About the Author
About the Author
After graduating from Stanford After graduating from Stanford University in 2001,University in 2001, ToTony Floresny Flores quickly found himself broke and quickly found himself broke and jobless. Up to his ears in student jobless. Up to his ears in student loans, he got a job in sales with a loans, he got a job in sales with a natural health company. It was then natural health company. It was then – when the company owner handed – when the company owner handed
him a Jay Abraham book – that he was him a Jay Abraham book – that he was rst introduced to direct marketing. rst introduced to direct marketing. From there, he discovered the From there, he discovered the process of copywriting. This new skill process of copywriting. This new skill
was a lifesaver for him, and
was a lifesaver for him, and it wasn’tit wasn’t long before Tony had used what he long before Tony had used what he was learning to double the sales of his was learning to double the sales of his company
company, taking a , taking a two-man operationtwo-man operation to just under $3 million in annual to just under $3 million in annual sales.
sales.
At that point, he sent a business At that point, he sent a business idea to copywriting legend Clayton idea to copywriting legend Clayton Makepeace, who hired him on Makepeace, who hired him on the spot. Since that
the spot. Since that time, Tonytime, Tony has developed the i
has developed the industry’ndustry’s mosts most acclaimed newsletter on copywriting acclaimed newsletter on copywriting … has created a series of powerful … has created a series of powerful direct marketing educational products direct marketing educational products … and has written winning direct … and has written winning direct response promotions in a variety of response promotions in a variety of markets. Tony currently resides in Los markets. Tony currently resides in Los Angeles, CA.
Angeles, CA.
Clayton Makepeace and
Clayton Makepeace and
The Total Package
The Total Package Present:
Present:
EMOTIONAL
EMOTIONAL
TRIGGER WORDS
TRIGGER WORDS
by
by
Tony Flores
Tony Flores
© 2009 by The Proft Center™
© 2009 by The Proft Center™
All rights reserved.
All rights reserved.
Reproduction, in whole or in part,
Reproduction, in whole or in part,
without written permission
without written permission
from the publisher
from the publisher
is strictly prohibited.
is strictly prohibited.
Emotional Trigger Words™ is a publication of:
Emotional Trigger Words™ is a publication of:
The Proft Center™
The Proft Center™
PO Box 750
PO Box 750
Waynesville, NC 28786
Waynesville, NC 28786
Ph: (800) 827-0940
Ph: (800) 827-0940
Intl: (828) 456-9277
Intl: (828) 456-9277
www.MakepeaceTotalPackage.com
www.MakepeaceTotalPackage.com
3 3
Introduction
Introduction
by Tony Flores
by Tony Flores
The underlying emotional triggers that grab a prospect’s attention, keep his eyes glued to the The underlying emotional triggers that grab a prospect’s attention, keep his eyes glued to the page … and the
page … and then ultimately cn ultimately compel him to mompel him to make a purchase dake a purchase decision are oftecision are often unknown ten unknown to even theo even the most experienced
most experienced copywritercopywriters.s.
Many of the copywriting greats use the power of emotions very instinctively, which works for Many of the copywriting greats use the power of emotions very instinctively, which works for them. But I’ve found that this
them. But I’ve found that this “instinct only” knowledge makes it virtually impossible for these“instinct only” knowledge makes it virtually impossible for these masters to teach people like you
masters to teach people like you and me all the and me all the subtleties of emotional copywritisubtleties of emotional copywriting.ng. That’s why this book was created — it’s for the rest of us!
That’s why this book was created — it’s for the rest of us!
It’s for us “regular” writers and marketers who weren’t born knowing exactly how to stimulate It’s for us “regular” writers and marketers who weren’t born knowing exactly how to stimulate our prospect’s hottest emotions, at exactly the right moments. It’s almost unfair how great writers can our prospect’s hottest emotions, at exactly the right moments. It’s almost unfair how great writers can hone in on the
hone in on the exact emotions they need to make the exact emotions they need to make the sale, and then continually hit those emotionalsale, and then continually hit those emotional hot buttons six ways to Sunday.
hot buttons six ways to Sunday.
But now it’s time to level the playing eld. But now it’s time to level the playing eld.
The manual you now hold in your hands is the ultimate secret weapon. Even if you’re a complete The manual you now hold in your hands is the ultimate secret weapon. Even if you’re a complete emotional dunce (like I am), you can’t help but become a much more visceral, emotionally-potent emotional dunce (like I am), you can’t help but become a much more visceral, emotionally-potent copywriter with this in your arsenal.
copywriter with this in your arsenal.
And by “emotional copywriter,” I don’t mean that you experience mood swings throughout the And by “emotional copywriter,” I don’t mean that you experience mood swings throughout the workday or cry when you think about your deadlines.
workday or cry when you think about your deadlines. Nope. I’m ta
Nope. I’m talking about belking about becoming the kicoming the kind of writer wnd of writer who:ho: ■ Knows exactly which emotional hot buttons to hit and when … ■ Knows exactly which emotional hot buttons to hit and when … ■ Knows exactly how to trigger each emotion for maximum impact … ■ Knows exactly how to trigger each emotion for maximum impact …
■ NEVER writes boring copy, because every line on your page oozes with feeling and passion … ■ NEVER writes boring copy, because every line on your page oozes with feeling and passion … ■ Stands head and shoulders over others who rely on benets alone to make the sale …
■ Stands head and shoulders over others who rely on benets alone to make the sale … ■ Can stop
■ Can stop a prospect on a a prospect on a dime, with an eyeball-seizing emotional headlindime, with an eyeball-seizing emotional headline and then e and then keep thatkeep that powerful f
powerful feeling rockineeling rocking and rolling tg and rolling throughout throughout the promotiohe promotion …n …
■ Ultimately jumps to the upper echelon of this business, because he’s mastered perhaps the single ■ Ultimately jumps to the upper echelon of this business, because he’s mastered perhaps the single most elusive and valuable skill a
most elusive and valuable skill a copywriter could ever have …copywriter could ever have …
You see, over the past three years I’ve literally devoured every single piece of good copywriting/ You see, over the past three years I’ve literally devoured every single piece of good copywriting/ direct response information I could get my hands on. Most of it has been pretty straightforward: direct response information I could get my hands on. Most of it has been pretty straightforward: Catch your prospect’s attention with your headline, focus on benets, make an irresistible offer, Catch your prospect’s attention with your headline, focus on benets, make an irresistible offer, justify the cost
justify the cost, ask for the sale, and , ask for the sale, and so on. But in all of so on. But in all of this material, “hthis material, “how to” info on ow to” info on usingusing emotions was truly rare
emotions was truly rare indeed.indeed.
Sure everybody tells you that emotions are powerful … Sure everybody tells you that the right Sure everybody tells you that emotions are powerful … Sure everybody tells you that the right emotions will make you tons of money … Sure everybody tells you that people buy on emotions and emotions will make you tons of money … Sure everybody tells you that people buy on emotions and justify with l
justify with logic/reason … ogic/reason … That’That’s all ne and dands all ne and dandyy.. But there’s just one problem …
… Nobody
… Nobody TTells Yells You How ou How to Actually DO to Actually DO It!It!
You see, I never found anyone who could give writers like me and you a concrete, super-practical You see, I never found anyone who could give writers like me and you a concrete, super-practical blueprint th
blueprint that guides you to pat guides you to putting exactlutting exactly the right emy the right emotional wordotional words and phrases into s and phrases into your copyyour copy — every time
— every time..
Remember, this book is absolutely NOT about vague and difcult to master exercises like … Remember, this book is absolutely NOT about vague and difcult to master exercises like … “becoming your prospect” … or imagining his “core complex” … or even conjuring up a some kind “becoming your prospect” … or imagining his “core complex” … or even conjuring up a some kind of picture of his feelings in your mind’s eye.
of picture of his feelings in your mind’s eye. Not at all! In
Not at all! Instead, we wanted tstead, we wanted to make this proo make this process absolutely fcess absolutely foolproof. oolproof. That’That’s why we’ves why we’ve also included tactical secrets for each emotion in the
also included tactical secrets for each emotion in the section proceeding the actual words. In thosesection proceeding the actual words. In those sections, we carefully lay out the conditions that make it much, MUCH easier to spot the emotional sections, we carefully lay out the conditions that make it much, MUCH easier to spot the emotional triggers in almost any possible situation. Because once you know
triggers in almost any possible situation. Because once you know that, inserting the words that followthat, inserting the words that follow is a piece of cake.
is a piece of cake.
Also, a note of warning: You might wonder why almost every word and sentence in this book Also, a note of warning: You might wonder why almost every word and sentence in this book comes from the health and investment market. It’s simple. That’s where nearly all the best writers comes from the health and investment market. It’s simple. That’s where nearly all the best writers have focused their attention over the last 20-30 years. And wanting to only take
have focused their attention over the last 20-30 years. And wanting to only take words and sentenceswords and sentences from the crème de la crème — from the highest paid, most successful copywriters in the world — I from the crème de la crème — from the highest paid, most successful copywriters in the world — I decided to pull everything from controls in those markets.
decided to pull everything from controls in those markets.
Don’t worry. Even if you write and market in a different industry all together, this stuff is Don’t worry. Even if you write and market in a different industry all together, this stuff is universal. The same emotional patterns exist across market and industry lines — and
universal. The same emotional patterns exist across market and industry lines — and the samethe same emotional triggers apply. As you’ll soon see, the market doesn’t change the fundamental words and emotional triggers apply. As you’ll soon see, the market doesn’t change the fundamental words and patterns. Fear i
patterns. Fear is fear, gs fear, greed is greed, and reed is greed, and urgency iurgency is urgency — s urgency — no matter whno matter what market youat market you’re in!’re in! And as a marketer, copywriter or even possibly a business owner — ALL you really need And as a marketer, copywriter or even possibly a business owner — ALL you really need to know is: (a) the variety of emotions used effectively in sales and marketing … (b) how these to know is: (a) the variety of emotions used effectively in sales and marketing … (b) how these emotions relate to purchase decisions … and (c) which words will effectively trigger them for emotions relate to purchase decisions … and (c) which words will effectively trigger them for maximum response.
maximum response.
If you can do that right, you’re well on your way to fame and fortune as a marketer, copywriter, If you can do that right, you’re well on your way to fame and fortune as a marketer, copywriter, salesperson, entrepreneur … ANYONE whose success depends on selling products or services via salesperson, entrepreneur … ANYONE whose success depends on selling products or services via direct response.
5 5
TABLE OF CONTENTS
TABLE OF CONTENTS
1
1
How to Use This Resource
How to Use This Resource...
...
...
...
6
6
22
Words that Get Your Prospect’s Blood Boiling (
Words that Get Your Prospect’s Blood Boiling (
Anger Anger)
)
...
...
9
9
33
The National Enquirer
The National Enquirer
’s All-Time Hottest Emotion (
’s All-Time Hottest Emotion (
Betrayal Betrayal)
)
...
...
...
...
..
12
12
44
Don’t Get Mad … Get EVEN (
Don’t Get Mad … Get EVEN (
Revenge Revenge)
)
...
...
...
...
15
15
55
Scary Words that Grab Your Prospect
Scary Words that Grab Your Prospect
and
and Force
Force Him
Him to
to Keep
Keep Reading
Reading (
(
Fear Fear)
)
...
...
...
...
17
17
66
Y
Y
ou’re Not Supposed
ou’re Not Supposed to Be Seeing
to Be Seeing This But … (
This But … (
ForbiddenForbidden)
)
...
...
...
...
....
24
24
77
When You’re Sick and Tired
When You’re Sick and Tired
of
of Being
Being Sick
Sick and
and Tired
Tired (
(
FrustrationFrustration)...
)...
...
...
27
27
88
“Greed is good. Greed is RIGHT. Greed works.” (
“Greed is good. Greed is RIGHT. Greed works.” (
Greed Greed)
)
...
...
...
...
...
...
29
29
99
The Happiness of Health (
The Happiness of Health (
Happiness & Health Happiness & Health)
)
...
...
35
35
1010
The Magical Feeling that Keeps Us Going (
The Magical Feeling that Keeps Us Going (
Hope Hope)
)
...
...
40
40
1111
Sometimes Love
Sometimes Love Is All Y
Is All Y
ou Need
ou Need (
(
Love/Caring Love/Caring)
)
...
...
42
42
1212
I’m So Excited, and I Just Can’t Hide It (
I’m So Excited, and I Just Can’t Hide It (
Passion Passion)
) ...
...
43
43
1313
The Astonishing Power of Powerlessness (
The Astonishing Power of Powerlessness (
Powerlessness Powerlessness)
)
...
...
...
...
...
.
45
45
1414
It’
It’s Time to Kick Back and
s Time to Kick Back and Relax (
Relax (
Relaxation Relaxation)
)
...
...
47
47
1515
When Y
When Y
our Prospect Is Down
our Prospect Is Down in the Dumps,
in the Dumps, Use This (
Use This (
Sadness Sadness) ...
) ...
...
..
48
48
1616
How to Make Y
How to Make Your Prospect Feel
our Prospect Feel Safe and Se
Safe and Secure (
cure (
Security Security)
)
...
...
...
...
...
50
50
1717
One of
One of the W
the W
orld’
orld’
s Most Underrated
s Most Underrated Motivators (
Motivators (
Shame Shame)
) ...
...
...
...
...
..
54
54
1818
The Unparalleled Power of Surprise! (
The Unparalleled Power of Surprise! (
Surprise Surprise)
)
...
...
56
56
1919
Don’t Dilly Dally … Time’s a Wastin’! (
Don’t Dilly Dally … Time’s a Wastin’! (
UrgencyUrgency)
)
...
...
