The essence of selling, persuasion, and influence IS:

[GordonJ]

Essence: The CORE nature.

Distilled down to:

Your target is PREOCCUPIED.
You enter their preoccupation with an INTERRUPTER.
You hold their ATTENTION.
Your message resonates, harmonizes with their feelings AT THE MOMENT.
You give clear instructions on what they need to do next.

IF they don't do what you ask them, then you must analyze:

Your INTERSECTION, which is the
place
time
where your attempt (promotion, pitch or presentation)
meets
their PREOCCUPATION

It is simple, basic and yet from what I see one of the most ignored, neglected and unused ideas in all of persuasion.

True in copywriting, face to face selling, most all remote efforts at selling but when you see it used, understood and applied, then you see SALES, winners and abundance.

It does take a little time, effort and study to get into the mode of thinking from your Target's point of view, but it makes selling and persuasion so much easier.

What I see is a spate of spurious persuasion and copywriting gimmicks.

If you want to increase your sales, get to know the PictoGrigm Of Persuasion and the nuances, you will increase your bottom line

http://www.angelfire.com/biz/gjbiz/pop.html

GordonJ

PS Private lessons are available. [email protected] Subject: POP

Gordon,

I have to say, I have had trouble establishing a foothold on this persuasion thing until recently. It started when I reread Joe Vitale’s “Buying Trances”. I never really get anything useful from reading Joe’s stuff, but he referenced a book by Roy Garn called “The Magic Power of Emotional Appeal” that I wanted to read. So I found a copy and bought it. In it, Roy describes the Fatal Four Emotional Appeals: Recognition, Money, Romance and Self-Preservation.

Joe also has the free version of Blair Warren’s “One Sentence Persuasion Course” in the back of his book. The one sentence being:

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their enemies.”

Both of these books by themselves didn’t offer me much help. But, one day the idea occurred to me to combine the principles of both books and things started to click.

A little more detail on the Roy Garn book will help explain what I’m trying to get across here. Garn calls people “cows” who are influenced by one of the Fatal Four Emotions. So, a Recognition Cow is one that is motivated by recognition. He also believes that people are influenced more strongly by two of the Fatal Four Emotions. Here is a breakdown of the Fatal Four Emotions as I see them:

Recognition: This person desires to achieve. Sometimes it doesn’t matter what the achievement as long as they get recognition. It could be the have the best dog, have the highest degree, graduated with honors, work for the best company (even though they are at the bottom rung of the ladder), etc. The point is they need to be recognized. You can tell who these people are because their favorite words are I, me, my, we, our. By the way, I am a recognition cow.

Money: This one has two sides, making money and saving money. You can get the attention of a making money cow by showing him a way to make money. In the same way, you can sway a saving money cow by showing them how to save money. In this regard, I go both ways. In effect I am a bi-cow. I like to make money and save money, bigly .

Romance: Aside from the obvious appeal for sex and love, the romance cow has two different aspects as well. They are: the future promise and the desire for new experience. These people can be enticed by showing them what the future holds or giving them ideas for a new experience.

Self-Preservation: These people are concerned about safety and health. They can be engaged by showing them potential dangers and how to fix them. They are also concerned about most common health issues and some that aren’t so common.

Roy Garn refers to these Fatal Four Emotional Appeals as PREOCCUPATION BREAKERS.

I have tried to use and create AVATARS and the IDEAL CUSTOMER profiles to get a picture of my audience when writing sales pieces and it did me no good. I couldn’t get on board because it was all just guesswork. You know the deal, “Mary is a 33 year old divorced mother of two in a secretarial job she hates. She lives in a middle class neighborhood and drives a Buick.” I would create the avatar and never think about it again.

With the Fatal Four Emotions I am able to identify which emotional cow will be most likely to buy a particular product (eg: Self-Preservation cow - Security Alarm, Romance cow - Caribbean Cruise, etc). Then, I can apply the one sentence persuasion to the copy.

Mind you, I am still digesting these concepts, but I am going to attempt to illustrate how the Fatal Four Emotional Appeal works with the One Sentence Persuasion using a cars as the product.

Recognition Cow - High-End Luxury vehicles: There are so many luxury car commercials that say nothing about the car. Cadillac’s motto is “Dare Greatly” - Only those who dare, drive the world forward (encouraging their dreams of being in an exclusive club).

Money Cow - Low cost or high efficiency vehicles: Money cows want the most bang for the buck. Some want the most efficient cars, best gas mileage, best longevity others just want the lowest cost period others want both. Encourage their dreams by emphasizing how far they can go on a tank of gas, that these cars last for x years and STILL hold their value. Justify their failures by letting them know that the last car they bought was a lemon coming off the line. Allay their fears by telling them they won’t find a better deal anywhere and if they do you’ll give them the difference in cash. Confirm their suspicions by telling them the dealer they bought their last car from has a history of shady deals.

