How to Coach Yourself and Others Influencing, Inter Personal and Leadership Skills | Page 31

• Why not treat your dog to Special-J Dog Food today?
When writing try to put in a few questions to get your readers involved.
7. Reframe Possible Objections.
What would stop someone from doing what you want them to do? What possible anxiety
could they feel about doing what you ask? Write down all they could possibly reject
about your offer or request. Then take your list of possible objections and reframe them.
Put a spin on them or change their perspective.
Example:
• Special-J Dog Food contains micro-capsules to release nutrients into your dog’s body
all throughout the day, keeping her immune system running at peak levels, lessening
the chance she will get sick. (THE POSSIBLE OBJECTION IS: “All dog food is the same.”)
What you DON’T want to do is ignore any possible objections. By not bringing them up,
you risk looking like you’re hiding something, or you are making your offer sound too
good to be true by leaving those objections out.
Ask yourself, “What would stop this person from doing what I want?” “How can I put a
more positive spin on this objection? “”What else could this mean?” “What’s not
apparent to them?”
8. Use Quotes.
Authority and Social Proof are incredibly convincing ways to persuade. Just by quoting
an expert or a celebrity (in the form of quotations), or satisfied customers (in the form
of testimonials) you ramp up the persuasive content of your writing quite a few notches.
Another benefit of using quotes in your writing is that they attract the eye when put
inside quotation marks.
Example:
• “Nine out of ten veterinarians feed their dogs Special-J Dog Food.”
• “My dogs love Special-J Dog Food. They’re healthier, happier, and look great!” ~ Marlin
Perkins
When writing your piece, ask yourself where you can find quotes and testimonials that
will support your case.
9. Employ Metaphors.
The use of metaphor (and analogies and similes) have been used to influence, persuade,
educate, and convince for thousands of years. Most of the Bible and other religious
books are written in metaphor. It’s another powerful technique. How is what you want
them to do like something they love to do? What are the parallels between the two?
If you are selling a product, how is your product like something else very desirable? The
classic advertising positioning statement “ABC is the Rolls-Royce of printer inks” uses
metaphor for this effect.
Here are some examples: