Tag Archive for copywriting tools

Using Persuasion Gravity

December 5, 2023 Robert Schwarztrauber Uncategorized No comments

Unlocking Persuasion Gravity: A Guide to Effective Problem Resolution and More

The Power of Going Topside To Combat the Frustration of Ineffective Persuasion

Here’s a common frustration – People just won’t do what you want!

It’s especially annoying when that thing you want is also the right and decent thing to do. In this article, I’ll share my experiences with what I’ve dubbed, “Persuasion Gravity”

This technique shows how going up to the top can often produce fast, effective results.

Resolving The Gas Station Job Dilemma

My son’s brief stint as a gas station clerk during the 2020 Covid Pandemic raised significant concerns for me. Not just for his personal safety but from wages left unpaid after he resigned. Let’s see how employing Persuasion Gravity got this issue resolved in less than ten days.

One day my son tells me he took this job working at one of those gas station/convenience stores chains in the evening to make some extra money. I was immediately concerned.

Concerned for the usual reasons of course. Working alone at night. Getting robbed at gunpoint.

These concerns were multiplied by the fact that this was during the 2020 Covid Pandemic.

Fortunately, for my stress levels if not his wallet, he worked there less than two weeks. Then resigned due to unsafe (Covid-wise) work conditions. Lack of masking, food prep stuff, etc.

A new concern arose shortly thereafter. They would’t pay him!

His calls and messages to the manager were not returned. He tried to find the local chain owner to no avail. Weeks went by. Still no money.

I’d had enough. So I offered to step in. And he agreed.

I drafted a letter detailing the situation. Listed days and hours worked and salary agreed upon at time of hire, along with the the total amount due him for his service. I sited the reason for leaving as due to conditions deemed unsafe/unhealthy during a time of Pandemic. I added, that if this matter could not be resolved quickly, for such a small payroll sum, that I would have to investigate alternative remedies.

The tone was firm, but friendly. Merely seeking to resolve an issue. A “Can you help me with this?” style of writing, if that helps.

Two copies were mailed. With cc’s indicating both parties they were sent to.

One letter went to the address of employment. The second letter went to the CEO of the retail division of this billion dollar oil company subsidiary.

In less than ten days, my son had his payroll check!

This is what I like to call Persuasion Gravity.

It’s easy for a store manager to screw over some employee who quits. What are they going to do? Most employees won’t fight. And even if they win, payments can be long delayed.

Going to the top can sometimes be your best, most effective persuasion strategy.

See, quite often you find that you are the little guy, with limited power to persuade.

You need help. A big stick who cares. One who has the power you need to change things.

Listen, even if the big stick CEO doesn’t actually care, it doesn’t matter. Just the fact that the store owner (or any lesser mortal) now knows that a powerful overlord could be getting up in his business, can be threatening enough to resolve the problem.

Worst case, the big stick CEO passes it down to some assistant for resolution. This still carries more power because it’s now the big boss saying get this fixed, instead of little old you.

Navigating Cruise Line Shenanigans

A personal health issues caused a missed Bahama’s family cruise. This led to further challenges in securing a refund. Learn how one well-crafted letter to the CEO of the cruise line, using Persuasion Gravity, resulted in a favorable outcome and a subsequent enjoyable cruise experience for this family.

Here’s another more recent example of Persuasion Gravity in effect:

The one where I got a refund from a big cruise line that doesn’t give them.

Last year I had a heart attack out of the blue, the day before our family was to leave on a Bahama’s cruise. I was in the hospital and would miss it. Rest of the family didn’t want to go on without me either. But we didn’t feel we should lose all that pre-paid money!

A family friend, claiming she had “cruise connections” as a frequent traveler, called saying she could get us a refund, or credit at least to cruise another date. She was unsuccessful, after hours on the phone. They offered only $100 or so as a credit towards another date.

So my wife called. Her explaining the situation accomplished little more. Though in the process she did get the airlines to issue a full credit for future flights.

