CASH BEYOND WORDS REVIEW – WHY SHOULD YOU BUY IT?
Let's say that Kathy had a sneaky agenda; maybe she'd read my persuasion material, and was really out to persuade you to go on that vacation right from the start. The very first thing she needed to get you to agree with was the idea that your previous vacation together was great. Fortunately for her, she didn't really need to persuade you on that point. You were happy to accept, although she still reinforced it by reminding you of that fun experience in the Karaoke bar. The next point she needed you to agree with was that you should both go back. That was also easy to agree with, since it didn't involve committing yourself to a specific time. After that, you were already sold on the idea, and then the real persuasion began. She had to get you to agree to definitely go, and actually book it, and this is where you started to put up resistance, so she needed to also convince you that you could afford it, that you'd have fun, and that you deserved it Simply by coming up with all the “points of agreement”, I have the basic outline for a sales pitch! “Points of agreement” are the points you need to establish in order to build your case. If they don't agree with a particular point, it's going to hinder your case. In a sales pitch, your aim is to establish all of the points of agreement in your prospect's mind, so that they are left with the inescapable and inevitable conclusion that your product is THE product for them. Let me show you how this works in the of creating a sales letter. Let's take an imaginary dating product, aimed at men who feel they need help in their dating and love life. Let's ask: What do they need to agree with, in order for them to view my product as THE solution for them? Write down as many points of agreement as you can think of for your product. Then, you'll want to think about each one, and determine how useful they are in building the case for your product. For example, if my imaginary product contained a chapter on “the 100 greatest chat up lines” (oh dear!), then it's not going to be particularly smart to make the point that “chat up lines don't usually work” in the copy. The sensible reader is going to wonder, “What then is the point of having a chapter with the 100 greatest chat up lines... if they don't work?” Drop any points that aren't helpful to your case. Next, you want to put the remaining points into a logical order that develops your case naturally. For example, if you're going to make the point that “It's not just about looks, money, height etc” then the reader is naturally going to wonder, “OK... then what IS it about?” So it makes sense to next talk about what it IS about, i.e. “It's about being confident, knowing how to adapt to the circumstances, what to do and say, etc”. In fact, I'd probably add that to my list of points of agreement. Now, you want to think about this ... ForÃ¡eachÃ¡pointÃ¡ofÃ¡agreement,Ã¡whatÃ¡canÃ¡youÃ¡shareÃ¡withÃ¡themÃ¡thatÃ¡willÃ¡convince themÃ¡ofÃ¡thatÃ¡point? Your copy needs to tackle each point of agreement, and convince them of its truth. In other words, you want them to mentally say “Yes” to that point. You can do so by telling them about your insights into that subject, by sharing facts and figures with them, or by recounting a story or experience. I'll talk more about all of these later on, so you don't need to think too deeply about how to get these points across just yet. PrimingÃ¡ForÃ¡TheÃ¡UniqueÃ¡AspectsÃ¡OfÃ¡YourÃ¡Product What I'm about to share with you is quite an advanced copywriting technique, and yet I'm going to “spill the beans” because I want you to be able to create copy that kicks ass. If your product has unique or distinctive aspects or features that make it stand out from the crowd of other products, while you're building your case for the product, you want to get your prospects thinking in advance about the benefits of that feature, even before you introduce it to them. Then, when you actually introduce the product and show them that feature, they are already sold on why the feature is important to them! OK,Ã¡let'sÃ¡giveÃ¡youÃ¡anÃ¡example.Ã¡IÃ¡wroteÃ¡theÃ¡“HumanÃ¡MotivationÃ¡Machine” chapterÃ¡ofÃ¡thisÃ¡bookÃ¡becauseÃ¡IÃ¡realizedÃ¡youÃ¡can'tÃ¡writeÃ¡copyÃ¡thatÃ¡highly influencesÃ¡andÃ¡persuadesÃ¡yourÃ¡fellowÃ¡humanÃ¡beings,Ã¡withoutÃ¡havingÃ¡a deepÃ¡insightÃ¡intoÃ¡whatÃ¡makesÃ¡themÃ¡tick,Ã¡whatÃ¡pushesÃ¡theirÃ¡buttons. Now, to be fair, some of the “human motivators” are a mixture of elements that good copywriters are already familiar with, and copywriters like Joseph Sugarman have written whole books (i.e. “Triggers”) which go into detail about some of those human motivators. Psychologists such as Cialdini have written whole books on some of them. (Probably the best book on the subject of human motivation is Cialdini's “Influence” Â¬ still a classic, and highly recommended if you really want to go deep into this subject.) Still, that's no good to a person needing to be an EmergencyÃ¡Copywriter. If you're aiming to write a sizzling piece of sales copy in as little as 24 hours, you don't want to have to wade through several 256 page books, just to understand human psychology and motivation. You want this knowledge quickly, easily and conveniently. You want the “magic pill”, the bottom line on human psychology in a buying context......which is why I wrote that chapter. I put all the key human motivators into one section which could be read and referenced quickly, and that cuts out some of the “fluff” which other copywriters in their long drawn out seminars might get into, such as “Maslow's Hierarchy Of Needs”. I'll admit, I was tempted to put in a diagram of that Â¬ but then I realized, for an Emergency Copywriter, knowing all that deep stuff isn't anywhere near as important as knowing what ultimately makes us buy. So I boiled it all down, cut out the psychoÂ¬babble, put it into some kind of order of importance (although as I pointed out, importance depends upon a person's specific needs and wants at the time, as well as their own personal values), and gave it a fancy label... the “Human Motivation Machine”... which I could then use in the copy to sound intriguing, and create a burning curiosity in you! Now, go back and read the paragraph above in bold, five paragraphs above. Read it again. What did I say? I said... “You can't write copy that highly influences and persuades our fellow human beings, without having a deep insight into what makes us tick, what pushes our buttons.” When selling my own product, do you think it would be useful if my potential prospects agreed with this statement, before I introduced them to my “Human Motivation Machine”? The answer you're looking for is “Yes”. So do you think this is a point I should make in the sales copy for this product you're reading right now? Again, the correct answer is “Yes”. So I'd want to establish a “point of agreement” that went something like this... ? You can't write truly persuasive copy without knowing what motivates humans in a buying context. If I had one for this product, I'd add this point to my list of “points of agreement” which would need to be established in the copy
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