Without This, Kiss Your Conversions Goodbye...

21 replies
I was hanging out with another copywriter yesterday at a coffeehouse and we talked about some of our personal objection-shattering signatures.

I let him in on a deep unconscious trigger I developed and use in virtually every letter I write, especially in the financial, health and relationship markets.

I learned early on that when a person hasn't done something (i.e. has little or no practical reference points for something,) like making $30,000 in a single month...

...he or she will have a lot of resistance to the idea they can accomplish what your copy declares.

So if you're selling a product or service that communicates how your prospects can make massive amounts of money, it's going to feel pie-in-the-sky.

Here's why:

Most people don't take responsibility for creating the amount of money they have.

They think it's just the cards they were dealt.

If a prospect doesn't believe they created what they have, how are they supposed to reconcile creating something else, like $30,000 a month?

They won't.

Their limiting beliefs and judgments won't let them FEEL like it's a real opportunity.

In essence...

People can't typically manifest more than what they have - until they acknowledge they created what they do, are and presently see in their bank accounts.

So cool little trigger to use in your copy when your benefits can fundamentally change your prospect's lives in truly mind-blowing ways...

...is to help them take responsibility for creating their own self-imposed limitations.

There are infinite ways to accomplish this, from hitting them over the head with a 2x4 (e.g. It's not the economy's fault; you're too focused on your own problems to ever see the opportunities that are begging for your attention...)

...to subtlety nudging them to accept they are somehow the common denominator for what they create (e.g. It doesn't matter what you've already created or what anyone else is financially experiencing, you're fully capable of tapping into all the money you want, need and deserve - if you stop letting your current results dictate your future.)

When you can help people take some accountability for where they are, their resistance to actually taking the steps that will reveal the change only your product or service can create... will soften.

And you will have overcome a deep, unconscious objection to generate WAY more conversions than if you do NOT utilize this technique in some way, shape or form.

Take it or leave it.

Mark Pescetti

P.S. In the spiritual and mindset communities, people spend thousands upon thousands of dollars trying to learn how to manifest. It's the biggest pile of chicken manure ever, because everyone who pays their money to learn these techniques almost NEVER realizes or acknowledges they already created their reality. They just don't like it, so it must be because of what's happening out there, right? Why do you think all of these manifestation techniques (I'm look at you Law of Attraction) fail to get people the results they want? How CAN it work for people when they don't take responsibility for creating their present circumstances? It's an unconscious obstacle that's almost impossible to overcome or reconcile - until it's acknowledged.
#conversions #goodbye #kiss
  • Profile picture of the author Saluki Guy
    This is an interesting idea in that it seems to be completely at odds with the "it's not your fault" meme that's so prevalent in copy today.
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    • ...I think you can use "it's not your fault" and then Marks principles. But never in a harsh, preaching, "get a grip" type of way.

      And the "life is as good as you make it" speeches are true, but unreal for the majority of people. They just don't, can't or won't believe it is.

      You could try something like this ... say for a self improvement course....

      It's not your fault....(whatever it is) but do remember you've already achieved (whatever it is) - not bad considering all the problems you've had - but now - with the right direction - which actually eliminates the hassles - we'll show you - how to achieve so much more...

      You're not making the prospect "wrong".

      Because most people won't take responsibility for their "problems". Instead they'll try and "justify" them (it's the economy...the government...it's my boss...my partner - it's all down to them - not me...).

      So, it's very tough call to "blame" the prospect.

      It's much easier to tactfully get them to "acknowledge" their "limited" situation.

      Then create the desire to improve it.


      Steve
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    • Profile picture of the author Mark Andrews
      Banned
      In other words...

      ...you are what you think you are.

      If you think successfully, successful you will become.

      If you think of yourself as a failure and no matter what you do everything will fail anyway then this is precisely what you are and what you will manifest in your life.

      If you believe yourself to be a writer for example then you will act in a manner congruent with being a writer.

      If you believe you are born to be an actor or an actress or a rock star or a singer / songwriter or poet then surprise surprise, if you think this is you, you'll take the necessary steps to move heaven and earth to become what you dream of.

      If you want to make a lot of money, you'll act in a manner consistent of someone who wants to make a lot of money.

      You are what you think you are.