Still there was that cruise issue.

At first, I chided myself for not buying Travel Insurance. Then discovered, that option is not even offered in my state!

Once again I elected to employ Persuasion Gravity.

I drafted a letter to the CEO of the cruise lines. Again, using a firm, but friendly manner. Including a factual account of the problem, with all the pertinent details he could easily look up, and outlining exactly what I feel would be an acceptable remedy. (always, always be sure to clearly state what the heck it is you desire, lest you get only what THEY feel is acceptable – and you remain unhappy).

Truth be told, I did not expect a call from this CEO apologizing for the inconvenience and wishing me a speedy recovery.

What I did expect was that it would get passed down (gravity) from his top executive suite to the right person who DID have the authority (and responsibility) to make meaningful changes. (aka Make this problem go away)

While we didn’t get a the full refund or credit asked for, we did get a remedy that made us eager to book another cruise with the same company. Save thousands. And have a great time. We call it a win.

The Power of Persuasion Gravity

Persuasion Gravity can be a powerful tool for problem resolution. Whether it’s unpaid wages, refund issues, or any troublesome issue at all, going up to the top can often be the game-changer. And NOT for the obvious reason. You owe it to yourself to discover the influence a well-structured letter can yield and how it can mean thousands of extra dollars for you.

Persuasion Gravity Power – one letter, sent to the right person, a person high up in the food chain, can mean thousands of extra dollars for you! Or perhaps a new job? A wrong, righted.

What is it you want from some lower level employee that you just might get – if you talked to the right person?

Oil company paid up. Cruise line paid up. And these are just a few of the most recent success stories where I used Persuasion Gravity effectively.

Are you having trouble persuading?

Maybe you just need a bigger stick’s help!

Dr. Benjamin Hardy’s Insights

Psychologist Dr. Benjamin Hardy, in collaboration with legendary marketing expert Dan Sullivan published a recent book, “Who Not How,” which delves into the idea that faster success often comes from thinking about WHO can help you, rather than HOW you can get something done.

They offer many similar examples of how you don’t always need a better HOW TO; you just need a proper WHO TO.

Embrace the Power of Persuasion Gravity

Remember, in your pursuit of resolution, gain, and success, never hesitate to go up to the top if you need to. The CEO, or the big stick might not be the one to personally fix things, or even care, but they’ll undoubtedly pass that task on down to the right person. And more likely than not, just the fact that your letter came from the top, is persuasion enough to get this matter sorted. Fast.

Need help? Think some Persuasion Gravity might be just what you need?

Drop me a note; maybe in this case, I can be your helping WHO.

– Robert Schwarztrauber

P.S. You almost always have some, albeit hidden leverage in any negotiation. Even if you don’t, you can get some, quite simply, by uncovering what the big shot either fears or desires. The Copywriter’s Persuation Toolkit works great for this discovery. You’ll find going up to the top proves most effective when you harness that new found leverage to “persuade” the CEO or other big shot.

Copywriter Tool: Secret Buyer Motives Revealed

November 22, 2023 Robert Schwarztrauber Uncategorized No comments

Copywriter Tool Prompts Garbage Can Epiphany

What if…

Not more knowledge, but new perspective could make you a more persuasive copywriter?

Here’s a helpful bit of both then…

Last night I was hauling yet another huge black garbage tote out to the curb for our weekly trash pickup. Every week, I haul out one garbage tote. Every other week, a green recyclable tote goes out as well.

It’s habit. I usually think nothing of it.

You probably participate in this weekly ritual too.

But last night was different.

One Copywriter’s Epiphany

Having just finished an article for copywriters on how to write more persuasive copy, perhaps some ideas were still percolating in my head as I performed this mindless, weekly trash task.

Because suddenly, it hit me…

“I paid for everything in this bin, and now I’m toting it out to the curb as trash!”

