Welcome to day 6 of the crash course!

 

In this video...

 

...I'm going to delve into what renowned social psychologist Robert Cialdini (author of such classics as Influence and Pre-Suasion) calls "the first trigger of persuasion".

 

When it comes to the words you use to communicate your message...

 

...the first trigger of persuasion is the most fundamental technique you can use to get people to buy into your ideas

 

(which leads to them embracing your message and taking the actions you want them to take)

 

Getting people to buy into your ideas is the first "sale" you make in your funnel and the first (and most important) battle you win in the war against their resistance, skepticism, and disbelief.

 

So...

 

...what's the first trigger of persuasion?

 

It's none other than metaphor.

 

The word "metaphor" is based on a Greek word meaning to "carry something across" or "transfer".

 

The modern definition of metaphor is:

 

"A figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable."

 

Also:

 

"A thing regarded as representative or symbolic of something else, especially something abstract."

 

The Greek philosopher Aristotle had this to say about metaphor:

 

(involving its role in the art of persuasion)

 

"The greatest thing by far is to be a master of metaphor"

 

Here's what Gary Bencivenga...

 

(almost universally considered to be the greatest living direct response copywriter at the time of this recording)

 

...had to say about the power of metaphor:

 

"With a good metaphor, you fuse at the hip two different things and, by a mysterious alchemy, instantly transfer the qualities of one into the other. Good metaphors are wizardry that work real magic in your prospects' minds. That's because this process of transferring the qualities of one thing into another takes place instantly, bypassing critical analysis and resistance. All you do is compare A to B in an effective way and voila! your point is made instantly without disagreement. This can make you a magician of persuasion!"

 

Here's my own take on metaphor:

 

(and how it ties into the topic of indirect persuasion covered in yesterday's video)

 

Involving the words you use to communicate your message...

 

...indirect persuasion begins at the idea-level

 

(the idea-level being the fundamental basis for how people perceive, regard, and categorize your message in their mind (which happens automatically and mostly unconsciously)

 

This is most notably achieved through the use of metaphor.

 

Metaphor lets you frame an idea and message in such a way that creates new meaning, understanding, and appeal that wasn't apparent before.

 

Metaphor is the path of least resistance into peoples' minds

 

(where you'll then be able to insert your ideas and message with greater ease and effectiveness than you would've otherwise)

 

Simile and analogy are closely related to metaphor and are very useful in getting your ideas and message across as well.

 

The difference between a metaphor, a simile, and an analogy is subtle.

 

The subtle difference between them makes it hard to distinguish one from the other sometimes

 

(especially when you're trying to learn these concepts for the first time)

 

And...

 

...there's no shortage of different definitions and explanations of these concepts.

 

However...

 

...there's one article I found online that explains the subtle difference between a metaphor, a simile, and an analogy better than other sources.

 

I'm going to read the article so you can see what the difference between these concepts are.

 

(demo starts at XX:XX)

 

So...

 

...that's the difference between a metaphor, a simile, and an analogy.

 

Metaphor will factor more prominently into your message than simile and analogy...

 

...but simile and analogy can have an important place in your message too at times.

 

Now that you know the first trigger of persuasion is metaphor...

 

...and you have a better idea what the difference between a metaphor, a simile, and an analogy is than you did before...

 

...I'm going to point out some of the metaphors, similes, and analogies I'm using throughout my funnel and message.

 

I'm going to start by reading one of my ads.

 

(demo starts at XX:XX)

 

P.S.