      Of course, it's easy to feel at times trapped in your thinking model. Certainly our environment and upbringing does influence our behavior model and can often impact us into even believing to be something we're not at times.

      If you look at your life and all the activities you can choose from to make your life more meaningful, fulfilling or satisfying think about the world around you as a fun fair.

      You know the purpose of life is not to be unhappy with your lot but rather, would you believe it, happy!

      Therefore if you're on a ride in the 'fairground of life' which currently is not giving you all the thrills you want, simply switch out the ride and try something else. Hop onto another ride and see where this one takes you. It's always your choice to be who you want to be. It's your life. Give yourself permission to live and experience your life to the full!

      Try putting yourself into new situations, doing things which to date you've never tried before.

      Get out there (out of your comfort zone) and go meet people who you would never under normal circumstances get to meet. Ask them questions, lots of questions, you'll find most people love to talk about themselves and whilst you're listening and nodding your head, think about what they're saying and how their outlook on life can mold your own thought patterns.

      The world around you is truly an exciting place to be. Be curious. Be inquisitive by nature. Show a genuine interest in other people. Learn to be a good listener and who knows given time, you might just wake up one day feeling altogether different and more positive about life.

      Warmest regards,


      Mark Andrews
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  • Profile picture of the author rjweaver10
    I agree there are some interesting points here. Don't you ever think the industry has anything to do with how successful someone is?
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  • Profile picture of the author JohnRussell
    Good post. What about also blaming the current situation on people around the reader and not the reader themselves like this:

    Isn't it about time you show the people close to you what you're really capable of and put an end to their doubts forever?
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    • Profile picture of the author Mark Pescetti
      Originally Posted by JohnRussell View Post

      Good post. What about also blaming the current situation on people around the reader and not the reader themselves like this:

      Isn't it about time you show the people close to you what you're really capable of and put an end to their doubts forever?
      Triggering a person's ego-based desire to show their friends and family what they're REALLY made of (e.g. "Yes, I CAN make $30,000 this month) is definitely something that could work.

      However...

      I don't think it should be used instead of putting responsibility firmly in the hands of the reader.

      Again...

      People need to have that epiphany where they go, "Wow, I did create all of this sh!t. It didn't just happen to me. Maybe I can produce better results... something else, something better..."

      Mark
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  • Profile picture of the author Justin Spencer
    Mark,

    Well stated man.

    To summarize.

    Potential -> beliefs -> action -> results.

    Your belief's dictate how much action you take.

    The amount of action you take will dictate your results which with give you the
    opportunity to grow.

    Which will fuel your potential, and reaffirm your beliefs which will allow you to take
    more massive action to get an even better result.

    It's a self-feeding process.

    -Justin
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    • Profile picture of the author trakwebster
      Gosh, that sounds ... somehow familiar.



      -- Arthur Cronos
      fellow coffee-house frequenter

      PS: Majorly cool, Mark.
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      Author: "Marketing Online, Clear and Simple"
      available now on Amazon in print and Kindle.
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      Helping Your Business Prosper, for the Life you Love

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    • Originally Posted by JustinSpence View Post

      Mark,

      To summarize.

      Potential -> beliefs -> action -> results.

      Your belief's dictate how much action you take.
      Yeah, but the painfully obvious "to get results, take action" doesn't have the same appeal as the voodoo "Law of Attraction" / "Think and Grow Rich" nonsense that fools buy into.

      Plenty of people in IM buy into it, too. I think what happens is, instead of adopting the actual marketing tactics of people such as Joe Karbo and Joe Vitale, the incredibly gullible adopt the magic-pill premises of what those people marketed.
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      The Long Sales Letter Is Dead

      You will not find me trying to sell you anything on this forum.
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  • Profile picture of the author CopyMonster
    And that's why I choose to write the MONEY :-)

    Stop wanting. Start having. It's a choice and for some reason most people don't.

    (I realize for some that sounds strange. But strange things happen when you do what most of the population won't).

    Actually, I was listening to some Dan Kennedy material this very morning. He was saying that no matter what you or anyone else did the ratios of 1% haves, 4% have quite-a-bits, 30% okays and 65% lost sheep will not change. It's the same for any industry, any economy, pretty much for any system. Sure you can move individuals between the different brackets but the ratios don't change. Despite his marketing prowess, he hasn't made a dent. Neither have his many marketing proteges or experts in other fields. Hasn't happened. And in his view, will never happen.