Sure, it’s food wrappers, wet paper towels, delivery packaging, food scraps, and God knows what else. But I paid for all this once, except for the junk mail, and now it’s trash!

So much trash.

Conversely, I don’t remember consuming a trash bin full of GOOD stuff this week? That much steak, or chicken, or vegetables. How could I?

So what gives?
Am I buying more trash than stuff?

This is where my inner trash talk started to merge with copywriting…

So much advertising now is trash. Wasted.

Let’s start with junk mail – ‘cuz it’s an easy target we all understand, but seldom stop to consider.

Why do we call it “JUNK MAIL” anyway?

Because some advertiser blindly shotgunned his promotion (his needs) to an entire population (us) with zero regard, or research, as to OUR needs.

He gambled. Hoped to get lucky. C-pile mail as Gary Halbert would say. Right in the trash bin it goes, unopened. Wasted time. Wasted postage. Wasted paper. It becomes MY TRASH to haul out. My burden rather than my opportunity.

The customer’s needs are always paramount in any sale. No regard? No sale. That’s JUNK!

Social media ads, force-fed to me and to you by the algorithms, are the digital equivalent of junk mail. Only more insidious. They waste our finite and precious time.

Rather than fill the trash bin, they steal YEARS from our life!

To their credit, they are usually more targeted to my interests than junk mail.

But…

The shear volume of ads poorly crafted, by names unknown, for every FREE this or that, designed primarily for the purpose of getting me on a list for further spewing of ads and offers – is as staggering as it is sickening.

So much waste!

Throwing mud at the wall to see what sticks, random ads of greed, should never be the copywriter’s aim.

We can do better. Be better. And profit better in the process.

“How’s that?” you say.

We cut down on the waste by knowing our buyer’s needs and desires better than everyone else. Perhaps even better than the buyer knows himself.

Most have heard the old sales wisdom where the guy who buys a power drill doesn’t actually want the drill, he really wants the hole. You want to be selling him on the best hole maker.

Milwaukee Gets It – Sell not a Drill, But a Holeshooter!

How Copywriters Write Better

Great copywriters take it a step beyond that though.

They ask, “Why is HE making that hole?”

What pleasant FEELING is HE hoping to get?

To save money from hiring a craftsman? (he wants to feel money smart)
To impress his wife, or girlfriend, parents, or neighbors? (he wants to feel strong, smart, be seen as a real problem solver, he wants to feel impressive)
For the personal satisfaction of doing it himself? (to feel pride, accomplishment, self-sufficiency, independence, freedom)

Test Your Copywriting Skill

What one common FEELING is missing from the drill buyers motivation list above?

The Copyrighter’s Persuasion Toolkit would have revealed:

RELIEF – He just might desire that feeling of relief he’s sure will come, once that hole is finally made – and his wife stops nagging him to get it done!

Behind everything we humans do, everything, we imagine some pleasurable FEELING to come of it.

Or the avoidance of some bad feeling or consequence. Carrots and sticks.

Feeling draws us to DO things. It’s biological.

Feelings of hunger drove cavemen to forage and hunt for food.

Feeling vulnerable drove those cavemen to make weapons too.

Even if buyers are not aware of these subconscious feelings and desires when they set out to buy, they still go out to buy thinking they’re solving some obvious surface problem or need. Deep down inside though, he’s really being driven the desire for some powerful human FEELING.

>>> He doesn’t want the steak, or the sizzle. He wants the FEELING it will give him. <<<

The copywriter’s old maxim is: stress benefits over features.

A copywriter’s best work, and that my friend is what is required to succeed today, your best, paints a story of how the buying of the thing will make that prospect FEEL.

“They laughed when I sat down at the piano. But when I started to play!”

The success of this famous, and frequently ripped off ad, was that everyone could imagine the FEELING of sitting down at that piano and having friends and family be awe-struck. Dumbfounded. Amazed.

Who doesn’t want to be amazing! Admired? Applauded?

