Click here to read about Stage #3 Prospects

Click here to read about Stage #4 Prospects

#1: Contrast (for opportunity seekers) 

Make it Big, Make it Believable, Make it Actionable! 

• Format: “You want (benefit/experience) …but (obstacle/fear  barrier)…how do you (benefit/experience) without (obstacle/fear  barrier)?” 

• Application: create a contrast between their goal/desire and their  obstacle/fear barrier. Since this opening is for opportunity seeking  avatars, you lead with the desire (see discovery questions).       

#2: Contrast (for problem solvers) 

Make it Big, Make it Urgent Make it Solvable! 

• Format: “Is (obstacle/fear barrier) (present experience  w/agitation)?…what if you could stop (obstacle/fear barrier),(goal)  and (experience)?” OR “Is (obstacle/fear barrier) (present  experience)?…what if you could (goal), (experience) and NEVER  (obstacle/fear barrier)?” 

• Application: create a contrast between their goal/desire and their  obstacle/fear barrier. Since this opening is for problem solving  avatars, you lead with the obstacle (see discovery questions).  

• Example: (script from a seminar to sell an attraction marketing  product for consultants) 

“(present experience)How many of you sell a service which you honestly  believe is worth more than what people are paying you for it?  

I bet there’s at least one person in your industry selling the same service.  (agitation)Yet they’re making more money, changing more lives and expanding  their vision ten times faster than you are. 

(obstacle/jealousy)Maybe they’re just lucky…but what if they know  something you don’t know?  

What if they have a specific strategy for becoming recognized, remembered and  respected as an authority in your industry?  

Unless they’re the luckiest person in the world, you can bet they do. (goal/desire->) What if YOU could get your hands on this strategy? Would you  use it to become recognized, remembered and respected as an authority and to  finally get paid what you’re worth?  

(validation->) I bet you would. And if someone else is out there selling the same  service as you, yet making more money, changing more lives and expanding their  vision ten times faster, surely you can do as good as they can. 

(goal/desire->) So ladies and gentlemen, today I’d like to reveal the three things  ALL these high paid service providers have in common, and how you can use these  things to get paid what you’re really worth…” 

#3: Ladder of Abstraction (LOA) 

This is the most powerful persuasion principle there is, and it’s the  foundation of what’s now become known as “Hypnotic Copywriting.” It’s  also the key ingredient behind persuasive storytelling.  

The ladder of abstraction is a concept journalists use to describe the  relationship of specifics things to the general category they belong to. It’s  very effective for getting a large group of people (aka, your market) to  relate with, or even fall in love with the “hero” of your story.  

They identify with the hero’s struggles and triumphs because they  themselves are somewhere on the ladder. For example, if your target  market was stay at home mom’s and the subject/hero of your story was a  moth of two children named “Kathy Lastname,” the progression from the  top of the ladder to the bottom would go: living things  mammals  humans womenmothersstay at home mothersKathy Lastname. 

• Format: Identical to the contrast lead, only you use general  descriptions (top of ladder of abstraction) to put the story in context,  while using specific details (bottom of ladder) to awaken emotions. Illustrate common struggles between the hero and the reader/listener  (see example). 

• Application: create a contrast between their goal/desire and their  obstacle/fear barrier. Use the top of the ladder of abstraction (general  statements) to put the story in a context the reader can relate with.  Use the bottom of the ladder (details) to insert the reader into the  story and awaken emotions.  

• Example: (script from a seminar to sell a coaching product) 

“(top of the ladder of abstraction ->) The year was 1984. President Ronald  Reagan had just called for an international ban on chemical weapons, Michael  Jackson’s Thriller was dominating the pop music charts, and the Washington  Redskins had just defeated the Miami Dolphins in super bowl 17. 

(bottom of ladder of abstraction ->) And tucked away in a small town in  central Florida, an 8 year old boy sat in the backyard of his parent’s house on Allen  Avenue, drawing pictures in the sand; pictures of the kingdoms he’d one day rule,  the dragons he’d slay and the princess who would rule with him.  

A boy who decades later would become the center of a question; (illustrates  common struggle ->) a question that sooner or later confronts us all: 

(end result experience ->) “How does a boy grow into the man he was born to be,  without giving up on the hopes and dreams that graced his youth?” 

Ladies and gentlemen, I’m here to answer that question, because I’m the man who  asked it, and that boy was me. (illustrates common struggle ->) Yes, for as long  as I can remember, I’ve wanted to become someone great. Who can relate with this?  Say yes.  

(goal/desire & trance through generalization ->) Yes, I believe we’re all born  with great dreams and with the hope, the enthusiasm and the imagination to make  them real.  

(obstacle)But somewhere between our plotting and planning, hoping and  scheming, amidst of the joys, the distractions, the frustration, the trials and  tribulations our hearts and our minds get saturated with ideas about how we  should think and believe, how we should act and who we should become.  

(obstacle) How do you cut through this clutter and become the person you were  born to be without losing the person you were? For me, it’s come down to three  decisions; decisions which I believe can change our destiny…” 

#4: Trend Demonstration (Wrap Lead) 

• Format: “(3 related events which link to the reader’s goal)  (adumbrate a trend which the reader could discover, apply and  benefit from)” 

• Application: the events should be credible, relevant to your target  market (see example, written for entrepreneurs) and all point to an  underlying trend which you’ll reveal in your letter. As you reveal the  trend (done in the “presence” section), you use “breadcrumbing” (see  21 Shortcuts to Persuasion) to present your product/service as the  solution.  

• Example: (from an email launch selling a reputation marketing  service) 

“(Tree related events ) In 2001, Zappos rocketed from zero profitability to over  a billion dollars a year in sales, without marketing. Less than a decade later, Steve  Jobs trounced his lifetime rival Bill Gates by pumping the net worth of Apple up to  larger than the Oil Giant Exxon. In 2012, in spite of the great recession,  Nordstrom secured a whopping 20% in company growth.” 

(curiosity/hope) Wouldn’t YOU like to get your hands on these company’s  secrets? If the answer is yes, you’ll want to pay close attention to what you’re  about to read…  

(adumbrate trend) All three of the amazing success stories have one thing in  common; something that’s sitting right under your nose…hidden in plain sight. 

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It’s not something you’ll discover by reading marketing books, going to business  growth seminars or by subscribing to success magazine.  

This is something no one can teach you or give you. (curiosity/hope) But it  can be learned, developed and mastered if you have what it takes to put your  business over the top. That’s why I’m delighted to share this message with you  today…” 

#5: Infomercial Lead (for opportunity seekers) 

• Format: “(List of benefits posed as questions) (If…then…anchor to  connect them to an avatar focused statistic based on their answers to  the benefit questions)” 

• Application: the list of benefits should be derived from the end result  experience which the customer wants to have as a result of solving  their problem and getting the thing they want. The statistic should  

represent the customers who have already used the solution you’ll be  offering.

• Example: (from an email launch selling a business growth & personal  productivity product) 

“(benefits) Do you want to earn more money without working more hours,  turn your yearly income into your monthly income and build an online business  you can walk away from without losing money? (anchor transition) If you  answered yes to one or more of these questions, I’d like to invite you to join the  300+ entrepreneurs who are already making this happen while you’re reading this  email… “ 

#6: Infomercial Lead (for problem solvers) Format: “(List of symptoms posed as questions) (If…then…anchor to connect them to an avatar focused statistic based on their answers to the symptom questions)” Application: the list of symptoms should be derived from the present experience which the customer is having as a results of the problem that they want to solve. Example: (from an email launch selling a business growth & personal productivity product) “(symptoms) Has your business growth stagnated? Do you feel like there a “glass lid” on our income? Do you sometimes work 60, 70 or 80 hours a week just to stay in business? (anchor transition) If you answered yes to one or more of these questions, you might be one of the 90% of business owners who are more trapped by their business than they once were by their job… “

