Olivia
Online
MERCVRE
@MercureCopy
How to make people want what you sell.
There’s a machine behind every yes, and nobody ever showed you how it works.
I do, here and in my book ↓
Joined February 2021
192 Following
12.1K Followers
9.4K Posts
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Everyone tells you to “be more persuasive.”
Nobody can tell you what persuasion actually is, which is why most people focus on pitching better.
But that’s just one part of persuasion, and almost nobody who sells for a living can name the rest.
By the end of this you will.
🧵
The easiest sale you’ll ever make is to someone who feels like it’s his JOB to buy…
And the best part is, there’s a way to put people in that position without ever pushing them…
Think of someone who gets a dog.
Nobody has to convince him to buy food, a lead, a bed, toys, or pay for trips to the vet. He doesn’t compare prices for hours or wonder if it’s worth it.
He pays for all of it, because that’s what a dog owner does.
The role has rules, and spending money is one of them.
Now what if you could hand people a role like that?
Well, a toy company did it in the 90s...
If you were born earlier than that, you remember Tamagotchis.
A tiny egg-shaped screen with a pixel pet inside. You had to feed it at set hours, clean up its shit, play with it…
And if you forgot, it got sick and died.
Tens of millions of people looked after theirs, hanging the egg-shaped screen to their necks like trophies.
Kids worldwide got so addicted schools had to ban them.
Nobody had to teach anyone how to care for it. People took on a role they already knew, pet owner, and followed its rules on their own.
And yet, Bandai never took advantage of it…
A pet owner expects to pay for food, toys and the vet.
But the original Tamagotchi never sold any of it.
It took its inventors almost 30 years to open a shop inside that world.
And that, is the power of world-building.
You put someone in a role he knows the rules of, and he’ll follow them on his own without questioning them…
Including the ones that involve paying.
You just have to remember to put a shop in your world, preferably without waiting 30 years.
And if you’re wondering whether it’s worth your time, I’ll let the people who’ve read it tell you ↓
Who to follow
Doug D'Anna, Black-Belt Copywriter Coach
@dougdanna
The $100 Million Copywriter: Cashed $9.6M in checks working from home, most of it royalties. I’ll show you how. FREE Royalty Report ↓
George Ten
@GrammarHippy
Founder of the Hobby Arbitrage Method (AKA HAM) - Sell in markets with little to zero competition.
Join waitlist. Become an offer owner.
Phillip Rivers
@thePhilRivers
Lead nurturing is a lie; timing is all that matters • $500M in Email & SMS Revenue for Clients; Discovery, Brunt, Magic Mind, Studs, GetThin + hundreds more
Everyone tells you to “be more persuasive.”
Nobody can tell you what persuasion actually is, which is why most people focus on pitching better.
But that’s just one part of persuasion, and almost nobody who sells for a living can name the rest.
By the end of this you will.
🧵
And if you’re wondering whether it’s worth your time, I’ll let the people who’ve read it tell you ↓
I’m begging you:
- write at a post-doctoral reading level — ideally, in Latin
- use as many commas per sentence as you can, honestly, manage
- add “very” and “actually” wherever you actually can
- use very vague words — your reader is actually very smart, he’ll figure it out
- split your very last line in two
- use em dashes — everywhere — always
- say your very best idea once, and let them actually guess
Great writing is actually just one very great sentence,
hidden, somewhere, between 1,000 bad ones.
I'm begging you:
- write at a 3rd grade reading level
- use one comma per sentence
- cut "very" and "actually"
- define every vague word
- stop splitting your last line in two
- stop using em dashes
- say your best idea 5 different ways
Great writing is just great sentences, stacked.
A great story can get someone to buy once, but some brands found a way to make people buy again and again without selling them anything…
See, a story works a bit like a game of pretend.
For a few minutes, your reader steps into it, follows its rules, roots for the hero, and believes what you tell him.
Then the story ends.
And he goes back to his life, back to his doubts, so the next time you want to sell him something, you have to start all over again.
Now what if the story didn’t end?
What if, instead of one story, you gave him a place to step into, with its own rules, its own heroes, its own villains and its own way of doing things?
