…when you know the secret to using it effectively, that is.

“Mass Control” marketer Frank Kern is on the loose again! He’s about to launch some sort of membership programme, from what I can gather. In the lead up to that he has a new video which provides some excellent marketing information (as does most of the free material Frank makes available).

Now, the first thing that’s of interest is the actual content. It’s a simple formula for selling pretty much anything that ace copywriter John Carlton gave to Frank. Ready? Here it is…

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As a copywriter or marketer, you’ll be aware that much of the power of a sales letter comes from hitting the “emotional hot buttons” of the prospective customer.  People buy primarily for emotional reasons, but may use logic to justify their decisions.

Now, these “emotional hot buttons” or “triggers” aren’t just important in the sales letter.  They’re crucial at every step of the sales process.  From the very first contact, all the way through to closing the sale (and then continuing the relationship to ensure the sale sticks).

I spent a couple of days last week going through a high-end internet marketing programme.  After many hours my eyes were beginning to glaze over after plowing through seemingly endless mindmaps and checklists.  One of the key checklists was for emotional triggers.

It occurred to me, as I was furiously scribbling notes, that in fact I already had a number of different checklists for triggers.  It might actually be a good idea to settle on one checklist to use in any situation.

And when I thought for a moment, I realised I already had such a list, in the form of Joe Sugarman’s “Triggers” book – “30 Sales Tools You Can Use To Control The Mind Of Your Prospect To Motivate, Influence And Persuade”.

So if, like me, you have numerous checklists all covering the same topic, you may find this a useful way to consolidate those lists.

That then makes it a little easier to search for the triggers that apply in each selling situation.