Bound To Buy: The Use of Binds in Persuasive Sales
Binds are a fascinating strategy in persuasion which should be used sparingly, 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.
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.
Until Next Time,
Kenrick E. Cleveland