Think
of a situation when you have to convince someone to do something for you. It's
important. You have to be at your most persuasive. You may not get a second
chance. For example:
•
You have to convince your bank manager to do you a favor or allow you more
credit.
•
You want to get a very good deal on a car.
•
You're the head of an organization, or an elected official, and you have to
raise funds for an important project.
•
You've got your eye on a fiat and you want the landlord to lower the price.
•
You're trying to get the Inland Revenue to grant you a substantial reduction.
•
You want your major supplier to agree to more favorable terms of payment.
•
You want to convince your housing association to install a lift in your
building.
•
You want to gain the romantic affection of a man or woman.
•
You know you have a great product and you want to reach the largest number of
potential buyers.
There
are many approaches and techniques at your disposal for convincing all these
people. But the one we're about to show you has four incomparable advantages
over all the others.
1.
You can use it in practically any situation.
2.
This method can be used as a complement to any other technique. For example, it
can serve as added leverage to any ongoing negotiations, or in your campaign to
persuade people.
3.
It is effective over long distances: there is no need for you to go anywhere.
This makes it VERY economical and VERY easy to do.
4.
You don't need a charismatic personality, or nerves of steel, or a poker
player's ability to bluff opponents out. If you're a shy person, or if you have
trouble expressing yourself in front of other people, you can still use this
method as effectively as Lee Iacocca or the president of the United States!
This
method, which allows you to sell, negotiate, convince people and obtain what
you want, faster and more easily than you thought possible (from family,
friends, suppliers, tax inspectors, judges, your boss, sales reps of all kinds
etc.), was originally developed by some of the great names in advertising:
names like Ogilvy, Hopkins and Caples. Add to these the knowledge and expertise
of specialists in human psychology and psycho-sociology, and years of research,
experiments and on-site testing costing millions of pounds, and you have the
most effective, sane and gentle means of persuasion available to anyone,
anywhere in the world.
We're
not going to try to teach you how to manipulate people and get them to do
things against their will. Not at all. On the contrary, what we're trying to do
is teach you how to understand people better, and also how to like people
more, so that you can offer them a valuable service, be of use to them AND
attain your own objectives, all at the same time. You can do all this, even
though your personal objectives are very, very ambitious. So what's the method
called? It's called copywriting. That's right - copywriting, which literally
means writing a model text that is subsequently copied. Because, very often,
original texts are brought up to date, improved, adjusted etc. Or if they don't
need to be updated, only the ‘key’ may have to be changed
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