58
58
C
Not only that, over the las Not only that, over the last yeart year I’ve spent a signicant percentage of I’ve spent a signicant percentage of my days (meaning hours and hours my days (meaning hours and hours every single day) studying all of his every single day) studying all of his most successful packages. This has most successful packages. This has been especially eye-openi
been especially eye-opening — withng — with much of what I’m presenting here the much of what I’m presenting here the direct outcome of what I
direct outcome of what I discovered indiscovered in dissecting Clayton’s biggest winners. dissecting Clayton’s biggest winners.
Consequently
Consequently, what , what I’ve doneI’ve done in this book is
in this book is incredibly synergisticincredibly synergistic with everything Clayton teaches. In with everything Clayton teaches. In going through his copy, I found the going through his copy, I found the strongest and most commonly targeted strongest and most commonly targeted emotions. I busted my brain guring emotions. I busted my brain guring out exactly when and where he out exactly when and where he (and(and other great writers) use these emotions other great writers) use these emotions to further the sales process; and which to further the sales process; and which words they use to do that.
words they use to do that.
Then I grouped and organized Then I grouped and organized the words in each distinct emotional the words in each distinct emotional section, paying special attention to section, paying special attention to how that emotion is used in winning how that emotion is used in winning copy.
copy.
Put simply, this stuff works. Not Put simply, this stuff works. Not once, not twice … but over and over once, not twice … but over and over again. I’ve personally seen Clayton again. I’ve personally seen Clayton use and teach everything in this use and teach everything in this book. These are some of th
book. These are some of the exacte exact same secrets his copy cubs have same secrets his copy cubs have used to become six and
used to become six and seven-gureseven-gure copywriters in short
copywriters in short order.order. And
And that includes that includes yours truly.yours truly. Despite just breaking onto the Despite just breaking onto the scene, I’ve personally used all of scene, I’ve personally used all of these techniques in the battleeld — these techniques in the battleeld — especially in the time that I’ve spent especially in the time that I’ve spent consulting and writing promotions consulting and writing promotions directly with Clayton. So I can assure directly with Clayton. So I can assure you; they work like gangbusters you; they work like gangbusters across the board — for rookies, across the board — for rookies, veterans, superstars and everyone in veterans, superstars and everyone in between.
between.
Why You’ll Have a Blast Using
Why You’ll Have a Blast Using
these Explosive Little Words
these Explosive Little Words
Once you get going, this process Once you get going, this process can be so fun! As a writer
can be so fun! As a writer andand marketer, you know how fantastic it marketer, you know how fantastic it feels to get passionate about a subject feels to get passionate about a subject — feeling the same level of emotio — feeling the same level of emotionn
as your prospect is feeling —
as your prospect is feeling — whetherwhether it’
it’s a s a drug scandal, a drug scandal, a supplementsupplement conspiracy, a Wall Street scam or conspiracy, a Wall Street scam or anything else.
anything else.
And you know how amazing it And you know how amazing it feels when you can come to the point feels when you can come to the point where you’re able to put that
where you’re able to put that feelingfeeling into words for him, so that
into words for him, so that he instantlyhe instantly identies with the message you’re identies with the message you’re articulating in the copy.
articulating in the copy.
Of course, that’s not always so Of course, that’s not always so easy. You’ve got to actually KNOW easy. You’ve got to actually KNOW what your prospect’s feeling — rst! what your prospect’s feeling — rst!
Take anger, for example. To really Take anger, for example. To really use anger to the max, you’ll want to use anger to the max, you’ll want to begin by presenting
begin by presenting some sort of fact,some sort of fact, event, claim or subject you’re sure event, claim or subject you’re sure willwill arouse your prospect’s anger.
arouse your prospect’s anger. And how do you nd
And how do you nd that out?that out? Research, of course! You study the Research, of course! You study the daylights out of your prospect — his daylights out of your prospect — his hopes, dreams, desires, beliefs and hopes, dreams, desires, beliefs and more. And more
more. And more importantlyimportantly, you, you look at the relationship between your look at the relationship between your prospect and your prod
prospect and your product, the market,uct, the market, the subject of the information you’re the subject of the information you’re giving him — anything for which he giving him — anything for which he could possibly be angry.
could possibly be angry.
And don’t forget: With the And don’t forget: With the information at the beginning of information at the beginning of each chapter you’ll learn to quickly each chapter you’ll learn to quickly recognize when an emotion has a recognize when an emotion has a high likelihood of being present in high likelihood of being present in your prospect. No guarantees here — your prospect. No guarantees here — emotions are extremely ckle things. emotions are extremely ckle things. But masters like Clayton and others But masters like Clayton and others have learned to spot such conditions have learned to spot such conditions and take full advantage of them for and take full advantage of them for much higher percentages of success much higher percentages of success than most other writers.
than most other writers.
To do likewise, you simply ip to To do likewise, you simply ip to the section on anger and discover why the section on anger and discover why anger arises, and how it’s most often anger arises, and how it’s most often used in direct response. This will give used in direct response. This will give you a strong
you a strong psychological foundationpsychological foundation that eventually will become second that eventually will become second nature to you.
nature to you.
After that, you look within that After that, you look within that same chapter for words that you same chapter for words that you now know are proven to effectively now know are proven to effectively trigger that emotion. Tune into that trigger that emotion. Tune into that
How to Use This
How to Use This
Resource
Resource
One of the biggest benets you’ll One of the biggest benets you’ll nd from using this book is that nd from using this book is that youyou start t
start to thino think k … see … see … and … and FEELFEEL all of these powerful emotions at all of these powerful emotions at work. Do this enough and a
work. Do this enough and a wholewhole new world starts to open up. You new world starts to open up. You begin to understand h
begin to understand human natureuman nature and motivation on a far deeper level. and motivation on a far deeper level. As a result, you’re able to predict, As a result, you’re able to predict, direct and harness the power of direct and harness the power of youryour prospects’
prospects’ desires … because emotionsdesires … because emotions have and always will be the
have and always will be the mostmost effective way to do just that. effective way to do just that.
I believe the best marketers and I believe the best marketers and copywriters in the world, the true copywriters in the world, the true masters like Clayton Makepeace, Gary masters like Clayton Makepeace, Gary Bencivenga, Gene Schwartz, Jim Rutz, Bencivenga, Gene Schwartz, Jim Rutz, John Carlton and many others, have John Carlton and many others, have a deeply instinctive understanding of a deeply instinctive understanding of how these human emotions work. how these human emotions work.
They’ve learned how to position They’ve learned how to position their products or services (and the their products or services (and the peopl
people behie behind thnd the prode products oucts or servr services)ices) as powerful emotional solutions to as powerful emotional solutions to real-life problems of their prospects. real-life problems of their prospects. Solutions that gave their prospects Solutions that gave their prospects as much emotional satisfaction and as much emotional satisfaction and vindication as they got from whatever vindication as they got from whatever material good they purchased.
material good they purchased. So how do you
So how do you do this? do this?