That’s what the most loyal brands on the planet do.
They don’t just tell stories.
They build worlds.
And once someone steps inside one, he doesn’t wonder whether he should buy anymore, because buying is just what people like him do in there.
It’s called world-building, and it’s what my next article is about.
Nostalgia is one of the strongest feelings you can use to sell more, but do you know of its cousin who’s just as strong?
You’ve felt it a hundred times at least, and almost nobody knows this feeling has a name.
It hits you during the last night of a holiday, while you’re still there and the sun’s still out...
Or during the last few pages of a great book, when you start reading slower on purpose because you don’t want it to end...
Psychologists call it anticipatory nostalgia.
It’s missing something before it’s even gone.
And it explains a lot of purchases that don’t make much sense on paper, like the souvenir you buy on the very last day of a trip, the photographer at a wedding who costs a small fortune, or tickets to a band’s last concert before they split up for good.
What are people paying for when they buy these?
They’re paying for the memory.
And that’s what makes it so powerful.
Because normally, you have to convince someone that waiting will cost him.
Here, he already knows.
People get older, good times end, some chapters of our lives don’t come back, and nobody needs a deadline to believe that.
So if what you sell helps people hold on to a moment, make him feel that moment slipping away…
…and your offer becomes the way to keep it.
Nostalgia is just one way to get your prospect to see himself with your product, and it’s one of the many I break down in Quiet Persuasion.
Inside, you’ll also find:
‣ How to make the future feel as real as a memory
‣ When to be specific and when to stay vague, so he fills in the rest himself
‣ The 6 needs people are paying for when they buy, whatever you sell
And much more…
Link in bio.
The Legend of Zelda Ocarina of Time remake came out last week, and we’re seeing grown-ass men in their 30s and 40s getting teary-eyed over the intro…
…which sounds like a lot for a video game, until you remember what it was like to hear that music the first time.
You were 10, maybe 12. It was a Sunday afternoon, school was tomorrow but that felt far far away, and you had nothing to worry about except the Water Temple.
That’s what those notes bring back: the feeling on that afternoon.
And it’s why nostalgia is one of the most powerful things you can sell.
Because when you sell something, you sell a better future.
You tell your prospect what his life will look like once he has your product, and he has to imagine how it feels...
Which means he can doubt it.
It hasn’t happened yet, so how does he know you’re right?
Nostalgia doesn’t have that problem.
You’re not asking him to imagine anything. You’re reminding him of something he already experienced.
In Quiet Persuasion, I call it a “reverse future.”
It works like any promise of a better life, except it’s built from his own memories, so there’s nothing for him to doubt.
So how do you use it?
Instead of depicting a better future, you leverage a feeling he’s already experienced.
‣ “More energy” could be the energy he had at 20, when he could go on a weekend-long bender and still be on top Monday morning.
‣ “Less stress at work” could be his first year in business, when he couldn’t wait to open his laptop in the morning.
‣ “Better sleep” could be sleeping like he did before he had kids.
It’s the same promise, but now it’s built from a feeling he’s already had instead of one he has to imagine.
So whatever you sell, find what it gives your prospect back, and let his own memories do the selling for you.
I wrote an article on how to do that, step by step: https://t.co/XkCHEJmOSy
https://t.co/SBZZlZ3jq2
If you’ve ever shown a prospect your best proof and seen him get MORE skeptical…
You’re not crazy, it happens all the time.
Because when your proof goes against something he believes, he doesn’t hear “here’s some good news.”
He hears “you were wrong.”
And nobody likes being told they were wrong.
So he starts defending himself. He looks for the hole in your case study, the detail that doesn’t apply to him, the friend who tried something like this and got burned...
Which means the stronger your proof is, the more it feels like an attack, and the harder he holds on.
The solution is to start with what he already believes, so there’s nothing for him to defend.
More on how to do that here: https://t.co/vtApC0jY5j
https://t.co/Hb8pbVSMpQ
Hypnotists know something about persuasion most people never think to use, and it all happens in the very first sentence...
A hypnotist never opens with “you’re falling asleep,” because obviously you’re not…
He opens with “you’re sitting comfortably, and your muscles are relaxed.”