    @Mark P - Re: your comment about manifesting. I don't know much about the market but isn't it possible people (at least some of them) have acknowledged their part in manifesting the present, but want to know how to manifest a different reality and so seek out materials or resources on the matter so they can?

    I mean, let's say Bob plays tennis and he hits worse than the 10 year old next door. He knows it. He knows the answer is he needs to hit the ball better. But knowing he needs to hit the ball better doesn't mean he knows how, and that's why he seeks out a coach to show him.

    ***Weird/freaky coincidence, while I'm reading Mark A's mention about "fairgrounds"... Simply Red's "Fairground" tune starts playing on the itunes. Seriously... :-/
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    Scary good...
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  • Profile picture of the author Eddie Spangler
    I subscribed to your blog, like the way you think about the majority of things.
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    • Profile picture of the author RickDuris
      I'm sorry, I just don't agree. I'm in the 'leave it' category.

      Trying to get people to acknowledge (let alone take responsibility for) their limitations, sucks. It's a downer. They'd prefer not to know. They don't care.

      No sense in 'rubbing their nose' in them. No matter how gentle or well intended.

      Second, you're taking a pretty big risk. You're assuming the reader has these limitations. Who are you to decide/determine what limitations they have?

      Kind of insulting, isn't it? You better know your market pretty darn well or you'll be skating on thin ice pretty quick.

      Plus some of those limitations you speak of are connected to beliefs at the level of identity. Good luck trying to shift those.

      Preaching, admonishing, showing them the folly of their ways, getting them to take a hard look in the mirror, is just not on my 'to do' list when it comes to closing a sale.

      I don't think it's necessary. And I'm not in the business of doing interventions.

      I'd rather their channel their current values, wants, needs and desires (i.e. current beliefs) and use them as leverage to close the deal.

      I like the way Eugene Schwartz said it:



      One of the most difficult things one can attempt is to change people's (limiting) beliefs. Getting them to face reality. Doing it on paper, even more so. Doing it to secure a sale, well... I just think there are easier/quicker ways to make money.

      - Rick Duris

      PS: Mark, if I've misinterpreted what you're saying, let me know.
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      • Profile picture of the author Mark Pescetti
        Originally Posted by RickDuris View Post

        Trying to get people to acknowledge (let alone take responsibility for) their limitations, sucks. It's a downer. They'd prefer not to know. They don't care.

        No sense in 'rubbing their nose' in them. No matter how gentle or well intended.
        People (collectively) spend billions of dollars every year on their own self-development - from mindset to body.

        I never rub anyone's nose in anything.

        I take them from where they are - to where to want to be.

        If the approaches my prospects have taken failed to produce the results they want, then pointing that out only helps me shatter their objections.

        After coaching people for more than two years on their mindset (and more,) I can attest to the fact that when done right, helping people take responsibility for their present results can actually instill a great deal of excitement in them.

        Originally Posted by RickDuris View Post

        Second, you're taking pretty big risk. You're assuming the reader has these limitations. Who are you to decide/determine what limitations they have?

        Kind of insulting, isn't it? You better know your market pretty darn well or you'll be skating on thin ice pretty quick.
        I have a catch-all saying: Results don't lie.

        I used it when I did bodywork.

        I used it when I did coaching.

        I use today with my own marketing clients.

        If my prospects want something they don't presently have (or have enough of, like money,) then I'm absolutely correct to make the assumptions I do.

        Originally Posted by RickDuris View Post

        Plus some of those limitations you speak of are connected to beliefs at the level of identity. Good luck trying shift those.

        Preaching, admonishing, showing them the folly of their ways, getting them to take a hard look in the mirror, is just not on my 'to do' list when it comes to closing a sale.

        I don't think it's necessary. And I'm not in the business of doing interventions.
        That's why I call this process overcoming "deep unconscious objections?"

        Anyone who understands psychology can attest to the fact that you don't have to directly confront people's limiting beliefs to challenge or change them.

        However...

        You can (and will) circumvent a lot of resistance in your readers when you help them reconcile the limitations they allow to prevent themselves from creating the results your product or service creates/promises.