#7: First Person “Hero’s Journey” Lead Format: Drop them directly into the story by describing either YOUR experience with the goal they want to achieve (if they’re an opportunity seeker) or the problem they want to solve (if they’re a problem solver). Application: see the “Hero’s Journey” in the “Presence” Section. You want to drop them directly into the middle of the story, either in step 2, 3 or 4 of the Hero’s Journey. In most cases, you’ll want to “rewind” the story back to step one after grabbing their attention. See training video on the Hero’s Journey Strategies for details on this. Elements: below are several templates for opening the first person hero’s journey. 1. I’ll never forget (discovery of solution/discovery of problem)… Example using the solution: “I’ll never forget the day I discovered the power of direct response copywriting.” Example using the problem: “I’ll never forget the day I was diagnosed with clinical depression.” I can still remember (discovery of solution/discovery of problem)… Example using the solution: “I can still remember the first time I made $100 in one day WITHOUT working.” Example using the problem: “I can still remember being strangled by financial worries.” I’ll always remember (discovery of solution/discovery of problem)… Example using the solution: “I’ll always remember the day I discovered the power of direct response copywriting.” Example using the problem:: “I’ll always remember the day I was audited by the IRS…” 4.I was (action) when (discovery of solution/discovery of problem)… -Example using the solution: “I was sitting at my kitchen table when the phone call came with the good news about my record deal…” -Example using the problem: “I was sipping my coffee when my boss walked in with the bad news…” 5. I was (condition) when (discovery of solution/discovery of problem)… -Example using the solution: “I was too broke to pay for shoes the day I discovered the power of attraction marketing…” -Example using the problem: “I was living in a one room apartment in Tampa Florida when credit card debt forced me into filing for bankruptcy…” 6. It was (timeline) when (discovery of solution/discovery of problem)… -Example using the solution: “It was in 1984 that I discovered the secret to making money from home…” -Example using the problem: “I was 17 years old when I had my first bout with depression…” #8: Narrative “Hero’s Journey” Lead -Format: Drop the reader directly into the story by describing someone else’s experience with the goal which the reader wants to achieve (if they’re an opportunity seeker) or the problem they want to solve (if they’re a problem solver). -Application: Identical to the first person Hero’s Journey lead, only this time you’re telling someone else’s story. -Elements: below are several templates for opening the narrative hero’s journey. 1. (Hero) will never forget (discovery of solution/discovery of problem)… -Example using the solution: “George will never forget the first time he earned $100 a day working from home… -Example using the problem: “33 year old Seth Czerepak will never forget what it was like to be broke and frustrated…” 2. (Hero) still remembers (discovery of solution/discovery of problem)… -Example using the solution: “45 Year old Tom Thompson still remembers the first year he broke the $100k mark…” -Example using the problem: “Alisha still remembers the day she was diagnosed with depression…” 3. (Hero) will always remember (discovery of solution/discovery of problem)… -Example using the solution: “Stacy will always remember the day she discovered the natural remedy for overcoming depression…” -Example using the problem: “25 year old Clyde Clyderson will always remember the day his family got evicted from their home…” 4. (Hero) was (action) when (discovery of solution/discovery of problem)… -Example using the solution: “Seth Czerepak was trading hours for dollars in the corporate world when he discovered the secret to making a six figure income from home…” -Example using the problem: “Tori was at her kitchen table when she got the call from her doctor that would change her life forever..” 5. (Hero) was (condition) when (discovery of solution/discovery of problem)… -Example using the solution: “Ben Benjamin was living paycheck to paycheck when he first saw an ad for the ‘The Money Magnet…’” -Example using the problem: “Tom was at the peak of his soccer career when he was diagnosed with bone cancer…” 6. It was (timeline) when (Hero) (discovery of solution/discovery of problem)… -Example using the solution: “It was early in 2001 when Stacy discovered how to replace her income by working as a freelance writer…” Page 26 -Example using the problem: “It was early summer when Paul discovered that he had a rare disease that the doctors had no cure for…” 7. (Hero) likes to tell about the time (discovery of solution/discovery of problem)… -Example using the solution: “Steven Stevenson likes to tell about how he raised himself from making $10k a year to making over $100k a month…” -Example using the problem: “It’s hard to believe, but Ben likes to tell about the day he was diagnosed with ADD…”

#9: Synthetic Experience (aka Future Pacing) 

• Format: “(Create synthetic experience of them owning the product or  having the end result experience created by the product or service)  (link that experience to the product or the offer itself and transition  into the presence section)” 

• Application: the synthetic experience should be in present language  and use details to create an emotional response to the experience  itself (see 21 Shortcuts to Persuasion, Shortcuts 5 & 6, “Trance” &  

“Storytelling” ) . For best results, use a “prop” from the present as a  door way into the experience. Notice the use of the reader’s hands in  the example below. This technique creates a sense of ownership,  which sets the stage for using a “takeaway” during the pressure  section. 

Example: (from a classified ad selling a collectible sports car) 

“Look at the (present prop) back of your hands right now. Can you imagine  (doorway into synthetic experience) those same hands wrapped around the  wheel of your own classic,(details to invoke emotion ) mint condition,  completely restored 68’ corvette convertible? Can you imagine the look on your  neighbor’s face when you (create ownership ) pull this thing into your  driveway tomorrow night? 

If you think this sounds too good to be true, (anchor to present offer ) you’ve  got to see this once in a lifetime deal that’s waiting for you right now at **address  obscured**. 

#3: Alternative w/Agitation (problem solvers)
-Format:
1. Alternative: describe an alternative solution which your reader might have already tried or which they might be considering.
2. Problem: describe a problem with the alternative solution, preferably a problem which your reader has already
experienced.
3. Impact: describe, in vivid detail, both the present and the future impact of the problem (see presence techniques).
4. Solution: suggest a solution for the problem. This suggestion should foreshadow the solution rather than describing it
specifically.
-Application: alternative, problem, impact and solution presentation above can be used multiple times to describe multiple alternative solutions, to describe the problems with them as well as the impact of that problem and to foreshadow the solution. After the multiple alternative solutions are laid out in this way, you’ll use a transition strategy (see the strategies for transitioning from presence to value section) to describe how your offer is the one solution to solve all the problems described by the above strategy.
-Example: (from direct mailer used to sell a high ticket personal growth product)
Myth#2: NLP & Self-Hypnosis. (alternative) You’ve probably heard of, or experimented with NLP and Self-Hypnosis already. A common assumption of NLP is that if you model a successful person you’ll become successful.
(problem) But can modeling someone great help YOU achieve your full potential? Maybe you’ll achieve the same level of success, but then what? What good is it to even gain the world and to lose who you are in the process?
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(problem) I’ve yet to see modeling produce lasting positive results for anyone. Maybe it’s provided some “training wheels” for building confidence and for learning certain skills. (impact) But the more you imitate and model someone else, the less clarity you have about who you really are, what’s important to you and how YOU define success.
(further agitation of impact) You’ll never be great at being someone else. You’re probably always going to suck at it. Confidence and courage without clarity can be foolish and even dangerous. They can cause you to overcommit and create a lifestyle which, in order to maintain; will demand for you to continue the façade.
(foreshadow of solution) Remember, the secret to your success is you, and the only way to create the life you truly want is to discover a proven process for outgrowing your personal limitations and unleashing your genuine potential”

-Format:
1. Promise: give them a tip or tell them about something which will help them solve their problem or achieve their desire. This should be more of a promise than a specific explanation.
2. Evidence: provide evidence to support the promise you just made.
3. Action: suggest an action which can help them to achieve the promised benefit. The suggestion should be either vague or very general in order to avoid giving away too much.
4. Obstacle: vividly describe (see presence techniques) an obstacle to achieving the promise or taking the action and foreshadow the solution to overcoming the obstacle. You should also remind the reader of how overcoming the obstacle would fulfill the original promise.
-Application: The promise, evidence, action and obstacle can be used multiple times to describe multiple promises and support those promises with evidence, suggest an action for achieving the promise, then present an obstacle to the suggested action. After the multiple promises are laid out in this way, you’ll use a transition strategy (see the strategies for transitioning from presence to value section) to describe how your offer will help them overcome all the obstacles which you’ve presented using this strategy.
-Example: (from a speaking script used to sell a product for increasing your earning power as a b2b consultant)

“#2, High paid service providers are thought leaders. (promise) Being a thought leader increases your earning power because it gets you recognized as someone who contributes insight instead of just knowledge. There has never been a more crucial time in history to do this, because today, knowledge is quickly becoming a commodity.
(evidence) In the early 2000s, Dr. Stephen Covey wrote a book called “The 8th Habit” in which he predicted that the information age would quickly give way to the age of wisdom. He predicted that the experts of this age would have the wisdom to optimize the most newly abundant resource on our planet-information.
Today, wisdom is the rite of passage for becoming an expert. Knowledge is already up for grabs; anyone can acquire it, repackage it and position themselves as a self proclaimed expert. But wisdom empowers you to separate good information from bad, to recognize, to predict and even to create trends and to organize information into plans of action.
Dan Kennedy, Donald Trump, Seth Godin, Anthony Robbins and Warren Buffet are all thought leaders. Any of them could easily pass their knowledge on to someone else. But would that person be as well paid as them? No because the wisdom which makes someone a thought leader can only be extracted from the mind it’s housed in.
(vague suggestion of action to take) The more information saturated our society becomes, the more people will look to thought leaders; leaders who can turn information into plans and strategies for creating tangible results. That’s how becoming a thought leader can multiply your earning power-it gets you paid not just for what you know but for how you think.
(obstacle) But how do you develop the skill of adding insight to knowledge? What if it seems like everything has been said and all you can do is add new information? Most important, how do you develop that dazzling creative edge, that stroke of genius that (reminder of promise) sets thought leaders head and shoulders above their competitors and explodes their earning potential?”

