’s a sign that you share the same values, on a subconscious level
Having a common enemy you will also help you to build rapport.
But let me say this; if you’re gonna find enemies in your marketplace then I wouldn’t pick on individuals.
I would encourage you to pick on ideas and values instead.
This prevents you from appearing like a bully or damaging people’s business.
Find something wrong with your industry and attack that.
Chances are whichever flaws or problems exist in your industry your potential customer will probably already feel like that is their enemy.
Tap into resentment that already exists, instead of trying to create new enemies.
Using these 5 persuasive insights
There you go, the most persuasive sentence in history, as I see it:
“People will do anything for those who encourage their dreams, justify their failures, allay their fears confirm, their suspicions, and help them to throw rocks at their enemies.” – Blair Warren
Consider all of these insights, really do think it over and how each one applies to your industry.
Think about how you can inject more of these into your sales pages, blog posts, podcasts.
And when you do, I can almost guarantee that when you do, you will receive a better response from your audience as a result.
They will see you as someone who is on their side, and you might even become their champion.
When you have all of these five points spread throughout your overall message, you can use it to deliver more value to your niche. And that ultimately helps people see that you are the person they really need to be listening to.
Now that we’ve used an entire bottle of bleach to scrub away all those dirty feelings from Black Friday and Cyber Monday, what have we learnt?
Yes, we’ve learnt that drinking rum while browsing Amazon on Black Friday is dangerous for the bank account and can only lead to sorrow the next day.
But man, I got some awesome deals on end of the line tech, that I immediately want to upgrade.
So in the aftermath, as the thumping hangover begins to fade and the sense of buyers remorse starts to creep in, we look through the rubble in the hope of discovering fresh marketing strategies we can use.
So let’s pick apart some of the biggest email marketing campaigns we’ve seen this year.
But fair warning; you might wanna take that bottle of bleach back into the shower with you.
The psychological triggers we’re looking at are:
Curiosity
Social proof
Goodwill
Nothing new about these, they’re already a staple of any good email marketing campaign. But how they’re being used, especially on Black Friday, is kinda unique.
Firebox – Curiosity
This strategy was used by Firebox, and offered a mystery box full of the retailers best-selling items.
How’s that for a great way to trigger curiosity.
If you’re already a fan of the brand, you might be tempted to grab all of their most popular items at a discount.
House of Fraser – Social Proof
This email campaign is from House of Fraser, and chooses to highlight individual products that are included in their Black Friday deal.
The thing that sets this apart is the clever use of social proof.
By putting the number of views next to the images, it suggest which items might be the most sought after.
Everlane – Goodwill
Now tell me that doesn’t hit you right in the feels.
And it also solidifies my belief that all people called Michael do good things, *cough*.
As you’d expect, this campaign picked up a lot of traction on social media and in the press. It’s probably a good move if you want your brand to be perceived in a certain way.
I only wish I thought of that first.
Hopefully you’ll now have some new ways to use a few psychological triggers that are the cornerstone of persuasion.
I’m chilling out on the sofa watching re-runs of The Wire. As I’m watching a scene that I’ve seen at least 3 times before, it suddenly takes on a new perspective for me; a killer sales formula hidden deep within the show.
So I grabbed my phone, rewind the scene and hit record.
What Happens?
In the scene I’m talking about, reformed criminal Dennis “Cutty” Wise is trying to promote his new boxing club, but it’s not going well.
The youths that he’s trying to talk to start fighting. He’s in front of his target audience and they don’t wanna know.
But once the fight ends Cutty sees an opportunity to do something that all good salespeople do; help their audience for free.
NEWSFLASH:Good salesmanship (for a lack of a better word) should be a mutually beneficial experience – we gotta leave people feeling better informed than they began with, regardless if they buy from us or not.
*Climbs down from his soapbox*
So anyway, back to The Wire. When the fight has ended, Cutty steps forward and tells one of the kids that he “dropped his left”, which could have left him vulnerable against a more skilled fighter.
Then Cutty issues a challenge – and uses an emotional trigger to provoke a reaction. Now the kid is willing to learn something.
So Cutty teaches him a new fighting technique, leaving the kid and his friends impressed.
Now all that’s left for Cutty to do is to make a strong call to action, and invite the kids to his new boxing club.
Let’s break the scene down and examine what’s really going on here and how you can benefit from it.
This is a simple but very effective sales strategy. Cutty demonstrated that his methods work, and they’d be foolish to ignore his advice.
So how can you apply this to your business? I’ve got some good news for you.
If you’ve got a blog, or an email list, or a Youtube channel, or a podcast, basically if you’re creating awesome content then you’re probably already doing most of this.
The content you’re producing is acting as a demonstration. You’re sharing your knowledge and expertise for free, so others can benefit from it.
If you’re sharing stuff because you want to improve people’s lives, then you’re already half-way there.
We just gotta wrap it up in a few fancy layers to make sure people pay attention to it, and digest it properly.
The first layer of wrapping is possibly the most important, because without it nobody is gonna see the awesome stuff you’ve got for them inside.