        It also opens them up to more easily believing that what you're selling is something they can realistically utilize and benefit from more willingly.

        Originally Posted by RickDuris View Post

        PS: Mark, if I've misinterpreted what you're saying, let me know.
        No, I don't think you misinterpreted anything.

        I completely understand and agree with a lot of what you're saying.

        Just like any copywriting technique, it needs to be done right - and done differently for each market.

        It can be done as subtlety or bluntly as you want.

        As always Rick, your genius mind got my creative juices flowing.

        mark
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  • Profile picture of the author videolover7
    Not sorry Mark... you're wrong with a capital "W".

    "It's not your fault" has always worked, because it grabs most people where they live. And as long as people are people, it will continue to do so.

    Your "It is your fault" theory may work on a small percentage of people but not most.

    VL
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  • Profile picture of the author gjabiz
    I agree. And I don't.

    IF you take the time to lay out the foundation, like Mark does, a person comes to understand their "part" in THEIR play.

    At the same time, it's not your fault...has some truth in it too.

    Here is a rare link (rare because I seldom link to my Square One Workshops) but this comes out of over 40 years of studying human behavior, motivation and failure. Success really doesn't leave that many clues...many successful people will tell you they made advances from their failures. Anyhow...

    The POA...

    This is a visual representation of a path to a goal, or to MANIFESTING the idea.

    As it relates to the topic, the first EXIT off the path is at the point of belief.

    And Mark has eloquently written about it. If you have never earned 30k a year, it is almost impossible to leap to 100k in your belief/mind system.

    Pick a MLM, like Amway for example. Find a few dozen wildly successful people and millions of failures. Why?

    Same for IM, or Mail Order, or advertising in general and in DR specifically, most ads are failures or marginal, which is why we TEST against a control to up the response.

    The POA shows a few of the exits on the path toward manifestation, and the Master PictoGrigm shows how the process takes place in real life, along your lifeline, not in the unicorn fantasy world.

    It has been my experience, if you take your client up the pyramid in incremental steps, they are able to build up their belief and confidence and to increase each step at an accelerated rate.

    My Triad Mantra is

    Doubt is the shadow of fear.
    Confidence is a reflection of experience.
    ACTION is the revelation of faith.

    If you haven't achieved the heights of success you want, it is not your fault because no one has shown you the right and realistic way. NOW that you know, get off your ass and accept the responsibility for your life, OK?

    Good topic Mark, thanks.

    gjabiz




    Originally Posted by Mark Pescetti View Post

    I was hanging out with another copywriter yesterday at a coffeehouse and we talked about some of our personal objection-shattering signatures.

    I let him in on a deep unconscious trigger I developed and use in virtually every letter I write, especially in the financial, health and relationship markets.

    I learned early on that when a person hasn't done something (i.e. has little or no practical reference points for something,) like making $30,000 in a single month...

    ...he or she will have a lot of resistance to the idea they can accomplish what your copy declares.

    So if you're selling a product or service that communicates how your prospects can make massive amounts of money, it's going to feel pie-in-the-sky.

    Here's why:

    Most people don't take responsibility for creating the amount of money they have.

    They think it's just the cards they were dealt.

    If a prospect doesn't believe they created what they have, how are they supposed to reconcile creating something else, like $30,000 a month?

    They won't.

    Their limiting beliefs and judgments won't let them FEEL like it's a real opportunity.

    In essence...

    People can't typically manifest more than what they have - until they acknowledge they created what they do, are and presently see in their bank accounts.

    So cool little trigger to use in your copy when your benefits can fundamentally change your prospect's lives in truly mind-blowing ways...

    ...is to help them take responsibility for creating their own self-imposed limitations.

    There are infinite ways to accomplish this, from hitting them over the head with a 2x4 (e.g. It's not the economy's fault; you're too focused on your own problems to ever see the opportunities that are begging for your attention...)

    ...to subtlety nudging them to accept they are somehow the common denominator for what they create (e.g. It doesn't matter what you've already created or what anyone else is financially experiencing, you're fully capable of tapping into all the money you want, need and deserve - if you stop letting your current results dictate your future.)

    When you can help people take some accountability for where they are, their resistance to actually taking the steps that will reveal the change only your product or service can create... will soften.

