Bound To Buy: The Use of Binds in Persuasion

In today’s issue, you’ll learn about a fascinating tool that will allow you to amp up the ease in which you can persuade someone.

Binds are a fascinating strategy in persuasion which should be used sparingly (especially in writing), a little ‘persuasion seasoning’ so to speak.

Binds are language patterns and like all language patterns there’s a formula.

For single binds there are two formulas: the first is, ‘if X, Y’ and the second is ‘the more you X, the more you Y.’

As a general rule, the X will be a pace (something that is verifiably true) but it can also include a suggestion or a challenge, and the Y will be a lead, how you want them to think or respond but they’re not currently doing, necessarily. (For more on pacing and leading, stay tuned.)

In other words, you can think of X as the set up, and Y is the punch line.

‘If you develop a deep understanding of the power of binds, you’ll feel compelled to sign up for The Persuasion Factor.’

Okay. . .that’s a pretty obvious example. Very transparent, I know, but you see that the first part of the sentence ‘if you develop a deep understanding of the power of binds’ is a suggestion or challenge, and ‘you’ll feel compelled to sign up for The Persuasion Factor’ is the lead, what I want you to do which you may not currently be doing.

Here’s another example: ‘The more you read what I’m explaining, the more you’ll understand the power of using it.’

Let’s break that down a little. The more you read about something, i.e. the more you read about using binds, the more you will understand how powerful they are to use. Is this true? Possibly. I think it is. But it’s more of a presupposition than it is solid, hard, cold fact.

Binds do not have to in any way make sense or be logical.

For example: ‘The more you hear about this piece of property, the more you will be compelled to buy it.’
Is that logical? Not necessarily. In other words, hearing a lot about something doesn’t compel people to buy. Hearing the right things about something might compel someone to buy, but the suggestion here is that that there is a logical link between hearing about the property and being compelled to buy it. You’re creating that link, you’re creating the truth, and you’re making it so in their minds.

Here’s where we start to get into some really interesting ways of using this. ‘The more you try and object, the more you will find yourself going along with these ideas.’

What are we really doing here? We’re issuing a challenge. The more you try and do something we don’t want you to do, the more you’ll find yourself doing what we want you to do.

Here’s another one: ‘The more you want to feel good about yourself, the more you’ll need to act now on this proposal.’

You might say, ‘Kenrick, you can’t just say that to people.’ Well, yes I can. And I do. And it works great. It helps if you make them sound natural. And it also helps to understand them and the related strategies that can make their acceptance even better.

My advice: write some samples out before you try using this technique. It is something that needs to be delivered smoothly or you will get an odd reaction.

Questions? Comments? Login to the blog and let me know.

Click Here to Leave a Comment Below 5 comments
DrBillToth - November 10, 2009

Kenrick – Welcome back! I agree – write out examples AND practice outloud.
AND add love….and certainty….HOW you say it is often way more important than what you say. You taught me that.



Jack - November 27, 2009

This is some good stuff. My suggestion is to find FIRST what your customer is looking for and then use this techinique to BIND them to it. And yes, you CAN say i

Jack - November 27, 2009

You can say it just like that. If you are selling for a living, you gotta stop worrying about what might or might not be perfect. Keep moving forward. Be like a great white shark. Sorry my previous replay got cut off.

Treepodia - December 8, 2009

I really enjoyed this post – I like the fact you give short concise tips that are actionable as opposed to long winded academic explanations that are of little practical use.

I’ve tweeted this article via our @treepodia – let me know if you ever want to guest post on out blog – http://blog.treepodia.com

All the best,

duff - December 24, 2009

Let me try some:

As you read this comment, you can find yourself knowing, deep down inside, that the more you read comments like these, the more you can really care about people. And the more you really want to care about people (and you do), the more people really care about you, which makes you relax, and feel comfortable just being yourself, which means you can just empathize and feel connected without any techniques at all.


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