Persuasion Machine

by Tim Francis on November 14, 2013

Do you have a great ad, email, or website, but it’s missing some PUNCH to make it more catchy?

The Persuasion Machine is a simple 10-point checklist to kick your marketing up a notch.  It applies to all marketing materials, both online and offline, and in all media – print, audio, video, newspapers, magazines, websites.

Listen to my explanation in the podcast below, and check out the notes below.

The Persuasion Machine

1.  Identify: Who are we speaking to?

2.  Identify: What problem are we solving? This sets the context of our marketing piece. Usually you’ll open your piece with a few points about the problem.

3.  Agitate: expand on the problems you’ve just identified – what do these problems feel lil in the real world? What are some examples of when your target market feels this problem?

4.  Solve: name your solution. Describe your solution while always asking “So What?” This is especially powerful when you’re listing features and benefits in bullets.

5.  Sprinkle Credibility Throughout: use specific numbers, show us success stories, add testimonials from happy customers, show customer satisfaction ratings, show seals / shields like Better Business Bureau, Awards you’ve won, industry associations you’re a part of, academic accreditations you’ve earned, media places you’ve been cited in, etc. Long list of possibilities at:

6.  Add Scarcity: usually limited time or limited supply.

7.  Remove Risk: usually by adding a guarantee of some kind. Ideally a guarantee of an outcome, but if that’s impossible, guarantee their experience somehow.

8.  Make an Offer with a Clear Call to Action: click here, call XXX, visit this place online, etc.

9.  Make it Easy to Read: read your piece out loud and re-write any spots you stumble at. Also, use an online grade-level tester to check the difficulty of your writing. Goal is to use Grade 4 writing. Use to identify challenging words in your text.

10.  Add and Identify Headlines throughout: not just at top of page, but subject line of email, title of YouTube video, section headers in a blog post, etc, are all examples of headlines. Do your best so each headline (and mini-headline) has Hook + Benefit.

Onwards & Upwards!

Tim :)

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