    And you will have overcome a deep, unconscious objection to generate WAY more conversions than if you do NOT utilize this technique in some way, shape or form.

    Take it or leave it.

    Mark Pescetti

    P.S. In the spiritual and mindset communities, people spend thousands upon thousands of dollars trying to learn how to manifest. It's the biggest pile of chicken manure ever, because everyone who pays their money to learn these techniques almost NEVER realizes or acknowledges they already created their reality. They just don't like it, so it must be because of what's happening out there, right? Why do you think all of these manifestation techniques (I'm look at you Law of Attraction) fail to get people the results they want? How CAN it work for people when they don't take responsibility for creating their present circumstances? It's an unconscious obstacle that's almost impossible to overcome or reconcile - until it's acknowledged.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by gjabiz View Post


      The POA...

      This is a visual representation of a path to a goal, or to MANIFESTING the idea.

      As it relates to the topic, the first EXIT off the path is at the point of belief.

      And Mark has eloquently written about it. If you have never earned 30k a year, it is almost impossible to leap to 100k in your belief/mind system.

      Pick a MLM, like Amway for example. Find a few dozen wildly successful people and millions of failures. Why?
      And if you address the question of why, you can help your prospects put their experiences, up until now, into perspective.

      The objective isn't to change someone's beliefs.

      Rather...

      It's to help the reader become aware of the limiting beliefs they've allowed to dictate their lives.

      Then....

      When the solution is introduced, the hope and excitement you've successfully stimulated within the readers won't feel so pie-in-the-sky.

      For instance...

      When I did bodywork (massage,) my clients would go on and on about their repetitive painful experiences.

      However...

      During their very first session with me, I helped create a feeling of massive reprieve within their bodies.

      The idea that, "Oh, I don't have to be in pain ALL THE TIME" went off in their heads...

      ...and now they had a new reference point that trumps their previous perception about their bodies (even if it only lasts a few hours...)

      ..........

      When marketing to people with limiting beliefs about money (i.e. they haven't really ever made much,) helping them understand why they're in their current position opens up their mind for a new potential experience.

      You're giving prospects a new reference point to chew on that, ever-so-briefly, eclipses the thoughts they came with when they arrived at your sales letter.

      Originally Posted by gjabiz View Post

      If you haven't achieved the heights of success you want, it is not your fault because no one has shown you the right and realistic way. NOW that you know, get off your ass and accept the responsibility for your life, OK?
      This is a brilliant way to bring the prospect into a place of acceptance for where they are, while overcoming their objections for disbelieving what the copy declares.

      Subtle.

      Effective.

      Brilliant.

      Thanks Gordon!

      Mark
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  • Profile picture of the author lafit1
    Love this post. I couldn't agree more with everything you say. Your philosophy applies to anything we try to accomplish in life.

    Being in the fitness and weight loss consulting field online, as an infopraneur has been the hardest for me for that very reason -plus the fact that people have grown cynical about the industry, the bad apples out there really hurt many of us-

    Many people refuse to see (acknowledge) how and why they got to be where they are and fail to commit to do what it takes to undo the damage, and for me, as a consultant trying to instill that level of understanding or consciousness via information, advice, etc, has been a real challenge.

    Thanks for this post
    L

    Originally Posted by Mark Pescetti View Post

    I was hanging out with another copywriter yesterday at a coffeehouse and we talked about some of our personal objection-shattering signatures.

    I let him in on a deep unconscious trigger I developed and use in virtually every letter I write, especially in the financial, health and relationship markets.

    I learned early on that when a person hasn't done something (i.e. has little or no practical reference points for something,) like making $30,000 in a single month...

    ...he or she will have a lot of resistance to the idea they can accomplish what your copy declares.

    So if you're selling a product or service that communicates how your prospects can make massive amounts of money, it's going to feel pie-in-the-sky.

    Here's why:

    Most people don't take responsibility for creating the amount of money they have.

    They think it's just the cards they were dealt.

    If a prospect doesn't believe they created what they have, how are they supposed to reconcile creating something else, like $30,000 a month?

    They won't.

    Their limiting beliefs and judgments won't let them FEEL like it's a real opportunity.

    In essence...

    People can't typically manifest more than what they have - until they acknowledge they created what they do, are and presently see in their bank accounts.

