“If you really want something, you will find a way. If you don’t, you’ll find an excuse.” – Jim Rohn

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You don’t have to beat your competition; you just invalidate them.

One highly effective method is to create a blog or sales letter, starting with the payoff … then make everything else sound like scurrilous gossip, dark humor, or irreverent tongue-in-cheek sarcasm.

People love to be entertained, and we also love an entertaining story. In fact, if you can turn your sales and marketing efforts into entertaining short stories, your marketing and sales content will become addicting.

Just remember that your message must entertain AND educate. Be controversial. Demonstrate your expertise. Make it humorous; make it sound like gossip. Because “gossip” and “humor” are not only addicting … people can’t wait to share them. (think TMZ, Entertainment Tonight, CNN, PBS, and SNL)

The secret is knowing how to build your message so that it contains a premise, highlights a problem or issue your customers understand, and then “hits” them with the payoff. Within the entertainment industry, this is known as the 3P Formula.

Want to know more about the use of humor, gossip, and sarcasm and how they can significantly increase your web presence and website ranking? Simply click on the button below … and let’s talk. 

“Many a small thing has been made large by the right kind of advertising.” – Mark Twain

 

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“If your presence doesn’t make an impact … if your content isn’t memorable … your absence won’t make a difference.”

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One of the most valuable lessons I learned as a professional comedian was, “You can’t make people laugh – you can only make them WANT to laugh.”

Today, the same concept holds true for websites, emails, marketing campaigns, and sales conversions.

“You can’t MAKE people buy – you can only make them WANT TO BUY!”

Persuasive web content will ultimately drive more traffic to your website while increasing conversions into leads and repeat sales.

In fact, if done well, buyers will decide they cannot live WITHOUT your product or service. (We also call this “The Curse of Knowledge”)

Once you learn of a product or service (and if the information is presented in a compelling manner) you quickly discover you need “it” (not to be confused with I.T. or Information Technology). This new knowledge creates a psychological itch you need to scratch. Your life will never be the same without having the “it” you just discovered.

And this, my dear Watson, is “The Curse of Knowledge”!

Highly successful web content MUST include specific “triggers” to create a desired emotional response (the itch) within your potential clients.

Your web pages and web-linked videos MUST contain persuasive content that is clear and compelling … and most of the time humor, sarcasm, satire and The Curse of Knowledge can be a very effective SECRET INGREDIENTS.

You can substantially increase your website visibility, your landing page capture ratios, and your sales conversion rates by using Emotional Persuasion Triggers, Creative Content Development, and The Curse of Knowledge.

“If your emails, newsletters, or videos aren’t controversial, amusing, or educational … you’re wasting your time … and mine!”

 

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“People don’t change behavior or positions based on what they know. They change based on what they feel.” – Oprah Winfrey

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Shaping – Emotional Triggers and Subliminal Embedding

What if there were ways to subtly influence people (and increase the odds of getting what you want) by embedding subliminal suggestions and ideas into their memory?

In this newsletter, I will share some amazing information on one particular type of Sublim Embed (short for subliminal embedding) technique called Shaping.

Within top-level sales and marketing groups, there is a saying, “The mind, once pointed in a specific direction, is unlikely to reverse course without much further thought and consideration.”

Shaping

DISCLAIMER: The information I am sharing with you is very powerful, and with this power comes an ethical and moral decision that you, the reader, must make for yourself. As in all powerful information, you have an obligation to NEVER misuse these techniques.

Much like a loaded gun, it is neither good nor bad … it’s the person wielding the gun that determines how the gun is to be used. That being said, we can proceed!

Fact #1 – Normally, questions are used to help extract useful information from others – but shaping questions will help people create connections between concepts, past experiences, and emotions.

As Kevin Hogan Ph.D., a leader in the field of social psychology explains, “Shaping is asking a question in such a way as to shape or highly influence the answer – immediate input to get an immediate and influenced response.”

MATTRIXX Tip: Shaping provides a process that allows you to subliminally introduce an idea into a person’s subconscious … an idea they will eventually come to think of as their own … all through the use of questions!

Shaping can increase awareness of specific issues, it can aid in the thinking process, and it can force a person to explore deeper levels of understanding about a particular subject.

When we understand how the brain processes information and stores memory, we gain an insight into certain forms of instantaneous subconscious memory formation, such as in certain types of Déjà Vu.

Fact #2 – There are many ways to construct a question; in fact, there are five distinct categories of questions that can be utilized in the shaping process. These are Factual, Convergent, Divergent, Evaluative, and Combination.

For example, a divergent question is a question with no specific answer, so it can force a person to explore different scenarios and possible outcomes at virtually the same time.

Divergent questions are VERY effective if you supply key information to the reader or listener immediately before or after posing the divergent question. This is because of two related factors:

  1. People make their decisions emotionally when the answer to a question isn’t obvious, and
  2. People rationalize their emotional decisions instead of making rational decisions.

Fact #3 – Divergent questions can also be directional, meaning that while your question may not offer the correct answer, it will block or eliminate other less desirable alternatives and push the person toward the desired conclusion. Rhetorical questions can be very influential in shaping a person’s opinion, especially when critical information has been introduced within several minutes of asking the question.

A great example of a divergent question would be, “Where do you think we would be today if our country’s Founding Fathers and the signers of the Declaration of Independence had been as self-absorbed, greedy, and morally corrupt as today’s politicians seem to be?”

This is a divergent question followed by an inferred statement that today’s political figures are corrupt, greedy, and self-absorbed. I offer no supporting information other than a simple declarative statement; yet, this statement cannot help but shape and narrow the response to the question.

Very few people will spend the time to consider that some of our politicians may not be corrupt, greedy, or self-absorbed, even though I have offered no proof one way or the other.

In short, I have narrowed and SHAPED the reader’s (or listener’s) response to my seemingly rhetorical question. Additionally, I have embedded a subliminal thought of “self-absorbed, greedy, and morally corrupt”, which will be reinforced each time the reader (or listener) encounters this issue.

MATTRIXX Tip: Highly successful evangelical preachers, comedians, TV infomercial hosts, and trial lawyers are very good at using divergent, rhetorical questions. When shaping is used, some of the best questions are presented in such as way as to appear to be a statement rather than a question.

One of the primary sectors I work in is the Assisted Living and Continuous Care Retirement Communities (or AL/CCRC) market. During a recent corporate workshop, I helped a large multi-state corporation create a collection of signature stories to use within their “Story-Selling” campaign.

Divergent questions were purposely embedded within these stories to help trigger a desired (and very predictable) response within the reader and prospective client. These questions will shape specific answers (and emotional responses) based on the information embedded within the Signature Story.

MATTRIXX Tip: When you can make the person consider alternate scenarios, some of which are painful or emotionally uncomfortable, you can then offer unique and unforgettable solutions.

MATTRIXX Tip: One additional bonus of learning about Sublim Embeds is that once you know about them and understand how and why they work, you will become less susceptible to them when others try to use them on you.

The beauty of a divergent question is that it can appear spontaneous while virtually eliminating any answer but the one you want your client to come up with.

In the end, our goal is not to simply offer products or services – our goal is to offer unique solutions to our client’s problems … solutions that, once the client becomes aware of them, they find they cannot live without.

“You must become the only viable choice in your market.” – Jay Abraham

 

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