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The 11 Hidden Psychological Motivators to MAXIMUM Sales © Yanik Silver

Motivator #1: Stories Since ancient times “ Mommy tell me a bed time story”

The single most successful letter… “ On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are – were filled with ambitious dreams for the future. Recently, these two men returned to college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same company Midwestern manufacturing company after graduation, and were still there. But there was a difference. One of the men was manager of a small department of that company. The other was its president.”

Story Email Openings… “ I stumbled across something unusual recently....” “ Last month I was sitting on a plane on my way to speak at an Internet marketing seminar. Instead of catching up on my reading, I struck up a conversation with my neighbor…”

[[firstname]] - 3 minutes to greater joy, wealth and happiness? Hi [[firstname]] I stumbled across something unusual recently.... And as a valued subscriber I wanted to let you know about it. A few months ago I met a man named John Harricharan at a seminar, who graciously offered me his material to review. I smiled and politely thanked him but I knew that I probably wouldn't get around to reading it anytime soon. (You should see my stack of reading material to get to and I'm actually a quick reader.) But as luck would have it, I was going away on my honeymoon one week after this seminar and I decided to bring some 'lighter' reading along. Honestly, I can't remember the last time I read a book that didn't deal with the subject of marketing or advertising, but once I started reading John's material on the airplane and I couldn't put it down. It was simply incredible! His manuscript combined every success principle I've ever been taught and wraps it all up into one succinct exercise called a "Power Pause". And the best part is it only takes just 3 minutes and 3 steps to achieve.

Motivator #2: Reason Why Harvard experiment “ Whenever you make a claim or a special offer in your advertising, come up with a honest reason-why” – Maxwell Sackheim People always want to be mysterious about their business. If you lower your prices it’s not because you’re a “nice guy”

Motivator #3: Specificity 99 ¼ % Pure People are totally skeptical of advertising. With a specific detail you are either lying or telling the truth. Takes a lot more digging and research but it’s worth it

Real World Examples – Make it Specific: 8-Minute Abs Name says it all Made a fortune with the right hook

Real World Examples: “ 101 Nights of Grrreat Sex” Curiosity factor is super strong Cannot just browse this book High, premium priced Also a “FISH” product since it’s pre-done and “instant”

“ 27 Year-Old Maryland Man Reveals His Proven System For Creating Instant Internet Profits From a Simple 2 Page Web Site…Even If You Hate Computers” The Amazing Story of How a Completely Different Approach to Internet Marketing Took Me From Zero to Making $51,351.94 in Just 6 ½ Short Months, Working From Home – And Why I’m Convinced Nearly Anyone Can Copy What I’m Doing 5 specifics in one headline

Motivator #4: The Truth Completely disarming Damaging admission

Examples "We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and *buy* tomorrow, we shall have the money to meet them. If not, we shall go to the wall.” – John E. Powers "We have a lot of rotten raincoats we want to get rid of." – John E. Powers

“ I used to work hard. The 18-hour days. The 7-day weeks. But I didn’t start making big money until I did less – a lot less. For example, this ad took me about 2 hours to write. “ With a little luck it should earn me 50, maybe a hundred thousand dollars. What’s more, I’m going to ask you to send me 10 dollars for something that’ll cost me no more than 50 cents. And I’ll try to make it so irresistible that you’d be a darned fool not to do it.” – Joe Karbo

Motivator #5: Curiosity “ Enquiring Minds Want to Know” Perfect for bullet points Works great for information products and other goods via direct marketing when people can’t play with your product

The business executive was deep in debt and could see no way out. Creditors were closing in on him. Suppliers were demanding payment. He sat on a park bench, head in hands, wondering if anything could save his company from bankruptcy. Suddenly an old man appeared before him. “I can see something is troubling you,” he said. After listening to the executive’s woes, the old man said, “I believe I can help you.” He asked the man his name, wrote out a check and pushed it into his hands saying, “Take this money. Meet me here exactly one year from today, and you can pay me back at that time.” Then he turned and disappeared as quickly as he had come. The executive looked down and saw in his hand a check for $500,000. signed by… (continued inside) * * * Nightingale Conant

Motivator #6: Authority 4 out of 5 Dentists recommend it “ I’m not a doctor but I play one on TV”. HUH? Expert testimonials

Use of celebrities for Authority

Motivator #7: Scarcity More motivated by fear of loss than gaining something Tickle me Elmo, Cabbage Patch Kids, S2000 Deadline, limited numbers, qualification process, etc

Newsletter Limited to 20,000 subscribers Andrew Harper is anonymous Built entire back-end travel business around newsletter

Motivator #8: Social Proof “ Would you jump off a bridge?” The majority is a very powerful force (especially in situations that are unfamiliar)

Motivator #9: Contrast Compared to what??? Compare Apples to Oranges Upsells are insignificant if the main purchase was large

Motivator #10: Reciprocation Quid pro quo Free samples Feeling of being in debt. Charities use free mailing labels as their control piece

Motivator #11: Commitment & Consistency Which kind of person would you like to be known as? The more public the more powerful this principle takes hold (Inside vs. written vs. public declaration) A buyer is a buyer is a buyer

Jay Abraham’s Concentric Circles A coin company offered prospective customers a $23 starter coin set at zero profit. 30,000 people purchased this introductory offer. 3,000 people bought $1,000 worth of coins ($3,000,000). Within 6 months sold the 3,000 people $3,000 - $5,000 in coins (another $3,000,000 at least). Next went to the repeat buyers and got 150-250 of them to purchase an average of $10,000 of coins. RESULTS: So from the original 30,000 buyers who spent $23 (at zero profit), the company was able to bring in $7,000,000 in sales .

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