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Sunday, July 3, 2016

How To Write Skeptic-Proof Ads With This 2,300 Year-Old Persuasion Secret

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How To Write Skeptic-Proof Ads With This 2,300 Year-Old Persuasion Secret

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Written by Danavir Sarria
322 BC Euboea, Greece.
That’s the year when one of the greatest philosophers in the history, Aristotle, quietly passed away. He did so, however, while leaving behind the secret that would forever shape what would become the advertising and copywriting world.
You see, he decided to analyze something that his teacher, Plato, described as “not worthy of serious study”. That thing was rhetoric. In other words, the art of persuasion.
Aristotle went out there and studied how the best orators of his day were able to sway the masses with just their language.1 He then compiled all of his findings in his book, On Rhetoric.
But while the book was filled with many awesome insights, there was one main takeaway that anyone serious about copywriting and advertising needs to memorize forwards and backwards.2
Why?
Because that one insight is the secret to writing ads that will even turn the most skeptical person into a true believer of your product or service.
And now, here it is. Explained for the 21st century ad man.

The Modes Of Persuasion: Ethos, Pathos, Logos

Talking about your product’s features and benefits are great, but they are far from enough. There is a time and place to talk about those things, but there’s more to it then just that if you want to build trust and get the sale.
Aristotle discovered this when he studied master persuaders. He originally thought that logic was enough to persuade someone, but it wasn’t. To actually persuade someone, you need to hit them from all sides with Ethos, Pathos, and Logos.
Ethos is all about credibility and character. The goal is to persuade your readers that you’re a credible source of information by proving that you are a likeable authority or knowledgeable person on the subject.
Pathos is all about emotions. The goal is to persuade your readers by eliciting an emotional response. You do this by being empathetic to your audience’s values and beliefs as related to your subject.
Logos is all about logic. The goal is to persuade your reader that your claims are true by backing them up with facts, figures, and more.

2016-02-18-16.25.22
How To Establish Credibility In Your Ads (Ethos)

If you want your sales message to ever see the light of day, being able to show that you are a likeable authority or knowledgeable person on the subject is critical.
Without it, most will just ignore what you say, regardless of what you do. With it, however, the opposite will happen. Just about anything you say will be seen as honest, sincere, and ultimately true.
It’s just like how you would listen and do whatever a doctor tells you to do. They are the authority when it comes to your health. Just do as they say and everything will be fine.
So how do you achieve a similar power over your audience in your ads so that they become more likely to buy your product? Here are a couple of ways.
Demonstrating That You’re A Specialist
It’s simple, a specialist will always be seen as more credible in the topic they specialize in than a pure generalist. Being a specialist implies that while generalist’s only know about the surface level things associated with your topic, you know everything there is to know. You are more knowledgeable, experienced, and dependable than most other people in that subject. And so naturally, you’ll be seen as more credible.
Being Endorsed By Other Established Authorities
This is a really popular one. Whether you use a celebrity in your ad or endorsements from other credible authorities in your market, that association will have this “rub off” effect. In other words, because those people trust in your product, so should your audience.
Having Written A Published Book On The TopicAuthors are experts. At least that’s how the general public sees it. This is also why every expert that appears on radio or TV is a best-selling author. These shows purposely only pick authors because just mentioning the fact they’ve written a book turns them from a random person into a credible expert instantly.
Having Any Awards For Your Accomplishments
Noble Peace Prizes. ADDY Awards. PHD’s. Heck, even “softer” ones like being a New York Times best-selling author versus “just” being a regular author works extremely well. If you’ve been recognized by a 3rd party institution to be credible, your audience will see you as a credible person as well.
Your Position In The CompanyFor the most part, people on the bottom rung in the company won’t be seen as credible as someone who is higher up. This is why people will usually rather listen to the CEO or CMO of a Fortune 500 company rather than the graphic designer on the 2nd floor. A higher position within a company will give you an edge in establishing credibility.
Appearing In The MediaDue to centuries of conditioning, people naturally believe that those who appear in the media are more credible than those who don’t. Imagine being a marketing consultant with multiple articles on Forbes Magazine. Now that’s powerful. With that said, it doesn’t matter if it’s radio, TV, or print, it all gives you a massive boost in credibility.
Presenting Both Sides Of The ArgumentThis is more of an “appeal to character” within the Ethos mode of persuasion. By covering all the counter-arguments first and then covering your main argument second, you show that you understand the full picture. You also give yourself a chance to later prove why your argument is superior to all other counter-arguments.
Testimonials/Case StudiesNot all endorsements need to come from other authorities. In fact, the most powerful endorsements come from people who represent the average user of your product. Naturally, if we see people like us who loved your product, then we also feel like the same could happen to us.
Tailoring Your Message To The AudienceThis includes things such as understanding how your audience thinks about your subject as well as the language used such as slang terms, phrases, and vocabulary. By doing everything you can to resonate with your audience, you’ll naturally be seen as someone who both understands and cares about them.
Citing Credible ResourcesImagine giving a research paper to your college professor with all of your citation links leading to Wikipedia. You would be laughed out the room. However, by citing credible resources, even the newest companies can demonstrate credibility. By providing the opinions of other experts, you can make still make a huge case for why people should trust you.
4