Romance Cow - Convertible or SUV: Romance cows want adventure. Encourage their dreams by showing them how the vehicle can get that adventure. I sold a convertible on Craigslist in 6 hours for $800 above blue book price by showing the experiences they would have and no details about gas mileage or engine size. Justify their failures by showing them how NOT having the vehicle is keeping them from the life they desire.

Self-Preservation Cow - The safest, most dependable car possible: Self preservation cows don’t want to die in a car crash. Most people don’t, but these folks will pay for the best protection. They may have kids or they may have had a car crash and got injured. Their goal is a car that won’t ever leave them and their family stranded or unprotected. Allay their fears with consumer reports and emphasize all the safety features available. Confirm their suspicions by showing the low safety rating of the most popular cars.

That is just a brief example. As I said, I am still digesting the material and at this point it only serves as a PERSUASION PRIMER.

To be sure there is more to persuasion than this, I just think it is a good place to START. At least it is for me.

Gregg

[GordonJ]

Originally Posted by GreggP

Gordon,

I have to say, I have had trouble establishing a foothold on this persuasion thing until recently. It started when I reread Joe Vitale’s “Buying Trances”. I never really get anything useful from reading Joe’s stuff, but he referenced a book by Roy Garn called “The Magic Power of Emotional Appeal” that I wanted to read. So I found a copy and bought it. In it, Roy describes the Fatal Four Emotional Appeals: Recognition, Money, Romance and Self-Preservation.

Joe also has the free version of Blair Warren’s “One Sentence Persuasion Course” in the back of his book. The one sentence being:

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their enemies.”

Both of these books by themselves didn’t offer me much help. But, one day the idea occurred to me to combine the principles of both books and things started to click.

A little more detail on the Roy Garn book will help explain what I’m trying to get across here. Garn calls people “cows” who are influenced by one of the Fatal Four Emotions. So, a Recognition Cow is one that is motivated by recognition. He also believes that people are influenced more strongly by two of the Fatal Four Emotions. Here is a breakdown of the Fatal Four Emotions as I see them:

Recognition: This person desires to achieve. Sometimes it doesn’t matter what the achievement as long as they get recognition. It could be the have the best dog, have the highest degree, graduated with honors, work for the best company (even though they are at the bottom rung of the ladder), etc. The point is they need to be recognized. You can tell who these people are because their favorite words are I, me, my, we, our. By the way, I am a recognition cow.

Money: This one has two sides, making money and saving money. You can get the attention of a making money cow by showing him a way to make money. In the same way, you can sway a saving money cow by showing them how to save money. In this regard, I go both ways. In effect I am a bi-cow. I like to make money and save money, bigly .

Romance: Aside from the obvious appeal for sex and love, the romance cow has two different aspects as well. They are: the future promise and the desire for new experience. These people can be enticed by showing them what the future holds or giving them ideas for a new experience.

Self-Preservation: These people are concerned about safety and health. They can be engaged by showing them potential dangers and how to fix them. They are also concerned about most common health issues and some that aren’t so common.

Roy Garn refers to these Fatal Four Emotional Appeals as PREOCCUPATION BREAKERS.

I have tried to use and create AVATARS and the IDEAL CUSTOMER profiles to get a picture of my audience when writing sales pieces and it did me no good. I couldn’t get on board because it was all just guesswork. You know the deal, “Mary is a 33 year old divorced mother of two in a secretarial job she hates. She lives in a middle class neighborhood and drives a Buick.” I would create the avatar and never think about it again.

With the Fatal Four Emotions I am able to identify which emotional cow will be most likely to buy a particular product (eg: Self-Preservation cow - Security Alarm, Romance cow - Caribbean Cruise, etc). Then, I can apply the one sentence persuasion to the copy.

Mind you, I am still digesting these concepts, but I am going to attempt to illustrate how the Fatal Four Emotional Appeal works with the One Sentence Persuasion using a cars as the product.

Recognition Cow - High-End Luxury vehicles: There are so many luxury car commercials that say nothing about the car. Cadillac’s motto is “Dare Greatly” - Only those who dare, drive the world forward (encouraging their dreams of being in an exclusive club).

