Welcome to the 5th edition of the world’s most dangerous email marketing newsletter.
Today we’re talking about a topic – persuasion.
So you’re going to learn my #1 persuasion tip for email marketing, copywriting, webinars, ad writing, online dating apps, negotiating with your boss, EVERYTHING.
It’s the “Hook & Logic” method.
Here’s how it works.
- Make a visual persuasion statement to hook people in
- Add logic to justify the emotion.
You’re probably asking “is this manipulation?”
Good question – we’ll address that below.
What Is a Visual Persuasion Statement?
You have a prospect named John.
And you want him to buy your new email marketing course.
Step 1 is getting his attention – hooking him in.
You could say “How to Make $10K a Month Writing Simple Email from Your Kitchen Table.”
Why is this a Visual Persuasion Statement?
Aside from the $10 a month angle, John can see himself writing emails from his kitchen table.
The funny thing is John doesn’t even need to have a kitchen table – but it’s something he can imagine.
Or what if you were selling John a book on how to get washboard abs?
You could say “Have the Best Abs on the Beach.”
Simple, right?
In just 7 words, you created a movie in John’s head.
Because he’s going to fill in the details – like taking off his shirt and feeling amazing as everyone stares at his amazing physique.
That’s what a Visual Persuasion Statement is all about – forcing your prospects to play a movie in their head.
They tend to get great open rates, by the way.
What’s the movie about?
Their dream outcome, which could be:
- Making more money
- Having a better body
- Having better relationships
- Mastering at new skill
And that movie about the dream outcome is your hook.
Now let’s talk logic.
Where Logic Fits In
Most marketers will tell you that buying is a purely emotional process.
I disagree.
I think buying is 70% emotional and 30% logical.
And if you don’t fill in that 30% logical side of the equation, people don’t buy.
Because most people are not stupid.
They understand that marketing is designed to play on emotions.
So you must add logic so they feel comfortable about buying.
No one wants to feel like a sucker that got manipulated into buying something. (more on this below)
So how do you add logic to balance out your hook?
It all comes down to evidence.
Testimonials are great for this, because people can see real success stories.
Any kind of statistical evidence that supports your case helps too.
This is especially helpful in anything health or fitness related. If a study shows that low-carb diets help people lose weight, you could include that as part of a nutritional program. (I’m just making this up)
You could also show exactly how your program takes people step-by-step to their dream outcome.
And you could show why it’s easy to get started and implement.
You can also offer a money-back guarantee*, which takes all the risk off the customer.
*Money-Back Guarantees are not always a good idea – another topic for another time.
Now this isn’t pure logic, of course.
But that’s what email marketing and copywriting are all about – balancing out hooking people in and using logic to justify the purchase.
So the next time you write a sales email, ask yourself two questions:
- Is there a hook – a Visual Persuasion Statement – that forces people to play a movie in their heads?
- Is there enough logic to justify the hook?
And that’s how the Hook & Logic method works.
Now let’s answer a big question:
Is the Hook & Logic Method Ethical?
I keep this really simple.
If your product is good and you don’t make promises you can’t keep, you’re good.
If you’re a dishonest scammer, I’d lecture you but you’re not going to listen anyway, right?
How to Learn More About Persuasion
If you read one book this year, make it ‘Influence’ by Robert Cialdini.
It’s the Bible of persuasion and the most impactful marketing book I’ve ever read – even though it’s not a traditional marketing book.