Sell Anything To Anyone With This Unusual Method
Using the "But" Technique for Persuasion
In this section, the speaker discusses how to use the word "but" in a sentence to increase persuasion. He explains that using a negative statement followed by a positive statement can make the positive statement more believable.
The Power of Trust in B2B Sales
- Trust is essential in B2B sales.
- Referrals are easy to close because trust has already been established.
- The degree to which someone trusts you is directly correlated with how much they will buy from you.
Using Negative Statements for Persuasion
- Negative statements can be used to increase believability.
- The word "but" can be used as an amplifier for positive statements.
- By owning all of your negatives and being truthful about them, you can make your positives more believable.
Examples of Using Negative Statements for Persuasion
- Example 1: "I'm going to make you a ton of money if you work with me, but it's going to be a ton of work."
- Example 2: "If you sign up for Gym Launcher, you're going to have to go through hundreds of hours of videos and take five hours a day, but you're going to make more money than ever in your life."
- Example 3: "Sometimes I have a temper and I don't have a ton of time dedicated to a relationship right now because my business takes up most of my time. But I'm absolutely fantastic in bed."
Controlling Your Prospect's Attention
- By using negative statements followed by positive statements with the word "but," you can control where your prospect's attention is directed.
- This technique can be useful when crafting copy leading up to call-to-actions.
Using Negative Consequences to Amplify Persuasion
In this section, the speaker discusses how negative consequences can be used to amplify the power of a product or argument. He uses the example of Viagra's warning label to illustrate this point.
Negative Consequences Amplify Believability
- The warning label on Viagra's advertisements about erections lasting longer than four hours was a genuine risk, but it also amplified the power of the product.
- When warning people about extreme adverse effects, it makes the underlying believability of whether or not they're going to achieve it seem assumed.
- Warning people about negative consequences amplifies the believability of positive statements and makes an argument more persuasive.
Integrity-Based Persuasion Tactics
- This is one of my favorite persuasion tactics because it's based in integrity.
- Use negative consequences that someone will find out eventually to increase the persuasiveness of your argument.
Conclusion
- Using negative consequences can make an argument more believable and persuasive. Try using this tactic in your copy or sales presentations.