Categorized | Copywriting Tips

Creating Covert Sales Letters and Websites Using Embedded Commands

- by Jason Hart

Is it true?  Can Embedded Commands and covert influence of this type increase conversion rates?

One of the key goals in crafting your marketing materials is to direct your prospect’s mind in a “certain direction.”  This has to be handled with extreme care because if you customer had any inkling that they were being manipulated they would be stop reading immediately and deposit your ad in the nearest receptacle or move on to the next website in their search.

The interesting thing about this phenomenon is that, yes, most people want to be led, they want others to make their decisions for them, but if they feel that they are being manipulated it’s over.  The bottom line is that they WANT to be manipulated but they don’t want to know about it, they just want to feel like they’re in control.  In other words, direct me to buy but don’t try to sell me.

This has never been more apparent than in the social media realm of marketing where people will buy, in fact they want to buy but if they smell an ad they are gone.

That is the beauty of using embedded commands and other types of covert influence.  I’m sorry if it sounds like incorporating CIA dirty tricks in order to write sales copy, it’s just the way the mind works.  Once you start to get your prospects’ minds moving in the right direction you will also be able to transform those movements into physical actions (like pulling out a credit card or reaching for the phone to order!)

How do you create the perfect sales environment?

As you begin to craft your sales and marketing materials, you’ll first have to decide how you want your prospects to feel and how you are going to channel those feelings into what you want them to do.

Your will not even begin to use embedding commands until you have a clear picture of what emotions you want to call upon in your prospects psyche.  One of the foundational aspects of human nature is that people buy on emotion and then they justify their purchase with logic.

It’s amazing; almost every book, course, tape series and seminar on copywriting will tell you to stir up emotions.  But you know what?  They rarely tell you how to do it.  You’ll usually get some hogwash like; “create a list of bullet points that hit on your prospects hot buttons and focus on the benefits of your offer,” or something along those lines. Don’t get me wrong, you should do this, bullet points are a powerful selling tool. But what if you don’t really have that many benefits to offer?   I mean you’ll need at least 6, and most marketing Gurus will back me up on that one.  It’ll enable you to get the strongest effect.  So what do you do if you don’t have a whole lot to work with?

I’m glad you asked…

This is the ideal place to embed a command or use another type of covert influence….

What is an Embedded Command?

An embedded command is a word phrase that evades the conscious mind and mainlines directly to the source of emotions.  It directly influences people at the unconscious level, enabling you to cause people to feel a certain way or to take definite actions. They are strategically placed imperatives (commands) inside (embedded) a bigger sentence.  The resulting response occurs below the person’s level of awareness.

Next I want to give you 2 ways that you can begin using embedded commands immediately:

First, you need to point your prospects mind in a certain direction – to get hold of their emotions and feelings, involving them in the process.

Secondly you’ll need them to take definite action as a result.

So, why not make a list of all the feelings you want your reader to feel about your product. Here’s a few common ones to get started with:

  • anticipation
  • expectation
  • greed
  • oddity
  • pleasure
  • attention

There are tons more. Your job is to decide what will work with your target audience and in your particular situation.

Let’s face it; nobody gets excited about buying a product.  I don’t care if you have the greatest product in the world; you have to include the benefits.  It’s the benefits a prospect will get when they buy your product that creates the desire for ownership.

Once you have that down then you can embed these feelings into the benefits to create longer sentences that pack more emotional punch.

Here are some examples:

  • Imagine feeling the anticipation of meeting beautiful women where ever and whenever you want.
  • Picture the ultimate pleasure you will enjoy by making a full-time income on eBay?
    (This one actually has a double embedded command, can you pick it out?)
  • As you read this brochure you’ll want to pay attention to all the ways you can make more money.

These are merely examples; you’ll want to develop your own embedded commands to get your prospect in a good, anticipatory mood.

Once you have accomplished and crafted this section of your message you’ll want to start adding embedded commands to direct the desired action.

Here are a few examples you can try out for starters:

  • trust me
  • decide now
  • believe me
  • call me
  • do what I say
  • agree with me
  • buy today
  • desire more
  • read each word
  • change your life

It is important to remember to keep the embedded commands to 2 – 3 words when using them in a face-to-face (or over the phone) speaking situation.  If you are using them in writing then you can use longer phrases, this has been scientifically and psychologically proven to be the most effective.
You don’t have to decide now.
If you were to decide now
You do have the opportunity to buy today.
As you read each word of this brochure notice the excitement you feel.

Notice that the above sentence contains an emotional embedded command and a directive embedded command.  You see; you can put embedded commands into just about any sentence or question.

You can make your embedded commands even more impactful by marking them out in some way.   For instance, with a written sales letter they can be bold, underlined, italicized, colored, in different fonts, or highlighted.

If you are using embedded commands in a conversational situation you can mark them out by STRESSING THE COMMAND, pausing…. just before the command, or pausing just after the command.  The point here is that by setting it apart in some way you draw attention to it.

The use of embedded commands is a very powerful tool that must not be overused.  View the use of embedded commands as seasoning…a dash here a sprinkle there, especially at the beginning and then again towards the end.  If you get into the habit of plugging them in everywhere you can you run the risk of ruining the message that you are trying to convey.  If you keep the needs of your prospect foremost in your mind you’ll do fine.  The most important thing to keep in mind is how you can help your prospect…how you can solve their problems…how you can help them reach their goals. After that it’s all gravy and maybe an additional push in the right direction.

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