How to Coach Yourself and Others Influencing, Inter Personal and Leadership Skills | Page 33

b) Here’s how you can become a pit bull terrier lover too…
c) The State wants to take your pit bull away!
d) If you own a pit bull terrier, this is your last chance to join Pit Bull Owners of America.
“A sharply defined enemy is a far stronger argument for your side than all the words you
could possibly put together.” ~ Robert Greene
Of course this technique works well with Technique 1 (“Appeal to Their Identity”)
because when you are part of a group, it’s also a party or your identity or a role you
take on.
When using this, ask yourself, “What groups of people does my offer appeal to? What
are their interests and desires? What group of people would my target want to belong
to?” “Can I start a desirable group of my own?”
13. Have Them Make a Commitment.
When people make a commitment to an idea, they tend to find it very difficult to change
their minds without creating conflict or anxiety (called, Cognitive Dissonance). This is a
little more difficult to do in one-way writing (say an advertisement or a sales letter), but
it can be done.
For an advertisement, You would first ask your readers a question where they would
most likely say yes. Then you’d continue with your writing. Finally, you’d remind them of
what they said yes to.
For example:
• Do you love your dog? (THEN I’D CONTINUE WITH THE BODY COPY OF THE
AD.) Earlier in this article (letter/ad), I asked you if you loved your dog. What better way
to show your love for her by giving her a delicious and nutritious meal...
For a more personal correspondence, say an email, online chatting, or a letter, you could
ask one of these questions:
• I thought you said you were….,
“I thought you said you were a Conservative. That’s not what a Conservative would say.”
• Didn’t you say you…,
“Didn’t you say you loved animals? Why would you eat meat…”
• Don’t you think (UNDESIRABLE TRAIT or TYPE OF PERSON) is (NEGATIVE
LABEL)? IF THEY AGREE…LATER FOLLOW UP.
YOU: Don’t you think being a cheapskate is a horrible?
HE: Yeah, sure.
…LATER…
YOU: Hey, can I borrow twenty bucks?
When writing your piece, find out how you can get your reader to make a commitment,
even a small one: donating a little money, trying something, even saying “yes” to
something, etc.