How To Connect With Your Audience’s Emotions (Pathos)

Emotions are what people act on.
In fact, it’s only when you sway someone emotionally that they’ll buy your product. This happens to even the smartest of people because we are all wired the same.
Once we’re swayed emotionally, we then try to rationalize our decisions with logic. That’s why Logos is also another important mode of persuasion. However, of the modes of persuasion, Pathos is the strongest one of all.
With that said, here are a couple of ways to connect with your audience’s emotions:
Delivering Your Message With PassionBeing passionate about your topic also brings out the passion in others. For example, someone who is passionate about art will connect with you if they see that your ad also demonstrates passion for art.
Relating To Your Audience’s Dominant EmotionsEveryone who sees your ad will feel a certain way about your topic. However, there is generally one single “average” emotion the majority of your audience feels. This is called the dominant emotion and when you use it in your ads, it’ll resonate with them much more strongly than trying to elicit any other emotion.
Agreeing With How Your Audience Really Feels About The SubjectPeople naturally like to believe they are correct. Now, if your ad can make them feel as if they were correct all along, then they will feel more aligned with both your brand and your product.
Using Visual Aids To Support Your CopyThe age-old phrase of “a picture is worth a thousand words” is true. Written words are great, but it’s much easier and more effective for a person to feel strongly about your ad if they can actually see it. In fact, there are many examples where pictures or video alone can elicit strong emotional reactions.
Tell A StoryFacts tell, but story sells. That right there is a core principle of advertising and that’s because people connect with stories. People are hardwired to pay attention to, remember, and be persuaded by stories.
1

How To Persuade Your Audience With Logic (Logos)

Trying to persuade someone by appealing to their logic is critical.
No one wants to feel dumb or taken advantage of when purchasing your product. If for some reason they do, all of your efforts will crumble right then and there. That’s why proof is so important.
In fact, if you ask the world’s greatest living copywriter, Gary Bencivenga, what is the thing that most sales letters are missing, it’s the huge emphasis on proof. It’s this same emphasis that allowed Gary to become the world’s greatest living copywriter.
Once you sway someone emotionally, they will rely on your logical proof to give themselves permission to actually buy.
The question is, what are some of the best ways to establish logical proof?
Here are a couple of ways.
Features & BenefitsThis is the most basic and straightforward version of logos as applied to advertising. However, it’s also the most important because it’s where your whole ad is derived from. By stating the features and benefits of your product, you explain what your product includes and how those feature actually help them get the result they want.
Facts
This is the definition of Logos. Besides the fact that telling lies in an ad is illegal, providing both obvious and nonobvious facts does a lot for you. Not only will it trigger their “Logos brain”, but it also improves your Ethos. This is especially true if you use highly credible 3rd party sources.
Statistics
Numbers are as Logos as it gets. In fact, some people, like engineers, purely think in numbers. Numbers, while easily cherry-picked, are trusted. A number is a number. There is no miscommunication.
Scientific Research
Many ads use scientific research successfully. While scientific research from highly credible places like Harvard do the best, it doesn’t really matter as much what institution performs these research studies. By definition, a conclusion reached from scientific research has been tested and proven to be both true and replicable.
Inductive/Deductive ReasoningWhile you mostly won’t see this anywhere near the offer section of a long form ad, it is possible that you can use this during the story section. This is especially true if it’s a personal or 3rd person experience. To demonstrate that you or someone else rationally thought something allows your audience to take that as proof that your trustworthy.
ComparisonsIf you put your product side by side with competitor products, you give yourself a chance to go feature by feature to show why your product is better. You’ll see this mostly done with comparison charts. You can also visually show differences by doing a split-screen and seeing the result each product leaves you with. This is something most cleaning products used.
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Examples of Ethos, Pathos, And Logos In Action

