What’s the most persuasive marketing sentence in the world? Is there anything you can say to your customers that begins to compare with those three little words we think of on St. Valentine’s day?
I’ll let you decide.
There’s a secret copywriting formula that’s made the rounds over the years.
It’s a 27-word persuasion sentence attributed to Blair Warren.
A former mentor shared it with me.
Because it works, he said.
Here it is:
People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their Enemies.
Let’s take a closer look, shall we?
Point One: “People will do anything for those who encourage their dreams …”
What do your ideal prospects dream about doing? Having? Being?
How does your product or service enable them to fulfill those dreams?
Whether it’s gaining energy and focus, getting more clients, or knowing how to successfully invest for retirement …
Describe how it LOOKS and FEELS to have those dreams delivered – and don’t hold back the details.
Point Two: “People will do anything for those who … justify their failures”
How many times have you seen a Webinar, Video Sales Letter, or Long Copy Sales Page with these words:
“It’s Not Your Fault!”
People desperately want to feel good about themselves.
And sometimes they need help justifying that.
Psychologist Dr. Tim Sharp, founder of Australia’s Happiness Institute, says people avoid taking responsibility for failure because they fear personal consequences, are afraid of being seen as weak, or have more regard for status than for the truth. [1]
Can you make your readers feel better and do it ethically? Go for it. Because sometimes it’s really not their fault.
Point Three: “People will do anything for those who … allay their fears”
One of the most important questions I ask clients in a creative brief is “What keeps your prospects up at night?”
Answer this, and your copy goes right to the gut.
What’s your ideal prospect’s number one fear? Losing business to the competition? The kids hacking all the smart bulbs? Hair loss at 32? Imagine yourself in your reader’s shoes.
Then show them how you make the world a safer, friendlier place.
Point Four: “People will do anything for those who … confirm their suspicions”
This is the basis for the “common enemy” theme so prevalent in sales letters – both historic and modern:
“What do Doctors, Government Officials, Auto Shops, Tango Instructors in Siberia, [fill in the blank], etc. not want you to know?”
Let your readers know you’re on their side.
You care. You support them. And here’s how …
That How leads straight to Point Five: “People will do anything for those who … help them throw rocks at their Enemies.”
Now that we’ve established an enemy, what are we going to do about it? Inspire your reader to action ?
Help them take aim at their problems. Show them how you’ll help them come out ahead. For now, all they have to do is keep reading …
One note of caution …
Warren’s persuasion sentence begins, “People will do anything” for those who follow his five points. As good marketers and business owners, of course, we don’t want our readers to do anything that’s not in their best interest.
Good sales means helping others attain something for their own good.
Do you agree?
[1] https://www.whimn.com.au/love/a-psychologist-on-the-3-reasons-why-some-people-can-never-admit-fault/news-story/7ee9324c2da796efc4dc43b01820b20a