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Use Mental Engagement To Reduce Resistance To Your
Statements
Here is an interesting fact.
When people read statements in an advertisement, they naturally feel some degree
of resistance towards it, regardless of how truthful the statement is.
After all, advertisements are written by greasy salesman whose ulterior motives are to sell you
something, right? Well that’s at least the view from your prospect who doesn’t know you from a lick
of salt!
So what can you do to lower your reader’s natural resistance to your statements?
Simple! Let your prospects come to their own conclusion. They will always believe something they
have worked out themselves over the word of a salesman! This technique is known as ‘Mental
Engagement’.
Mental engagement works on the theory that the more the brain works to reach a conclusion, the
more positive, enjoyable or stimulating the experience, and the more agreeable he becomes
towards it.
Here are three truly magic ‘mental engagement’ techniques you can use to lower resistance and
hypnotize your prospects into agreeing with you!
Reword Statements Into Agreement Questions
Firstly, you can reword a statement so that it asks a question. This is known as an agreement
question and they put your reader into a ‘yes’ trance, conditioning them to agree with your
statement.
For example, let’s look at this statement:
Children who learn how to read before they get into school have higher self images.
Even though this statement may be true, it will be met some degree of natural resistance from its
readers because it has been expressed as a statement. But have a look what happens when we
reword this statement into a question.
Think about it… if your child can read before they get into the mainstream of school, their self
image is going to carry them a long, long way isn’t it?
The statement and question both communicates the same message, but the question tricks the
reader into thinking about the answer. And when the reader comes up with the answer himself, he
believes the answer to be truthful. Resistance to this statement is therefore eliminated.
Use Stories To Encourage Vicarious Learning
Another way to lower the resistance level of your reader is to reword your statement into a story.
Take a look at this story for example:
One day I came home from work and Chanel had a book in her hand. She was reading!
She was making the sounds of the characters. She was watching the videos. She was doing
so many things at one time I could not believe it! Tears came to my eyes, and I said ‘My
daughter can read!!!...
When people read this story, they understand the pride and joy that this mother must have felt when
she first discovered her daughter reading. This is called ‘vicarious learning’, that is, learning
through other people’s experiences. Imagine how effective this story would have been if it was just
expressed as “You’ll be so proud of your child when they begin to read.”
The story tricks the reader into feeling an emotional response, whereas the statement tells the
reader to what they are going to feel. Which one do you think is more persuasive and
memorable?
When you tell a story, try to use ‘sensory modality’ to stir up a higher level of emotion. Sensory
modality relates to senses such as smell, sight, sound, touch, taste and feel. So describing a
combination of these senses (and not just sight) induces readers to experience your story at a
deeper level.
Paint A Picture With Your Prospect In It
Another way to lower the resistance level of your reader is to paint a picture of them experiencing
your benefit or pain. This technique is known as imagery. Here is an example from a sales letter by
Mal Emery:
Imagine this - Next Monday morning instead of fighting the rush hour traffic to get to work, you
call the advertising manager of a small magazine… and tell him or her that you want to place
an ad in their next issue!
She quotes you the standard rate and after some simple negotiations, agrees to run the ad
for 35% less than the original quote. And when your ad runs, it is seen by over 100,000
readers for the magazine.
Within a matter of days, many of those readers begin placing orders for products you are
offering.
Checks, money orders, credit card orders and even cash begins to fill your mail box
everyday… whether you’re waiting excitedly at the post office or still in the shower or walking
along the beach, it makes no difference because your business is cranking in the money no
matter where you are or what you are doing!
And here’s the real awesome part, by the end of the month, if you’ve received just one order
a day, you’ve earned $7,170.00! Now if all this sounds too good to be true, you must read on
because it’s very possible that your life is about to change completely for the better.
Wouldn’t you agree that this is much better than simply stating “You’ll make $7,170 a month!” I
know which one I’d rather quote in my sales letter!
Agreement questions, story telling and imagery are all extremely powerful techniques! I seriously
recommend you use them to create thought provoking, interesting copy that hypnotizes your
prospect to agree with your statements and experience your product benefits. It’s a real miracle
worker – believe you me!
The above is an extract from the book "Confessions of a Website Copywriter". It is one of the 47
closedly guarded secrets to creating turbo-charged webpage sales letters fouind in the book.
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The following learning opportunities are found in the book "Confessions of a Website Copywritter":
To know the first thing your visitor judges on your site and how to manipulate it to
increase readership - see page 125
To get hold of 8 direct response offers that have proven to lift website conversions
through the roof - see page 84
To master 28 Unique Selling Propositions that can help you dominate any market - see
page 30
To learn 7 simple ways to attract your prospect's eye-path to the important parts of your
sales presentation - see page 158
And much more...
If you are serious about selling online, invite you to learn these important lessons:
Ugly websites hurt response - Forget any crap stories you may have heard about ugly websites
selling big mounts of merchandise. It's all rubbish. Studies by Stanford University (and my own
online testing) have proved that amateur looking sites make consumers feel nervous and will hurt
your response.
Sure, there have been the odd exception, but you'll find in these cases the visitors already knew
the business (eg. Dan Kennedy) well before they arrived so trust was never an issue. But the truth
is you'll never gain the trust of a NEW visitor with an ugly, amateurish site that looks untrustworthy.
