Why You Must Chain Modal Operators

by Lou


If you are selling any sort of do-it-yourself item (info products, kits, home repair, etc.), you have to stress how your product is easy to use. Any doubt on the mind of your prospect (“This sounds difficult,” “I can’t do that,” “That’s easy for people with talent,” etc.) and you’ll lose the sale.

Obviously, just telling your prospects that your product is easy to use isn’t enough. You need to show them how easy it is. There are a couple of ways of doing this. The easy way for you is to give brief step-by-step instructions/process in your copy. So when I want people to buy my NLP Language Patterns for Advertising ebook I can say something like this:

“What do you want your customers to think about your business? Excited? Confident? All you have to do is open the book to the section where you can change your prospects’ states. Then choose the patterns that best fit your situation, fill in the blanks – and THAT’S IT! All you have to do now is put them on your website or in your sales letters. It couldn’t be easier. There’s no need to study the psychology of your prospect. You don’t need to hire a Madison Avenue copywriter…”

Another way to eliminate the doubt your prospects might feel is to chain modal operators of impossibility (can’t) or necessity (should) to modal operators of possibility (can). Take second position to a typical prospect and ask yourself, “What could prevent me from achieving this?” Take your answers and reframe as to how it’s possible. Here’s another example I could use for my book:

“You might be thinking that you can’t do this – that it’s impossible, and perhaps you shouldn’t use them. Maybe using these patterns is too manipulative for you. But if you open yourself up to the possibility that they are easy to use AND you are helping others then you can achieve your goals and help others achieve theirs.”

I highlighted the modal operators here, but you shouldn’t in your ads.

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