If you aren’t using identity psychology in your marketing, you are going to be disappointed in your results…

by Lou

On this blog and in my ebooks and newsletters I constantly tell you that appealing to a person’s identity—of who they are, who they want to be, or who they don’t want to be—is one of the strongest ways to persuade someone.

If you are having difficulty persuading people to buy from you, take your advice, or convincing a person of something, you should make an appeal to their identity.

There are numerous ways to do this of course, and I’d like to show you one way today. I have a language pattern for you that quickly appeals to your target’s identity.

It’s quite simple, easy to use…but very effective.

Here’s the frame:

I can tell you’re a person who (IDENTITY) because (REASON WHY).

And some examples:

- “I can tell you’re a person who is intelligent because you’re reading this newsletter.”

- “I can tell you’re a person who wants to be successful because you came to this website via Google.”

- “I can tell you’re a person who doesn’t want to be part of the herd because you’re watching this now.”

If you know anything about advertising copy, you know that adding a reason why is a very powerful way to persuade people…even if the reason why doesn’t really make much sense. It’s the way we’re hard-wired to respond to the word “because.”

This language pattern should be used at the beginning of your pitch or presentation because it tends to “soften up” your targets.

There are many variations on this pattern that you can figure out yourself, such as this:

I know you (IDENTITY) because (REASON WHY).

“I know you’re a person of high standards because you wouldn’t be here if you weren’t.”

This pattern is great in that it not only does appeal to one’s identity, it also makes them part of a desired group—another great persuasion tool.


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