WEBVTT 1 00:00:00.000 --> 00:00:07.760 Be truthful in the things that you're saying that are negative and the more true they are and the more damaging they are 2 00:00:08.440 --> 00:00:11.300 The more believable the thing that comes after the sentence 3 00:00:12.320 --> 00:00:15.260 Welcome to the game where we talk about how to get more customers how to make more 4 00:00:15.260 --> 00:00:19.040 Procustomer and how to keep them longer and the many failures and lessons we have learned along the way 5 00:00:19.040 --> 00:00:21.040 I hope you enjoy and subscribe 6 00:00:21.200 --> 00:00:26.880 What's going on everyone really pumped to tell you one of my strongest and most powerful 7 00:00:27.640 --> 00:00:37.280 Tactics in persuasion that allows you to use integrity to increase the trust in your prospects by owning all of your deficiencies with a single statement 8 00:00:37.280 --> 00:00:39.280 all right, so 9 00:00:39.400 --> 00:00:46.240 Many times if you're thinking about how you're selling someone the degree to which they will buy is directly correlated with how much they trust you 10 00:00:46.640 --> 00:00:51.760 Especially in a B2B scenario where if I said hey, if every dollar you give me you'll make ten back 11 00:00:52.560 --> 00:00:58.840 If I if someone truly believe that that every single person would buy for me right because there's no logical reason not to so 12 00:00:59.120 --> 00:01:05.160 Underpinning that is whether they believe me or not and that could be within the context whether they believe in themselves versus the system versus the world 13 00:01:05.160 --> 00:01:06.640 There's other sub beliefs there 14 00:01:06.640 --> 00:01:11.560 But fundamentally if those three things are aligned and they truly believe in their core then they're going to buy 15 00:01:11.560 --> 00:01:15.680 Which is the same reason that when you have a referral that gets on the phone with you 16 00:01:15.680 --> 00:01:21.320 It's so easy to close them because the person who referred them has already imbued you with trust 17 00:01:21.320 --> 00:01:24.400 They've already vouched for you and so the person comes in with sky high 18 00:01:25.160 --> 00:01:32.000 Trust and really just you just need to get out of their way so they can make the purchase and so I learned this tactic from M&M in eight mile 19 00:01:32.680 --> 00:01:36.240 And you can see it at work and I'll give you a couple prominent examples 20 00:01:37.040 --> 00:01:43.520 But it's using the word but all right, and this is the concept of damaging admission which is probably my single favorite 21 00:01:44.920 --> 00:01:51.160 Technique to use in persuasion because it allows me to be even more honest than I otherwise 22 00:01:51.160 --> 00:01:57.760 Would be in a world of like charlatans where people are always making huge promises and making huge claims 23 00:01:57.760 --> 00:02:03.240 And never kind of being real and authentic with people you stick out like a sore thumb in a good way, right? 24 00:02:03.240 --> 00:02:05.800 And so let me give you a statement really quickly 25 00:02:05.800 --> 00:02:10.680 And then we're going to I'm going to show you how to how to reverse it in order to make it more persuasive 26 00:02:10.960 --> 00:02:12.960 So let's say I said 27 00:02:13.600 --> 00:02:15.600 I'm going to make you 28 00:02:16.480 --> 00:02:20.480 You're going to make a ton of money if you work with me, but it's going to be a ton of work 29 00:02:20.480 --> 00:02:23.600 There's going to be hundreds of hours of videos. You're going to have to go through 30 00:02:25.040 --> 00:02:28.160 There's five hours a day that you're going to have to spend 31 00:02:28.960 --> 00:02:32.960 You know to execute each of the things that I'm going to tell you to do right 32 00:02:33.440 --> 00:02:41.080 What happens is in that statement I directed your attention to all of the things that you're going to have to do right now 33 00:02:41.080 --> 00:02:48.440 If you notice it was positive statement, but negative