Alex Hormozi: Sell Anything To Anyone With This Unusual Method

Last updated: Jun 14, 2023

The video is about using the word "but" as a persuasive tool to increase trust in prospects by owning up to deficiencies and then amplifying positive statements.

This video by Alex Hormozi was published on Mar 16, 2021.
Video length: 07:14.

In this video, Alex Hormozi shares a powerful tactic in persuasion that allows one to increase trust in prospects by owning all of their deficiencies with a single statement.

He explains the concept of damaging admission and how using the word "but" can act as an amplifier for the positive statement that follows. By being truthful about negative aspects and owning them, the positive statement that follows becomes more believable.

Hormozi gives examples of how to use this tactic in copywriting and how it can make one's copy more persuasive.

  • Alex Hormozi shares a powerful tactic in persuasion that increases trust in prospects by owning up to deficiencies with a single statement.
  • The degree to which prospects trust you is directly correlated with how much they will buy.
  • The word "but" is used to direct attention to all the things that prospects will have to do.
  • Owning up to all your negatives makes the positive statement that comes after it more believable.
  • Weaving the word "but" into your copy, especially as you get closer to your call to actions, makes your copy more persuasive.

Sell Anything To Anyone With This Unusual Method - YouTube

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Introduction

  • Alex Hormozi shares a powerful tactic in persuasion that increases trust in prospects by owning up to deficiencies with a single statement.
  • The degree to which prospects trust you is directly correlated with how much they will buy.
  • The concept of damaging admission is a technique that allows you to be more honest and authentic with people.
  • The word "but" is used as an amplifier for the positive statement that comes after it.
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The Power of "But"

  • The word "but" is used to direct attention to all the things that prospects will have to do.
  • When the negative statement comes before the positive statement, the "but" acts as an amplifier for the positive statement.
  • The more negatives you can say in the beginning, the more believable the positive statement that comes after it is.
  • Owning up to all your negatives makes the positive statement that comes after it more believable.
  • The word "but" allows you to control where your prospect's attention is going.
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Using "But" in Copywriting

  • Weaving the word "but" into your copy, especially as you get closer to your call to actions, makes your copy more persuasive.
  • The concept of damaging admission allows you to be more honest and authentic with people, making you stand out in a good way.
  • The word "because" is similar to the word "but" in that it can also be used to direct attention and amplify positive statements.
  • Using the word "but" in your copy allows you to control where your prospect's attention is going, making your copy more persuasive.
  • The more truthful and damaging the negative statement is, the more believable the positive statement that comes after it is.
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Sell Anything To Anyone With This Unusual Method - YouTube

Conclusion

  • The word "but" is a powerful tool in persuasion that allows you to increase trust in prospects by owning up to deficiencies with a single statement.
  • The concept of damaging admission is a technique that allows you to be more honest and authentic with people, making you stand out in a good way.
  • Weaving the word "but" into your copy, especially as you get closer to your call to actions, makes your copy more persuasive.
  • The more truthful and damaging the negative statement is, the more believable the positive statement that comes after it is.
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Using the Word "But" as a Persuasive Tool

  • Negative consequences of a product or service can actually amplify its positive aspects.
  • For example, Viagra's warning label about prolonged erections actually made the product more appealing to men.
  • By owning up to deficiencies and warning about potential negative consequences, you increase the believability of your positive statements.
  • This tactic is based in integrity because you are being upfront about all aspects of your product or service.
  • Using this tactic in sales presentations or copy can increase the likelihood of a prospect buying from you.
  • Try using the word "but" to introduce negative consequences and then amplify the positive aspects of your product or service.

Watch the video on YouTube:
Sell Anything To Anyone With This Unusual Method - YouTube

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