There’s a Bible verse that says to agree with your enemy quickly.
I always got the gist of it.
But, didn’t really understand how to use it in email copywriting until reading Jim Camp’s magnificent book “NO” — where he talks about a movie about a lawyer tasked to defend a woman accused of murder.
Here’s the story:
At a glance it’s an open and shut case.
The prosecution has the murder weapon, the motive, and the eye-witness who puts the defendant at the scene. The jury and the media and everyone paying attention simply *knows* she is guilty as sin and it’s just a matter of going through the motions to put the girl away.
So, what does the defendant’s attorney do?
At first, the usual:
He starts off by saying his client is innocent, all the charges are based on hearsay and conjecture, and that she’ll be vindicated.
Then, he notices everyone is basically rolling their eyes at him.
(Again, everyone, judge, jury, media, *knows* she’s guilty.)
So he changes gears and AGREES with everything they are thinking. He says not only does he get why they think she’s guilty, but that even he, as her lawyer, believes she murdered the bloke she was being accused of murdering in cold blood! That they should save the tax payers money and the jury time and just find her guilty now. And so on, and so forth.
The result?
Someone in the jury pipes up and insists she deserves a fair trial.
And, well, I’m sure you can guess what happens from there.
Anyway, this is an extremely powerful principle of persuasion hardly anyone online does.
Yet, I have done it many times.
And, I can tell you it works like crazy. (I most recently used it to make a lot of sales for my 10-Minute Workday product — the single biggest launch AWAI ever did, I was told.)
And you know what?
The March “Email Players” issue goes deep into how you can do the same.
(With an example to model — not “swipe” — so you can see how it’s done.)
It’s so simple it’s almost stoopid.
And, it literally gets your competitors (anyone “against” you or what you teach/espouse) to help you sell your products for you without them knowing or realizing it.
This baby goes to the printer in a few days.
Get your lovin’ here while there’s still time:
Ben Settle
