How to Use Cartesian Logic to Create an Emotional Selling Argument

by Lou

In Michael Hall’s phenomenal book, Mind Lines: Lines for Changing Minds he gives us a way of using the four questions from Cartesian Logic to easily come up with Counter-Example reframes.

Here are the four parts from the quadrant:

Theorem (A) + (B)
Inverse (-A) + (B)
Converse (A) + (-B)
Mirror Reverse (-A) + (-B)

When you use these four as questions to ask yourself as you write your ad copy, you will come up with a full, persuasive argument on whatever you’re selling. Here’s an example:

1. THEOREM: Why is buying your product a good idea? (These are the benefits of course. Aside from your main promise, come up with as many reasons why buying your product is a good idea. You never know which one will get your customers jumping.)

2. INVERSE: Why is NOT buying your product a good idea? (These are the objections your customers—and competitors—will come up with. You’d best come up with all the reasons people wouldn’t buy your product then reframe and answer them in your ads. Because you know your customers and competitors will surely come up with reasons not to buy from you. Beat them to the punch by answering this question truthfully.)

3. CONVERSE: Why is buying your product NOT a good idea? (Now you’re looking for a flaw in your product with which to mention a damaging admission. Here you are going to be honest with your prospects, thus building stronger credibility. This is especially important if you’re just starting out or have a new product. You could also tell them who this product is NOT for.)

4. MIRROR REVERSE: Why is NOT buying your product NOT a good idea? Or, put another way, why is NOT buying your product a bad idea? (The answers to this question are the consequences of not buying what you’re offering. What pain will they experience if they don’t BUY NOW?)

Answer these questions and combine them with the F.U.S.E. Method, and your ads will practically write themselves.

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One comment on “How to Use Cartesian Logic to Create an Emotional Selling Argument

  1. Pingback: Cartesian Logic for Decision Making | Kent Hoie

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