Which is true. You ARE sitting, and your muscles are pretty relaxed. So you accept it.
And once you’ve accepted that you’re relaxed, you start acting the way a relaxed person acts.
Your breathing slows down, you get a little tired, and before long you might even nod off.
He didn’t try to convince you of anything. He simply got you to agree with how it started, and the rest followed on its own.
Accept the premise, and you have to accept the conclusion.
Stories work the same way: they build a little world with its own causes and effects, and if someone agrees with the first one, he’ll follow the chain all the way to the end.
So don’t open your story with your foreign claim.
Open it with something he already knows is true about his life, like the excuse he keeps telling himself.
Start with what he knows, then bend the rules slowly...
And by the time your story reaches your offer, he’s been agreeing with you for so long that saying no would feel strange.
@decaprioo I hope your intentions are pure 🙏
WARNING: Before you buy Quiet Persuasion, I need you to promise me something…
Because once you’ve read it, here’s what you’ll be able to do:
‣ On page 140, you’ll discover how to make someone want something without ever asking him to. Use it on your wife, and she’ll walk into the jeweler’s convinced your Rolex was HER idea. Use it on a prospect, and he’ll pitch your offer to himself.
‣ On page 136, you’ll find out why the biggest obstacle to any sale is rarely the buyer… it’s the person sitting next to him. And how to take the wife, the business partner or the skeptical brother-in-law out of the equation without saying anything against them.
‣ On page 132, you’ll learn why the most persuasive thing you can do on a sales call is leave early. Done right, a man who said no on Monday will be chasing you by Thursday, wondering what he did wrong.
‣ On page 84, you’ll see why people stay in cults for 30 years, even when the leader is obviously lying to them. It has nothing to do with brainwashing. And the same mechanism explains why your best customers keep buying from you, even when a competitor is cheaper.
‣ On page 173, you’ll discover what a cake mix company did in the 1950s when housewives refused to buy their product. On paper, it made no sense. It worked anyway… and that same strange fix might be what’s missing from your offer.
‣ On page 174, you’ll learn why words like “revolutionary” and “breakthrough” can kill a sale… and the one quality your results should have instead, the one no copywriter wants to hear about.
‣ On page 151, you’ll learn how to give your customers a villain to hate. Done right, they’ll blame someone else for every problem they’ve ever had… and see you as the only person who can beat him.
‣ On page 114, you’ll find out why the most charismatic people you know have never worked on their charisma… and the one thing they understand that everyone else spends years trying to fake.
‣ On page 143, you’ll discover why people will live with a bad back for 20 years, but turn their life around after seeing one old photo of themselves. There’s a kind of pain stronger than physical pain, and one sentence is enough to wake it up.
‣ On page 186, you’ll learn how to make NOT buying feel more expensive than buying. It’s the same move a CEO used to hire a man who wasn’t even sure he wanted the job, in a single sentence, at the end of the interview.
‣ On page 204, you’ll find the 4 words a legendary copywriter wrote on an envelope to his publisher. They weren’t meant to sell anything. Yet they ended up on a mailing that nothing could beat for years.
‣ And on page 120, you’ll learn how to get total strangers to give you permission to tell them what to do. Not through authority, not through pressure… through one thing most persuaders never think of.
So here’s the promise.
If you’re thinking of starting a cult, a war, or a religion, please, I’m begging you, do not buy this book.
Otherwise, the link is in my bio.
WARNING: Before you buy Quiet Persuasion, I need you to promise me something…
Because once you’ve read it, here’s what you’ll be able to do:
‣ On page 140, you’ll discover how to make someone want something without ever asking him to. Use it on your wife, and she’ll walk into the jeweler’s convinced your Rolex was HER idea. Use it on a prospect, and he’ll pitch your offer to himself.
‣ On page 136, you’ll find out why the biggest obstacle to any sale is rarely the buyer… it’s the person sitting next to him. And how to take the wife, the business partner or the skeptical brother-in-law out of the equation without saying anything against them.
