Subtle words that sell

Ross Jeffries aka Paul Ross

Generally, memorization does not lead to action or understanding. It leads to the illusion of progress,
rather than the practice or the acquiring of actual real-word skill and wisdom.

Get attention by interrupting a person’s expectation (like something outrageous and honest off the
bat)

Us the word “and” to link an obvious truth to something else which gets them imagining
doing/having/being, thus presupposing that they have bought it and what they will experience. Use
“because” to link to a benefit. Massage their ego and make them feel important.

You are not selling a product. You’re selling a decision and good feelings about the decision, and
selling an opportunity for them to feel good about themselves. You’re doing them a favor and having
fun.

Selling words: “being generous”, and “wanting to make a difference” (them)

After using the word “sell”-switch to “give” to reframe whose holding the value (you) and whose
receiving this value (them)

‘I can only give you two” presupposes they want at least one. It’s no longer a question if they will buy,
but if they will buy one or two. Always be Implying and presupposing-which makes it their own
idea. This also incorporates scarcity. Scarcity and Social proof are two of the major influencing
factions in decision making.

Persuasion VS. Manipulation

Most people take manipulation as:

1-Hiding a harmful agenda
2-Pressing hard on people’s pain points: shame, fear, guilt, etc.
3-Concealing material acts
4-Misrepresenting facts
5-Use of threats, force, coercion
6-Only the manipulator wins-gets something they want

Persuasion:
1-Opening your prospect’s mind to a decision they didn’t know would benefit them
2- Getting prospect past their fixed, stuck, autopilot perceptions, beliefs, unconscious
sense of lack
3-Capturing and leading their emotions and imaginations
4-Using language to shape their decisions and drive their behavior
5-Either the person being persuaded receives the benefit or both parties receive a
benefit
Win/Win Frame
A win/win frame will subtly reinforce your belief that you are being of service-which is a
powerful motivator that keeps you going through the often chaotic world of sales.

It’s clear that in between inspiration/information and implementation there is a big gap.
There is something profoundly, crucially incomplete in what is being taught to get
people to actually and consistently move forward in areas of life that have emotional
buttons like:

Relationships
Money
Personal Appearance
Health
Self-Esteem

The gap is filled with big emotional buttons that trigger old, self-defeating and fixed
patterns of thinking, feeling and acting.

If you are pushing through pain and frustration, then you are unknowingly putting that
emotional energy between you and your prospect. Pain and frustration are a potent
and volatile mix and are likely to distort your perception and drive your behavior back in
the very patterns that don’t serve you. In extreme cases, pain and frustration can so
distort your perception, you might not even see that you are actually about to win.

Rule of the mind:

To your mind, there is no difference between what you dwell on and what you
are programming it to do.

The brain works on repetition and what is familiar. It’s not necessarily true that people
are “self-sabotagers” or have “low self-esteem”. They simply have very ineffective
learning strategies that are virtually guaranteeing they will keep repeating their
mistakes.

Formula for Failure:

Ineffective behaviorAttempting to learn from it by dwelling on

mistakesProgramming and reinforcing ineffective behaviorIneffective behavior

This leads to a cycle of frustration, confusion, self-torture, and/or very inconsistent,

“three steps forward, two steps back” motivation and progress. Throw in a steep
learning curve and you’ve got a formula for making consistent, repeated and focus
action toward your goals far more difficult than it has to be.

Don’t be a chronic “musterbator” and “should” on yourself person.

“I must do this”
“ I must do that”
“ I should do this”
“I should do that”

This internal self-talk doesn’t work because it doesn’t produce any actual forward
momentum or motivation. It only produces the illusion or imitation of these things. They
don’t give your mind anything to aim at, nor do they teach you any skills or help you
understand the nature of your challenges. These are forms of self-torture, thinly
disguised as motivational strategy and this rarely works.

Avoid Always/Never Statements

“I always screw up”

“I always lose my confidence when…”
“I never reach my goals”
“I never stick to…”

There is no delineation whether these are statements about the past, observations
about the present or commitments to the future. They are pervasive and thus
unchanging and unchangeable.

Be careful of why?
“Why can’t I close more sales?
“Why do my relationships never work?”

Why questions inadvertently get your mind dwelling (programming) on your mistakes.