Page 85 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

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TWO WAYS TO CAUSE ACTION
As you probably already know, there are two ways to cause peo- ple to take action. One is pain and the other is pleasure.
These are known throughout history. They are the two primary human activators. In short, you can get people to move with a board smacked across their butt or a juicy carrot dangling in front of their face.
Most people in marketing and psychology agree that the first motivator—pain—is more powerful than the second. While I agree, I think that is a disservice to humankind.
Why add to the misery in the world? I say let’s make a difference and focus on pleasure. Let’s make people happy. I think that is a sounder way to help people, as well as to help you.
Can you imagine how wonderful life will be for all of us if we fo- cused on our wants—our desires, our pleasures, our goals—and not on our pains?
But let’s start with the basic formula for persuading people, which traditionally includes the pain motivator. Starting here will give you a better sense of how to use my revised system later, which I explain in a moment.
This strategy is probably 2,500 years old and goes back to Aristotle and the ancient Greeks. The great orators of that time
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