This is a piece of marketing secret that is proven to work every time, every where and it will continue to work as long as the human races exist.

Very often, we are paying a lot of money in advertising dollars just to capture the attention of our prospects.  We want their attention!   However, in this ‘Attention Scarce’ Society, everyone is bombarded with thousand and thousand of information everyday. In order for you to capture their attention, your advertising message must create enough *important* in their mind for them to stop everything and pay attention to you.

How can you do that? What type of marketing message will stop your prospects from his busy routine and pay close attention to you?

Here’s the answer…. BAD News.

Yes, bad news.  Bad News sell!

Not convinced? 

Imagine you are driving and you see a beautiful scene of high mountains by the road side.   It caught your attention temporarily but you will not slow down your car just to admire it.  You will will continue to drive and maybe you think… you may come back here again to enjoy it.   The key word here is ‘maybe’ for most of the time, ‘maybe’ never come.  (true for marketing and EVERYTHING)

Now let’s imagine that you are driving and see a road accident where some one is being knocked down by a vehicle and is laying by the side of the road with a pool of blood.  I am very sure that you will slow down your vehicle and if possible, you will stop the vehicle and come on to the scene to offer help to the victim.  Most of the time, you will encountered traffic jam when an accident occur because most motorists will slow down the car just to have a glimpse of the extent of the damage of the accident vehicles or any injuries to human being.

Think about this for a moment….  bad news sell!

Human are more attracted to bad news than good news.  You might as well leverage on this psychology into your marketing message and work your advertising dollars harder.

No wonder CNN, CNBC and all those TV broadcast are flashing bad news after bad news every day.  Bad News really sell!  You might as well use it to your marketing advantage.

We all know that Frank Kern has a deep understanding of human psychology and he leverages on this understanding of his to market successfully his mass control syndicate program, indeed i should say ‘very successfully’.

I am surfing the web and come across his video tutorial of his mass control giveaway site. On the right of the video is the opt-in box as we are familiar with.  However, there are one distinct feature of this very specail optin-box box.  See below for the optin box at Frank Kern’s website.

can you spot it?

Come on… put on your thinking cap and see if you can see anything unique on this optin box.

You got it?

Well first and foremost, he has a bold claim where he asks you to join his list and make a billion dollars instantly*.

What is on your mind right now after reading this bold claim from Frank Kern?

Stop for a moment and write what is in your thought right now.  It is important to do so in order for you to understand Frank’s opt-in psychology.

Have you done it?  Good.  I’m assuming that you have already write down your thought on a piece of paper by now.

Now, take a closer look on the bold claim and notice the asterisk at the end of the statement.  Yes, there is a disclaimer.

Look below the sign up button and you can see the disclaimer.  Printed in bold print, it inscripts an non-disputable fact ”* = Not Really”.  That’s right, not really!

If you have done the exercise that i told you earlier, you could be writing something like ‘Make a billion dollars? Don’t bull shit me, Frank.  I don’t think you are a billionaire as yet. What give you the right to issue such a bold statement huh?’

You are right again.  Who is Frank Kern, that he can issue such a bold statement?  This is what we are thinking, the conversation in our mind.

Once we read the disclaimer at the bottom, we instantly foster a strong rapport with Frank. Why?  We do not agree with Frank’s bolt claim earlier.  When we read his disclaimer, it blend in with the conversation already in our head.  Yes, not really… not possible.  Bingo!  Frank has caught us in his psychological game. 

We are sold.  Our thought is now in direct synchronisation with Frank’s optin message.. not really.. but a couple of millions dollars, maybe.

You see… Frank has manage to engineer a conversation in our mind and craft a disclaimer that blend well with this conversation.  When we can enter into the conversation that is already in the prospect mind, we have create an instant rapport and relationship with him at an instant.

Powerful psychology stuff, isn’t it?

Currently, I am writing a special report on ‘Reverse Engineering Your Way To Internet Marketing Success’ If you would like to receive more information, you can simply jot down your name and email address below and i will update you when it is ready.

I am reading a book entitled ‘Predictably Irrational’ - the hidden forces that shape our decisions by Dan Ariely.

One of the reason why this book interest me is because as a marketer, i want to know what really influence my customer in his daily life.  The human buying decision can be highly irrational.  For example, how often have yourself excitedly buying something that you do not really need?  This book attempt to find order from the irrational buying behavior of human.  Hmm… this really weat my appetite.

The first chapter of the book is ‘The Truth About Relatvity.’ 

What does it mean? 

This has to do with the pschology of human where we tend to compare things with one another but also tend to focus on comparing things that are easily comparable and avoid comparing things that cannot be compared easily.

Confusing?  In general, what it means it that we like to make decison based on comparisions.

For example, if you are ask to select for a subsciption option where option option 1 offer you a web based information for $59 a month.  Option 2 give you the printed edition of the same information at $125. 

Which option will you choose?  Probably you will choose the cheaper version, option 1.

What if i introduce another option in your selection equation?

1)  Web based information at $59 a year.

2)  Printed edition information at $129 a year.

3)  Printed editon information and Web based information at $129.

With the introduction of option 3, most likely we will compare option 2 and 3 as they are the closest in term of pricing and is easier to compare.  We will tend eliminate option 1 from our selection as it is not as easy to compare with option 2 or 3 because of the price difference.

Comparing option 2 and 3 will give us a no-brainer type of selection decision as clearly, option 3 offers better and more lucratic rewards than option 2. 

So with the introduction of option 3, it kind of influence our choices and thus decide our selection decison and subsequently action.

Can your buying decision be manipulated?  you decide…..

I will be digging in to the book ‘predictably Irrational’ and explore the possiblility of find order in my customers irrational buying pattern.

Do share with me what do you think about ‘Relativity’ as we have discuss here in leave your comments here.