If you’d like a 100% “fool proof” way to boost the credibility and believability of your ad copy, then here’s how Socrates did it centuries ago — and why you can easily do the same thing today.<\/p>\n
Let me ask you, do you know who Socrates was?<\/p>\n
Amongst other things…he was known as the greatest master of persuasion who ever lived. He was especially famous for converting people who passionately disagreed with him to his side of an argument.<\/p>\n
What was his secret?<\/p>\n
This: Socrates would simply get the person he debated to keep saying the word “yes” over and over during the conversation by asking questions people would have to agree with.<\/p>\n
And he would keep doing this again and again and again…until he racked up a pile of “yeses.”<\/p>\n
The result?<\/p>\n
Nine out of ten times is opponents would eventually find themselves agreeing with him…even though they were 100% dead-set against him at the start of the debate!<\/p>\n
Dale Carnegie, in his book “How To Win Friends And Influence People” called this “The Socrates Method” and it’s extremely powerful.<\/p>\n
If you don’t believe me then find someone who disagrees with you on something and play around with this tactic yourself.<\/p>\n
Seriously.<\/p>\n
You’ll quickly realize this isn’t just a bunch of dorky philosophical mumbo-jumbo.<\/p>\n
I’ve used this method to argue everything from politics to sports and it really does work.<\/p>\n
Who else does this?<\/p>\n
You’d be surprised how many hard-core sales people (especially the “door-to-door” types) do this.<\/p>\n
In fact, if you call Encyclopedia Britannica and tell them you’re interested in possibly buying a set of their encyclopedias, the sales rep they send will immediately begin to use this method on you.<\/p>\n
World-class sales trainer Brian Tracy once said that every time you get your customers to say “yes”…you raise the chances of them buying from you another “degree” or two.<\/p>\n
The more they say “yes” the better the chances of them saying “yes” when you ask for the sale.<\/p>\n
So how can apply this to your ads and sales letters?<\/p>\n
Easy: Simply sprinkle little “yes” questions throughout your ad. Questions the reader has to agree with like:<\/p>\n
“If money were no object, would you own Encyclopedia Britannica?”<\/strong><\/p><\/blockquote>\n
“Would you like to see $1.00 grow to $60.00 – $8.00 grow to $500.00 – by next April?” (NOTE: this was written back in the 1930’s when $500.00 was a lot of cash)<\/strong><\/p><\/blockquote>\n
“Simple enough? You bet it is. And that’s just one of over 200 recipes found in this practical and money-saving book.”<\/strong><\/p><\/blockquote>\n
“Does that excite you? It should because…”<\/strong><\/p><\/blockquote>\n
“Isn’t that what you want?”<\/strong><\/p><\/blockquote>\n
“Have you ever….?”<\/strong><\/p><\/blockquote>\n
“Would you be interested in this widget if you could get your hands on it today — absolutely free of charge? With no strings, commitments or obligation whatsoever?”<\/strong><\/p><\/blockquote>\n
“Would you like to be one of the privileged few to own one of the only 12 of these guitars in existence today?<\/strong><\/p><\/blockquote>\n
“If I told you about a brand new way to quit smoking in JUST 3 HOURS — that has a documented 90% success rate and came with an unconditional 100% money-back guarantee, would you be interested?”<\/strong><\/p><\/blockquote>\n
And so on and so forth etc etc etc.<\/p>\n
This is especially effective around the close (i.e. “do you want to snuff out those burning, painful hemorrhoids as early as tonight? If so just pick up the phone and call…”<\/strong>).<\/p>\n
Okay, that’s one way of doing it.<\/p>\n
Another way — a more “subtle” way — is to constantly say things your readers will “nod” in approval with.<\/p>\n
They don’t have to be questions necessarily. They can be simple words and sentences that describe their problems or symptoms.<\/p>\n
For example, if you’re writing an ad selling a book on speed reading, you can get the reader nodding in agreement by saying something like:<\/p>\n
“the frustration and anxiety of trying to keep up with endless piles of books, reports and paperwork can drive you insane…”<\/strong><\/div>\nAnyway, this simple little technique works like gangbusters.<\/p>\n