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what's going on everyone really pumped
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to tell you one of my
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strongest and most powerful tactics in
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persuasion
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that allows you to use integrity to
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increase the trust in your prospects
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by owning all of your deficiencies with
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a single statement
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all right so uh many times if you're
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thinking about how you're selling
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someone
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the degree to which they will buy is
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directly correlated with how much they
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trust you
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especially in a b2b scenario where if i
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said hey for every dollar you give me
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you'll make 10 back
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if i if someone truly believed that then
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every single person would buy from me
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right because there's no logical reason
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not to
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so underpinning that is whether they
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believe me or not and that could be
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within the context whether they believe
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in themselves
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versus the system versus the world
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there's other sub beliefs there but
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fundamentally
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if those three things are aligned and
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they truly believe in their core
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then they're going to buy which is the
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same reason that when you have a
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referral that gets on the phone with you
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it's so easy to close them because the
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person who referred them has already
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imbued you with trust they've already
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vouched for you
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and so the person comes in with sky high
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trust and really just you just need to
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get out of their way so they can make
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the purchase
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and so i learned this tactic from eminem
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in eight mile
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um and uh you can see it at work and
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i'll give you a couple of prominent
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examples
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but it's using the word but all right
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and this is the concept of
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damaging admission which is probably my
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single favorite
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uh technique to use in persuasion
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because
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it allows me to be even more honest than
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i otherwise would be
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in a world of like charlatans where
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people are always making huge promises
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and making huge claims and never kind of
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being real and authentic with people
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you stick out like a sore thumb in a
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good way right and so let me give you a
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statement really quickly
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um and then we're gonna i'm gonna show
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you how to how to reverse it in order to
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make it more persuasive
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so let's say i said um i'm going to make
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you
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uh you're going to make a ton of money
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if you work with me but it's going to be
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a ton of work
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there's going to be hundreds of hours of
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videos you're going to have to go
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through
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um there's five hours a day that you're
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going to have to spend
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you know to execute each of the things
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that i'm going to tell you to do
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right what happens is in that statement
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i directed your attention
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to all of the things that you're going
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to have to do right
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now if you noticed it was positive
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statement
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but negative statement now if you
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reverse these things
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and go negative statement but positive
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statement
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the butt acts as an amplifier for the
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second half let's try it on
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listen if you sign up for gym launcher
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you sign up to work with me
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you're gonna have to go through hundreds
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of hours of videos you're gonna have to
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take five hours a day
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you know to work and do these things but
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you're gonna make more money than ever
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in your life the thing is is that
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but and then the statement when i say
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something negative
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if i was on a date for example and i was
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trying to persuade a young lady
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you know back in the day before i was
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married i might say something like
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listen
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you know sometimes i have a temper um i
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can be
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i can be short at times i don't have a
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ton of time
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to get dedicated to a relationship right
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now because my business is taking up the
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majority of my time
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but i'm absolutely fantastic in bed
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right if i said something like that the
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thing is is the more negatives i can
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say in the beginning the more believable
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the thing that i say right afterwards is
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right and so if i own all of my
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negatives which is why i love this
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because be truthful in the things that
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you're saying that are negative and the
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more true they are
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and the more damaging they are the more
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believable the thing that comes after
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the sentence
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all right and so the way to use but
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because everything that happens here
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after the word but is amplified
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all right and everything
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that is before the word but is
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diminished
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so you have so the good thing is you can
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actually control
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where your prospect's attention is going
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so this is where we're
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where we're directing them it's after
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the word but and so
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i do this sometimes um you know the word
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because is actually really similar too
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to this in a different way i'll use it
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in another video
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but uh if if i say something really
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horrible
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um i'm trying to think of something else
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uh
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let's see here uh i'm i'm really hard to
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live with um
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i i absolutely do no house chores
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whatsoever but whatever i say right now
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is something that you're going to
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believe
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right and so when you use this to your
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advantage
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and you weave this into your copy
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especially as you get closer to your
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call to actions
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people will believe you and
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fundamentally this is what will make
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your copy
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so much more persuasive right like for
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example gym launch has
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tons of one star reviews we also have
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but we also have thousands of five stars
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right and so the question is whether you
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want to eat at a restaurant that has 4.7
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you know stars with 3 000 ratings or you
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would need at a place that has five
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stars with 19
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right i would rather you the 4.4.7 star
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same thing would you buy on amazon right
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because the damaging admissions the
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reviews that are negative give credence
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to the things that are positive
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so let me give you a really famous
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example that
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viagra had and some of you guys may know
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this commercial but it's literally
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it it crushed for them right some of you
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guys may remember that they had a
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warning label
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at the end of their advertisements that
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said
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if an election lasts longer than four
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hours you know must contact
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a medical uh you know professional right
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and so the beauty is there was a genuine
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risk
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right but in making the risk they
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amplified the power of the product every
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single guy heard that warning and was
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like i could have an erection for four
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hours
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like sign me up right and so it would be
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like the same thing as saying like
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um you know warning uh you know when you
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sign up and start working with gymloc
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you're gonna massively increase your tax
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burden
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all right so like like we we are not
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liable for the amount of taxes that
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you're gonna have to pay as a result of
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the amount of money we're gonna make
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right so it's it's the negative
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consequence of the positive
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that amplifies the believability of the
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statement if we're warning people
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that the extreme adverse effects of the
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of the
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of the result that we're promising in an
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extreme fashion
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then it makes the the the underlying
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believability of whether or not
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they're going to achieve it seem assumed
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right
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and then it makes the entire set of of
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sentences or the preceding argument
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um more uh persuasive right and
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believable
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and so ultimately um this is one of my
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favorite persuasion tactics
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and i love it because it's so based in
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integrity right you're just saying
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all of the things that someone is going
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to find out eventually you might as well
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use those things
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to increase the persuasiveness of your
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argument right
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and so i wanted to leave this with you i
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hope you found it valuable
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keep keeping awesome try it in your copy
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try it when you're presenting something
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in a sales presentation and i guarantee
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you
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um you will have a prospect who believes
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you much more and is more likely
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likely to buy so lots of love and i'll
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catch you on the flip side but