Money Cow - Low cost or high efficiency vehicles: Money cows want the most bang for the buck. Some want the most efficient cars, best gas mileage, best longevity others just want the lowest cost period others want both. Encourage their dreams by emphasizing how far they can go on a tank of gas, that these cars last for x years and STILL hold their value. Justify their failures by letting them know that the last car they bought was a lemon coming off the line. Allay their fears by telling them they won’t find a better deal anywhere and if they do you’ll give them the difference in cash. Confirm their suspicions by telling them the dealer they bought their last car from has a history of shady deals.

Romance Cow - Convertible or SUV: Romance cows want adventure. Encourage their dreams by showing them how the vehicle can get that adventure. I sold a convertible on Craigslist in 6 hours for $800 above blue book price by showing the experiences they would have and no details about gas mileage or engine size. Justify their failures by showing them how NOT having the vehicle is keeping them from the life they desire.

Self-Preservation Cow - The safest, most dependable car possible: Self preservation cows don’t want to die in a car crash. Most people don’t, but these folks will pay for the best protection. They may have kids or they may have had a car crash and got injured. Their goal is a car that won’t ever leave them and their family stranded or unprotected. Allay their fears with consumer reports and emphasize all the safety features available. Confirm their suspicions by showing the low safety rating of the most popular cars.

That is just a brief example. As I said, I am still digesting the material and at this point it only serves as a PERSUASION PRIMER.

To be sure there is more to persuasion than this, I just think it is a good place to START. At least it is for me.

Gregg

Great Gregg. Garn's book was a foundational piece and where I first heard the term Preoccupations in an applied sense, some 35 years ago. Since then, I did what you are doing, looking for applicable situations and expanding the concept.

IF you will revisit the SQ1 and the POP, you'll see a lot of Garn's influence.

I expanded the PREOCCUPATIONS via the Maslow Pyramid and also used both Astrology (12 types) plus a lot of Personality types. I'm happy to see someone has discovered this work, it offers up a good foundation of being AWARE of these "kinds" of preoccupations.

Just be careful you don't lump any given avatar into a group, even though they might match perfectly, I'm a classical Aquarius, but resist being type cast when it comes to someone trying to influence overtly.

Blair's one sentence needs a lot of research, I think the Forbidden Keys to Persuasion gives much better insight into how to APPLY the Fatal Four at a deeper subconscious level, another work which will prove helpful in your studies is

PSYCHOFEEDBACK by PAUL THOMAS who picks up where Max Maltz leaves off and gives a look at the RAS and how it functions.

I'd say you are very close to having a huge BREAKTHROUGH in your studies and a light bulb moment could create great fortune for you. Keep it up.

Gordon

PS. There are several secret, little read, mostly unknown books which came out in the 50s and early 60s, much of it based on discoveries made about the NAZI research into the brain and mental function.

Thanks Gregg for sharing, I love Garn's book.

[GordonJ]

I want to elaborate.

First, this 7 year old video with Pete Zeisinger at Green Tree Press.

https://youtu.be/asAob5vlVkA

Although we were discussing editorial guidelines here, we were talking about the INTERSECTION and how BOYFRIEND was used instead of HUSBAND.

OK, diet. It's big right now, this is lose weight season. From the millions paid to Oprah and the running of her ads to the IM guru cashing in on the latest diet craze.

Three of the Fatal Four are obvious, Self Preservation; the guy newly diagnosed with Diabetes and told to lose 30 pounds. The heart attack waiting to happen.

Romance, Sex Appeal. Could be to feel more attractive, to regain love/lust, to appeal to other people

Recognition, say a women going to her 10 year class reunion. She wants to look good, has kept her looks.

Money? Maybe, certainly used in the Weight Watchers OPRAH ads. I think anytime Oprah wants to make a few mil, she eats like a pig to get an endorsement deal for the latest weight loss program she can tout.

Anyhow, from a copy writing view, go to Clickbank or Google and search for weight loss, and what you see are mostly generic LOSE WEIGHT...

Almost all of them are QUICK, EASY.

But, the INTERSECTION IS GENERIC. In the SASSY magazine ad, the headline appealed to the age of the reader. See? The intersection plays an important part of the promotion.

With such TARGETED marketing available, like with Facebook Ads, you can get pretty far down into the drilling down to find your avatar.

You could find the 20 somethings looking for a BOYFRIEND.
Or the people going to the class reunion.
Diabetics, heart attack victims.

And the great thing, is, they tell you. In the avatar you have

“Mary is a 33 year old divorced mother of two in a secretarial job she hates. She lives in a middle class neighborhood and drives a Buick.”

Is a description, think Feature/Benefit. You have a description, a feature.

Now consider this: "Mary is a 33 year old divorced mother of two girls, 8 and 10, and her job as a secretary barely covers her monthly expenses. She lives in Stow, OH, a suburb of Akron, her 5 year old Buick will soon need replaced. Mary will be a bridesmaid at her best friends wedding next June, and she is trying to lose 15 pounds."

