How Manipulation Works in Marketing/Copywriting
What you'll learn
- You'll learn about the different types of manipulation in marketing and copywriting
- You'll learn about specific examples of how each type of manipulation may be used in marketing or copy
- You'll learn about how to protect yourself against each of these types as a prospective buyer/visitor
- You'll learn about combinations of the different types of manipulation in marketing and/or copy
- You don't need any prior knowledge (naturally, a knowledge of persuasion/psychology helps, but is NOT required)
MARKETING OR MANIPULATING?
You probably know that marketers and copywriters do a great job of making a product (or offer) seem appealing.
The only problem is when those techniques turn into actual lies or manipulation.
As a persuasion expert, I've catalogued all different possible types of manipulation.
And in this course, you will find out about how every single one of them is using in marketing.
LET ME TELL YOU... EVERYTHING
Some people - including me - love to know what they're getting in a package.
And by this, I mean, EVERYTHING that is in the package.
So, here is a list of everything that this course covers:
You'll learn about the nine main types of manipulation you can fall prey to (consistency manipulation, emotional manipulation, effort manipulation, standard manipulation, pressure manipulation, identification manipulation, fact manipulation, context manipulation and labeling manipulation;
You'll learn about how the psychological principle of consistency works, and how people use it to force others to act in alignment with what they have said or done before;
You'll learn about the persuasion technique of active choice - forcing someone to state something in the first person, such as "I will do this" or "I will buy" in order to force them to keep aligned with their statement later;
You'll learn about the persuasion principle of escalation of commitment. By asking for small favors or small agreements, you can then ask for bigger and bigger ones later;
You'll learn about why getting someone to take action on something makes them more likely to value it. For example, the IKEA effect - you will like more a piece of furniture if you've put in effort towards assembling it yourself;
You'll learn about how habits are a form of consistency. What you do once, twice ends up becoming ingrained in you;
You'll learn about the psychological principle of rationalisation - how people make emotional decisions, and then later try and justify them with logic;
You'll learn about how emotional manipulation works, by forcing the other side to feel a specific emotion, or feel guilty for their actions against you, such as emotional blackmail;
You'll learn about how hype and desire work by building up something in a person's mind, regardless of its actual value in reality;
You'll learn about how the concept of twisting the knife works, by making someone visualize the nightmare scenario of something to later drive them to action;
You'll learn about how bullying and emotional blackmail work, taking negative actions and forcing the person to feel responsible for them;
You'll learn about how fear and panic work. If you "press someone's buttons", you can easily drive them to action emotionally;
You'll learn about why emotional manipulation relies on the victim identifying with the person's reactions, and how the key in avoiding it is to eliminate those trained reactions;
You'll learn about the psychological concept of perceived effort - why, when something seems easier to do, people are more likely to do it - and how this effort can be changed;
You'll learn about how "low-effort words" such as "quick", "simple" and "easy" can be used to make something seem less effortful;
You'll learn about how reducing the number of available options makes people take action more easily (the paradox of choice);
You'll learn about how preempting doubt and negative situations can drive people to action (tackle their objection before they even have it and they are more likely to do something);
You'll learn about the concept of implementation intention (asking someone "How would you do this?" or "What would it take?" makes them visualize it, which makes it less effort, and makes them more likely to do it);
You'll learn about how inserting structure and/or progress into a process makes people more likely to finish it ("You are at step 3 of 4");
You'll learn about how standard manipulation works by having different standards for different people or elements;
You'll learn about how standards can be made different by hiding the criteria used in the first place;
You'll learn about how standards can be manipulated by making exceptions for specific people;
You'll learn about how motivated reasoning works (we do more diligence on the things we don't like, and vice-versa);
You'll learn about how unexpected rigidity changes standards (on paper, the requirements are the same, but unofficially, there are different things that different people must comply with);
You'll learn about how standard manipulation relies on hiding the criteria used in the first place, and the key to disarming it is through transparency, and forcing comparisons between cases;
You'll learn about how pressuring the other person using your presence and intensity is a dangerous type of manipulation;
You'll learn about how intimidation in specific works, by pressuring the other person so much you prevent them from even talking or contesting you;
