“For to tempt and to be tempted are things very nearly allied – whenever feeling has anything to do in the matter, no sooner is it excited than we have already gone vastly farther than we are aware of.” – Yekaterina Alexeyevna, Born Apr. 21, 1729.
If persuasion is a fishing pole, emotion is the string.
Imagine the fish, thinking it will enjoy a free morsel, is suddenly pierced in the fucking face with a steel hook.
And then, no matter how hard they fight, they are pulled, relentlessly and irresistibly to the thing that is reeling them in.
No matter which way it thinks to swim, it turns out to lead only closer to the boat and the net and fate.
Does your copy work that way?
Can you bait the desired fish properly with something that truly piques their interest?
Can you set your own hook hard into them when they take the tasty bait?
Can you agitate and amplify and pull at their emotions tied to that hook you set?
Can you draw on those connections so strongly that they feel them pulling continuously until they give up and comply?
If you can, no matter how hard their logical brain will try to talk them out of whatever action you've chosen for them, their emotional brain will compel them to want it anyway.
Make it about the emotion first. The strongest emotion you can get them to crave or to flee from. Through memories and stories, you can make them remember that emotional break-state more times per day, for longer and longer.
Use that to create a desire for your product – the shortcut to that emotion's fulfillment. Release from the pressure.
But if you can bear to… Don't just give it up. Drag it out. Tease it. Force them to follow, and to pay attention. They know you have it. They know it works. They crave it for themselves. Sometimes they get so desirous, they will beg for your help.
Make them jump through hoops, and you can even get them to pay more than they are entirely comfortable with.
They will go farther than they would have said you could get them to – and it all starts with exciting their feelings.
<!—- lagniappe Let’s talk about ways we can create this kind of emotional fish hook to capture a reader’s attention, and then flip their curiosity against them to pull them further into our persuasive pitch. Here are four simple set-ups you can choose from depending on the situation that the offer presents. 1. YES AND - use this angle when you can take something positive the prospect already believes and add something about your offer that will make it even better. The best gets even better. Keep winning. Win even bigger. Let it never stop. Take this offer and preserve those good times forever! 2. YES BUT - use this angle when there is something they believe, but there is a flaw, a wrinkle, an omission. Something is just not right that puts them at risk. They’re almost right - so close, but without this missing insight, they are doomed to fail! Don’t quit when you’re so close - this offer can make the difference you need... 3. NO BUT - use this when the prospect is possessed of some limiting beliefs and misconceptions that are keeping them from success - but that the fix is minor. A small little twist can make it right. This also works when the prospect has a negative preconception, and they are right, but with a minor twist, a former mere fantasy they would have rightfully rejected actually CAN become real. This is actually my favorite to use. The negative that can be made positive is very powerful. All hope seems lost, but with this offer, the tide might just turn and reward your hope! 4. NO AND - this is the doom and gloom one. Fear getting parlayed into more and worse. You were scared before but not scared enough! It’s the end of the world, and no one is prepared! The sky is falling! It’s just as bad as you thought, but the other shoe is already dropping in slow motion and it’s all you can do to take this offer and MAYBE escape... —->