In Media Res

Attention-grabbing copy leads with a bang; namely, the thing that matters most to your prospects.

Let prospects know from the first few words they read that you can help them reach their most important goal.

Don't start with throw-away statements, in the mistaken belief you need to warm them to you.

You may remember from school there's an ancient technique for literary narrative called in media res, dating way back to Homer's Iliad.

Latin for "in the middle of things," in media res plunges the audience into a crucial situation right at the start of a story.

The chain of events leading to the situation is never related; or is revealed only later in the narrative.

The technique works, because it involves the audience immediately.

Remember in media res when you begin your next email, Web page, ad, brochure, script or sales letter.

The Power of Control

Part 7 of a 7-part series

Control is another powerfully persuasive word you should use when pitching customers, says Kevin Hogan, author of The Science of Influence.

People desperately need to feel they're in charge of situations, able to shape outcomes, and prepared to counter threats.

So let customers know they're in control. 

They'll listen to you.

The Power of Your Customer's Name

Part 6 of a 7-part series

Your customer's name is a powerful persuader, says Kevin Hogan, author of The Science of Influence.

Inserting it into a verbal or written request can increase your chances of getting compliance.

You instantly win favor, because you're honoring your customer's individuality.

But exercise caution, or you'll creep her out.

Don't wear out your customer's name. Excess will arouse suspicion. 

Insert her name only where it's natural to do so, such as the opening and close of your request.

And be sure to pronounce or spell the name correctly. 

A flub can be fatal.

The Power of Thanks

Part 5 of a 7-part series

Kevin Hogan, author of The Science of Influence, says the fourth "magic word" is please.

So it shouldn't surprise you the fifth stealthy persuader is, you guessed it, thanks.

Thanks is a word we often forget to include in emails, posts, ads and verbal requests.

But it's irresistible, because it says you're grateful for the customer's consideration.

So use it more often.

Thanks!

The Power of Please

Part 4 of a 7-part series


We're taught as children to "Say the magic word" for good reason.

Please is indeed magical, despite the fact we're all aware that its express purpose is to persuade, according to Kevin Hogan, author of The Science of Influence.

Including the word in emails, posts, ads and verbal requests is guaranteed to boost their persuasiveness.

So please do it.

The Power of Imagine

Part 3 of a 7-part series

Imagine works as a persuader because it's one of the few requests we don't automatically resist.

That's why Kevin Hogan, author of The Science of Influence, says it's one of seven "magic words" guaranteed to make you more persuasive.

By asking your customer simply to imagine she's using your product, you're asking so little she's bound to comply with your request.

The Power of Now

Part 2 of a 7-part series

When modifying any request, now acts as a persuader because it implies that delay will have unpleasant consequences.

That's why Kevin Hogan, author of The Science of Influence, includes now among the seven "magic words" guaranteed to make you more persuasive.

The word's power derives from our conditioning as children to hear a request modified by now as a threat by a parent, as in, "Finish your homework now!"