statement now if you reverse these things and go 34 00:02:49.000 --> 00:02:55.240 Negative statement, but positive statement the butt acts as an amplifier for the second half. Let's try it on 35 00:02:56.360 --> 00:02:59.480 Listen if you sign out for gym launch or you sign up to work with me 36 00:02:59.800 --> 00:03:03.560 You're going to have to go through hundreds of hours of videos. You're going to have to take five hours a day 37 00:03:03.880 --> 00:03:05.880 You know to work and do these things 38 00:03:06.520 --> 00:03:08.680 But you're going to make more money than ever made in your life 39 00:03:09.640 --> 00:03:13.880 The thing is is that but and then the statement when I say something negative 40 00:03:14.360 --> 00:03:19.400 I was on a date for example, and I was trying to persuade a young lady, you know back in the day before I was married 41 00:03:19.640 --> 00:03:21.640 I might say something like listen 42 00:03:21.880 --> 00:03:23.880 You know, uh, sometimes I have a temper 43 00:03:24.120 --> 00:03:26.760 Um, I can be I can be short at times 44 00:03:27.240 --> 00:03:33.960 Uh, I don't have a ton of time to get dedicated to a relationship right now because my business is taking up majority of my time 45 00:03:35.240 --> 00:03:37.480 But I'm absolutely fantastic 46 00:03:38.280 --> 00:03:41.320 Right, if I said something like that the thing is is the more negatives 47 00:03:41.320 --> 00:03:48.040 I can say in the beginning the more believable the thing that I say right afterwards is right and so if I own all of my negatives 48 00:03:48.040 --> 00:03:54.840 Which is why I love this because be truthful in the things that you were saying that are negative and the more true 49 00:03:54.840 --> 00:03:57.560 They are and the more damaging they are 50 00:03:58.520 --> 00:04:01.080 The more believable the thing that comes after the sentence 51 00:04:01.720 --> 00:04:03.720 You 52 00:04:03.720 --> 00:04:08.200 Real quick wise you guys already know that I don't run any ads on this and I don't sell anything 53 00:04:08.200 --> 00:04:11.400 And so the only ask that I can ever have in you guys is that you help me spread the words 54 00:04:11.400 --> 00:04:16.280 We cannot more entrepreneurs make more money feed their families make better products and have better 55 00:04:16.520 --> 00:04:23.000 Experiences for their employees and customers and the only way we do that is if you can rate and review and share this podcast 56 00:04:23.160 --> 00:04:27.560 So the single thing that I have to do is you can just leave review but take 10 seconds or one type of the thumb 57 00:04:27.880 --> 00:04:31.400 The absolute world to me and more importantly it may change the world for someone else 58 00:04:33.960 --> 00:04:37.720 All right, and so the way to use but because everything that happens here 59 00:04:38.760 --> 00:04:41.240 After the word but is amplified 60 00:04:42.120 --> 00:04:44.120 all right 61 00:04:44.120 --> 00:04:46.120 And everything 62 00:04:46.280 --> 00:04:48.280 That is before 63 00:04:48.280 --> 00:04:50.280 The word but is diminished 64 00:04:50.600 --> 00:04:53.720 So you have so the good thing is you can actually control 65 00:04:54.360 --> 00:04:57.480 Where your prospects attention is going. So this is where we're 66 00:04:58.280 --> 00:05:02.680 We're directing them. It's after the word but and so I do this sometimes 67 00:05:03.240 --> 00:05:05.400 You know the word because it's actually really similar to 68 00:05:06.280 --> 00:05:08.680 To this in a different way. I'll use it in another video 69 00:05:09.640 --> 00:05:10.920 but 70 00:05:10.920 --> 00:05:13.240 If if I say something really horrible 71 00:05:15.480 --> 00:05:17.480 Trying to think of something else 72 00:05:17.720 --> 00:05:20.200 Let's see here. I'm really hard to live with 73 00:05:21.000 --> 00:05:22.040 um 74 00:05:22.040 --> 00:05:23.560 I 75 00:05:23.560 --> 00:05:25.560 I absolutely do know house chores 76 00:05:25.640 --> 00:05:29.240 Whatsoever