Today I’d like to share my take with you on a fantastic piece of information that was created by Blair Warren.
Blair Warren created it and has freely published online his idea called ‘one sentence persuasion’
Here is the sentence…
“People will do anything for those who will encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”
(watch video or continue reading below)
Wow, isn’t that just an amazing piece of copy?
I want to absolutely credit to him – do go and have a look at blairwarren.com.
Within this one sentence…
Blair Warren has managed to put down those key ideas you and I can use in to write very, very powerful videos, powerful copy, powerful webpages, powerful email. In fact, powerful marketing of any description.
Also, this could be used for…
A free report, or a video that we were offering to the marketplace as a lead magnet of some description.
I want to give you my take on it without taking anything away from the original.
Let’s go through it step by step…
“People will do anything for those who will encourage their dreams.”
Now, straightaway, we need to be thinking about two things.:
We need to be thinking about what are the potential dreams of the person we are writing to, or that we’re filming for?
Let’s say we’re writing a piece of copy to go on the web, for example.
What do we think are likely to be the dreams of the person that we’re writing to?
One of the ways…
We could discover that is maybe with a survey, or talking to our current customers to clients, so they tell us the type of things that they want to dream about. What are their goals for the future?
The second thing we need to think about …
How are we going to encourage them?
What words are we going to use?
Remember, these need to be really good, feeling words.
These aren’t logical words.
These are emotional words that enable us to encourage their dreams.
So, two things to think about…
What are the dreams?
How do we encourage them?
The Next bit
We have to justify their failures.
Now, how do we do that?
Well, one of the easy ways, and you’ll have seen this in copy time and time again.
You’ve seen this little line. It says, “It’s not your fault.”
There is a classic way that people use to justify the reader’s failures that they make.
Again, two things for us to think about…
What are the failures that people have had in their life? They may have bought something similar to the offer that we have for them, and it didn’t work out.
That could be a failure.
They could be struggling to achieve something in their life. What is that failure?
Again, it’s undertaking the research. It’s talking to people. It’s doing surveys.
It’s using our knowledge, experience, and expertise to understand where people have failed, and what those failures are.
What emotional words are we going to use in order to justify those failures?
The third one:
Allay their fears.
Again, you know where I’m going to go with this.
What are their fears?
I know, when I show people how to create an avatar diagram, and I use mind mapping for this, one of the questions I ask about my potential reader is, what are their fears?
I ask other things, like, what are their wants, what are their needs, what keeps them awake at night, that type of stuff.
If I can, to use the word that Jay Abraham often used when I was with him, denominate the fears that they have, and then allay those fears, make them realise that those fears probably aren’t real, and this is why, then that could be powerful copy.
What emotional language can we use to allay them?
The Fourth One:
Confirm their suspicions.
What are the suspicions that people have in the marketplace that’s totally
relevant to whatever it is that you’re about to offer them?
They may have a concern that it doesn’t work.
They may have a concern that they don’t have the necessary technical expertise.
We need to recognise and confirm those suspicions.
What are the suspicions?
What emotive language can we use to confirm that we understand?
And Finally …
Help them throw rocks at their enemies.
In order to do that, we need to know who the enemies are.
The enemies could be competitors in the marketplace.
The enemies could be their lack of belief in themselves, or their skills, or their capabilities, or their knowledge, or expertise.
Write a focused question…
“What are the possible enemies, in the broadest possible sense, of the person that I’m writing to?” Then, “what are the rocks that I’m going to be throwing?”
Those rocks might be a case study.
They might be testimonials.
They might be emotive language that says, yes, I understand.
It might be the fact of whatever it is you’re offering, you’re offering some coaching, or some mentoring, and you’re going to be helping, working with that client, to address the enemies by throwing some rocks at them.
Here is an example…
I sat down, using this formula, looking at what Blair Warren had talked about to see how I could use it.
I had a time management quiz that I offered people at the start of one of the top of my marketing funnels. That leads people through a 20 question quiz which reveals to them lots about themselves. Then, behind that, I offer them some of the answers that they’ll need, based on their answers to the quiz.
That made sense.
As part of that process I was offering people on my list a $1 trial on membership
of the Achievers Club. So, you understand the context in which I’m doing this.
People signed up for the quiz, because they’d give me their email, or name, so I could follow them up afterwards, or it could even be used as a piece of email marketing, to drive people towards the quiz, or a precis of it might be used as a Facebook post, or a LinkedIn post, or maybe even the script of a video.
This is what I wrote…
“If you want to finally discover how to squeeze more from every precious day of your irreplaceable life… Then your honest and private answers to these searching 20 questions will set you on the right path immediately.”
Not the best headline I’ve ever written in the world, or even written by me, but pretty good going?
Then, the copy starts like this…
“I feel that anguish early on a Monday morning. You’ve read the books, been on the courses, followed the gurus, but still, you’re asking yourself,
‘How come I’m not getting enough of the recognition, the freedom, the money?’
You’ve tried hard, and still, there’s just something getting in the way.
Some people seem…
To have an almost unfair knack of gaining and maintaining their focus, their motivation,
their momentum, don’t they?
Their results and lifestyles now set them apart from the crowd. What is that knack?
Well, if you want to turn around at last, and show those neg-heads who’ve whined,
‘You’ll never do it,’ that you can do whatever you want with your life, then in just
the next three minutes, you’ve taken the first step on the path to a life of choice.
Each of your honest and private answers reveals yet another truth about you.
PS, I’ve always wanted to be in control of my time. Now I can.”
Now, can you see…
How I’ve used the one sentence persuasion?
To go back to the message from Blair.
“People will do anything for those who will encourage their dreams,
justify their failures, allay their fears, confirm their suspicions,
and help them throw rocks at their enemies”
I remember it by using a little acronym, which is E-J-A-C.
Thank you, Blair Warren, for a fantastic piece of writing and teaching, for how
we can write more persuasive copy, how we can write more persuasive videos,
emails, audio programmes, even programmes themselves.
I hope you found that useful.
I’d absolutely love to go through that exercise.
I’ve created a template for myself so I can use it for the various bits of writing.
I wish you every success with using one sentence persuasion.