John Caples tapped into a powerful human emotion with that ad. One powerful feeling we all desire.

Consider:

No one in his right mind wants to endure years of piano practice. Even one hour of practice each day can seem daunting. (I speak from experience here, at 60+ I’m just beginning to learn piano!)
Few people want to learn piano for the mere joy of playing music.
Most want to play for the FEELING of being impressive (to someone).

We’ll endure hours and hours of tedious practice, spend money on, sacrifice time for, that feeling we imagine (anticipate) we’ll get one day, the feeling of impressing someone.

John Caples wasted no words in his advertisement talking about superflous features and benefits.

He led with FEELING.

Copywriters: Write This, Not That

When we focus on, and tap into, the TRUE FEELING our prospect is hoping to get from his purchase, even if he doesn’t consciously know what that feeling is, we can cut incredible amounts of time and waste from our work.

We’re not limited to tapping just one feeling either. We can lead with the most compelling feeling he desires, then reinforce that by telling about how he’ll also gain these other feelings too

When we focus on uncovering the prospect’s desired FEELINGS, we can write faster, better converting salesletters and promotions.

We write better, faster emails.

We can stop writing useless words that get thrown in the trash – and focus only on writing the stuff that moves people, the good stuff.

Try this now for yourself:

Imagine the feeling of a tender, properly seared, thick juicy steak as it melts in your mouth. The pride we feel as we take our significant other out to that fancy steakhouse for a special evening. We can all tap into vivid images of how our significant other might reward us later for this romantic evening experience. And how will that make us feel?

So why would some dumb steakhouse ad ever promote: 50% off on Tuesdays?

Wasted opportunity. Waste.

“Sure. Great Bob. I get it. But how do we do that? How do we discover and tap into those desired FEELINGS for profit?”

Funny you should ask.

Because I recently trimmed all the fat, spared the fancy packaging, eliminated every and all bits of wasted time and reading when I created my new Copywriter’s Persuasion Toolkit.

It goes one step beyond Elmer Wheeler’s famous, “Don’t sell the steak, sell the sizzle.”

Rather, it takes you quickly and easily, with simple diagrams and templates, to that next deeper level where your prospect’s true motivations live and breathe – it reveals the FEELINGS they desire.

Listen…

Keep spewing trash if you wish. You might get lucky once or twice by shotgunning. Just know, there are 100,000 or so copywriters now on Facebook groups and such, looking for gigs, waiting to take their shot, or maybe your job.

However, if you’d rather use a rifle to hit your targets with impressive accuracy, if you’d like to become known for your fast, accurate work that brings buyers in droves, which leads to more gigs, and better paying gigs, you’ll use The Copywriter’s Persuasion Toolkit.

This tool alone shows you which FEELINGS your prospect is powerless to resist.

It’s fast. It’s easy. Just like your decision here.

Try it now. Or miss out.

Just trash talkin’.

There’s zero risk to try it. Only upside potential.

Write Faster. More compelling copy. More persuasive promotions.

Get more gigs. (ie. more money!)

I’ve even included a special Bonus Report on Getting More Gigs with the toolkit.

Click Here to Start

-Robert Schwarztrauber

P.S. Here’s some additional perspective on the shear power of feelings. That first cigarette or alcoholic drink burns the throat. But some enjoy the FEELING of calm, confidence, or “coolness” it gives them. And a big part of substance and emotional addiction is the FEELING it gives. We’ll even buy known-to-be HARMFUL substances if they provides us some desired FEELING. We’ll literally kill ourselves for (even the hope of) a feeling. Suicide is the ultimate attempt to relieve a feeling of pain or emotional suffering. FEELINGS are a powerful motivating force. Find them. Use them. But only for good.

P.P.S When copywriters ask better questions, more questions, they get better answers. The Copywriter’s Persuasion Toolkit gives you both – better questions AND better answers – for better promotions. Be sure to click one of the links above and have a look-see for yourself.

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