#4: DMIR w/Hope (opportunity seekers) 

 Format:  

1. Data (Proof): provide data of an end result experience your  reader wants to achieve. This should suggest that they’ll be able  to experience it.  
2. Motive or Cause: demonstrate expertise by describing the root  cause of the above statistic. This should be an insight into how  the end result you just talked about in step one is achieved.  
3. Impact (Present & Future): vividly describe the present and  future impact of the statistic you’ve laid out in step one (see  presence techniques).  
4. Response (Present & Future): suggest a response which will  help them achieve the end result experience you’ve just 

described. This suggestion should foreshadow the solution  rather than describing it specifically.  

Application: the data, motive, impact and response presentation  above can be used multiple times to describe multiple promises, to  cause behind them, the impact and to foreshadow the solution. After  the multiple promises are laid out in this way, you’ll use a transition  strategy (see the strategies for transitioning from presence to value  section) to describe how your offer is the one solution to achieve all  the promises described by the above strategy.  

Example: (from speaking script selling a product on speech writing) 

“Now of course, people don’t always act on the ideas they get emotionally involved  with. Sometimes we have to power down those emotions and get on with our day  don’t we? So your final job is to add the most powerful ingredient to your message  through the skill of value.  

(promise) Value is how you communicate the full urgency of your message and  inspire your listener to believe in it and to take action. This is important because  people invest their time, money, energy and belief into things they value. If a  person values something enough, they’ll risk anything to gain it and preserve it  won’t they? 

So you want to elevate the value of taking action and to emphasize the cost of  inaction. (data, proof) This creates an internal motivation in your listener  through what psychologists call cognitive dissonance. Cognitive dissonance is that  anxious feeling you get from holding two or more conflicting ideas, beliefs, values  or emotional responses.  

Our natural reaction is to get rid of this feeling by committing to only one idea,  one belief, one value or one emotional response. (motive or cause) The most  common case is our battle between the emotions of hope and fear. The hope that  

we’ll get what we want vs the fear that we’ll try and fail. (impact) How many  times have you seen someone settle that inner uncertainty by giving up on their  hope and giving in to their fear? (response and foreshadow of solution )So you want to sell your listener on  the value of taking action by augmenting their hope and emphasizing, not the cost  and the fear of failure, but the cost and the fear of doing nothing.  

(promise recap) This will compel them to move full blast in the direction of  their dreams. And that’s how you communicate the full clarity, passion and  urgency of your message and compel people to believe in it, to take action and to  change their lives.  

#5: DMIR w/Agitation (problem solvers) 

 –Format:  

1. Data (Proof): provide data of a present problem your reader  wants to avoid or to solve. This should suggest that they’ll be  able to solve it.  
2. Motive or Cause: demonstrate expertise by describing the root  cause of the above problem. This should be an insight into how  the problem will be solved.  
3. Impact (Present & Future): vividly describe the present and  future impact of the problem you’ve laid out in step one (see  presence techniques).  
4. Response (Present & Future): suggest a response which will  help them solve the problem you’ve just described. This  suggestion should foreshadow the solution rather than  

describing it specifically.  

-Application: the data, motive, impact and response presentation  above can be used multiple times to describe multiple problems, to  cause behind them, the impact and to foreshadow the solution. After  the multiple problems are laid out in this way, you’ll use a transition  strategy (see the strategies for transitioning from presence to value 

section) to describe how your offer is the one solution to solve all the  problems described by the above strategy.  

-Example: (from a speaking script to sell a high ticket personal growth  product) 

“To grow for the life you want you have to make room for the things that will  empower you to grow through The Law of Contribution. Contribution is a  natural law of the universe. We all want things we’re never had, but what are we  willing to contribute to have them?  

If you want to control what comes into your life you’ve gotta control what goes  out. This means the way you spend your money, your time, your energy, your  imagination, because will become what you contribute your energy into.  

It’s not thoughts that change your life it’s action. (problem) Thoughts rarely  lead to actions. If they did, there’d be no procrastination; we’d all be thin sexy  millionaires with great marriages and fulfilling careers. Your actions are driven by  what you value and you build value in something by becoming emotionally  involved with it, directing your conscious decisions, your imaginations and your  actions into it.  

Every successful person I’ve ever met mastered the skill of overriding and  changing their conditioning through a combination of conscious choice, conscious  focus of their imagination and most of all conscious actions.  

Thoughts, desires and even beliefs are not enough to create growth and to change  your life. In fact (proof)recent discoveries in the field of neuroscience have  revealed that our emotional states are created by trillions of “messenger” molecules  known as neurotransmitters. Neurotransmitters are sent from one cell of your  body to another just as electricity is transferred through an electrical wire.  

The transfer of these neurotransmitters from one cell to another creates the  collective vibrational energy which your conscious mind interprets as emotion.  You “feel” emotions because they’re physical. Emotions impact your actions  because they’re physical. (impact) This is why your emotions can’t be controlled 

or overpowered by thought or by imagination alone, especially during times of  conflict or pressure.  

(response and foreshadow of solution )But the consistent flow of physical  and emotional energy created by consciously directed, choice, imagination and  action also “flushes out” personal limitations that create disempowering emotions  just as a steady blast of water flushes the impurities out of a pool of water.  

And it’s crucial to choose the right actions because you want to develop habits that  empower you to grow for the life you want AND to meet the same need met by the  habits you replaced.”  