    So cool little trigger to use in your copy when your benefits can fundamentally change your prospect's lives in truly mind-blowing ways...

    ...is to help them take responsibility for creating their own self-imposed limitations.

    There are infinite ways to accomplish this, from hitting them over the head with a 2x4 (e.g. It's not the economy's fault; you're too focused on your own problems to ever see the opportunities that are begging for your attention...)

    ...to subtlety nudging them to accept they are somehow the common denominator for what they create (e.g. It doesn't matter what you've already created or what anyone else is financially experiencing, you're fully capable of tapping into all the money you want, need and deserve - if you stop letting your current results dictate your future.)

    When you can help people take some accountability for where they are, their resistance to actually taking the steps that will reveal the change only your product or service can create... will soften.

    And you will have overcome a deep, unconscious objection to generate WAY more conversions than if you do NOT utilize this technique in some way, shape or form.

    Take it or leave it.

    Mark Pescetti

    P.S. In the spiritual and mindset communities, people spend thousands upon thousands of dollars trying to learn how to manifest. It's the biggest pile of chicken manure ever, because everyone who pays their money to learn these techniques almost NEVER realizes or acknowledges they already created their reality. They just don't like it, so it must be because of what's happening out there, right? Why do you think all of these manifestation techniques (I'm look at you Law of Attraction) fail to get people the results they want? How CAN it work for people when they don't take responsibility for creating their present circumstances? It's an unconscious obstacle that's almost impossible to overcome or reconcile - until it's acknowledged.
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  • Profile picture of the author Steve Hill
    Lots of good insights here, and they all seem to share these common themes:

    1) People need to accept or realize they can change or achieve
    2) People need to accept or realize that responsibility for change is up to them
    3) People need to know how to change (planning for change, setting goals)
    4) People need to take action to cause the change to happen
    5) People need to adjust as needed during change to stay on track

    Gordon's diagram follows these core guidelines, too.

    I've always liked the way Eugene Schwartz describes channeling desires, as in Rick's posted example. These market forces are everywhere, and they will happen whether or not we participate in them.

    When I was a Realtor, I asked one very successful broker what his secret was. He told me that in real estate and business, rivers of money were always flowing. It was simply necessary to position oneself in whichever flow was most interesting (such as commercial real estate, residential real estate, property management, specialty niches...the list went on). This is analogous to the market forces that Schwartz describes so well.

    Or as Mark Andrews put it, people can just get on the ride they want, and if they don't like it, try another. We have the freedom to do that. And it is true that a mental frame of mind helps people be what they want to be. It's going to be hard to be successful if the frame of mind is about hangin' with the homies on the stoop down the street.

    Rich people plan for a lifetime, poor people plan for Saturday night. Successful people usually have big libraries; unsuccessful people usually just have big TVs.

    What is necessary is to JUST DO It. Perhaps it means helping people to overcome subconscious objections, skip past fears, overcome inertia, or give people a reason or hope, and copywriters can do that well.

    Is it necessary to get people to acknowledge the past and present in order to have them move forward? Or is it just necessary to channel existing forces and desires?

    In my experience, both can be right, depending on the person. I'd have to agree with Mark P. that many people will be constrained in what they can accept as a reality, because that's all they have ever known. They need to get past that. I'd also have to agree with Rick D. in that many will deal with personal beliefs and history in their own way, and they just want to know how to move forward.

    And of course, many will read these kinds of teachings time and time again, and never do anything with them but dream. As Justin S. said, "The amount of action you take will dictate your results which with give you the opportunity to grow."

    All in all, this is an interesting thread, with some good comments. There are many viewpoints on the underlying theme, but common elements do recur throughout.
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  • Profile picture of the author mrdomains
    It all depends who the copy is intended for. The bulk population will be more influenced by the "not your fault" angle. Mainly because they wont be able to understand the meaning of the "you can do it" out of self-indoctrination.
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  • Profile picture of the author Gene.Gerwin
    I think that whatever seems "new" is what will engage the prospect.

    If everyone else is telling them it's not their fault, but you are saying it is- they're going to be curious to hear why you think that.

    It's also cultural... some cultures are strongly internally oriented, others not. And cultures also change over time.

    So, as blanket statements, I wouldn't subscribe to either...

    ...you have to test to find what works.
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