The rst step is always to nd The rst step is always to nd out your prospects’ dominant resident out your prospects’ dominant resident emotions regarding the subject at emotions regarding the subject at hand, just as Clayton teaches. By hand, just as Clayton teaches. By dominant resident emotion, he means dominant resident emotion, he means the primary (i.e. most dominant) the primary (i.e. most dominant) emotion that sticks around for a long emotion that sticks around for a long time (i.e. resident). These are feelings time (i.e. resident). These are feelings like the fear of loss, the hatred for like the fear of loss, the hatred for injustice, the yearning for hope and injustice, the yearning for hope and love, and so many more.
love, and so many more.
He covers this extensively in He covers this extensively in many issues of
many issues of The Total PackageThe Total Package, his, his teleseminars and
teleseminars and How to Challenge How to Challenge a Strong Control
a Strong Control product, the product, the Easy W
Easy Writers Marketing Clriters Marketing Clubub, his, his groundbreaking
groundbreaking Power Marketing Power Marketing Summit
Summit , and will do so in, and will do so in The UltimateThe Ultimate Desktop Copy Coach
Desktop Copy Coach. This is where. This is where I learned a good percentage of his I learned a good percentage of his teachings on emotion in sales copy. teachings on emotion in sales copy.
1
1
7 7 feeling you think your prospect is
feeling you think your prospect is experiencing and then write your copy experiencing and then write your copy using as many of these
using as many of these words as youwords as you possibly can. Doin
possibly can. Doing this guaranteesg this guarantees you’ll have much more of
you’ll have much more of this emotionthis emotion in your copy than before! It’s that easy. in your copy than before! It’s that easy.
Keep in mind, however, that one Keep in mind, however, that one emotion — like anger alone — emotion — like anger alone — won’twon’t ever be enough. That’s a mistake ever be enough. That’s a mistake beginning writers mak
beginning writers make all the timee all the time with any of the “negative” emotions; with any of the “negative” emotions; thinking that making the prospect thinking that making the prospect angry or afraid will always help move angry or afraid will always help move the sale forward. Not true.
the sale forward. Not true.
Any emotion you stimulate needs Any emotion you stimulate needs to be actionable — and in a way that to be actionable — and in a way that makes your prospect want to take makes your prospect want to take action toward your offer. You can action toward your offer. You can always make your prospect angry or always make your prospect angry or afraid of something. That’s easy. But it afraid of something. That’s easy. But it won’t necessarily make him want your won’t necessarily make him want your product or service any more.
product or service any more. So as you begin your research So as you begin your research process and start to walk i
process and start to walk in yourn your prospect’
prospect’s shoes, the most powerfuls shoes, the most powerful emotions you can stimulate will emotions you can stimulate will
always be the ones that predispose him always be the ones that predispose him to act on your offer. I would read that to act on your offer. I would read that last sentence again. Let me repeat it last sentence again. Let me repeat it for you:
for you: The most powerful emotionsThe most powerful emotions you can stimulate wil
you can stimulate will always be thel always be the ones that predispose your prospect to ones that predispose your prospect to act on your offer
act on your offer ..
For example, if you’re
For example, if you’re writingwriting an investment piece on China, you an investment piece on China, you may choose to simulate his fear may choose to simulate his fear aboutabout losing money and about how the losing money and about how the country is being slowly destroyed on country is being slowly destroyed on an economic level. Then you’ll want an economic level. Then you’ll want to couple this with his emotional to couple this with his emotional desire to make more money and feel desire to make more money and feel patriotic.
patriotic.
Now you’ve got a variety of Now you’ve got a variety of actionable emotions working for you, actionable emotions working for you, and your job is simply to convince and your job is simply to convince your prospect that he can solve them your prospect that he can solve them all by sending in for your
all by sending in for your risk-free,risk-free, trial offer.
trial offer.
Even More Practical
Even More Practical
Ways to Make This Book Work
Ways to Make This Book Work
Once you’ve successfully targeted Once you’ve successfully targeted
the right dominant emotions in your the right dominant emotions in your prospect, then it’
prospect, then it’s a matter of pickings a matter of picking out the words that have been
out the words that have been usedused to trigger this emotion in winning to trigger this emotion in winning promotions
promotions … and learning from the… and learning from the example sentence taken out of real example sentence taken out of real control mailings.
control mailings.
This should get your juices This should get your juices owing. In fact, as
owing. In fact, as you contemplateyou contemplate your prospect’s feelings and read your prospect’s feelings and read through this list, certain words will through this list, certain words will literally JUMP OUT at you!
literally JUMP OUT at you! Be sure to jot them down as Be sure to jot them down as possibilities
possibilities for your headline, deckfor your headline, deck copy
copy, your lead or , your lead or other critical areasother critical areas of your promotion.
of your promotion.
Also remember that emotions are Also remember that emotions are very uid and difcult to t in a tight very uid and difcult to t in a tight box. Science is only now b
box. Science is only now beginning toeginning to actually study them with technology. actually study them with technology. Which means that words in each Which means that words in each section are NOT 100% limited to that section are NOT 100% limited to that specic emotion. Words that trigger specic emotion. Words that trigger feelings of fear in your
feelings of fear in your prospect mightprospect might also trigger anger, betrayal, shame or also trigger anger, betrayal, shame or others.
others.
Overall, I’ve created this system Overall, I’ve created this system simply to match up the words top simply to match up the words top copywriters have typically (and copywriters have typically (and successfully) used to trigger certain successfully) used to trigger certain emotions. You’ll nd that they’re emotions. You’ll nd that they’re pretty accurate.
pretty accurate. And as a result, if youAnd as a result, if you load up your copy with words from load up your copy with words from a certain section — your
a certain section — your copy WILLcopy WILL carry that feeling.
carry that feeling.
And, of course, the more And, of course, the more
experience you get with these experience you get with these ultra- powerful words, the bett
powerful words, the better you’ll get ater you’ll get at selecting exactly the right one for your selecting exactly the right one for your needs.
needs.
A Quick Glimpse at How It
A Quick Glimpse at How It
Looks In Action
Looks In Action
With a little practice, you’ll With a little practice, you’ll be able to dramatically boo be able to dramatically boost thest the
emotional potency of
emotional potency of your copy. Andyour copy. And you’ll do it with just these words. you’ll do it with just these words. Below is an example from a Below is an example from a wildly successful nancial promotion wildly successful nancial promotion Clayton wrote that’s loaded with Clayton wrote that’s loaded with words that trigger “fear.” I’ve
words that trigger “fear.” I’ve boldedbolded the main ones. Read through it the main ones. Read through it andand
notice the visceral impact each one notice the visceral impact each one creates:
creates:
“Just when you thought “Just when you thought it was safe to get back it was safe to get back into stocks — all of the into stocks — all of the economic
economic ghostsghosts of all of all the nancial
the nancial crisescrises of of the past 30 years are the past 30 years are returning to
returning to shockshock Wall Wall Street once again!
