Prospect is
Down in the Dumps,
Down in the Dumps,
Do This …
Do This …
It’s one of the most unpleasant It’s one of the most unpleasant of all human emotions. We avoid it of all human emotions. We avoid it whenever possible. And yet, sadness whenever possible. And yet, sadness can pla
can play a powerful role in y a powerful role in motivatingmotivating your prospect to take action on your your prospect to take action on your offer.
offer.
Sadness is not as commonly used Sadness is not as commonly used as fear or anger, and there’s a reason as fear or anger, and there’s a reason for that. Sadness and feelings of for that. Sadness and feelings of depression are less actionable. Think depression are less actionable. Think about it: When people feel sad, they’re about it: When people feel sad, they’re in a very low-energy state and just in a very low-energy state and just lay around moping and feeling sorry lay around moping and feeling sorry for themselves. They’re not likely to for themselves. They’re not likely to quickly jump to action on something. quickly jump to action on something. Now compare this to fear or anger Now compare this to fear or anger.. When someone is afraid (not so
When someone is afraid (not so afraidafraid that he feels paralyzed), this person that he feels paralyzed), this person will often act in a
will often act in a split second, withoutsplit second, without giving it much thought.
giving it much thought. Or imagine this: There’s Or imagine this: There’s
somebody who doesn’t have enough somebody who doesn’t have enough money to pay his or her bills. If this money to pay his or her bills. If this person is afraid of gettin
person is afraid of getting kicked out,g kicked out, he’ll probably look very
he’ll probably look very aggressivelyaggressively for things he can do to get the money for things he can do to get the money and remove the cause of
and remove the cause of this fear. Butthis fear. But if he’s purely sad about not
if he’s purely sad about not havinghaving enough money to pay, he probably enough money to pay, he probably won’t do anything. He’ll just feel won’t do anything. He’ll just feel down and depressed.
down and depressed. It is the same
It is the same with anger. Ifwith anger. If somebody is angry about their child somebody is angry about their child not getting a good education at his not getting a good education at his public school, he’
public school, he’s very likely tos very likely to actually do something about it. But not actually do something about it. But not if he’s sad or depressed.
if he’s sad or depressed.
So when DO you want to use this So when DO you want to use this emotion? You can use it to create a emotion? You can use it to create a strong contrast between the bleak state strong contrast between the bleak state your prospect is currently in (or is your prospect is currently in (or is atat risk of being in) and
risk of being in) and the very positivethe very positive place he’ll nd himself in on
place he’ll nd himself in once hece he sends for your product. This contrast sends for your product. This contrast makes your positive benets seem that makes your positive benets seem that much more appealing and attractive. much more appealing and attractive. Here’s an example from a health Here’s an example from a health package:
package:
If you think it’s If you think it’s tough losing 20 tough losing 20
pounds, just imagine pounds, just imagine how desperate Fred how desperate Fred felt. “Nobody wanted felt. “Nobody wanted to hire me because of to hire me because of my size,” he recalls. my size,” he recalls. “Although I did get “Although I did get a job in a movie a job in a movie with Robert DeNiro with Robert DeNiro … I played JoJo the … I played JoJo the whale.”
whale.”
Audiences may have Audiences may have laughed, but there laughed, but there was nothing funny was nothing funny about it. Fred was about it. Fred was 175 pounds overweight 175 pounds overweight and it was literally and it was literally crushing the life crushing the life out of him. “I was out of him. “I was months away from months away from death,” he says. death,” he says. “I had congestive “I had congestive heart failure. I was heart failure. I was retaining water, retaining water, vomiting blood …” vomiting blood …” “I couldn’t lie down “I couldn’t lie down anymore because of anymore because of water crushing my water crushing my lungs … lungs …
“I tried every diet “I tried every diet you could name, [but] you could name, [but] I never could stick to I never could stick to it!”
it!”
Yet thanks to Dr. Gary Yet thanks to Dr. Gary Null, Fred’s entire Null, Fred’s entire life turned around in life turned around in
a ash … a ash …
In 9 months, Fred lost In 9 months, Fred lost 175 pounds without 175 pounds without counting calories, counting calories, carbs, or fat … carbs, or fat … And as soon as you And as soon as you learn Fred’s secret, learn Fred’s secret, you’ll never have to you’ll never have to “diet” again.
“diet” again.
REALLY? Yes! You’ll REALLY? Yes! You’ll learn what Fred did, learn what Fred did, starting on page 170 starting on page 170 of your FREE-Preview of your FREE-Preview copy of
copy of Bottom Line’sBottom Line’s POWER AGING
POWER AGING ..
1
155
In this example, the In this example, the transformationtransformation seems especially powerful andseems especially powerful and
emotionally potent, because Fred went emotionally potent, because Fred went from such a sorry state to success. from such a sorry state to success. That’s how it’s so often used — and That’s how it’s so often used — and this sad-to-happy process is the this sad-to-happy process is the crux of the many “before and after” crux of the many “before and after” testimonials that you see in all avenues testimonials that you see in all avenues of direct response.
of direct response.
Also, you can use sadness as Also, you can use sadness as a bridge to the more
a bridge to the more actionableactionable negative emotions. When somebody negative emotions. When somebody is sad about something, they may not is sad about something, they may not necessarily be aware of the cause. If necessarily be aware of the cause. If you can show
you can show them what’s creatingthem what’s creating their sadness, create an enemy out of their sadness, create an enemy out of this thing, and then arouse their anger this thing, and then arouse their anger and frustration for that enemy — and frustration for that enemy — looklook out!
out! YYou’ll be converting the lessou’ll be converting the less actionable emotion of sadness into the actionable emotion of sadness into the VERY actionable emotions of anger, VERY actionable emotions of anger, frustration, revenge, and more, setting frustration, revenge, and more, setting yourself up for an emotional windfall. yourself up for an emotional windfall.
