What’s going on, everyone? I’m excited to share one of my strongest tactics in persuasion that leverages integrity to increase trust in your prospects by owning your deficiencies with a single statement.
The Importance of Trust
In a B2B scenario, the degree to which someone buys from you is directly correlated with how much they trust you. If a prospect truly believes they will get a 10x return on every dollar they invest, they will buy without hesitation. Trust is built through referrals, where the referrer has already vouched for you, making it easier to close the deal.
The Concept of Damaging Admission
This tactic, inspired by Eminem’s movie “Eight Mile,” involves using the word “but” to enhance your persuasion. The damaging admission technique allows you to be more honest and authentic, setting you apart from those making unrealistic promises.
How to Use Damaging Admission
Instead of saying:
- “I’m going to make you a ton of money if you work with me, but it’s going to be a ton of work.”
Reverse it to:
- “You’re going to have to go through hundreds of hours of videos and work five hours a day, but you’re going to make more money than ever in your life.”
The word “but” amplifies the positive statement that follows it, making it more believable.
Real-Life Examples
When on a date, you might say:
- “Sometimes I have a temper and can be short, but I’m fantastic in bed.”
The more negatives you own, the more believable the positive statement becomes.
Controlling Prospect’s Attention
Everything after the word “but” is amplified, and everything before it is diminished. This tactic directs your prospect’s attention where you want it.
Using Damaging Admission in Sales
When you weave this into your copy and presentations, it makes your argument more persuasive. For example:
- “Gym Launch has tons of one-star reviews, but we also have thousands of five-star reviews.”
Negative reviews give credibility to positive ones, just like in Amazon ratings.
Famous Examples
Viagra’s warning label about prolonged erections amplified the product’s power, making it more desirable. Similarly, warning about increased taxes due to high earnings can make the promise of wealth more believable.
Conclusion
Damaging admission is a powerful persuasion tactic based on integrity. By owning your negatives, you increase the persuasiveness of your argument. Try this in your copy and presentations to build trust and drive sales.
FAQs
What is damaging admission?
Damaging admission is a persuasion technique that involves stating your negatives followed by a positive statement, making the positive more believable.
How does the word “but” work in persuasion?
The word “but” amplifies the statement that follows it, directing attention to the positive aspect.
Can this technique be used in everyday conversations?
Yes, it can be used in both professional and personal contexts to make your statements more persuasive.
Why is trust important in sales?
Trust is crucial because it directly impacts the likelihood of a prospect buying from you.
How can I implement this in my sales copy?
Weave in your negatives followed by strong positive statements, especially near your call to actions.