Street once again! As investors, you and As investors, you and I have been through a I have been through a lot in recent years: lot in recent years: We’ve witnessed the
We’ve witnessed the TechTech Wreck
Wreck of 2000 … the of 2000 … the Debt
Debt DisasterDisaster of 1998 … of 1998 … and the Asian
and the Asian CrisisCrisis of of 1997.
1997.
And don’t forget how And don’t forget how stocks got
stocks got slammed slammed by by the Energy
the Energy CrisisCrisis of the of the 1970’s … the Real Estate 1970’s … the Real Estate Bust
Bust of 1974 … the Bond of 1974 … the Bond Market
Market CollapseCollapse of 1979- of 1979-80 … the Banking/S&L 80 … the Banking/S&L Debacle
Debacle of the 1980s … of the 1980s … and when the Gulf War and when the Gulf War drove oil prices through drove oil prices through the roof.
the roof.
Each one of these crises Each one of these crises gutted
gutted investment values investment values — and each one
— and each one vaporized vaporized the prosperity, the
the prosperity, the nancial security, and nancial security, and the retirement dreams of the retirement dreams of millions.
millions.
Now these economic Now these economic nightmares
nightmares are once are once again rearing their
again rearing their uglyugly heads
heads. Even worse: all 7. Even worse: all 7 are rapidly converging are rapidly converging on the U.S. economy on the U.S. economy — and in the next few — and in the next few
months, they will months, they will simultaneously
simultaneously slam slam into into Wall Street, triggering Wall Street, triggering the most
the most painful painful economic
economic collapsecollapse since since
1929.” 1929.”
Don’t you see and FEEL their Don’t you see and FEEL their impact? It’s a big part of why this impact? It’s a big part of why this lead hooked Clayton’s prospects, and lead hooked Clayton’s prospects, and brought in a truly MASSIV
brought in a truly MASSIVE numberE number of new customers
of new customers for Wfor Weiss Research.eiss Research. In direct response, results never lie. In direct response, results never lie.
This example is just a taste of This example is just a taste of what you’ll nd in the fear
what you’ll nd in the fear section.section. Clayton literally has over 100 words Clayton literally has over 100 words Chapter 1:
just for “fear” alone, whereas if just for “fear” alone, whereas if
you look at many of
you look at many of the fear-driventhe fear-driven nancial promotions in the mail nancial promotions in the mail — you’ll see 10-20, T
— you’ll see 10-20, TOPS. AndOPS. And remember — because I went through remember — because I went through tons and tons of his own controls tons and tons of his own controls — just about every emotio
— just about every emotional word henal word he knows is in this book!
knows is in this book!
Now just imagine what y
Now just imagine what you’ll beou’ll be able to do with your own
able to do with your own promotionspromotions when you have easy access to
when you have easy access to nearlynearly 1,500 proven emotional words and 1,500 proven emotional words and phrases. Many of which are even phrases. Many of which are even
stronger than the ones bolded above. stronger than the ones bolded above. W
Words that ords that instantly trigger instantly trigger … the… the shocking feel
shocking feeling of bing of betrayal etrayal … the… the thirst for
thirst for revenge revenge … the jo… the jolt of alt of a conspiracy
conspiracy … the ecstasy … the ecstasy of regainingof regaining your healt
your health h … and … and much, MUCHmuch, MUCH MORE.
MORE.
Tying Multiple Emotions
Tying Multiple Emotions
Together in an Effective
Together in an Effective
Sequence
Sequence
You’ll also discover that many You’ll also discover that many emotions are very closely related emotions are very closely related to each other. When someone is to each other. When someone is afraid, he feels powerless. After a afraid, he feels powerless. After a certain amount of time spent feeling certain amount of time spent feeling powerless, your prosp
powerless, your prospect may developect may develop a deep and growing frustration and a deep and growing frustration and seek out a solution that gives him seek out a solution that gives him hope. He’ll want to feel
hope. He’ll want to feel passionate andpassionate and happy about conquering these limiting, happy about conquering these limiting, negative feelings.
negative feelings. Similarly
Similarly, if , if he feels the he feels the intenseintense fear of loss, destruction, collapse fear of loss, destruction, collapse or humiliation — presenting an or humiliation — presenting an opportunity to prot (the emotion of opportunity to prot (the emotion of greed) will often help soothe these greed) will often help soothe these feelings.
feelings.
Likewise, security is an antidote Likewise, security is an antidote to fear. Investors or health
to fear. Investors or health patientspatients that are afraid of
that are afraid of something want tosomething want to feel secure — they want those fearful, feel secure — they want those fearful, uncertain feelings to fade
uncertain feelings to fade awayaway. So. So on a tactical level, you’ll build up on a tactical level, you’ll build up thethe fear using “fear” words — and then fear using “fear” words — and then you’ll offer a solution to the fear you’ll offer a solution to the fear byby connecting your product to language connecting your product to language that brings about the feeling of that brings about the feeling of security.
security.
And here’s another example: Let’s And here’s another example: Let’s say that your prospect is afraid of say that your prospect is afraid of not having enough money, of going not having enough money, of going
broke, of being poor
broke, of being poor. This is a VER. This is a VERYY common fear. What do you see in common fear. What do you see in the most proactive people with this the most proactive people with this specic fear? They’re proactively specic fear? They’re proactively greedy about making the amount of greedy about making the amount of money that will wipe away that feeling money that will wipe away that feeling of fear. Some may be more
of fear. Some may be more driven thandriven than others to gain money and conquer the others to gain money and conquer the fear of being poor — but the structure fear of being poor — but the structure is exactly the same. They also seek is exactly the same. They also seek ways to feel safe and secure about ways to feel safe and secure about their money, however that can be their money, however that can be accomplished.
accomplished.
As a copywriter, you need to As a copywriter, you need to understand emotional patterns like understand emotional patterns like this and set up situations — just like this and set up situations — just like Clayton does — where one
Clayton does — where one emotion isemotion is pushing your pros
pushing your prospect and another ispect and another is pulling him. In the exampl
pulling him. In the example above, thee above, the prospect is being pu
prospect is being pushed by the fear ofshed by the fear of loss (he’s moving away from it) and loss (he’s moving away from it) and being pulled in by t
being pulled in by the greed of gainhe greed of gain (he’s moving toward it). Each emotion (he’s moving toward it). Each emotion works together, multiplying each works together, multiplying each other’s power and effectiveness. other’s power and effectiveness. Just look at a prospect in the Just look at a prospect in the health market. He is being pushed health market. He is being pushed by (and wants to move away fro by (and wants to move away from)m)
a variety of negative emotions a variety of negative emotions — the fear of losing his life
— the fear of losing his life … the… the shame and humiliation of chronic, shame and humiliation of chronic, debilitating disease … the frustration debilitating disease … the frustration of trying all kinds of natural solutions of trying all kinds of natural solutions and having none of them really and having none of them really workwork … the anger and betrayal he feels … the anger and betrayal he feels regarding doctors who treat him like a regarding doctors who treat him like a walking statistic … the list goes on. walking statistic … the list goes on.
