“The 7 Triggers to Yes” has been the secret weapon of the most successful sales teams in the world for the last decade.
Sadly, Russ was taken by cancer some years back.
But his son, Russell, has taken up the mantle and his dad’s dream of getting the 7 Triggers into the hands of small businesses and entrepreneurs around the world.
And when he decided to launch an online course and supporting software…
I was both delighted and honored when he brought me in to help with the copywriting and to consult on his funnel strategy.
I immediately connected with the 7 Triggers material.
And I eventually realized why that was.
It was because I already used many of these “7 triggers” on a regular basis in my copywriting.
You’ve likely heard of “emotional triggers” before.
And it’s not like copywriters haven’t discovered and used this stuff.
But now I was looking at a defined list of triggers and real-world proof of exactly how these translated into sales.
Good salesmen instinctively use these, just like good copywriters.
And they often report an instant connection to the triggers.
Like Josh Allen who said,
“I’ve been VERY successful in selling, and people often ask me, ‘why is that?’ And I couldn’t really say. But after The 7 Triggers workshop, I could give a better explanation. Because I’ve used these Triggers consistently throughout my career.”
I instantly became fascinated with the idea of methodically applying this to my copywriting.
Looking back over some of my old work, I realized that the most successful copy used more of the ATR(9) and more consistently.
This was the SOURCE CODE.
Sure, I had included many of these amygdala triggers on purpose to a certain extent.
But it was more based on "trial and error" - figuring out what worked and what didn’t.
Now I had a list with which to target the customer’s amygdala - consistently and systematically.
And I found that hitting as many of these triggers…from as many different angles as possible…was the most successful approach.
None of this is earth-shattering stuff.
It’s quite simple.
But KNOWING exactly what elements will trigger these responses…
And making a conscious and concerted effort to hit all of them…
And hit them frequently within a piece of copy - makes all the difference.
I heard a copywriter recently talking about how whenever he asks a question requiring a response, he always likes to include “I ask because…” and give a reason.
He mentioned that he wasn’t able to say exactly why he found this effective, but he had discovered that it was.
Well, I was able to immediately identify this as making use of the “Reason Why” trigger.
Giving a reason automatically triggers a cooperation response.
And do you want to hear something crazy?
Neuroscientists found that this worked - even when the stated reason didn’t make sense.
Look, if you’re not applying ALL of these amygdala triggers to the copy in your ads, landing pages, sales letters, and VSL scripts…
You’re leaving A LOT of money on the table.
I can prove it to you.
And best of all - it costs you nothing.
You might be wondering how I can afford to do that.
Well, it’s not that I don’t want to get paid.
It’s just that I’m willing to take on all the risk and write the copy for FREE upfront…
And ONLY get paid a fraction of the ADDITIONAL revenue I produce for your business.
That’s right -
I’m essentially selling you dollars at a STEEP discount.
If I put an extra $10 in your pocket, would you be willing to give me $1 back in return?
Most business owners are thrilled to do that deal - as quickly and as many times as possible.
But I’ll be honest, this won’t be a fit for most offer owners.
See, you have to be operating at a high enough level that it’s worth my time and the risk I’m taking in writing the copy for nothing…
That in return, I have the chance of getting PAID WELL on the backend when I deliver profit-smashing results.
If that sounds like something you would be interested in exploring…
…I invite you to reach out and see whether we might be a good fit to work together.
Shoot me a text, call, email - or just fill out the form.
But do it now.
Because I only have space in my schedule to take on 1…maybe 2 more…dream clients.
So hit the button and reach out now.
