- Written by Shankar Kulkarni
Persuasion Secret / Hypnotic Copywriting….
If you want fast results, try this dosage of inconvenience…
When I was learning Sales, I was told this one principle that I still remember vividly.
That is if the client asks you to come in the morning, tell him I will come in the evening. This way, you are not letting your clients take you granted.
But, can one message on TV informercial change the results drastically?
Colleen Szot, a well-known TV ad writer, provided the world of influence an answer: inject a dose of inconvenience to the formula to see fast results.
The idea sounds stupid, right? But believe it or not, her tactic actually made her one of the most well-known TV ad copywriters in the industry because when she added that element to one of her infomercials, sales generated by her script skyrocketed overnight. Her sales record from that one TV ad alone broke all existing records.
What did she do? Well, she simply added the line “If operators are busy, please call again”.
That single line drove potential buyers nuts. So many people called immediately to place their orders for the product nationwide.
We have grown accustomed to the idea that if we want to persuade someone quickly, we have to make everything absolutely perfect for the other party.
Well, that might work in many situations but what if the other party seems to be immune to that old tactic? What if the other party remains resistant to your persuasive message?
Why did inconvenience work so well? The answer lies in how people imagine situations. Szot knew that the old line “call now, operators are standing by” cued people to imagine long lines of operators who rarely got calls from actual buyers. This imagery generated the idea that no one wanted to buy the product because there was no clear demand. But with the addition of the line “if operators are busy, please call again”, people immediately imagined high demand for the product.
The root of the impulse to call was, of course, herd mentality. People generally pay more attention to things if other people are paying attention. in the case of Szot’s TV infomercial, she didn’t even have to literally show that people were lining up to buy the product.
A single line was enough to boost sales in record time.
Now here’s my challenge to you: how do you think the element of inconvenience can help you persuade others?
1. If your payment fails once, try till it goes through.
2. Go through this video till the last few minutes, even if you are super busy.
3. Wait for my next email where I am going to reveal my best-kept secret on closing.
What are the examples can you think of? Type in the comments below.