Do you remember the story of Romeo and Juliet?
A boy and girl meet for the first time and fall in love.
But they come from families which hate each other and know they won’t be allowed to marry. So they decide to run away and marry in secret instead, triggering a chain reaction of events that ultimately leads to both of them committing suicide.
What was it that made the young lovers so hopelessly attracted to one another that they were willing to fight to the death for what they believed in?
The answer is simple: reverse psychology.
See, the very fact that they were forbidden from seeing each other did nothing but strengthen their bond.
Human psychology is funny like that.
The more you tell someone they can’t or shouldn’t have something, the more they want it.
In sales and marketing, the technique of applying this psychological principle is called “the take away close.”
Here’s How It Works
If your prospect is hesitant and you’re not getting anywhere, you start to pack up your sample case while telling him “Maybe this isn’t right for you.”
As soon as you do that, most prospects will immediately say “Wait, hold on a minute!” and ask you to continue your presentation, much more interested than they were just a few seconds ago.
When our sense of freedom is threatened, our natural reaction is to rebel.
How can you use this technique in your sales copy?
Instead of attempting to qualify prospects for your product by listing all the reasons why they should buy, give them all the reasons they shouldn’t buy.
You can do this quite early on in your copy with the use of the line:
“Before we go any further, let me tell you what this is NOT.”
Or you can say “Here’s who this opportunity is NOT for.”
Your aim in doing so is to discourage prospects who aren’t a good fit from buying, which makes the right clients jump out at you.
No pitching. No selling.
Pretty cool, eh?
This technique is incredibly effective when you are selling high-ticket coaching programs and done-for-you services.
It can also be used to differentiate yourself from the competition if you are dealing with an audience that is particularly sceptical.