This has got to be the most challenging and difficult part of the entire 24 hour process. The goal of this hour is to create a by-line for your membership site.
To create this by-line – we're going to use marketing “black arts”. There's nothing illegal about what we're about to discuss, there isn't even anything unethical about it – unless you don't plan on delivering on your promises.
I call them the “black arts” because we're about to use psychological principles to “motivate” your prospects to do what you want. Some might substitute “motivate” with “manipulate” - and they'd have a valid argument.
But just like any tool, it can be used for good or it can be used by unethical people to do cruel, dispicable things to the unsuspecting buyer. I'm going to tell you what they are. I hope you'll use them ethically and carefully – always putting the welfare of your customer in the forefront.
There are any number of ways to use the “subconscious behavior” and instinctive “social responses” that are part of every human's psyche to motivate (or manipulate) people to do certain things. In their book “Covert Persuasion”, Kevin Hogan and James Speakman list 55 covert persuasive tactics including:
#33: Use Covert Hypnotic Language Patterns
#45: Artificially Vague Language
#23: Induce the Sense of Scarcity
#13: Find and Point out the Common Enemy
Start a Membership Site in 24 Hours! isn't about covert or overt persuasive tactics. This manual is about building a successful membership site business - fast. So, we're not going to try to deal with 55 covert persuasive tactics – we're only going to deal with one simple, proven truth about human behavior. Everything a person does is a response to either perceived pain or anticipated pleasure. Humans take action to minimize pain, maximize pleasure, or both.
Which do they do most – minimize pain or maximize pleasure?
That, my friend, is the $1 million question. Here's the answer.
They do whichever one they most identify with emotionally.
If the pleasurable option strikes the strongest emotional chord – they'll take action to experience that pleasure. If they identify emotionally more strongly with the painful alternative, they'll take action to minimize that pain.
Unfortunately, here's another rule... most people have more experience with pain than they do with pleasure. Because they have more personal experience with pain – that tends to be what motivates people the most.
For example – most people have no experience with being independently wealthy (pleasurable experience) but they do have experience making tough financial choices, struggling to pay bills, not being able to give their kids the things they'd like to.
So, the most successful offers will address minimizing pain. For example, which one of these (off the top of my head) offers is more persuasive?
1. In just 3 months, Get It Fast.com will have you living the carefree life of financial independence. You'll be able to do what you want, go where you want, whenever you want to.
Your life will be a dream come true!
or
2. After 3 months at Get It Fast.com, you'll be shocked as you realize some familiar things in your live have come up missing...
• Struggling to make that next payment? - gone.
• Can't figure out how to pay for braces your daughter needs AND drum lessons your son really wants? - no more.
• The weariness, disorientation, and lack of sleep from working
that extra job? - can't find it anywhere.
Each week in the simple, step-by-step Get It Fast.com program you'll learn to earn the kind of cash that will make those nagging fears disappear... FOREVER.
Ok. I admit that #1 is kinda lame. But, it does prove my point. The second example does two things to stand out:
1. it spells out the pain in a way that the reader will likely identify with
2. it provides a specific solution
Which is exactly what you'll need to do as you're creating your hook. Everything you write (or speak) for the next 17 hours should follow this model.
Alright, I'll go first. Here's mine...
LOOKING TO SETUP A STUDIO -- BUT AFRAID
YOU'LL WASTE YOUR MONEY ON FANCY EQUIPMENT
YOU DON'T NEED?
At EZ Photography Studio.com you'll discover the 10 Essential Pieces of Photography Studio Equipment that your studio won't survive without. You'll learn:
which brand and model will give you the most bang for your buck and why
how to find great deals on top quality studio equipment
the best alternatives when a piece of equipment doesn't fit your budget
Plus, for every single piece of equipment you'll get step-by-step, easy to follow tutorials that will give you the knowlegde, the confidence, and the insider secrets on putting together just the right studio equipment to make quality, professional images that you can sell for top dollar.
Could be better, but it's not bad for a first cut.
Now, you do yours.
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