Graphic heavy web design doesn't sell - You need a design that communicates trust, but not
one that's so over the top that it kills your download time and distracts away from your message.
Only use pictures that serve a purpose, such as a product picture so prospects can visualize your
picture or a professional logo to build trust. And don't listen to your web designer for conversion
advice... they know nothing!
Nothing increases conversions like your offer - John Caples could rise from the grave to write
your copy, but it will pale into significance against a powerful offer. It's true that words sell more
than pictures. But offers also sell more than copy. If you really want to increase your conversions,
then you need to master the direct response offers.
Time-tested copywriting lore still works online - Long copy sells, but not for free offers. Long
copy needs to be interrupted by headlines, bullet points, text highlights and Johnson boxes to hold
a reader's attention. Headlines make a huge difference so test them. People buy with emotions
then justify their decisions with logic, so both arguments increase conversion.
These are just some of the important lessons you will learn.
Confessions of a Website Copywriter contains all the research, all the experiences and all the
critical pieces of the puzzle that the other courses leave out!
In fact, the strategies in this course are so new and revolutionary, they are not being revealed or
taught as a whole by anyone else in the market!
That is an awfully big statement to make, but you don't have to take our word for it.
Just listen to what some of the biggest and most trusted names in Internet marketing are saying
about it:
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"Could Double Or Triple Sales Overnight"...
"If you've ever wondered what makes websites sell thousands of dollars
worth of product and services, while yours is lucky to make a cent ... this
course will finally reveal WHAT you're doing wrong, and WHY you're throwing
good money after bad. Plus you'll get some tips that could literally double or
triple your sales OVERNIGHT - and that's what makes it so valuable."
Brett McFall
Australia's "Results Guaranteed" Copywriter Of Over 7,800 Ads & Sales
Letters
http://www.adsecretsrevealed.com/
"Top 5 Marketing Manuals I've Read"...
"I have been reading around 2,000 pages of Internet marketing material a
week over the last few years… and this is one of the top 5 marketing
manuals I've read period!
It's better than many of the $400 copywriting courses being sold online today.
You should really sell this as a high ticket item Lenny."
Chris Bloor - "The Walking Idea Machine"
Author, Internet Marketing Consultant, Speaker And Highly Sought Business
Coach,
http://www.qualitybusinessinstitute.com/
"Will Save You Countless Hours Finding What Works"...
"A must read for anyone who has been looking for a way to write effective
sales copy. Here is a step by step approach that will save you countless
hours in trying, testing and finding what works. Great value and highly
recommended."
Mal Emery
Australia's Million Dollar Direct Marketer, Author, Business Coach, Sales &
Marketing Seminars & Renowned Speaker
http://www.malemery.com/
"Create Kick Ass Money Making Copy"...
"This is excellent. It's full of great stuff anyone can use to dramatically use to
improve their ability to write kick ass, money making copy.
Probably the best value for money manual I've seen on website copywriting
since 'Make Your Words Sell'! I'd honestly recommend this to everyone!"
Alexi Neocleous
Professional Copywriter, Speaker, Business Coach & Creator of The Kaizen
Marketing System!
http://www.multiplyyourprofits.com/
"Reveals More Than MYWS"...
"I've got MYWS! (Make Your Words Sell!), which I enjoyed, but I discovered
far more from 'Confessions of a Website Copywriter'! Like the technique for
removing resistance to your statements.
After reading this, I went over a very effective sales letter with a hi-liter, and in
a couple minutes found 2 statements that needed to be reworded.
This is especially important in triggering the emotional response that gets
readers involved in the sales argument, but I can show you some pretty
expensive books that make no mention of this.
Not just "copywriting" nuances, but lots of important stuff like how to position
your images on the web page, etc.
This is great stuff, the "pros" all know to do this stuff (as your examples
demonstrate), but it's very hard to find anyone who's been able to write it all
down."
Dan Thies
World Renowned SEO Expert, Author & Moderator at Several Top Search
Engine Forums
http://www.seoresearchlabs.com/
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It is no wonder that "Confessions of a Website Copywriter" is the most popular among the
hundreds of ebooks that I sell.
If you have read thus far, it is likely that succeeding in internet business is of paramount interest
to you. I will make you a very special offer.
In addition to getting this book
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"Confessions of a Website Copywriter"
for only $17, I will give you the following 8 book, adsolutely free as bonuses.
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Yes, you get all the following 9 books for only $17.
Confessions of a Website Copywriter
+
Forbidden Psychological Tactics
+
Internet Promotion for Beginners
+
How to be a Top Salesperson
+
Auction Strategies
+
Consumer Buying Secret Revealed
+
Search Engine Traffic Secrets
+
Internet Copycatting
+
Web Marketing Explained
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$17 only
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8 weeks Money Back Guarantee!
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Your purchase through PayPal is secure.
You purchase is also fully guaranteed - if for any reason, you are not satisfied with your purchase,
you can ask for full refund of your purchase. You can even keep the books.
With this iron-clad guarantee, what have you got to lose.
Go ahead and cllcik on the PayPal buy button below.
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