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What do you do to your web copy to giving your readers a compelling reason to buy early in the sales process?

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The best way to explain the concept of cognitive dissonance is to tell you a story–actually, a fable. 

You probably remember this Aesop’s fable.  There once was a fox who tried in vain to reach a cluster of grapes dangling from a vine above his head. 

Although the fox leaped high to grasp the grapes, the delicious looking fruit remained just beyond his reach. 

After several attempts, the fox gave up and said to himself, “These grapes are sour, and if I had some, I would not eat them.”

This fable illustrates what former Stanford University social psychologist Leon Festinger called cognitive dissonance. 

Cognitive dissonance is the distressing mental state in which people “find themselves doing things that don’t fit with what they know, or having opinions that conflict with other opinions they hold.”

The fox’s withdrawal from the pursuit of the grapes clashed with his thinking that the grapes were tasty. 

By changing his attitude toward the grapes, however, he was able to maintain an acceptable explanation for his behavior.

You can put this to effective use in your web copy by giving your readers a compelling reason to buy early in the sales process. 

This, in turn, will make them more likely to buy when confronted with the actual buying decision. 

Your readers have to be able to take ownership of that promise and cling to it so tenaciously that no other thought can pry it away from them. 

Any doubts or obstacles that may occur to them during the sales process will be overcome by the original belief, paving the way to a home-run sale.

How can you use cognitive dissonance in your web copy?  In the beginning of your web copy, you have to get your reader to say, “Yes, that’s exactly what I need!”

You can do this by crafting a well-articulated promise and inserting it very early in the body copy. 

Next, get readers to take ownership of that promise and cling to it so tenaciously that no one can pry it away from them. 

That way, any doubts or obstacles that may arise during the sales process will be squashed by the original belief, thus paving the way to clinching the sale. 

Here are examples of well articulated promises:
By the time you finish reading this article, you will know how to consistently pick the hottest stocks that are on the upswing right now–so you can make a killing on the stock market every time.

What if I told you I could show you how to increase your ability to ethically influence others, naturally, without sounding like you’re making a sales pitch. How much more money and success could you create with that skill?
What do you do to deal with the doubts or obstacles that may arise during the sales process?

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