Converting Readers to ‘Yes’ – Rule #1
In the last issue of Jigsaw, I introduced you to the concept of psychological triggers in human behavior that lead to predictable outcomes – remember my Mama Turkey example?
There are what we call the 6 Pillars of Persuasion (behavioral triggers) that bring people to ‘yes’ – a huge benefit when trying to convert prospects to try your product.
I use them in my copywriting business all the time and the results are startling.
Over the next 6 weeks, I am going to be sharing them with you.
The first trigger is “Take and Give.”
When we take something offered to us by somebody, most people feel obliged to give something back. A holiday card elicits a return greeting. Somebody opens an outside door, we open the inside door. A dinner invitation precipitates a return invite.
How does this help when you are writing your own “Words That Sell?”
One of the best ways to kick the “Take and Give” law into action is through free samples.
If you’re selling your new book, offer a free sample. If you want to help people understand your services, offer a free webinar. They take something and when you do a follow-up call, a large number will feel obligated to talk.
Now here’s where it gets interesting. This rule only works if you are asking for “fair exchange.” A couple of paragraphs usually won’t sell a complete book. A webinar won’t sell a $2,000 program. But it will get people feeling obligated enough to take the next step and listen to what you have to say.