The First Layer: Grab Attention
This is all about grabbing attention.
For this to land properly, you have to know who you’re speaking to. If you don’t know who your audience is, you’re screwed (#justbeinghonest).
And you gotta know at least one of these two things; either what they want to gain, or what they want to avoid.
Simple, right?
Now, when it comes to the Interwebs, the most effective way to grab the immediate attention of your audience this is by crafting a solid title, headline, or subject title.
You gotta make a bold promise to your audience. Give them a reason to click. But don’t jerk them around, if you’re gonna use clickbait or hyped-up headlines then you gotta deliver the goods.
If you don’t deliver then you’ll destroy any trust the audience has in you.
Trust is the most valuable commodity you can have online. It’s in short supply.
For that reason, along with just being a decent human being, you gotta crank-up their trust levels at every single interaction you have with your audience. Give them absolutely no reason to doubt you, so not only deliver on your promises, go the extra mile to over-deliver. Every. Single. Time.
We’ll get onto that a bit more during the third layer.
The Second Layer: Emotional Trigger
The second layer is to deploy an emotional trigger. In my opinion, its best to include the emotional trigger inside the title, headline, or subject line because that way it’s delivered immediately.
If you’re having trouble finding one, ‘curiosity’ could be your go-to emotional trigger because it’s incredibly powerful and pretty much everybody on the planet is susceptible to it.
Finding ‘a secret’, or little known tip and combining it with a promise is a good strategy for headlines.
Once you’ve got your bold promise, and an emotional trigger figured out, it’s onto the third stage; delivering value.
The Third Layer: Deliver Value
There are at least two ways to deliver value to your audience.
The first way is to give them actionable information they can quickly use to improve a situation.
The other way is to give them a demonstration.
Think about one of the times you’ve been to a supermarket. You’ve probably seen a little stall offering free samples of cheese or pizza, at least once?
You already know they ain’t giving you that stuff just to be nice to you, they’re giving you a free sample to demonstrate how nice the product is, and to ask you to buy more.
They also invoke the law of reciprocity.
What’s the law of the law of reciprocity? Do something nice for somebody and they will feel compelled to return the favour.
…And if that favour just so happens to be, I dunno, buying their product, that’s the quickest and easiest way for you to ‘give back’ those feelings being indebted to someone.
It’s a psychological urge that’s as much deep routed in our DNA as walking on two legs.
Ok, now for the final layer; the call to action.
The Fourth Layer: Call to Action
So far, you’ve grabbed the attention of your audience, you’ve made a bold promise that engages them on an emotional level and then you’ve demonstrated that you REALLY CAN help them.
Now its time to ask them to take the next step, and make a commitment to solve their problem.
This can be anything you like; to buy your product, to opt-in to a mailing list, to subscribe to your Youtube channel or Podcast, it’s totally up to you.
And that’s the basic formula that all content creators should be using to sell their stuff on the Internet.
Because it’s always worked offline, it will probably always will work online too.
And with this strategy, you’re leaving your marketplace in a better state than when you found it. Nice.
To Sum Up
Grab attention
Create an emotional trigger
Deliver awesome value
Give a call to action
And hey, hopefully I’ve achieved all of these things inside this post (you be the judge).
So here’s my own call to action:
If you’ve liked this post then please pay to forward and share it with people who might benefit from it (they might even thank you for it?).
And I’ve put some handy buttons for you here, so you don’t even have to scroll (#helpfulmarketing):
What if you could get more people to read your blog posts, get more people to engage with your content and ultimately get more people to buy your stuff, as a result, because they see you as someone who’s on their side and know how to teach them to get what they need, in the right way?
If that sounds like something that would be useful to you, stay tuned and watch this because today you’re going to learn how to supercharge your blog posts using NLP.
Download Handy Sheet
Write Better Blog Posts
So today you’re going to learn a few essential tips that will help you to improve your blog posts. This is a great way to captivate your audience, so they become more engaged with your message and ultimately buy more of your stuff.
And to do this we’re also going to use some NLP.
The Strategy
I know that some people freak out when they think of NLP – but it’s not black magic that you can use to force people to do whatever you want. There’s a misconception about NLP, and I know because I’ve been studying it for years.
In reality, it’s just a series of simple psychological techniques that you can use to make your message clearer and easier to understand. So today we’re going to use it to enhance the way you teach and the way you structure your blog posts. So this is going to help your readers to understand things better, and so they get better results from reading your stuff. That means we’re mainly using NLP for the benefit of your readers.
And I’m going to give you a rundown of the easiest ways to improve your blog posts and I’m gonna list them out for you. So you might want to pause this video, and create a new folder on your desktop because I’ve got a diagram that you can download and keep, and that will help you to remember this stuff for the future because you’ll probably forget it otherwise, right? We all forget important stuff, don’t we?
So create a new folder now, and call it ‘profit copilot tips’, or something else descriptive and we’ll come back to this later on.