Ethos: Papa Johns & The MLB

In this example, Papa Johns does an amazing job using Ethos to build trust and credibility with their audience.
First, like all Papa John ads, they feature the founder & CEO, John Schnatter. This gives the appearing that if the founder & CEO is willing to put his face on everything from the ads to the actual Pizza Box itself, then it must be something worth trying.
Second, they use a 3rd party endorsement, in this case the MLB, to prove that this is a credible company. If the entire association of Major League Baseball is willing to have Papa John’s Pizza as it’s official Pizza, then it’s definitely a credible brand.

Pathos: Apple’s “Think Different” Campaign

There are very, very few companies who have used Pathos as well as Apple has.
In an industry where everything was about the latest gadget or feature, Apple’s Think Different Campaign was about celebrating the rebel. In fact, there wasn’t even a single mention about their products or about technology in general.
The entire focus of the ad was to connect with people who had the same values, beliefs, and ideals that Apple had.
“The misfits, the rebels, the troublemakers, the round pegs in the square holes. The ones who see things differently…” You wouldn’t even have known it was an ad for a technology company if it was for the logo at the end. Pure Pathos in an industry that only focused on Logos and Pathos is what made this ad worked.

Logos: Gillete Fusion ProGlide With FlexBall Technology Ad

In this ad, the focus is on the unique mechanism of the Gillete Fusion ProGlide. Since, unique mechanism is just another word for the main differentiating feature of the product, that makes it fall under Logos.
In fact, almost all of Gillete ads are completely focused on Logos. They always focus on the features of the product as well as statistics and data to backup the effectiveness of their products.

The Key To Using Ethos, Pathos, And Logos To Write Skeptic-Proof Ads

Like Aristotle, I wish you only had to use one of three to persuade someone.
However, if you try to do that, you won’t get anywhere. People aren’t one dimensional, especially the portion of your audience that is most skeptical about all of your ads.
So the key to writing skeptic-proof ads is to use all 3 in one sales message.
Your goal for every ad is to include an element of Ethos, an element of Pathos, and an element of Logos so you can then manipulate them to form one single message. Using all three will form a much stronger and more persuasive ad than using just one of the three alone.
Creating an ad this will better persuade a skeptic than an ad that only uses one of three modes of persuasion.

Conclusion

Human’s haven’t changed as seen by how Ethos, Pathos, and Logos are still used today after 2,000 years since it was formally discovered.
It doesn’t really matter what type of sales message you are writing. It could be an email, a sales letter, an infomercial, an “image ad”, a FB ad, a native ad or anything else really. Ethos, Pathos, Logos has been proven to work.
And now that you fully understand what and how it works, now you can consciously and strategically exploit it to persuade even the most skeptical customers.

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Berapa sih nilai dari blog gue DALAM DOLLAR  ? http://richardnata.blogspot.com/2015/04/berapa-sih-nilai-dari-blog-gue-dalam.html


Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id
Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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