Then at the same
Then at the same time he’s got thetime he’s got the more positive, desirable emotions like more positive, desirable emotions like hope, happiness, security, love and hope, happiness, security, love and more. He desperately hopes his body more. He desperately hopes his body will be able to heal
will be able to heal naturally from thenaturally from the ailments that afict him … he seeks ailments that afict him … he seeks the unique happiness that comes from the unique happiness that comes from boundless ener
boundless energy and good healthgy and good health … he wants the
… he wants the security of knowingsecurity of knowing he’ll be there (with a
he’ll be there (with a fully functioningfully functioning body) for his wife and ki
body) for his wife and kids day in andds day in and day out … he seeks to increase and day out … he seeks to increase and share his love for family by
share his love for family by takingtaking care of his health … and much more. care of his health … and much more.
Plus, he’s willing to work and Plus, he’s willing to work and go after things that help him feel go after things that help him feel these positive emotions — whether these positive emotions — whether it’
it’s powerful health information, s powerful health information, aa supplement, a brand new therapy or supplement, a brand new therapy or
anything else. This is because they anything else. This is because they not only help him get what he not only help him get what he wantswants and dreams, but also because they and dreams, but also because they help him get away from the negative, help him get away from the negative, reactive emotions that
reactive emotions that he’s strugglinghe’s struggling with all the time.
with all the time.
Bottom line: When you combine Bottom line: When you combine the “push” of the negative emotions the “push” of the negative emotions with the “pull” of the positive ones, with the “pull” of the positive ones, your copy becomes a force to be your copy becomes a force to be reckoned with!
reckoned with! Now let’
Now let’s start learning all of ths start learning all of thee different emotions that will make you different emotions that will make you a not-so-small fortune in the weeks, a not-so-small fortune in the weeks, months and years to come.
9 9
W
Words that G
ords that Get
et
Your Prospect’s
Your Prospect’s
Blood Boiling …
Blood Boiling …
Anger is a very powerful and often Anger is a very powerful and often under-used emotion in copywriting. But under-used emotion in copywriting. But remember, there’s a distinct difference remember, there’s a distinct difference between actionable, USEFUL anger and between actionable, USEFUL anger and useless anger that doesn’t help you a lick useless anger that doesn’t help you a lick in making the sale.in making the sale.
To use anger effectively and really To use anger effectively and really make it actionable, you need to create a make it actionable, you need to create a target. Y
target. You’ll want to ou’ll want to present somebodypresent somebody or something for your prospect to get or something for your prospect to get angry at (i.e. an enemy). This enemy isn’t angry at (i.e. an enemy). This enemy isn’t the end solution, but it prepares him to the end solution, but it prepares him to take action.
take action.
That sets the stage for you to position That sets the stage for you to position your product or service as the solution your product or service as the solution — you’ll help him soothe his anger, and — you’ll help him soothe his anger, and
start to experience the more positive start to experience the more positive feelings he desires. And in certain cases, feelings he desires. And in certain cases, as we’ll see in the next two sections, you as we’ll see in the next two sections, you may even be able to give him ways to may even be able to give him ways to avenge his losses (through the emotion of avenge his losses (through the emotion of revenge), turn the tables on his oppressive revenge), turn the tables on his oppressive enemy, and more.
enemy, and more.
To get into the feeling of anger To get into the feeling of anger and develop the ability to sincerely and develop the ability to sincerely stimulate it, rst understand the common stimulate it, rst understand the common patterns you see in sales and marketing. patterns you see in sales and marketing. Anger almost always follows a problem Anger almost always follows a problem of injustice, unfairness or unmet
of injustice, unfairness or unmet expectations.
expectations.
For example, your prospect expects For example, your prospect expects doctors to care about his health, his life doctors to care about his health, his life and his well being. But so often they and his well being. But so often they don’t!
don’t!
And THA
And THAT’S grounds T’S grounds for anger.for anger. Think about the last time you got angry Think about the last time you got angry at somebody and you’ll see that this is at somebody and you’ll see that this is true. Maybe it was somebody on the road true. Maybe it was somebody on the road who cut you off (and you were angered who cut you off (and you were angered because he violated your sense of driving because he violated your sense of driving
fairness and justice). Or perhaps it was fairness and justice). Or perhaps it was that your son or daughter lied about doing that your son or daughter lied about doing their homework (because it goes against their homework (because it goes against what you think should have happened what you think should have happened — your expectations weren’t met). — your expectations weren’t met).
So the root cause of anger is any kind So the root cause of anger is any kind of violation of your prospect’s sense of of violation of your prospect’s sense of justice — the way he thinks things should justice — the way he thinks things should be. When you understand this, you’ll be. When you understand this, you’ll
more readily spot other opportunities to more readily spot other opportunities to trigger this emotion. ANY time somebody trigger this emotion. ANY time somebody has expectations that are not being met, has expectations that are not being met,
any time there’s a difference between any time there’s a difference between what’s fair and what’s actually happening what’s fair and what’s actually happening — there’s
— there’s almost undoubtedly going to bealmost undoubtedly going to be anger present.
anger present.
Think about the investment market. Think about the investment market. Brokers, CEOs, Wall Street advisors and Brokers, CEOs, Wall Street advisors and other people in positions of authority other people in positions of authority who claim to exist — and promote who claim to exist — and promote themselves as existing — for the purpose themselves as existing — for the purpose of making your
of making your prospect’s life easier,prospect’s life easier, more protable, of helping to protect and more protable, of helping to protect and grow his existing money, for warning him grow his existing money, for warning him of impending danger, etc. But
of impending danger, etc. But that’s notthat’s not always the case! Many people in these always the case! Many people in these positions abuse him, lie to him, take positions abuse him, lie to him, take
his money and ruin his nancial future. his money and ruin his nancial future. This is the opposite of what he expects, This is the opposite of what he expects, it’s unfair and it makes him justiably it’s unfair and it makes him justiably furious.
furious.
And you’ll nd a similar pattern in And you’ll nd a similar pattern in the health market.
the health market.
In fact, let’s look at an example … In fact, let’s look at an example …
The medical world is at war The medical world is at war with itself. And frankly, if with itself. And frankly, if either side wins,
either side wins, you loseyou lose.. Forgive me for being blunt Forgive me for being blunt —
— bubut t fofor r yoyour ur sasakeke, , I I jujustst have to get this off my have to get this off my chest …
chest …
Doctors and other medical Doctors and other medical experts who preach, “all you experts who preach, “all you need is drugs” — who claim need is drugs” — who claim that nutritional supplements that nutritional supplements are worthless —
are worthless — are a hazardare a hazard to your health!
to your health!
As we’ve already seen, even As we’ve already seen, even drug companies admit that drug companies admit that taking prescription drugs and taking prescription drugs and even seemingly harmless even seemingly harmless over-the-counter remedies leaves the-counter remedies leaves you vulnerable to serious you vulnerable to serious nutrient deciencies — and nutrient deciencies — and the deciency diseases they the deciency diseases they cause.
cause.