The Power of Positive Intimidation
Trusting your own judgment takes work and it takes risk. These are two things which most people would rather avoid if they can help it.
This is why so many people allow others (usually their leaders) to think for them. It removes the work of having to depend on your own judgment and it creates the illusion of risk removal.
After all, if you’re “wrong,” you can always blame the other person. People are afraid of being wrong, to the point of irrationality. This is one reason even a money back guarantee isn’t adequate for bringing down people’s fear barriers. Even if they get their money back, they still have to face the fear of having been wrong.
Positioning yourself as an authority solves this problem by transferring the risk of being wrong to you. But it’s important that you don’t dilute your position by needing the reader to say yes to your offer. If you’re a true authority, your position shouldn’t be affected, positively or negatively, by their decision to either act or not to act.
I see marketers make this mistake all the time. They try to position themselves as an authority by proving themselves to the reader instead of demonstrating how their authority has already been established whether the reader choses to believe it or not.
Others establish their position, but then put themselves back into the “begging” position by trying to use that positioning to get the sale. If you’ve leveraged the other desires correctly, this will not be necessary. Rather, your positioning should help them justify their decision to believe you by eliminating their fear of being wrong.
This is done through demonstration of authority and by making it clear that whether they choose to say yes to you is their decision and that it’s being made for their benefit, not years.
So here’s the simple formula:
1. Identify personally with their past disappointments, regrets, shame and guilt.
2. Tell your “Hero’s Journey” story of how you overcame those struggles.
3. Show them that you’re a champion of those who wish to overcome these same struggles.
4. Make it clear that you’ll only help those who help themselves and that you have no vested interest in whether they do or not.
Now, let’s check out a few examples…
Positive Intimidation in Action:
Example #1: Elite Subcultures
Instructions: let the reader know that there’s an “underground” or “secret” group of people operating on secret knowledge to get a result that they really want to get. Suggest that they’ve met these people before and that the results are happening almost as if by magic. See “21 Shortcuts to Persuasion” Shortcuts 4 &5 (Jealousy & Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product)
“I’ll show you how a quiet subculture of savvy entrepreneurs are using VDT to secretly achieve financial independence which most people only get to read about. You’ve probably crossed path with at least one of these “super entrepreneurs,” without even realizing it. They seem to attract success as if by magic. What few people know is that these master entrepreneurs are applying a little known set of principles which produce almost supernatural results.”
***************************END OF SAMPLE************************ Example #2: I Don’t Give a Rip (intro to pressure sections)
Instructions: let the reader know that it doesn’t matter to you whether they buy the product or not, it’s for their benefit and not yours.
Example A: (from a video script selling an personal growth product)
“One thing I would like to make clear before I invite you to order this product. Neither the testimonials on this page nor the proofs of income are designed to prove the value of this product or of my expertise to you. That doesn’t matter to me.
The power of these techniques and principles has been proven long ago and time and time again over the past 15 years and has been verified by millions of dollars in earned income enjoyed by myself and my clients. I feel no need to prove the effectiveness of this system any more than I feel no need to convince you of the impact of gravity when you leap out of a plane.
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You came here looking for a sound and certain, no fluff solution for overcoming your limitations and commanding top income with less work than you’re doing right now. This is your information to do with as you see fit by either taking advantage of this risk free offer, or continuing on the same dry and profitless path you were on when you landed here.
Regardless, my clients and I will go on enjoying the benefits of applying these principles and reaping the rewards. So while your decision to benefit from this offer might make an enormous difference in your business and your life, frankly, it’ll mean very little to me.”
***************************END OF SAMPLE************************
Example B: (from a book on entrepreneurial achievement)
“By now, I’m sure you’re well aware of the industrial-sized truckloads of metaphysical nonsense and unproven claims being heaped into the personal achievement industry. Like any other sophisticated professional, I’m well aware of these and have, from the start of my entrepreneurial career, taken an unapologetic stance against them or anyone pushing them.
On some occasions, I’ve specifically mentioned names and am not afraid to do so when the context calls for it. Case in point, I spent five years working as a sales manager and coach trainer for Peter Lowe’s (now out of business) motivational seminar company, “Get Motivated Seminars.” While working there, I conducted thousands of one on one coaching and consulting sessions, many of which were with multimillionaire and billionaire entrepreneurs and world champion athletes.
While the experience of these one-on-one coaching and sales consultations provided a priceless learning experience, it wasn’t Peter Lowe’s company that taught me the principles of success. I learned more about what didn’t work from following their models, and the more I learned from actually working one-on-one with real people, the more disruption I created within their executive coaching division.
My immediate supervisors, who will go unnamed, were your typical “believe and achieve” life coach types; afraid to say the tough things, afraid to aggressively sell
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and confront, afraid to even HIRE people who had the balls to confront real client issues and to close deals.
In fact, it was my success in closing new coaching relationships and coaching our sales team to close their own deals which eventually spurred the leaders of the coaching division to try and tame me, claiming that I was “too aggressive.” This was after I’d broken every sales record in the company and transformed several of their most timid, marble-mouthed sales consultants into champion coaching consultants, some with closing rates over 50% and cancel rates lower than 10%.
Ironically, the more they repressed and discouraged me from doing what really worked, the more the coaching division struggled. Yet, no one bothered to stop and take an honest look at why we weren’t succeeding and to draw the obvious conclusion that we were failing because the most talented and capable person in the division was being gagged by the ignorant and secretly envious leadership.
It was eventually my personal discovery of VDT which led me to part ways with that company. I used VDT to command incredible results in my own life while many of the so called “expert coaches” in our department struggled to stay committed to their own goals. Yet, the optimistic denial continued, I was shunned for being too “over the top,” and eventually my disgust for swimming in a gurgling cesspool of hypocrisy led me to, politely, resign.
Less than a year after my departure, the coaching division went the way of the Titanic. A few years later, the entire company went “toes to Jesus.” I’d be lying if I told you this didn’t give me a smug sense of satisfaction and a burning desire to put myself on the six-o’-clock news and say “I told you so.”
If this sounds pretentious, so be it. But the fate of that company and outstanding success VDT has brought me and my clients reflects the brutal truth about the personal achievement industry…
Most people in this industry either don’t know how to succeed or are too afraid to confront the brutal facts for fear of what their fans, and the public, might think of them. I’ve never concerned myself with such political rump smooching. I’m only interested in what creates tangible and lasting value.
Page 42
When someone comes along who has the guts to tell the truth and who has a knack for getting outstanding results, it’s typical of the “false prophets” in this industry to jealously reject the wisdom and success of those who “get it.” But everything that’s built on a false foundation is bound to crumble like a stale cookie. And when it does, I’ll be damned if I’ll apologize for being the rejected prophet who stood at the city gates foretelling it’s doom while the inhabitants waddled around in a trance of optimistic denial.
That said, I don’t claim to have all the answers, but I WILL claim a 100%, unwavering commitment to bring you the blunt, unpolished truth about what really produces results. I consider myself a champion of entrepreneurs who have the courage to confront reality, set a plan in place to bend it to their will and to roll up their sleeves and get to work putting that plan to action.
There’s a reason I’ve decided to express my gut wrenching disgust with the heaping helpings of baloney being served up to consumers of personal growth literature. My intent is to attract and to champion only the high achievers who are ready to hear, to practice and to master the sound fundamentals of entrepreneurial achievement and to repel everyone else.
If your goal is to learn and to apply what really works, we’ll get along splendidly. But if you choose instead to cling to belief in the fairy tales, I can’t help you, nor am I interested in trying to.”

The Power of Positive Intimidation
Trusting your own judgment takes work and it takes risk. These are two things which most people would rather avoid if they can help it.
This is why so many people allow others (usually their leaders) to think for them. It removes the work of having to depend on your own judgment and it creates the illusion of risk removal.
After all, if you’re “wrong,” you can always blame the other person. People are afraid of being wrong, to the point of irrationality. This is one reason even a money back guarantee isn’t adequate for bringing down people’s fear barriers. Even if they get their money back, they still have to face the fear of having been wrong.
Positioning yourself as an authority solves this problem by transferring the risk of being wrong to you. But it’s important that you don’t dilute your position by needing the reader to say yes to your offer. If you’re a true authority, your position shouldn’t be affected, positively or negatively, by their decision to either act or not to act.
I see marketers make this mistake all the time. They try to position themselves as an authority by proving themselves to the reader instead of demonstrating how their authority has already been established whether the reader choses to believe it or not.
Others establish their position, but then put themselves back into the “begging” position by trying to use that positioning to get the sale. If you’ve leveraged the other desires correctly, this will not be necessary. Rather, your positioning should help them justify their decision to believe you by eliminating their fear of being wrong.
This is done through demonstration of authority and by making it clear that whether they choose to say yes to you is their decision and that it’s being made for their benefit, not years.
So here’s the simple formula:
1. Identify personally with their past disappointments, regrets, shame and guilt.
2. Tell your “Hero’s Journey” story of how you overcame those struggles.
3. Show them that you’re a champion of those who wish to overcome these same struggles.
4. Make it clear that you’ll only help those who help themselves and that you have no vested interest in whether they do or not.
Now, let’s check out a few examples…
Positive Intimidation in Action:
Example #1: Elite Subcultures
Instructions: let the reader know that there’s an “underground” or “secret” group of people operating on secret knowledge to get a result that they really want to get. Suggest that they’ve met these people before and that the results are happening almost as if by magic. See “21 Shortcuts to Persuasion” Shortcuts 4 &5 (Jealousy & Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product)
“I’ll show you how a quiet subculture of savvy entrepreneurs are using VDT to secretly achieve financial independence which most people only get to read about. You’ve probably crossed path with at least one of these “super entrepreneurs,” without even realizing it. They seem to attract success as if by magic. What few people know is that these master entrepreneurs are applying a little known set of principles which produce almost supernatural results.”
***************************END OF SAMPLE************************ Example #2: I Don’t Give a Rip (intro to pressure sections)
Instructions: let the reader know that it doesn’t matter to you whether they buy the product or not, it’s for their benefit and not yours.
Example A: (from a video script selling an personal growth product)
“One thing I would like to make clear before I invite you to order this product. Neither the testimonials on this page nor the proofs of income are designed to prove the value of this product or of my expertise to you. That doesn’t matter to me.
The power of these techniques and principles has been proven long ago and time and time again over the past 15 years and has been verified by millions of dollars in earned income enjoyed by myself and my clients. I feel no need to prove the effectiveness of this system any more than I feel no need to convince you of the impact of gravity when you leap out of a plane.
Page 40
You came here looking for a sound and certain, no fluff solution for overcoming your limitations and commanding top income with less work than you’re doing right now. This is your information to do with as you see fit by either taking advantage of this risk free offer, or continuing on the same dry and profitless path you were on when you landed here.
Regardless, my clients and I will go on enjoying the benefits of applying these principles and reaping the rewards. So while your decision to benefit from this offer might make an enormous difference in your business and your life, frankly, it’ll mean very little to me.”
***************************END OF SAMPLE************************
Example B: (from a book on entrepreneurial achievement)
“By now, I’m sure you’re well aware of the industrial-sized truckloads of metaphysical nonsense and unproven claims being heaped into the personal achievement industry. Like any other sophisticated professional, I’m well aware of these and have, from the start of my entrepreneurial career, taken an unapologetic stance against them or anyone pushing them.
On some occasions, I’ve specifically mentioned names and am not afraid to do so when the context calls for it. Case in point, I spent five years working as a sales manager and coach trainer for Peter Lowe’s (now out of business) motivational seminar company, “Get Motivated Seminars.” While working there, I conducted thousands of one on one coaching and consulting sessions, many of which were with multimillionaire and billionaire entrepreneurs and world champion athletes.
While the experience of these one-on-one coaching and sales consultations provided a priceless learning experience, it wasn’t Peter Lowe’s company that taught me the principles of success. I learned more about what didn’t work from following their models, and the more I learned from actually working one-on-one with real people, the more disruption I created within their executive coaching division.
My immediate supervisors, who will go unnamed, were your typical “believe and achieve” life coach types; afraid to say the tough things, afraid to aggressively sell
Page 41
and confront, afraid to even HIRE people who had the balls to confront real client issues and to close deals.
In fact, it was my success in closing new coaching relationships and coaching our sales team to close their own deals which eventually spurred the leaders of the coaching division to try and tame me, claiming that I was “too aggressive.” This was after I’d broken every sales record in the company and transformed several of their most timid, marble-mouthed sales consultants into champion coaching consultants, some with closing rates over 50% and cancel rates lower than 10%.
Ironically, the more they repressed and discouraged me from doing what really worked, the more the coaching division struggled. Yet, no one bothered to stop and take an honest look at why we weren’t succeeding and to draw the obvious conclusion that we were failing because the most talented and capable person in the division was being gagged by the ignorant and secretly envious leadership.
It was eventually my personal discovery of VDT which led me to part ways with that company. I used VDT to command incredible results in my own life while many of the so called “expert coaches” in our department struggled to stay committed to their own goals. Yet, the optimistic denial continued, I was shunned for being too “over the top,” and eventually my disgust for swimming in a gurgling cesspool of hypocrisy led me to, politely, resign.
Less than a year after my departure, the coaching division went the way of the Titanic. A few years later, the entire company went “toes to Jesus.” I’d be lying if I told you this didn’t give me a smug sense of satisfaction and a burning desire to put myself on the six-o’-clock news and say “I told you so.”
If this sounds pretentious, so be it. But the fate of that company and outstanding success VDT has brought me and my clients reflects the brutal truth about the personal achievement industry…
Most people in this industry either don’t know how to succeed or are too afraid to confront the brutal facts for fear of what their fans, and the public, might think of them. I’ve never concerned myself with such political rump smooching. I’m only interested in what creates tangible and lasting value.
Page 42
When someone comes along who has the guts to tell the truth and who has a knack for getting outstanding results, it’s typical of the “false prophets” in this industry to jealously reject the wisdom and success of those who “get it.” But everything that’s built on a false foundation is bound to crumble like a stale cookie. And when it does, I’ll be damned if I’ll apologize for being the rejected prophet who stood at the city gates foretelling it’s doom while the inhabitants waddled around in a trance of optimistic denial.
That said, I don’t claim to have all the answers, but I WILL claim a 100%, unwavering commitment to bring you the blunt, unpolished truth about what really produces results. I consider myself a champion of entrepreneurs who have the courage to confront reality, set a plan in place to bend it to their will and to roll up their sleeves and get to work putting that plan to action.
There’s a reason I’ve decided to express my gut wrenching disgust with the heaping helpings of baloney being served up to consumers of personal growth literature. My intent is to attract and to champion only the high achievers who are ready to hear, to practice and to master the sound fundamentals of entrepreneurial achievement and to repel everyone else.
If your goal is to learn and to apply what really works, we’ll get along splendidly. But if you choose instead to cling to belief in the fairy tales, I can’t help you, nor am I interested in trying to.”

