16 Closely Guarded Secrets to Influence and Win Prospects

    November 21, 2003

1. Reward


“If You Order Your “Business-In-A-Box” By The Date Stamped In Red On The “Registration Form”, You’ll Get These FREE BONUSES Worth $1,469.00!”

2. Punishment


“The last product we offered reprint rights to sold-out quickly. And we had to turn away a lot of disappointed people. Don’t let this happen to you.”

3. Positive Expertise

You talk to your prospect as an authority on the subject.

“If you are serious about success and want to make money with direct mail, you must get this course.”

4. Negative Expertise

Again, you talk as an authority.

“If you can’t take it from here and make a ton of money — you are beyond all hope.”

5. Flattery


“You’re receiving this newsletter because you were smart enough to ask for a subscription.”

6. Gifting, Pre-giving


“I want to offer you a gift if you listen to me for 5 minutes.”

7. Debt

Calling in past favors.


“After all the gifts I gave you, this time you should believe me and take up my offer.”

8. Aversive Stimulation

This is a ‘carrot or stick’ technique.


“I’m putting advertisement in your newsletter if you continue using my free service. When you upgrade to paid service, I’ll remove the advertisement.”

9. Moral Appeal

This tactic involves finding moral common ground. Then use the moral commitments of a person to comply.


“You believe this service is illegal, don’t you? You don’t believe my service is illegal, do you? Then you ought to use mine. It’s the right thing to do.”

10.Positive Self-feeling


“If you sign up our membership today, you’ll feel better about yourself because you’ll know that you’re improving every day.”

11.Negative Self-feeling


“If you don’t return it to him and apologize, you’ll find it hard to live with yourself.”

12.Positive Altercasting


“Smart people tend to sign up my program for the year in advance, because that’s how they can get the best weekly rate.”

13.Negative Altercasting


“You’re not like those bad sports that whine and complain when they lose a game.”


This is a common do-me-a-favor tactic.


“I really need to sell away the extra stocks right away, can you help me out?”

15.Positive Esteem of Others


“People respect a man who owns a Mercedes.”

16.Negative Esteem of Others


“You don’t want people thinking you’re a loser, do you?”

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