Listen to these extremists, Listen to these extremists, and you’ll wind up taking and you’ll wind up taking even more drugs for every even more drugs for every side effect — a deadly spiral side effect — a deadly spiral that only leads you to
that only leads you to disaster.
disaster.
Meanwhile, these extremists Meanwhile, these extremists stubbornly ignore many stubbornly ignore many natural remedies that natural remedies that have been proven to be as have been proven to be as effective and in some cases, effective and in some cases, even more effective than even more effective than
costly, hazardous drugs! costly, hazardous drugs! I’ve even had a case where I’ve even had a case where doctors refused to listen doctors refused to listen when I recommended CoQ10 — a when I recommended CoQ10 — a substance that could have substance that could have saved a patient’s life — they saved a patient’s life — they recommended “pulling the recommended “pulling the plug” instead!
plug” instead!
Notice the angry tone in this example. Notice the angry tone in this example. The editor — in this case Dr. Sinatra — is The editor — in this case Dr. Sinatra — is venting on his prospect’s behalf over venting on his prospect’s behalf over injustices that could be costing him is injustices that could be costing him is health … or even his life!
health … or even his life!
So anytime you want to use anger, So anytime you want to use anger, look for situations like this where the look for situations like this where the prospect
prospect isn’t isn’t being trbeing treated leated like he fike he feelseels he should. If you can nd instances of he should. If you can nd instances of unfairness or injustice — jot down that unfairness or injustice — jot down that anger as a dominant emotion. Then you anger as a dominant emotion. Then you simply create an opportunity (via your simply create an opportunity (via your product
product or servior service) to ce) to release release that anthat angerger and fulll the other positive emotions your and fulll the other positive emotions your prospect
prospect is seekiis seeking. Let ng. Let him know him know you canyou can TRULY deliver the desirable feelings that TRULY deliver the desirable feelings that others have been unable to do.
others have been unable to do. Do that and you’re GOLDEN. Do that and you’re GOLDEN. Some more examples? If you’re in Some more examples? If you’re in the water lter business and everybody’s the water lter business and everybody’s making claims that are confusing your making claims that are confusing your prospect, costing him money, steali prospect, costing him money, stealingng
health benets, continually frustrating health benets, continually frustrating him — you begin by dening and him — you begin by dening and personalizing the enemy. Maybe it’ personalizing the enemy. Maybe it’ss
the large bottled water companies that the large bottled water companies that are marking up their products 1800% are marking up their products 1800% … pulling the old “switcheroo” and … pulling the old “switcheroo” and putting tap water into their product … putting tap water into their product …
not removing all of the chlorine and not removing all of the chlorine and contaminants, thereby risking his health contaminants, thereby risking his health … or anything else.
… or anything else.
Once you decide, you make it tangible Once you decide, you make it tangible for your prospect by building up and proving for your prospect by building up and proving the corruption of the enemy until he’s likely the corruption of the enemy until he’s likely to feel genuine anger over these lies and to feel genuine anger over these lies and injustices.
injustices.
Then you position your product and Then you position your product and spokesperson as the opposite — someone spokesperson as the opposite — someone who really delivers on the promises that who really delivers on the promises that everyone else is making and lying about. everyone else is making and lying about. In this water lter example, it could mean In this water lter example, it could mean pro
proving ving that that your your proproduct duct is is very very faifairlyrly pri
priced ced and and wilwill sl save ave your your prosprospect pect manymany thousands over his lifetime … that your thousands over his lifetime … that your pro
product duct remoremoves ves everevery sy singlingle coe contamntaminainantnt
2
2
Chapter 2:
Chapter 2: Words that Get YWords that Get Your Prospect’s Blood Boiling …our Prospect’s Blood Boiling …(Anger)(Anger)
Anger
Bureaucrats
Bureaucrats – “The – “Thebureaucrats’bureaucrats’ ‘perfect ‘perfect crime’ means you’ll soon need a prescription crime’ means you’ll soon need a prescription to buy your favorite vitamins!”
to buy your favorite vitamins!” Cheat
Cheat – “In 2003, investors will discover – “In 2003, investors will discover that nearly ALL major stock brokerages that nearly ALL major stock brokerages – t
– the he hearheart at and cnd core ore of of WWall all StrStreet eet – l– lied,ied, cheated
cheated and robbed them blind.” and robbed them blind.” Cocky
Cocky – “A – “And nd in in earlearly 2y 2002,002,cockycocky brokers brokers nearly laughed themselves silly when I nearly laughed themselves silly when I warned that the high and mighty of Wall warned that the high and mighty of Wall Street were about to be exposed as liars, Street were about to be exposed as liars, cheats and thieves.”
cheats and thieves.” Crap
Crap – “ – “If If you’you’re re liklike mee me, y, you ou have have litlittletle tolerance for
tolerance forcrapcrap in any area of your life. in any area of your life. So why should that be any different when it So why should that be any different when it comes to your health?”
comes to your health?” Criminal
Criminal – “ – “ … t… theheWall Street Under-Wall Street Under- gr
grouound nd has been the only publication in the has been the only publication in the world with the guts to expose the greatest world with the guts to expose the greatest criminal
criminal conspiracy of conspiracy of our time our time …”…” Crooked
Crooked – “PLUS, the investments that – “PLUS, the investments that will
will soar 99% soar 99% … 144% … 144% … up … up to 307%to 307% as these
as thesecrookedcrooked broke brokers grs get wet what hat theythey DESERVE!”
DESERVE!” Cruel
Cruel – “REVEALED INSIDE – The – “REVEALED INSIDE – The Cruelest
Cruelest Accounting Scandal EVER!” Accounting Scandal EVER!” Damned
Damned – “ – “LieLies …s …DamnedDamned Lies … and Lies … and GOVERNMENT STATISTICS.”
GOVERNMENT STATISTICS.” Dirtiest
Dirtiest – – “Washington’“Washington’ssdirtiestdirtiest secret: secret: $1.4 Trillion Decit Debacle Will Smash $1.4 Trillion Decit Debacle Will Smash Stocks in 2004!”