You'll learn about how urgency works by forcing you to make an unprepared decision, using, for example, deadlines, or limiting the availability of something (in reality or just in your perception);
How bluffing and escalation dominance work - the other side takes action repeatedly as to never give you an opportunity;
You'll learn about how identification manipulation works, through the other side pretending to have something in common with you to make you more influenceable;
You'll learn about how empathy works, showing understanding of the other side, but also how it can be manipulated to make you feel understood and be more influenceable;
You'll learn about how affect labeling works, decreasing the intensity of your emotions by addressing them verbally, and stopping you from feeling emotions intensely;
You'll learn about how mirroring works, making someone feel subconsciously understood, which leads them to trust the other side more and be more influenceable;
You'll learn about how common ground works - mentioning tastes or life experiences in common with others to make them trust you more and be more influenceable;
You'll learn about why the biological principle of caring about others makes us tend to be nice to others who understand us - or pretend to - and makes us open to manipulation;
You'll learn about how fact manipulation works through simplifying, hiding or just lying about facts;
You'll learn about how statistics can be misleading by changing axes, comparisons, timeframes or others;
You'll learn about how lack of transparency about competing or contradictory information can make fake facts seem more real, and why comparison with other elements is crucial to avoid this type of manipulation;
You'll learn about how context manipulation works - by changing what you compare something to, you change its perceived value;
You'll learn about how you can choose what you contrast something to in order to change the value of something ($20 book vs. $10 ones is expensive, vs. $70 ones is cheap);
You'll learn about how you can change the option set you place yourself in to change your value and manipulate the other side (for example, as a professional, comparing yourself to other teams, to other people in the same team, to other people in the same position in the past, or other comparisons);
You'll learn about how the peak-end effect works - by having one highlight and ending on a high note, people forget about negative or boring parts of a presentation;
You'll learn about why context manipulation relies on us subconsciously accepting the options we're given instead of contesting them;
You'll learn about how labeling manipulation works - by giving something a specific name, even if simplistic or negative, it tends to stick, and spreads easily;
You'll learn about how bullying works by using negative labels - labeling someone a "failure", or "loser", or similar, and making it spread;
You'll learn about how stereotypes are a type of labeling manipulation - labeling a large quantity of people with simplistic names;
You'll learn about how the presence or absence of a name can humanize or de-humanize someone, making them a "true person" or a nameless stranger;
You'll learn about how scientific-sounding words can be used to make something seem of higher authority, without actually changing anything in it (saying "a theory" instead of "a thought", or using words in product names such as "quantum", "exponential", "atomic" or similar);
MY INVITATION TO YOU
Remember that you always have a 30-day money-back guarantee, so there is no risk for you.
Also, I suggest you make use of the free preview videos to make sure the course really is a fit. I don't want you to waste your money.
If you think this course is a fit and can take your knowledge of how to protect yourself from manipulation to the next level... it would be a pleasure to have you as a student.
See on the other side!
Who this course is for:
- You're anyone in marketing or copywriting (or a buyer!) who wants to learn how to identify and stop manipulation around them!
- You're anyone who wants to know what manipulation traps can be leveraged in marketing or in copywriting - so you can avoid them
I have what could be considered an unconventional background as a coach. I don’t come from psychology or medicine. In fact, I come from tech. I created two tech startups that reached million-dollar valuations, backed by the MIT-Portugal IEI startup accelerator, afterwards becoming its Intelligence Lead.
After years of coaching and mentoring startup founders on talent management, emotional management, influence and persuasion, among other topics, I started being requested by executives and investors, like venture capitalists, with more complex, large-scale problems.
After years of doing executive work, I started specializing in coaching asset management professionals. With the signing of my first fund manager/CIO clients, I started adapting my performance and influence techniques for purposes such as talent management for PMs and analysts, fundraising from allocators, effective leading a team, and properly assessing talent for compensation/promotion/allocation increases.
I currently provide performance coaching and influence/persuasion coaching for executives and asset management professionals, mostly but not limited to purposes like managing people, leading and closing sales/capital commitments.