NOW, apply the Fatal Four. Why did I include the ages of the kids and the name of the city?

You could target Mary on Facebook by her Motherhood, her locale, even her car, such is the data available.

Sites like Hungry Girl or Diet-to-Go, and other million member sites, probably have many such Marys. A test ad, Why Ohio women have trouble losing weight. You could test various headlines, and using the FATAL FOUR (although I encourage you Gregg to contact me, I can share even better ideas since Garn's book was published in the early 60's).

Your avatar should be the BENEFITS part, or the reward, it is the AFTER.

Before they INTERSECT with your promotion, they feel one way, AFTER they buy your product they will feel a different, better way. Your copy using emotional appeals to agitate their current feelings (pain/problem) and to give them a solution to help them cross the bridge to the other side, to feeling better in some way, which is why it is EMOTIONAL appeals.

Anyhow, good job Gregg, you get the SowPub Gold Star of the day. Thanks

Gordon Jay Alexander

[GordonJ]

Originally Posted by GordonJ

Essence: The CORE nature.

Distilled down to:

Your target is PREOCCUPIED.
You enter their preoccupation with an INTERRUPTER.
You hold their ATTENTION.
Your message resonates, harmonizes with their feelings AT THE MOMENT.
You give clear instructions on what they need to do next.

IF they don't do what you ask them, then you must analyze:

Your INTERSECTION, which is the
place
time
where your attempt (promotion, pitch or presentation)
meets
their PREOCCUPATION

It is simple, basic and yet from what I see one of the most ignored, neglected and unused ideas in all of persuasion.

True in copywriting, face to face selling, most all remote efforts at selling but when you see it used, understood and applied, then you see SALES, winners and abundance.

It does take a little time, effort and study to get into the mode of thinking from your Target's point of view, but it makes selling and persuasion so much easier.

What I see is a spate of spurious persuasion and copywriting gimmicks.

If you want to increase your sales, get to know the PictoGrigm Of Persuasion and the nuances, you will increase your bottom line

http://www.angelfire.com/biz/gjbiz/pop.html

GordonJ

PS Private lessons are available. [email protected] Subject: POP

Roy Garn's book, The Magic Power of Emotional Appeal was a 1965 acquisition to my growing library of sales, influence and mind control works thanks to Fran Renner, a hypnotherapist at the corner of 4th and Portage Trail.

It was the first work which identified a core concept for me, PREOCCUPATION, and his FATAL FOUR were carried around in my external brain, a small notebook in my pocket, for over 20 years until it went through the wash (darn wife and her cleanliness fetish)...

In that little notebook were all the Wheelerpoints from his work, Bettger's Bullet Points, Elmer Leterman notes, Think And Grow Rich lists, and other condensed wisdom, including three pages of SWITCH WORDS, from James Mangan, such was my reading as a teen.

In this discussion about influence, my personal AH HA came when reading PSYCHO-FEEDBACK, Practical PsychoCybernetics by Paul G. Thomas.

The essential piece in the book was the R.A.S or RAS, the Reticular Activating System. If you think of it as a traffic cop or a gate guard, you'd have a good practical grasp of what it does in the brain.

The reason for knowing how the RAS operates,
"The reticular activating system also helps mediate transitions from relaxed wakefulness to periods of high attention"

Few people go through their day in a state of relaxed wakefulness. When I'm face to face, I want to do some sort of a pattern interrupt, depending on time and place. Then, I anchor some sensory stimuli, I like sound, to the interruption.

With REMOTE influence attempts, I pay very close attention to the INTERSECTION, the time and place where my attempt to influence meets the person or people who are my target.

Now I want to point out a little research, and perhaps a few clues which some of you can draw from.

https://docs.google.com/spreadsheets...gid=1025717596

This data was compiled and a link posted by Neville Medhora at the Cult of Copy Facebook page.

I call your attention to #12 on the list, a course by Tom Cassidy with over 75,000 students. Whether anyone paid or not is not relevant, but the popularity of the subject is.

And I call your attention to the course itself:

https://www.udemy.com/everyday-mind-mastery/

And you can watch the short video on Lecture Four, the RAS.

Why?

You see, in the PARADE OF LIFE, there will be new students coming along, and I suspect a person who takes time to learn, apply and even research and FIND AND DISCOVER some of the lesser known works, or ones which have fallen into Arcane Archives, in some people's brains....