Stocks in 2004!” Disgusting
Disgusting – “ … In the nal settlement, – “ … In the nal settlement, they are about to make absolutely explosive they are about to make absolutely explosive revelations about the most gross,
revelations about the most gross,disgustingdisgusting,, contemptible violations of investor trust yet.” contemptible violations of investor trust yet.” Disgraceful
Disgraceful – “Fluoridated water prevents – “Fluoridated water prevents tooth decay … THIS IS A DEADLY, tooth decay … THIS IS A DEADLY, DIS- DIS-GRACEFUL
GRACEFULLIE.”LIE.” Dollar-crazed
Dollar-crazed – “ – “ … Y… Your healthy, naturalour healthy, natural dietary options are being sold down the river dietary options are being sold down the river by
by a bua bunch nch ofofdollar-crazeddollar-crazed bureaucrat bureaucrat shake-down artists.”
shake-down artists.” Drug cycle
Drug cycle – “ – “Stay Stay SAFE SAFE by by STSTAAYINYINGG OUT of the vicious
OUT of the viciousdrug cycledrug cycle designed to designed to keep you sick!”
keep you sick!” Fat doctors
Fat doctors – “Tired of getting health advice – “Tired of getting health advice from
fromfat doctorsfat doctors with pasty faces and big with pasty faces and big red noses?”
red noses?” Fat cats
Fat cats – “The – “TheFat CatsFat Cats in power know it’s in power know it’s not
not a level playing eld.” a level playing eld.” Fattest
Fattest – “You BUY L – “You BUY LOW by OW by beatbeat-
-ing Wall Street’s
ing Wall Street’sfattestfattest fat cats to the fat cats to the punc
punch …”h …” Foisted
Foisted – “It’s just one of the many health – “It’s just one of the many health mistruths that have been
mistruths that have beenfoistedfoisted on the on the American public in recent years …” American public in recent years …” For the birds
For the birds – “That’s – “That’sfor the birdsfor the birds! I! I have a better way.”
have a better way.” Gambling
Gambling – “U.S. banks are – “U.S. banks are gamblinggambling with the depositors’ money – YOUR with the depositors’ money – YOUR MONEY – to the tune of $56 trillion.” MONEY – to the tune of $56 trillion.” Get away with
Get away with – “ … that drug compa- – “ … that drug compa-nies and their collaborators in government nies and their collaborators in government (and universities) can now
(and universities) can nowget away withget away with open fraud.”
open fraud.” Gets my goat
Gets my goat – “Here’s another one that – “Here’s another one that really
reallygets my goatgets my goat …” …” Greed
Greed – “So why have several hundred of – “So why have several hundred of these beautiful, graceful, intelligent these beautiful, graceful, intelligent crea-tures been killed on this tragic morning? tures been killed on this tragic morning? The answer:
The answer:GREED.GREED.”” Hands in the cookie jar
Hands in the cookie jar – “When they – “When they got caught with their
got caught with theirhands in the cookiehands in the cookie jar
jar, they made a big show of “cleaning up, they made a big show of “cleaning up Wall Street.”
Wall Street.” Hate
Hate – “It wasn’t long ago that I was – “It wasn’t long ago that I was struggling to earn a living … jumping struggling to earn a living … jumping from one job I
from one job Ihatedhated to another I to another Ihatedhated even more …”
even more …” Have it in for
Have it in for – “Y – “Yet, despite theseet, despite these ndings, people still
ndings, people stillhave it in forhave it in for these these delicious hot dogs.”
delicious hot dogs.” Health establishment
Health establishment – “The road to real – “The road to real health means making your own choices health means making your own choices and not just accepting what the
and not just accepting what thehealthhealth establishment
establishment says you says you ‘should’ do.”‘should’ do.” Hogwash
Hogwash – “Forget this half-hearted – “Forget this half-hearted hogwash
hogwash!”!” Hot shots
Hot shots – “W – “Wall Streetall Streethot shotshot shots chuckled when I warned of an impending chuckled when I warned of an impending TECH WRECK in early 2000 …”
TECH WRECK in early 2000 …” Hot under the collar
Hot under the collar – “ … And it – “ … And it’s’s gotten me so
gotten me sohot under the collarhot under the collar I can’t I can’t even see straight!”
even see straight!” Hype
Hype – “You SELL HIGH after Wall – “You SELL HIGH after Wall Street’s ultra-powerful
Street’s ultra-powerfulhypehype machine has machine has whipped up demand for your stock to a whipped up demand for your stock to a fever pitch …”
fever pitch …” Joke
Joke – “Earnings reports? They’re a – “Earnings reports? They’re a JOKE
JOKE – you never know if they’re real or – you never know if they’re real or phony!”
phony!” and you’ve
and you’ve got the lab tests got the lab tests to prove it …to prove it … and whatever else you need to convince him and whatever else you need to convince him of.
of.
This is where salesmanship and This is where salesmanship and per
persuassuasion ion come come in in — y— you ou sell sell youryourselselff and build the trust and credibility that YOU and build the trust and credibility that YOU ARE someone that really delivers and can be ARE someone that really delivers and can be counted upon.
counted upon.
Do this and all of the sudden your Do this and all of the sudden your pros
prospectpect’’s as anger nger becobecomesmesactionableactionable. He can. He can release his anger by ignoring these enemies release his anger by ignoring these enemies and by coming to you for a REAL solution. and by coming to you for a REAL solution. And he can obtain the dominant positive And he can obtain the dominant positive emotional benets he seeks … like the joy emotional benets he seeks … like the joy and happiness of
and happiness of great health great health … the … the releaserelease and freedom … the renewed hope and and freedom … the renewed hope and enthusiasm … and much more. enthusiasm … and much more.
As I explained in the intro, there’s As I explained in the intro, there’s always this emotional push and pull going always this emotional push and pull going on. It’s your job to gure out exactly what on. It’s your job to gure out exactly what it is — in whatever marketing situation you it is — in whatever marketing situation you nd yourself in — and then to thoroughly nd yourself in — and then to thoroughly convince the
convince the prospect prospect that your that your productproduct is the single best way to get away from is the single best way to get away from the negative and move toward the positive the negative and move toward the positive feelings he desires.
feelings he desires.
Anger
Anger
Almighty dollar
Almighty dollar – “The facts about good – “The facts about good health … have been obscured all in the name health … have been obscured all in the name of the
of thealmighty dollaralmighty dollar.”.” Arrogant
Arrogant – “The – “Thearrogantarrogant president of president of Pzer defended the Cox-2 drugs and said Pzer defended the Cox-2 drugs and said in a television interview that, “there should in a television interview that, “there should not be a rush to judgment because of the not be a rush to judgment because of the ndings.”
ndings.” Bigwigs
Bigwigs – “The – “Thebigwigsbigwigs and fat cats don’t and fat cats don’t want you to know this, but every time you want you to know this, but every time you put
put a gla glass ass of of tap tap watewater tr to yoo your lur lips, ips, you you putput yourself in harms way for a host of health yourself in harms way for a host of health prob
problemlems …s …”” Big Pharma –
Big Pharma –“Need more convincing that“Need more convincing that Big Pharma
Big Pharma is not your friend and is run by is not your friend and is run by irresponsible lunatics?”
irresponsible lunatics?” Big shots
Big shots – “When it comes to your health, – “When it comes to your health, the
thebig shotsbig shots want you on a short one (leash) want you on a short one (leash) indeed!”
indeed!” Bogus –
Bogus –“The more they spend on TV com“The more they spend on TV com- -mercials and popular magazines, the more mercials and popular magazines, the more you can be sure the ‘breakthrough’ they’re you can be sure the ‘breakthrough’ they’re selling is
selling isbogusbogus.. But But prprofoftabtablele.”.” Bull
Bull – “It’s a lot of – “It’s a lot ofBullBull! Don’t believe what! Don’t believe what you’ve been told about your health …” you’ve been told about your health …”
