The Art of Sinking Your Persuasive Fishhook Right in Your Prospect’s Face

Yekaterina Alexeyevna

“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.

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