My suspicion is it will be an Evergreen, ongoing, never ending pursuit of large numbers of people to

continue their quest for EVERYDAY MIND MASTERY and want to:

use a system that works with a minimum amount of will. We're still going to have to do the work, it's just that we won't have to use up any of our energy forcing ourselves to do the work. (From the course description)

And here is ONE example, a popular course, willing to spend 7.5 HOURS and maybe a few coins, to learn how things work.

Any student with a serious quest, probably already has the resources, know-how, experience to create a course to serve the ongoing masses, I'm sure some of those 75,000 paid a little, and if the guy has a back end, he's done pretty well for himself.

If only YOU knew someone, or a few someones, who had a storage house full of the secret essences of the Masters which you could take out of storage and put into circulation, wouldn't it be wonderful?

Gordon Jay Alexander

[Glenn]

Thanks Gordon,

Am helping an Ezine reader sell their car.

Wife Forcing Me To Sell Car

Wife Bought New Car
Must Sell Mine to
Pay Taxes. 1985 Plymouth
Aries SE Needs A Battery
But in good shape. Call
Bill for Car Data Sheet #______

Glenn

========
Thanks Gordon,

I Wrote The INTERRUPTER HEADLINE here
to get inside the minds of MALE READERS.

Years ago a client sent me an 1 inch by 1 inch ad
from the TYTimes. That got 98,000 people to come to a YARD SALE!

Just Married
Keeping Her Stuff.
Selling All His.
***Details***

Am hoping the SAME Psychology will work on Craigs List.

Glenn Osborn

[Glenn]

Thanks Gordon,

After I hung up the phone with my ezine reading
VIP...

It hit me.

We didn't play the OLD LADY and Low Mileage card.

So.

We are also testing This Ad.

------------
"Selling Little Old Lady's Car"

26,831.64 Used Car
For Sale. Truly - I
Inherited in an old
Ladies Will. Gotta
Sell to Pay Taxes.
Call Bill for Data
Sheet at ph #______

Thanks,
Glenn Osborn

P.S. - If all goes Well. Which seldom happens...

Ad #1 - will get 100's of calls from MEN.

Ad #2 - Should get 100's of calls from Both Men and Women.

I Will Report Back
With our TEST Results.

[Dien Rice]

Originally Posted by Glenn

P.S. - If all goes Well. Which seldom happens...

Ad #1 - will get 100's of calls from MEN.

Ad #2 - Should get 100's of calls from Both Men and Women.

I Will Report Back
With our TEST Results.

Hi Glenn,

They both look like great ads... I'd love to hear which ad seemed to do better!

Meanwhile... I came across this interesting Craigslist ad for a "Used 2016 Bernie blue bumper sticker"... Hopefully they're able to sell it!



http://www.craigslist.org/about/best...887222731.html

Best wishes,

Dien

[Glenn]

Bill Laughed and said, "I couldn't sell my Wife. I'd only have to buy her back."

So We are Successfully Breaking into guys
Emotional Trauma Memories about women.

Thanks Dien,

The Craigs list headline and ad getting the most
calls is the one that reads.

"My Wife is Forcing Me to Sell my Car."

Glenn

[Glenn]

Thanks Dien,

So your readers can do this themselves.

Part I - the Ad

Is only to Get Prospects to CALL to ask for MORE INFO.

Part II - The Data Sheet

Is Mis-Direction so we get their email and phone #
and Permission to Call them.

Swap Stories.

Bond - get rapport.

Then INVITE them to come see the car.

The folks who show up to LOOK at the car in person
are your SOLID Prospects.

=================
HERE is the DATA SHEET...

Little Old Lady Next Door
Owned Plymouth Aries Car with 28,672
Mileage on it
DATA SHEET

#1 - I have not driven this car in 3 years after the battery died.

#2 - Kept in Garage all the time. (Ask me about my Battery Charger Results)

#3 - The Little Old Lady Next Door Gave Me Her Car - in her will - After
I took care of her when she got sick.

#4 - Everything still works OK. I charged the battery enough to check lights, etc.

#5 - Tires: 185-70R13 86T, and has spare: Goodyear.

#6 - White Exterior, Blue Interior

#7 - 4 Door

#8 - Fog Lights

#9 - Spotlight

#10 - AM/FM Stereo / Cassette w/ Dolby

=====
IMPORTANT -

You won't find this Kind of little old lady driven
LOW mileage used car ANYwhere else.

My Craigs List ad still making the phone ring.

So make An Appointment to come and Check it out yourself.

I really do have property taxes to pay so This car will sell THIS WEEK.

Thanks,
Glenn

P.S. - For a more complete Explanation of what is going on BEHIND
the Scenes in this kind of 2 part ad.

Check out the ezine Archives at the bottom of
www.Archive.enchantednlp.com