The Power of Positive Intimidation
Trusting your own judgment takes work and it takes risk. These are two things which most people would rather avoid if they can help it.
This is why so many people allow others (usually their leaders) to think for them. It removes the work of having to depend on your own judgment and it creates the illusion of risk removal.
After all, if you’re “wrong,” you can always blame the other person. People are afraid of being wrong, to the point of irrationality. This is one reason even a money back guarantee isn’t adequate for bringing down people’s fear barriers. Even if they get their money back, they still have to face the fear of having been wrong.
Positioning yourself as an authority solves this problem by transferring the risk of being wrong to you. But it’s important that you don’t dilute your position by needing the reader to say yes to your offer. If you’re a true authority, your position shouldn’t be affected, positively or negatively, by their decision to either act or not to act.
I see marketers make this mistake all the time. They try to position themselves as an authority by proving themselves to the reader instead of demonstrating how their authority has already been established whether the reader choses to believe it or not.
Others establish their position, but then put themselves back into the “begging” position by trying to use that positioning to get the sale. If you’ve leveraged the other desires correctly, this will not be necessary. Rather, your positioning should help them justify their decision to believe you by eliminating their fear of being wrong.
This is done through demonstration of authority and by making it clear that whether they choose to say yes to you is their decision and that it’s being made for their benefit, not years.
So here’s the simple formula:
1. Identify personally with their past disappointments, regrets, shame and guilt.
2. Tell your “Hero’s Journey” story of how you overcame those struggles.
3. Show them that you’re a champion of those who wish to overcome these same struggles.
4. Make it clear that you’ll only help those who help themselves and that you have no vested interest in whether they do or not.
Now, let’s check out a few examples…
Positive Intimidation in Action:
Example #1: Elite Subcultures
Instructions: let the reader know that there’s an “underground” or “secret” group of people operating on secret knowledge to get a result that they really want to get. Suggest that they’ve met these people before and that the results are happening almost as if by magic. See “21 Shortcuts to Persuasion” Shortcuts 4 &5 (Jealousy & Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product)
“I’ll show you how a quiet subculture of savvy entrepreneurs are using VDT to secretly achieve financial independence which most people only get to read about. You’ve probably crossed path with at least one of these “super entrepreneurs,” without even realizing it. They seem to attract success as if by magic. What few people know is that these master entrepreneurs are applying a little known set of principles which produce almost supernatural results.”
***************************END OF SAMPLE************************ Example #2: I Don’t Give a Rip (intro to pressure sections)
Instructions: let the reader know that it doesn’t matter to you whether they buy the product or not, it’s for their benefit and not yours.
Example A: (from a video script selling an personal growth product)
“One thing I would like to make clear before I invite you to order this product. Neither the testimonials on this page nor the proofs of income are designed to prove the value of this product or of my expertise to you. That doesn’t matter to me.
The power of these techniques and principles has been proven long ago and time and time again over the past 15 years and has been verified by millions of dollars in earned income enjoyed by myself and my clients. I feel no need to prove the effectiveness of this system any more than I feel no need to convince you of the impact of gravity when you leap out of a plane.
Page 40
You came here looking for a sound and certain, no fluff solution for overcoming your limitations and commanding top income with less work than you’re doing right now. This is your information to do with as you see fit by either taking advantage of this risk free offer, or continuing on the same dry and profitless path you were on when you landed here.
Regardless, my clients and I will go on enjoying the benefits of applying these principles and reaping the rewards. So while your decision to benefit from this offer might make an enormous difference in your business and your life, frankly, it’ll mean very little to me.”
***************************END OF SAMPLE************************
Example B: (from a book on entrepreneurial achievement)
“By now, I’m sure you’re well aware of the industrial-sized truckloads of metaphysical nonsense and unproven claims being heaped into the personal achievement industry. Like any other sophisticated professional, I’m well aware of these and have, from the start of my entrepreneurial career, taken an unapologetic stance against them or anyone pushing them.
On some occasions, I’ve specifically mentioned names and am not afraid to do so when the context calls for it. Case in point, I spent five years working as a sales manager and coach trainer for Peter Lowe’s (now out of business) motivational seminar company, “Get Motivated Seminars.” While working there, I conducted thousands of one on one coaching and consulting sessions, many of which were with multimillionaire and billionaire entrepreneurs and world champion athletes.
While the experience of these one-on-one coaching and sales consultations provided a priceless learning experience, it wasn’t Peter Lowe’s company that taught me the principles of success. I learned more about what didn’t work from following their models, and the more I learned from actually working one-on-one with real people, the more disruption I created within their executive coaching division.
My immediate supervisors, who will go unnamed, were your typical “believe and achieve” life coach types; afraid to say the tough things, afraid to aggressively sell
Page 41
and confront, afraid to even HIRE people who had the balls to confront real client issues and to close deals.
In fact, it was my success in closing new coaching relationships and coaching our sales team to close their own deals which eventually spurred the leaders of the coaching division to try and tame me, claiming that I was “too aggressive.” This was after I’d broken every sales record in the company and transformed several of their most timid, marble-mouthed sales consultants into champion coaching consultants, some with closing rates over 50% and cancel rates lower than 10%.
Ironically, the more they repressed and discouraged me from doing what really worked, the more the coaching division struggled. Yet, no one bothered to stop and take an honest look at why we weren’t succeeding and to draw the obvious conclusion that we were failing because the most talented and capable person in the division was being gagged by the ignorant and secretly envious leadership.
It was eventually my personal discovery of VDT which led me to part ways with that company. I used VDT to command incredible results in my own life while many of the so called “expert coaches” in our department struggled to stay committed to their own goals. Yet, the optimistic denial continued, I was shunned for being too “over the top,” and eventually my disgust for swimming in a gurgling cesspool of hypocrisy led me to, politely, resign.
Less than a year after my departure, the coaching division went the way of the Titanic. A few years later, the entire company went “toes to Jesus.” I’d be lying if I told you this didn’t give me a smug sense of satisfaction and a burning desire to put myself on the six-o’-clock news and say “I told you so.”
If this sounds pretentious, so be it. But the fate of that company and outstanding success VDT has brought me and my clients reflects the brutal truth about the personal achievement industry…
Most people in this industry either don’t know how to succeed or are too afraid to confront the brutal facts for fear of what their fans, and the public, might think of them. I’ve never concerned myself with such political rump smooching. I’m only interested in what creates tangible and lasting value.
Page 42
When someone comes along who has the guts to tell the truth and who has a knack for getting outstanding results, it’s typical of the “false prophets” in this industry to jealously reject the wisdom and success of those who “get it.” But everything that’s built on a false foundation is bound to crumble like a stale cookie. And when it does, I’ll be damned if I’ll apologize for being the rejected prophet who stood at the city gates foretelling it’s doom while the inhabitants waddled around in a trance of optimistic denial.
That said, I don’t claim to have all the answers, but I WILL claim a 100%, unwavering commitment to bring you the blunt, unpolished truth about what really produces results. I consider myself a champion of entrepreneurs who have the courage to confront reality, set a plan in place to bend it to their will and to roll up their sleeves and get to work putting that plan to action.
There’s a reason I’ve decided to express my gut wrenching disgust with the heaping helpings of baloney being served up to consumers of personal growth literature. My intent is to attract and to champion only the high achievers who are ready to hear, to practice and to master the sound fundamentals of entrepreneurial achievement and to repel everyone else.
If your goal is to learn and to apply what really works, we’ll get along splendidly. But if you choose instead to cling to belief in the fairy tales, I can’t help you, nor am I interested in trying to.”

