By Eo Lim
Note: You'll find a lot of overlap between it. But, most other categorization
out there, if you look carefully.
1. Reward
Example:
"If
You Order Your "Business-In-A-Box" By The Date Stamped In Red On The
"Registration Form", You'll Get These FREE BONUSES
Worth $1,469.00!"
2. Punishment
Example:
"The last
product we offered reprint rights to sold-out quickly. And we had to turn
away a lot of disappointed people. Don't let this happen to you."
3.
Positive Expertise
You talk to your prospect as an authority on the
subject.
"If you are serious about success and want to make money with
direct mail, you must get this course."
4. Negative
Expertise
Again, you talk as an authority.
"If you can't take it
from here and make a ton of money -- you are beyond all hope."
5.
Flattery
Example:
"You're receiving this newsletter because you
were smart enough to ask for a subscription."
6. Gifting,
Pre-giving
Example:
"I want to offer you a gift if you listen to
me for 5 minutes."
7. Debt
Calling in past
favors.
Example:
"After all the gifts I gave you, this time you
should believe me and take up my offer."
8. Aversive
Stimulation
This is a 'carrot or stick'
technique.
Example:
"I'm putting advertisement in your newsletter
if you continue using my free service. When you upgrade to paid service, I'll
remove the advertisement."
9. Moral Appeal
This tactic
involves finding moral common ground. Then use the moral commitments of a
person to comply.
Example:
"You believe this service is illegal,
don't you? You don't believe my service is illegal, do you? Then you ought to
use mine. It's the right thing to do."
10. Positive
Self-feeling
Example:
"If you sign up our membership today, you'll
feel better about yourself because you'll know that you're improving every
day."
11. Negative Self-feeling
Example:
"If you don't
return it to him and apologize, you'll find it hard to live with
yourself."
12. Positive Altercasting
Example:
"Smart people
tend to sign up my program for the year in advance, because that's how they
can get the best weekly rate."
13. Negative
Altercasting
Example:
"You're not like those bad sports that whine
and complain when they lose a game."
14. Altruism
This is a
common do-me-a-favor tactic.
Example:
"I really need to sell away
the extra stocks right away, can you help me out?"
15. Positive Esteem
of Others
Example:
"People respect a man who owns a
Mercedes."
16. Negative Esteem of Others
Example:
"You don't
want people thinking you're a loser, do you?"
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