This is a very
This is a very high level skill,high level skill, something that guys like Clayton do something that guys like Clayton do almost unconsciously at this point. But almost unconsciously at this point. But it won’t come easy at the start. You’ll it won’t come easy at the start. You’ll nee
need to study winning promotionsd to study winning promotions and get good at using the right and get good at using the right words, at the right times. Of course, words, at the right times. Of course, this chapter is the perfect launching this chapter is the perfect launching pad!
pad!
Sadness
Sadness
Bitter pill to swallow
Bitter pill to swallow – “I know – “I know that’s a
that’s abitter pill to swallowbitter pill to swallow.. After all, y
After all, you already saw theou already saw the AVERAGE S&P 500 stock drop AVERAGE S&P 500 stock drop 9.3% in 2000 …”
9.3% in 2000 …” Broken heart
Broken heart – “On – “On September 11,September 11, a handful of fanatic terrorists
a handful of fanatic terrorists brokebroke America’s
America’s heartheart.”.” Darkened
Darkened – “Depression – “Depressiondarkeneddarkened Sandy’
Sandy’s life for 10 s life for 10 long years.”long years.” Depressed
Depressed – “Dr – “Dr. Mark Stengler. Mark Stengler has found that severely
has found that severely depresseddepressed people almost always hav
people almost always have lowe low levels of Compound S!”
levels of Compound S!” Devoured
Devoured – “Month after month, – “Month after month, depression
depressiondevoureddevoured her life.” her life.” Died broke
Died broke – “Famous author – “Famous author
Sadness
49 49 earned millions but
earned millions but died broke.died broke.”” Down in the dumps
Down in the dumps – “Daisy was – “Daisy was so
sodown in the dumpsdown in the dumps, she could, she could barely drag herself through t barely drag herself through thehe
day.” day.” Fatal
Fatal – “But that’s only the – “But that’s only the beginning of the agon
beginning of the agony for thisy for this school of dolphins on this school of dolphins on this fatalfatal morning in the
morning in the Eastern TropicalEastern Tropical Pacic Ocean.”
Pacic Ocean.” Gloomy
Gloomy – “Got a – “Got aGloomyGloomy Gus Gus in your life? Do him
in your life? Do him the world’sthe world’s biggest favor and show h
biggest favor and show him theim the secret on page 134 …”
secret on page 134 …” Grieve
Grieve – “… we continue to – “… we continue to grievegrieve for our fallen countrymen and for our fallen countrymen and women.”
women.” Loneliness
Loneliness – “Overcoming – “Overcoming loneliness
loneliness. Don’t let it complicate. Don’t let it complicate your life.”
your life.” Lost
Lost – “When Michael – “When Michael lostlost his his wife, the pain was more than he wife, the pain was more than he could bear.”
could bear.” Medical miseries
Medical miseries – “And let him – “And let him show you how to shrug off your show you how to shrug off your medical miseries
medical miseriesin a matter ofin a matter of minutes …”
minutes …”
Make depression worse Make depression worse – – “Antidepressants that
“Antidepressants that makemake depression worse
depression worse when taken with when taken with St. John’s Wort”
St. John’s Wort” Never enough joy
Never enough joy – “One of Dr. – “One of Dr. Oakes clients, Isabelle, grew up Oakes clients, Isabelle, grew up in a family where there was never in a family where there was never enough — never enough nurturing, enough — never enough nurturing, never enough money,
never enough money,never enoughnever enough joy.
joy.””
Postpartum blues Postpartum blues – – “
“Postpartum bluesPostpartum blues can be can be devastating. But guess what? devastating. But guess what? Childbirth can deplete your
Childbirth can deplete your supplysupply of the brain nutrient Choline.” of the brain nutrient Choline.” Took a nosedive
Took a nosedive – “When her – “When her relationship went on the rocks, her relationship went on the rocks, her emotions
emotionstook a nosedivetook a nosedive.”.” Tragedy
Tragedy – “All the – “All the fundamentalfundamental weaknesses that triggered the stock weaknesses that triggered the stock market
markettragedytragedy …” …” Tragic
Tragic – “So why have several – “So why have several hundred of these beautiful, graceful, hundred of these beautiful, graceful,
intelligent creatures been killed on intelligent creatures been killed on this
thistragictragic morning?” morning?” Trapped
Trapped – “The terried – “The terried dolphinsdolphins become
becometrappedtrapped in the net and in the net and many are crushed alive in
many are crushed alive in the ship’sthe ship’s power blocks.”
power blocks.” Woes
Woes – “Water Filter – “Water Filter WoesWoes: Most: Most water lter
water lter s aren’t worth thes aren’t worth the plastic they’r
plastic they’re made of …”e made of …”
Chapter 15:
the emotions of security in your close the emotions of security in your close … your guarantee … your order … your guarantee … your order form and everywhere else you can. If form and everywhere else you can. If you do this
you do this right, your prosright, your prospect pect willwill feel very safe about ordering. You’re feel very safe about ordering. You’re removing one of his chief barriers removing one of his chief barriers toto action and thereby increasing chances action and thereby increasing chances of him actually
of him actually responding.responding. Also, as you go through the Also, as you go through the listlist that follows, notice that many of that follows, notice that many of the words in this section are used the words in this section are used inin proof/credibility
proof/credibility copycopy. That’. That’s anothers another crucial thing to realize about the crucial thing to realize about the emotion of security — namely, that emotion of security — namely, that the goal of those elements is to make the goal of those elements is to make