Using NLP
Ok, so, the first tip, number 1, – and possibly the most important is the post title. I mean think about it ok. Chances are your post is listed somewhere among many others… maybe in the search engine results page, and so you need a strong title that stands out so more people click on it and read your post.
I know some of you guys struggle with this, it’s a tricky thing to learn and I’m just as guilty as anybody else for putting headlines on the back burner. But it’s ok because I’ve got some really simple ideas you can use if you’re stuck. Ok, we can use three types of psychological triggers, so we’re injecting some NLP into the title.
Psychological Triggers
The first trigger is ‘curiosity’ because it can make content feel irresistible, it’s a deep emotion that’s closely linked to desire and anticipation. Just look at a number of headlines in magazines that use this because most of them play on this trigger. The next trigger is ‘a special announcement’ because people like to be the first to hear exclusive things. And then the last trigger we’re looking at today is ‘self-interest’, because this speaks to desire, to people’s fears and their needs.
Just look at a number of headlines in magazines that use this because most of them play on this trigger. The next trigger is ‘a special announcement’ because people like to be the first to hear exclusive things. And then the last trigger we’re looking at today is ‘self-interest’, because this speaks to desire, to people’s fears and their needs.
And then the last trigger we’re looking at today is ‘self-interest’, because this speaks to desire, to people’s fears and their needs.
A good way to structure your title is to include a benefit or a promise. I’ll give you some examples that have been proven to work because they’re from Jonathan Fields, so you could have something like….
“Are your sleep habits making you fat, nasty and dumb?”… Or how about something like… “How to Lose 20 lbs. of Fat in 30 Days… Without Doing Any Exercise”.
And also, as Ryan Biddulph from Blogging from Paradise points out, you don’t need to spend ages crafting these headlines, just an extra 5 or 10 minutes can create the world of difference. In fact, Ryan has a whole bunch of his own awesome tips for writing better titles.
Ok, so now you know how to get attention, great, but how are you going to make your posts the best they can be? How are you going to make sure people clearly understand what you’re saying, and learn whatever you’re teaching them, and get the results they want?
The 4Mat Structure
For that we can turn to a structure that’s frequently used in NLP, it’s called the 4MAT. And it was created an ‘expert of learning’, called Bernice McCarthy.
Here, we present content in four distinct sections, and that makes it easy for the reader to consume and understand the message.
Let’s go through each of sections now and discover the best way to present your content, so it appeals to the 4 different types of learners – so this makes your content easily understood.
The Why
The first section of your blog post is called ‘the why’. So you explain why the thing you’re teaching is important. So you might talk about the end results. You’d explain the overall promise you’re making and why they should learn from you. This also helps to hold people’s attention, because you immediately give them a good reason to stick around on the page.
The What
The second section is called ‘the what’. Here you explain what they’re going to learn from you. And this helps them to understand what they’re learning. So think about all the things they need to know in order to do something, and here you’d present the facts and figures that support whatever you’re teaching.
The How
And then we move onto the main section, ‘the how’. This is where you teach your readers how to do something, this is the main bulk of your content, this is where you do the teaching portion of the blog post. I’d recommend that at least 50% – 60% of your post is made up of ‘the how’. So you’d teach your readers how to do something new, maybe you’d go through it all step by step, but here is where you go into specific detail.
Now, you might be thinking, if the how is so important, why don’t we start with that? Well, you could but you’d probably end up confusing your readers – you need to ease them into things a bit, and give them a good run-up to jumping in and getting their hands dirty. So we use the why to explain the importance of something, we use the what to explain what they’re going to learn, and then we use the how to explain how they should do it.
The If
Which brings us to the final section, the if. This is where you explain what will happen if they follow your advice and take action. Or you can explain what will happen if they don’t follow your advice. This is where you paint a picture of the end results. Now, at this section you also have an opportunity to ‘lift-up’ your audience, to motivate them and encourage them to take action, to get the results they want.
So what you’re doing here, is making it easy for people to understand your message. When you make things possible for people, when you break down the walls and the hurdles that prevent people from achieving their goals when you show them that it can be a reality, then they’ll come back to you again and again.
And that’s how you create engaging content that people will love. So, if you follow this structure your ability to teach will be improved, which means your audience has a better understanding of what they need to do, which means they get more of the results they want. And they see you as a trusted advisor because you’re giving them what they need.
Bonus
I’ve also got one more bonus tip for you, but this time it’s got nothing to do with NLP – instead, it’s a great tool I found that has helped me to improve my blog posts. And you can get it from grammarly.com – it’s a spelling and grammar checker that’s free to use and it sits inside the browser as an app, and automatically scans everything you write, as you’re writing it. It’s helped me out a lot and I’m making fewer mistakes as a result. So it might help you too if you write a lot.
Ok, so before I go, as I mentioned earlier you can download the diagram I made for you that explains everything that we spoke about today – you can keep it, so you don’t forget about any of this in the future. Just download it now and save it to the folder you made earlier.
Right, I think that’s about it for today, if you’ve found this to be useful then you might like my other videos and you can get them when you go to profitcopilot.com/subscribe and jump on the mailing list.