but whatever I say right now is something that you're going to believe 77 00:05:30.280 --> 00:05:33.720 Right and so when you use this to your advantage 78 00:05:34.440 --> 00:05:40.520 And you weave this into your copy especially as you get closer to your call to actions people will believe you 79 00:05:41.000 --> 00:05:46.440 And fundamentally this is what will make your copy so much more persuasive right like for example 80 00:05:46.440 --> 00:05:51.880 Jim watch has tons of one-star reviews. We also have but we also have 81 00:05:52.680 --> 00:05:58.280 Thousands of five stars right and so the question is whether you want to eat at a restaurant that has four point seven 82 00:05:58.600 --> 00:06:02.840 You know stars with three thousand ratings or you would need it a place that has five stars with nineteen 83 00:06:03.480 --> 00:06:04.600 right 84 00:06:04.600 --> 00:06:10.120 I would rather eat the four point four point seven star same thing which you buy on amazon right because the damaging admissions 85 00:06:10.120 --> 00:06:13.080 The reviews that are negative give credence the things that are positive 86 00:06:13.240 --> 00:06:15.080 So let me give you a really famous example 87 00:06:15.880 --> 00:06:19.240 That viagra had and some of you guys may know this commercial 88 00:06:19.240 --> 00:06:26.600 But it's literally it it crushed for them right some of you guys may remember that they had a warning label at the end of their 89 00:06:26.920 --> 00:06:28.920 advertisements that said 90 00:06:28.920 --> 00:06:33.080 Um if an over action lasts longer than four hours, you know must contact a medical 91 00:06:33.800 --> 00:06:40.840 You know professional right and so the beauty is there was a genuine risk right but in making the risk 92 00:06:41.720 --> 00:06:47.000 They amplified the power of the product every single guy heard that warning and was like I could have an erection for four hours 93 00:06:47.240 --> 00:06:51.000 Like sign me up right and so it would be like the same thing is saying like 94 00:06:51.320 --> 00:06:52.280 um 95 00:06:52.280 --> 00:06:54.280 You know warning 96 00:06:54.280 --> 00:06:57.960 You know when you sign up and start working with Jim watch you're gonna massively increase your tax burden 97 00:06:58.280 --> 00:07:03.240 All right, so like like we we are not liable for the amount of taxes that you're gonna have to pay as a result the amount of money 98 00:07:03.240 --> 00:07:09.960 We're gonna make right so it's it's the negative consequence of the positive that amplifies the believability of the statement 99 00:07:09.960 --> 00:07:18.120 If we're warning people that the extreme adverse effects of the of the of the result that we're promising in an extreme fashion 100 00:07:18.200 --> 00:07:20.920 Then it makes the the the underlying 101 00:07:21.080 --> 00:07:24.760 believability of whether or not they're going to achieve it seem assumed 102 00:07:25.560 --> 00:07:30.520 Right and then it makes the entire set of of sentences or the preceding argument 103 00:07:32.040 --> 00:07:33.400 more 104 00:07:33.400 --> 00:07:37.400 Persuasive right and believable and so ultimately um, this is one of my favorite 105 00:07:37.960 --> 00:07:39.400 Persuasion tactics 106 00:07:39.720 --> 00:07:46.360 And I love it because it's so based in integrity, right? You're just saying all of the things that someone is going to find out eventually 107 00:07:46.600 --> 00:07:51.320 You might as well use those things to increase the persuasiveness of your argument, right? 108 00:07:51.480 --> 00:07:53.800 And so I wanted to leave this with you. I hope you find it valuable 109 00:07:55.000 --> 00:07:59.560 Keeping awesome try it in your copy try it when you're presenting something in a sales presentation 110 00:07:59.640 --> 00:08:05.480 I guarantee you um, you will have a prospect who believes you much more and is more likely likely to buy so lots of love 111 00:08:05.480 --> 00:08:07.560 And I'll catch you on the flip side. Bye