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WARNING:
This is a sneaky and manipulative tactic you SHOULD NOT use if whatever you’re selling is a scam.
Right, firstname
You’ve probably seen (or done) that thing where you cough to cover up your fart.
But what you haven’t seen is people cover up farts with fake ones. And that’s because you didn’t know it was happening lmao.
The reason why it’s such a good technique is because you’re putting people off guard.
A fake fart is “bad” in a way but not as bad as a real one.
So if you put yourself in a place of vulnerability doing a fake fart, people won’t expect you’re doing a real one.
Kinda like when serial killers ask the police officer what the time is seconds after leaving the crime scene. No one would expect a guy who just killed someone to go up to the cops and ask them a question that’s super easy to get from anyone else.
But the point isn’t to get the time, it’s to disarm them.
And when you’re writing sales copy (or any copy really) you can do the same thing.
Basically you want to talk about something and make it sound like a bad thing about your product to hide the real bad thing.
Like if I’m selling beehiiv:
“But here’s the thing… you’re not going to make a hundreds overnight. You could end up spending a month writing emails and only end up with $300.”
On the surface it sounds bad… “only $300” “you’re not going to make hundreds overnight…”
But what i’m basically doing is talking about the benefits in a negative way. Most people who would start beehiiv think that $300/mo for one email a day is really good.
But because I faked being vulnerable and kinda talked about it in a bad way, they think I revealed the “bad thing” about beehiiv.
The actual bad thing is that you’ve got to pay $50/mo to get paid.
Now beehiiv isn’t really the best example since it doesn’t really have a really bad thing but I think you get the point.
John
p.s. very imporant note V
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