NLP Technique: Why Presupposing The Sale = MORE Money (And How To Do it)

Summary

John Benson, in his 'Sales Copy Secrets' video, explores the concept of presupposition in copywriting to enhance sales. He explains that presupposition involves using language that implies certain actions or traits are inevitable, prompting the reader's subconscious to accept the premise. He provides examples and phrases to create effective presuppositional statements, distinguishing them from future pacing. The video aims to educate copywriters and marketers on leveraging this powerful technique to increase their online revenue.

Takeaways

• 😀 Presupposition in sales copywriting is about making prospects believe they've already achieved the desired outcome, rather than commanding them like a 'strong arm Russian mafia boss'.
• 🎯 John Benson introduces the concept of presupposition as a powerful tool for increasing sales and emphasizes its subconscious impact on prospects.
• 🤔 A common misconception about presupposition is that it's about making direct claims, but it's actually about implying actions or traits as if they're inevitable or already known.
• 📚 Presupposition involves using questions and phrases that suggest certain actions will be taken or have been taken, creating a sense of inevitability.
• 💡 Examples of presupposition include classic lawyer tricks like 'When did you stop beating your wife?' which implies the action of wife-beating has occurred.
• 📝 John provides two presuppositional phrases: 'What will you do when...' and 'How will it feel when...' to help structure persuasive copy.
• 🌟 Presuppositional phrases can lead to vivid imagery and emotional responses, making the reader see and feel the outcomes rather than just hear about them.
• 🚀 Using presupposition effectively can evoke a sense of achievement and anticipation, as in 'What will you do when you earn your first million online from copywriting?'
• 🔍 The script differentiates between presupposition and future pacing, clarifying that presupposition is about implying past or future actions as already taken, while future pacing walks the reader through a future scenario as if it's already happened.
• 📖 John warns against confusing future pacing with presupposition and provides examples to illustrate the difference, emphasizing the importance of understanding both techniques for effective copywriting.
• 📈 The script suggests that using presupposition can naturally increase the effectiveness of sales copy, as it taps into the subconscious mind and creates a compelling narrative for the reader.
• 👍 John encourages viewers to engage with the content by liking, subscribing, and turning on notifications for more sales copywriting tips and techniques.

Q & A

What is the main topic of John Johnson's video?

The main topic of the video is the power of presupposition in sales copywriting and how it can increase sales and revenue.

What is presupposition in the context of copywriting?

In copywriting, presupposition refers to the use of questions and phrases that imply certain traits or actions are already known or will inevitably be taken.

What are the two presuppositional phrases John Johnson suggests to start with?

The two presuppositional phrases suggested are 'What will you do when...' and 'How will it feel when...'.

How does presupposition differ from a direct command or instruction?

Presupposition subtly implies that the action has already been taken or will be taken, rather than giving a direct command, which can come off as forceful or authoritative.

What is an example of a presuppositional question that John Johnson uses in his video?

An example of a presuppositional question is 'What will you do when you earn your first million online from copywriting?'

Why is it important to watch the entire video according to John Johnson?

It's important to watch the entire video because towards the end, John Johnson reveals a common misconception about presupposition that many copywriters and marketers fall into.

How does John Johnson describe the difference between presupposition and future pacing?

John Johnson explains that presupposition implies actions as if they have already happened or will inevitably happen, while future pacing walks someone through a scenario as if it has already occurred in the future.

What is the purpose of using presupposition in headlines according to the video?

Using presupposition in headlines is meant to make the reader feel as though they have already achieved or experienced the outcome being described, thereby increasing engagement and desire for the product or service.

What is the significance of the word 'C' at the beginning of the headline in John Johnson's example?

The 'C' at the beginning of the headline is an NLP (Neuro-Linguistic Programming) command that serves as a dual meaning, both asking the reader to see the content and implying that they can spot the copywriting gold.

How does John Johnson suggest using presupposition to evoke a feeling rather than just stating an action?

John Johnson suggests using phrases like 'How will you feel when...' to evoke a feeling, as it presupposes that the event will occur and allows the reader to imagine the emotional outcome.