‣ On page 132, you’ll learn why the most persuasive thing you can do on a sales call is leave early. Done right, a man who said no on Monday will be chasing you by Thursday, wondering what he did wrong.
‣ On page 84, you’ll see why people stay in cults for 30 years, even when the leader is obviously lying to them. It has nothing to do with brainwashing. And the same mechanism explains why your best customers keep buying from you, even when a competitor is cheaper.
‣ On page 173, you’ll discover what a cake mix company did in the 1950s when housewives refused to buy their product. On paper, it made no sense. It worked anyway… and that same strange fix might be what’s missing from your offer.
‣ On page 174, you’ll learn why words like “revolutionary” and “breakthrough” can kill a sale… and the one quality your results should have instead, the one no copywriter wants to hear about.
‣ On page 151, you’ll learn how to give your customers a villain to hate. Done right, they’ll blame someone else for every problem they’ve ever had… and see you as the only person who can beat him.
‣ On page 114, you’ll find out why the most charismatic people you know have never worked on their charisma… and the one thing they understand that everyone else spends years trying to fake.
‣ On page 143, you’ll discover why people will live with a bad back for 20 years, but turn their life around after seeing one old photo of themselves. There’s a kind of pain stronger than physical pain, and one sentence is enough to wake it up.
‣ On page 186, you’ll learn how to make NOT buying feel more expensive than buying. It’s the same move a CEO used to hire a man who wasn’t even sure he wanted the job, in a single sentence, at the end of the interview.
‣ On page 204, you’ll find the 4 words a legendary copywriter wrote on an envelope to his publisher. They weren’t meant to sell anything. Yet they ended up on a mailing that nothing could beat for years.
‣ And on page 120, you’ll learn how to get total strangers to give you permission to tell them what to do. Not through authority, not through pressure… through one thing most persuaders never think of.
So here’s the promise.
If you’re thinking of starting a cult, a war, or a religion, please, I’m begging you, do not buy this book.
Otherwise, the link is in my bio.
The main button is what gets most of your market to the page…
…but not everyone in your market has that button, and those people would buy too if you pressed the right one.
So how do you get to them?
You use BULLETS.
Every reader has his own spot where he can be hooked, and each bullet is a hook with a different shape.
So the more shapes you add, the more readers you can catch.
Each one has its own little enemy, its own little promise, and a question he needs answered:
‣ What never to eat for breakfast if you’re always starving by 11am
‣ Tried keto and it stopped working after 3 weeks? The reason has nothing to do with willpower (page 12)
‣ Over 50? Why the advice that worked in your 30s is now slowing your metabolism down
‣ The “lazy” 10-minute evening trick for people who hate the gym
That’s how you catch 4 different people who have 4 different buttons, all on the same page.
And your reader doesn’t read them all. He skims, ignores what’s not about him, and stops at the one that is.
So write more bullets than you think you need, and make each one about someone different.
Just find "the Button"
Every market's prospects have one.
You just gotta find it.
And you gotta make sure it's the MAIN button
The one the majority of that market has.
it comes in 2 parts:
1. {common enemy} is purposely keeping you {broke|fat|lazy|sick}
^ this validates their failure trying to solve it themselves already
2. There is a simple trick they don't want you to know that fixes it
^ this gives them hope
The key is getting them to believe part 2
They WANT to believe part 1. It's their scapegoat. We all know how well "it's not your fault" works.
But make them believe part 2, and you can press the button over and over and over and over and over again and literally print money.
It's all about the positioning of the message.
If you want people to PILE into your comments, you need to learn about THE ANAL PLUG TRICK 💀
Yeah, I just made that name up, but there’s some interesting psychology behind it.
So there’s this french billionaire heir turned rapper who’s going viral…
And he made a vid recently where he addresses his haters while he walks around his luxurious Monaco apartment.
It’s nothing special in itself unless you care about the guy, except the vid opens on him washing his hands in his bathroom…
And there it is on the sink…
An anal plug.
Doesn’t take more for the comments to turn into a warzone. Is he gay? Was it an escort’s? Did he really not see it?
But you can bet he put it there on purpose...
Because now both haters and fans are doing his marketing for free.
@akashxchauhann Millions WILL be made
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