Whenever you write your sales letter, you may need to change the reader's perception in order to get them to buy your product or service.
Don't think for a minute that I would encourage you to lie, cheat, steal, or in any other way mislead your reader. That's unethical and illegal. I lied to my father some 30 years ago because that's what my limited mental resources knew to do at that time. You don't need to lie to your customers. Not ever.
So how do you change the perceptions of your readers? You do it by putting things into perspective before you state them.
Say your product costs well over one thousand dollars. Before you tell prospects the price, prepare their mind for what you are about to say:
You might point out that if they bought your product at a retail store, it would cost five thousand dollars.
You might point out that if they had to create this product on their own, it might cost them 10 grand.
You might point out that if they spent all the time and energy to create the product that you did to create it, it would have cost them thousands of dollars, months of work, and many sleepless nights.
In short, pave the way for your price by making it look small compared to something more expensive. Again, don't lie. Tell the truth. Think about what it would take for your reader to make or acquire or even do without your product. Describe all of that. Then tell your price.
Scott Plous, in his book The Psychology of Judgment and Decision Making says, "For example, real estate agents sometimes exploit the contrast effect by showing buyers a run-down or overpriced property before they show the home that is under serious consideration."
At the risk of confusing you, let me bring in a little deeper psychology to prove my point. John Burton, in his heady book States of Equilibrium says people do not move toward success (pleasure) or away from failure (pain). He writes: "Rather, we move toward or away from the states of mind that we associate with success or failure."
What does that mean?
It means your reader has a mental concept about your offer, your price, and your product. All of those concepts are perceptions, not reality. They are mental associations based on how you described your product, price, and offer. You can influence and even change your reader's perceptions—their reality—by how you describe your product, price, and offer. You also influence how they will feel about your product, price, or offer by what you say before you ever describe them.
Again, when you paint a picture of life without your product, and then you paint a picture of life with your product, you've drawn a contrast and set up a perception. You can influence how your reader feels about your product this way.
My father mentally associated a mixed breed stray dog as a mutt. When I gave him a new view—that Spot was actually a rare breed worth lots of money—he altered his perception and ultimately his behavior. I sold him (so to speak) on Spot.
Remember, when you are writing, you have the power. You can influence how your reader perceives your message by how you describe it and what you compare it to.
This is Hypnotic Writing at full throttle.
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