How to Coach Yourself and Others Influencing, Inter Personal and Leadership Skills | Page 32

• Special-J Dog Food is like an immunity booster shot for your dog.
• It’s the canine Fountain of Youth!
Ask yourself, “What is my offer like?”
10. Compliment and Flatter.
If you can pull it off, make your reader feel special. This technique might be a bit
transparent when writing to cold audiences (people you don’t know), but if you know
them or you know the type of people they are (like a certain car owner), you should
compliment them, especially if you have something negative to tell them.
If you can’t think of anything nice to tell your reader (C’mon!), you can always do what
Joe Gerard (Guinness Book of Records’ World’s Greatest Salesman used to do: mail them
cards that said “I like you!” inside. He swore that this technique worked miracles.
It also ties in quite well with Technique 1 (“Appeal to Their Identity”).
Ask yourself, “What do I appreciate about this person?” “What do I like about this
person?” “How can I compliment them with sounding like a brown-nose?”
11. Show No Gray Area.
Point out to your readers that there really isn’t any choice in what you have to offer.
They have only a very positive outcome if they do as you say or a very negative one if
they don’t. Which one are you going to choose?
You can (or will) do/have/be (POSITIVE), or (NEGATIVE).
An example of this technique:
• You can give your dog nutritious, balanced meals, or you can take him to the vet every
month.
When you are writing your piece, ask yourself how your readers don’t have a choice. It’s
only black or white.
12. Belong to a Special Group.
Because of our tribal nature, we almost always seek out people who are similar to us.
Veterans, collectors, artists, even people who have the same illnesses are all groups that
come together in rapport.
There are a few variations on this technique that you can use alone or in combination:
a) people who already belong to a special, desirable group
b) people who don’t belong to a special group…BUT WANT TO
b) having a mutual enemy
c) getting on the bandwagon or being left out
Each one would require a different approach.
Here are some examples using each of the variations above:
a) To all you pit bull owners out there….