Section#3: Desire:
Goal:
Present the solution, tie the solution to the end result experience promised in the presence section, then present your offer as the solution. Break down objections and fear barriers and isolate your offer as the panacea for achieving their desire. See discovery questions 5-8. See research questions 5-9.
Value Strategy
Step #1: Introduce the Solution
1. Solution + bold claim: present the solution and make a bold claim which makes the offer sound super valuable.
2. Prove claim: prove the bold claim using either a real life example or a statistic.
3. Present primary product: connect the solution to an end result or create ownership. Then you can transition into building the offer.
Examples:

– We paid time, money and sweat, you take no risk: “(***product***) is the results of over (value through time spent->)15 years of experience working one on one with multi-millionaire and billionaire entrepreneurs.
(value through money invested->) I’ve invested over $80,000.00 in training tools, and spent (value through sweat invested->) countless hours of trial and error to perfect this one-of-a-kind system that I’m about to (ownership/no risk ->) present to you at absolutely no risk.”
– Expansion of package: “(***product***) is the most comprehensive training course on the market for becoming a master entrepreneur. You’ll get (expanded description of package ->)over 300 training videos, a monthly newsletter, three dynamic software programs for managing your projects, your finances and your marketing campaigns PLUS access to our member’s only forum.”
– Customized positioning : “(***product***) is the world’s first and ONLY cloud based, intuitive business management system made (customized for specific avatar )specifically for internet marketers who want to create and market their own high quality information products and build an online business they can walk away from without losing money.”
– Social Proof: “Introducing (***product***), the negotiation course used by more than one hundred thousand sales people across the world. It’s been translated into 10 different languages and sold in over 50 different countries.”
– Uniqueness: “(***product***) is the (one-of-a-kind positioning) only personal growth product which teaches a science based strategy for mastering the core skills of an entrepreneur. (***product***)was specifically designed by an entrepreneur and an expert in human behavior and peak performance.”
Step #2: Describe the Product & Build Offer
– Bullet Point Strategies (for main product & bonuses):

1. One/Single thing that (selling point): “The single thing that can save you up to 84% on your energy bill, starting today!” 2. How to (selling point), even when (obstacle): “I’ll show you how to get instant access to hidden pools of new business, even during a down economy!”
3. You already (positive): “How a common spice that’s already in your cupboard, can turn your body into a fat burning furnace!”
4. You already (negative): “Three things you’re already doing that cripple your wealth attraction power!”
5. Biggest Mistake that could (pain): “I’ll show you the biggest mistake new marketers make and why it could cost you your business!”
6. # (secrets, habits etc) that (selling point): “Three amazing triggers that your body uses to tell you when you’re burning muscle instead of fat!”
7. The Nick name: “How to use “Godforce words”to gain instant access to your reader’s illogical, primordial brain and bypass their skepticism.” (The nickname should be something they can’t Google)
8. Social Proof: “The marketing method that five of our customers have already used to earn over $126,456.00!”
9. The Mini-headline: (write a miniature headline and attach it to a specific feature of your product).
10.The little known (habit, tip, secret, technique etc) that (benefit): “The little known secret to beating self-sabotage and procrastination…starting today!”
11.The statistic: “The fat burning exercise that can reduce your belly fat by 79% in just six weeks!”
12. The negative statistic: “Three things that keep 99% of entrepreneurs more trapped by their business than they once were by their job.”
13.The incomplete how to (reveals the end result but not the process): “How to have more energy now than you had in high school!”
14.Amount + frequency + duration – hassle: “A little known marketing tip that brings you (amount ->)hundreds of dollars at a time, (frequency ->)every day for the (duration ->)rest of your life(minus the hassle ->) with only 5 minutes of work a day.”
15.The (curious adjective) (pain or benefit): “The reason you’re still living paycheck to paycheck!”(Curious adjectives: shocking, whacky, crazy, unbelievable, outrageous, mind-boggling,
controversial, embarrassing, scandalous, amazing, coveted, bizarre, well hidden, secret)
16.Never ___, even if/when ___ : “The 3 SEO techniques you should NEVER use, even if the experts tell you to!”
17. Trash into Treasure: “How to turn fear and doubt into unshakeable self-confidence!”
18. Instant gratification: “How to cut your monthly marketing expenses in half AND double your sales starting today!”
19. Elite knowledge: “The marketing channel known ONLY to six figure marketers!” OR “A copywriting technique that less than 1% of professional copywriters even know about!”
20. The “so…, it/you’ll…” anchor: “The fat burning secret that’s so powerful, you’ll do a double take when you look in the mirror tomorrow.”
21.One solution, multiple benefits: “The single negotiation technique that squashes every objection.”
– Add Sweeteners: bonuses, discounts and other limited time goodies that add value to the original product and give them a reason to respond right now. Always use the word PLUS when listing the components of your offer and the sweeteners.
– Add Testimonials: verifiable, avatar specific and results focused.
Page 59
Step #3: Reveal the Price
– Price Exposing Strategies
1. What’s it Worth: “What’s it worth to have your very own home business and FINALLY give our boss the finger? $500? $750? $1,000? You won’t pay anywhere near that! Today, you’ll get (Product PLUS Comp 1 PLUS Comp 2 etc) for just $199!”
2. Cost of alternatives: “Poor financial planning can cost you as much as $10,000, and that’s just over the next year! Or, you can get your financial life on track today for a simple investment of just $29.99!”
3. Cost of inaction: “Obesity can cost you thousands of dollars in medical expenses over the next 5 years, and tens of thousands before the age of 65. Or, you can use “Product” to get the lean body you’ve always wanted, for a one time installment of just $99.”
4. Cost of duplication: “It would take you at least 200 hours of research, testing and expert interviews just to find a fraction of what you’ll learn in Cashflow Copywriter. But today, it can all be yours in an instant for a simple investment of just $199.”
5. Cost of provisioning: “It’s taken me 15 years of experience, research and study PLUS over $17,298 spent on copywriting training, and connections with hundreds of millionaire entrepreneurs to perfect this training course. But today, you can have it all with just the click of a button and a simple investment of only $97!”
6. Cost diminution: “Getting to your ideal body weight will save you tens of thousands of dollars in medical bills over your lifetime, all it takes is $1 a day! That’s right. (Product PLUS Comp 1 PLUS Comp 2 etc) is only $30 a month!”
7. Value elevation: “The techniques and secrets ‘Cashflow Copywriter’ could easily double your income over the next 30 days! All it takes is a 100% RISK FREE investment of just $599 and you’re on your way!”
8. Now it’s YOUR turn: “Now, you can join the thousands of people who have cured their skin problems FOR GOOD using ‘Acne Hack,’ all for a one-time easy investment of just $19.99!”
Page 60
9. Starting today: “Starting today, you can say goodbye to sleepless nights and a dull, dry sex life with a simple investment of just $19.”
10.If…then…anchor: “If you’re ready to secure an unfair edge in the online marketplace and bury your competitors starting right now, all it takes is a simple investment of just $49 to get started.”
11.Opportunity cost: “The good news is that your purchase of ‘Retire Rich, Retire Now,” is already paid for. Simply add up the money you know you’ll spend on eating out over the next week and invest $29 of it TODAY to get your financial life on track FOR GOOD.”
12.Measly price: “The answer to all your dating problems is just moments away, and for a measly installment of $99, you can get started tonight.”
Step #4: Seal the Deal
– Guarantee: money back, money back + keep sweeteners, more than money back, agreement to buy the alternative etc.
– Extra Sweeteners: see previous notes on adding sweeteners. Examples:
– Guarantee + Sweetener: “Your purchase of ‘Acne Hack,’ is also secured by a 100%, no questions asked money back guarantee. If at any time over the next 60 days you believe ‘Acne Hack’ isn’t the solution to solving your skin problems, just send it back for a full refund. Plus, order (***product name***) in the next 5 minutes and you’ll get (sweetener here).”
– Sweetener + Guarantee: “Plus, order in the next 20 minutes and you’ll get these two free gifts.(describe gifts using abbreviated version of step 3). And since we want you to be 100% confident in your decision to try (***product***), we’re offering a 100% money back guarantee. If at ANY time in the next 30 days, you believe (***product***) isn’t for you, simply send it back for a FULL refund.”

GOAL: To inspire action through elevating the value of taking action and emphasizing the fear and the cost of not taking immediate action. This section usually visits the original desires and the main points from the opening and the presence section.
Pressure Strategy
Step #1: Qualification
Use words like “but wait,” or “but before” and list the qualifications for purchase. Or, if the offer is limited time, make that a qualification and tell them “YOUR copy of (product, bonuses etc) will be gone forever” or “passed on to someone else. The “if, then” anchor is a good transition out of this stage and into the call to action.
Examples:
– Take away: “Warning: Only 100 copies of (***product***) will be sold. If your order is received late, your payment will be automatically rejected.”
– Jealousy: “IMPORTANT: The 70% discount is only available to the first 100 customers to order. Act before leaving this site or your copy of (***product***) will be passed to the next person in line.”
– Qualification: “But wait, before you order (***product***), you must past three qualifications (list here). If you have any doubts about (list again), please discard this offer immediately.”
– Challenge: “But (***product***) isn’t for everyone. Only self-motivated entrepreneurs with a strong desire to succeed will benefit from the secrets in this guide. If you have any doubts about your willingness to grow your business and change your life, please DO NOT order (***product***).”
– Pending Buyout: “But you want grab this risk free offer right now because 2 major financial institutions already have their eye on this system and any
Page 63
day now I might be forced to take this offer down. If you don’t act now, you might have to regret it when you come back to find this page gone forever.”
Step #2: Call them to Action
– Call to Action Strategies (reason + action + outcome + risk removal)
– Elements #1: To (reason: “cure before & after” OR “after by cure before”) (action) & (outcome). If (unhappy) (risk
removal). (action) & (outcome).
– Example: “To stop working for someone else and to enjoy a flexible lifestyle with unlimited financial freedom, call XXX-XXX XXX RIGHT NOW and your order of ‘Ultimate Copywriting Cure’ will be shipped within just 24 hours. If at ANY time within the next 30 days you’re not convinced that this is the BEST
copywriting course on the market, simply send back the package for a 200% refund!”
– Elements #2: (Action) RIGHT NOW to (outcome). If
(unhappy) (risk removal). (action) & (outcome). (Action) & (reason).
– Example: “Call XXX-XXX-XXX RIGHT NOW and your order of ‘Cashflow Copywriter’ will be shipped within just 24 hours. If at ANY time within the next 30 days you’re not convinced that this is the BEST copywriting course on the market, simply send back the package for a 200% refund. So get read to ditch your boss start enjoying a more flexible schedule and unlimited financial freedom, call RIGHT NOW!”
– Elements #3: To (reason: “cure before & after” OR “after by cure before”) (action) & (outcome). If (unhappy) (risk removal). (action) & (outcome).
– Example: “To stop working for someone else and to enjoy a flexible lifestyle with unlimited financial freedom, call XXX-XXX XXX RIGHT NOW and your order of ‘Cashflow Copywriter’ will
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be shipped within just 24 hours. If at ANY time within the next 30 days you’re not convinced that this is the BEST copywriting
course on the market, simply send back the package for a 200% refund!”
Step #3: Cognitive Dissonance
Elevate value of action and emphasize cost of inaction, contrasting each emotional need with opposite of that need using strategies covered in the “presence” section. See superpower #6 in “Cashflow Copywriter,” and the section on “sell the disease, offer the cure.”
– Examples:
Money Related (from a page selling an investing course): “It’s time to start living the life you and your family deserve right now. (cost of inaction) The global economy is plummeting into a maelstrom of nightmarish uncertainty. (insecurity) If you don’t already have a backup plan for securing an alternative income, you and your family could be( invalidation) left out in the cold, fighting brutal price rises and preparing for the worst over the coming days.
(value of action) Or you could be traveling on a whim to any distant location that your heart’s desire, waking up to a nice breakfast and relaxing cup of coffee instead of dragging your tired body out of bed in the wee hours of the morning to a blaring alarm clock,(futility) just to battle a on hour of gridlock traffic and arrive at work to (boredom and invalidation) drab cubicle and a screaming boss. Just imagine sending your kids to any college you wanted, buying that car or house you’ve always wanted,(security) handling any financial emergency quickly and without worrying where the money will come from.
(excitement)So if you’re ready to live a stress free life, take long vacations, splurge on anything you want and,(transcendence) change your financial legacy, it’s time to close your eyes and let this become your reality. It’s time to take a leap of faith and get your hands on a quick, simple,(security) proven system
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that will double your money whenever you want and (validation) put YOU back in charge of your life.”
EGO Related (from the sales page for this product): “In the world of entrepreneurship and online marketing, there are (invalidation vs validation) participants and there are winners. Having been both, I can tell you it’s much more satisfying to win.
(jealousy)I think everyone knows that. A fact that is not so widely known is that ninety five percent of all winning done by only five percent of the participants. This is true in internet marketing, network marketing and everything else in life.
(invalidation vs validation)Do you want to continue as a participant or is it time to start winning? If you chose winning, then the time has come to get started…. ”
Health Related (from a video script selling a detox product): “It’s time to start enjoying the lean and healthy body you’ve always wanted, starting today. (phonetic imbedded command to ‘buy now’)By now, you know what it’s like to (cost of inaction), wake up feeling exhausted, even after a good night’s sleep. (invalidation) You’re tired of looking at yourself in the mirror and seeing no results, even after weeks of rigorous dieting and exercise.
(value of action) It’s time to do something that’s absolutely certain to have you shedding pound after pound of belly fat and waking up healthy, energized and refreshed every morning. It’s time to (invalidation vs validation)take your health back into your hands and say goodbye to the body that’s wrecking your self image.”
***************************END OF SAMPLE************************ Step #4: Second Call to Action (see first call to action)
<Training Video #20: Cognitive Dissonance>
Step #5: Power PS
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#1: Storytelling
The “Hero’s Journey:”
1. Introduction of the Hero: relevant to avatar, common hope, common struggle, common enemy.
2. Breaking Point or Epiphany: commitment to overcome struggle and to fulfill hope. Sometimes a mentor is introduced here.
3. Adventure & Adversity: massive but reckless and even directionless action towards fulfilling hope.
4. Rock Bottom & Revelation: reckless actions catch up with the hero, they almost give up but through reflection they discover the secret that ultimately leads to their success.
5. Resurrects their desire: builds, applies and perfects the “elixir” (system, philosophy linked to YOUR product), achieves hope and defeats enemy.
6. Transcendence & contribution: shares the elixir with others. This is where the “value” section would begin.
Storytelling Tips:
1. Make it big, then make it believable, then make it actionable.
2. Bookend: wrap your ending back around to the beginning (see example).
3. Ladder of abstraction: top of ladder to show common ground and make it big, bottom to show context, reveal character and arouse emotion and to make it believable. Tie them together to make it actionable (ie “If ‘Hero’ did __ with ___ so can you…”).
4. Tips for organic dialogue:
-Make it believable by making it conversational.
-Place your attribution in first pause of the dialogue.
-Make your dialogue unfold with the natural flow of action.
-No stutter quotes or “when asked about” quotes.
-Quote only to reveal credibility, character or color.
5. Tips for loveable and believable characters:
-Link them to a category (avatar), tell one way they’re different than that category and give one distinct
descriptor.
-Link them to historical events (common ground),
geographical locations(common) & events(their actions or experiences).
-Show character traits through action, dialogue and
response to adversity instead of using narratives(breaks
trance), descriptions & adjectives.

The Power of Positive Intimidation
Trusting your own judgment takes work and it takes risk. These are two things which most people would rather avoid if they can help it.
This is why so many people allow others (usually their leaders) to think for them. It removes the work of having to depend on your own judgment and it creates the illusion of risk removal.
After all, if you’re “wrong,” you can always blame the other person. People are afraid of being wrong, to the point of irrationality. This is one reason even a money back guarantee isn’t adequate for bringing down people’s fear barriers. Even if they get their money back, they still have to face the fear of having been wrong.
Positioning yourself as an authority solves this problem by transferring the risk of being wrong to you. But it’s important that you don’t dilute your position by needing the reader to say yes to your offer. If you’re a true authority, your position shouldn’t be affected, positively or negatively, by their decision to either act or not to act.
I see marketers make this mistake all the time. They try to position themselves as an authority by proving themselves to the reader instead of demonstrating how their authority has already been established whether the reader choses to believe it or not.
Others establish their position, but then put themselves back into the “begging” position by trying to use that positioning to get the sale. If you’ve leveraged the other desires correctly, this will not be necessary. Rather, your positioning should help them justify their decision to believe you by eliminating their fear of being wrong.
This is done through demonstration of authority and by making it clear that whether they choose to say yes to you is their decision and that it’s being made for their benefit, not years.
So here’s the simple formula:
1. Identify personally with their past disappointments, regrets, shame and guilt.
2. Tell your “Hero’s Journey” story of how you overcame those struggles.
3. Show them that you’re a champion of those who wish to overcome these same struggles.
4. Make it clear that you’ll only help those who help themselves and that you have no vested interest in whether they do or not.
Now, let’s check out a few examples…
Positive Intimidation in Action:
Example #1: Elite Subcultures
Instructions: let the reader know that there’s an “underground” or “secret” group of people operating on secret knowledge to get a result that they really want to get. Suggest that they’ve met these people before and that the results are happening almost as if by magic. See “21 Shortcuts to Persuasion” Shortcuts 4 &5 (Jealousy & Validation) for an explanation of why this works.
Example: (from a video script selling an MLM marketing product)
“I’ll show you how a quiet subculture of savvy entrepreneurs are using VDT to secretly achieve financial independence which most people only get to read about. You’ve probably crossed path with at least one of these “super entrepreneurs,” without even realizing it. They seem to attract success as if by magic. What few people know is that these master entrepreneurs are applying a little known set of principles which produce almost supernatural results.”
***************************END OF SAMPLE************************ Example #2: I Don’t Give a Rip (intro to pressure sections)
Instructions: let the reader know that it doesn’t matter to you whether they buy the product or not, it’s for their benefit and not yours.
Example A: (from a video script selling an personal growth product)
“One thing I would like to make clear before I invite you to order this product. Neither the testimonials on this page nor the proofs of income are designed to prove the value of this product or of my expertise to you. That doesn’t matter to me.
The power of these techniques and principles has been proven long ago and time and time again over the past 15 years and has been verified by millions of dollars in earned income enjoyed by myself and my clients. I feel no need to prove the effectiveness of this system any more than I feel no need to convince you of the impact of gravity when you leap out of a plane.
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You came here looking for a sound and certain, no fluff solution for overcoming your limitations and commanding top income with less work than you’re doing right now. This is your information to do with as you see fit by either taking advantage of this risk free offer, or continuing on the same dry and profitless path you were on when you landed here.
Regardless, my clients and I will go on enjoying the benefits of applying these principles and reaping the rewards. So while your decision to benefit from this offer might make an enormous difference in your business and your life, frankly, it’ll mean very little to me.”
***************************END OF SAMPLE************************
Example B: (from a book on entrepreneurial achievement)
“By now, I’m sure you’re well aware of the industrial-sized truckloads of metaphysical nonsense and unproven claims being heaped into the personal achievement industry. Like any other sophisticated professional, I’m well aware of these and have, from the start of my entrepreneurial career, taken an unapologetic stance against them or anyone pushing them.
On some occasions, I’ve specifically mentioned names and am not afraid to do so when the context calls for it. Case in point, I spent five years working as a sales manager and coach trainer for Peter Lowe’s (now out of business) motivational seminar company, “Get Motivated Seminars.” While working there, I conducted thousands of one on one coaching and consulting sessions, many of which were with multimillionaire and billionaire entrepreneurs and world champion athletes.
While the experience of these one-on-one coaching and sales consultations provided a priceless learning experience, it wasn’t Peter Lowe’s company that taught me the principles of success. I learned more about what didn’t work from following their models, and the more I learned from actually working one-on-one with real people, the more disruption I created within their executive coaching division.
My immediate supervisors, who will go unnamed, were your typical “believe and achieve” life coach types; afraid to say the tough things, afraid to aggressively sell
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and confront, afraid to even HIRE people who had the balls to confront real client issues and to close deals.
In fact, it was my success in closing new coaching relationships and coaching our sales team to close their own deals which eventually spurred the leaders of the coaching division to try and tame me, claiming that I was “too aggressive.” This was after I’d broken every sales record in the company and transformed several of their most timid, marble-mouthed sales consultants into champion coaching consultants, some with closing rates over 50% and cancel rates lower than 10%.
Ironically, the more they repressed and discouraged me from doing what really worked, the more the coaching division struggled. Yet, no one bothered to stop and take an honest look at why we weren’t succeeding and to draw the obvious conclusion that we were failing because the most talented and capable person in the division was being gagged by the ignorant and secretly envious leadership.
It was eventually my personal discovery of VDT which led me to part ways with that company. I used VDT to command incredible results in my own life while many of the so called “expert coaches” in our department struggled to stay committed to their own goals. Yet, the optimistic denial continued, I was shunned for being too “over the top,” and eventually my disgust for swimming in a gurgling cesspool of hypocrisy led me to, politely, resign.
Less than a year after my departure, the coaching division went the way of the Titanic. A few years later, the entire company went “toes to Jesus.” I’d be lying if I told you this didn’t give me a smug sense of satisfaction and a burning desire to put myself on the six-o’-clock news and say “I told you so.”
If this sounds pretentious, so be it. But the fate of that company and outstanding success VDT has brought me and my clients reflects the brutal truth about the personal achievement industry…
Most people in this industry either don’t know how to succeed or are too afraid to confront the brutal facts for fear of what their fans, and the public, might think of them. I’ve never concerned myself with such political rump smooching. I’m only interested in what creates tangible and lasting value.
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When someone comes along who has the guts to tell the truth and who has a knack for getting outstanding results, it’s typical of the “false prophets” in this industry to jealously reject the wisdom and success of those who “get it.” But everything that’s built on a false foundation is bound to crumble like a stale cookie. And when it does, I’ll be damned if I’ll apologize for being the rejected prophet who stood at the city gates foretelling it’s doom while the inhabitants waddled around in a trance of optimistic denial.
That said, I don’t claim to have all the answers, but I WILL claim a 100%, unwavering commitment to bring you the blunt, unpolished truth about what really produces results. I consider myself a champion of entrepreneurs who have the courage to confront reality, set a plan in place to bend it to their will and to roll up their sleeves and get to work putting that plan to action.
There’s a reason I’ve decided to express my gut wrenching disgust with the heaping helpings of baloney being served up to consumers of personal growth literature. My intent is to attract and to champion only the high achievers who are ready to hear, to practice and to master the sound fundamentals of entrepreneurial achievement and to repel everyone else.
If your goal is to learn and to apply what really works, we’ll get along splendidly. But if you choose instead to cling to belief in the fairy tales, I can’t help you, nor am I interested in trying to.”

Never again