One of the Most Powerful Motivators
I’ll tell you what one of the most powerful and universal motivators is, right off the bat. It’s the fear of dying…
One: The Fear of Dying
It’s not just about the fear of death itself. But it’s also about anxiety over anything that threatens your health, longevity, or comfort.
ANd that includes disease, aging, physical decline…all of that.
In persuasion and sales, a lot of times this principle is engaged by framing your product or service as something that protects, preserves, or prolongs life and well-being.
ANd listen, that can be physically, emotionally, financially…it could even be socially.
This principle taps into survival instinct and creates a sense of urgency in a prospect. It justifies the purchase.
Example:
You’re selling high-end air purifiers. The copy would look something like this:
“Every day, you’re breathing in unseen pollutants that accumulate in your lungs and bloodstream. Over time, that exposure increases your risk for chronic conditions like asthma, cancer, and even heart disease. Our advanced filtration system eliminates 99.97% of harmful particles, creating a safer environment for you and your family. Because your health…and your life…shouldn’t be left to chance.”
I’m not selling the product. I’m emphasizing the danger. Positioning the product as a remedy for said danger. But the danger really takes center stage.
Another example, this one in the online business space:
“What would happen if your website went down tomorrow…permanently? A single cyberattack, hosting failure, or corrupted plugin can wipe out everything you’ve built in seconds. And without a secure backup, your online business could vanish overnight. Our automated, encrypted backup solution keeps your site protected 24/7, so you never have to fear losing your income, your content, or your digital livelihood.”
See? It’s the same thing. The danger takes center stage and the product or service is positioned as a remedy to that particular danger. In this case it’s reframing the “fear of dying” as a digital death of your business.
That’s using the “Fear of Dying” principle to persuade people to buy your thing.
Give this one a try and see what you can come up with. Remember…
…with the “fear of dying” principle you aren’t talking about how good your life jackets are…you are talking about how scary it is that all those people drown in the lake every year because they weren’t wearing life jackets.
Who’s Controlling Who?
I don’t know if you’ve noticed but human beings don’t really like being told what to do very much. We don’t like to be controlled. We don’t like to be restricted or feel overwhelmed…imprisoned by circumstance.
We hate that. And it leads me into our second principle of human nature:
Two: Fear of Loss of Autonomy
Human beings crave control. We want the control over our own lives. We want the freedom to choose where we work, how we spend our time…and even simple things down to what direction we move in.
The fear of losing that control?
Being trapped in a job we hate?
Overwhelmed by obligations we might or might not have asked for?
Forced to deal with situations we don’t trust?
We hate that stuff. It’s a big emotional driver.
In sales and persuasion, this principle works really well when you position your thing as a way to reclaim that freedom, flexibility, or independence.
It works especially well in markets where the target customer feels stuck, burnt out, or manipulated by larger systems.
I’m talking about people stuck in those 9 to 5 jobs they hate…
Or people overwhelmed by technical complexity…
Or even people stuck in these kind of “ecosystems” they are dependent on, and wish they could get out of.
Let me give you an example…
Let’s say you are targeting a demographic of a market, where you know many of them are working a job they don’t like. Your copy might look something like…
Example:
“You didn’t start your online business to work longer hours than you did at your 9–5. But if you’re constantly chasing clients, manually launching products, or glued to your inbox, your business is just another job. A job with less stability. This course teaches you how to build a self-sustaining sales system that runs while you sleep, so YOU can reclaim your time and run your business without IT running you.”
This copy is targeting people who have become “trapped” by their own success. They started an online business only to have built their own prison, spending every waking moment working on it.
What are we talking about here? Loss of freedom.
Another example…
Let’s say you want to sell a mobility training app for people over the age of 50. The copy might look something like the following…
Example 2:
“Losing your independence doesn’t happen overnight…Nope…it happens slowly.
A little stiffness here, a missed step there, until one day you’re relying on others for things you used to do without a second thought. Scary.
Our program is designed to keep you moving, strong, and confident. You want to stay in control of your body and your life, on your terms. That’s what our app can do for you!”
Again, this is about the “fear of loss of autonomy.” Taking people’s freedom away in some way shape or form. Nobody likes that. When you start positioning your product or service as the remedy that will prevent such a thing?
That can be very commanding.
It’s all Fun and Games Until…
…somebody gets an eye poked out! (lol)
I’m sure you’ve heard THAT little humdinger before. But think about it. What’s that little cautionary warning tapping into? It’s another fear we have…
Three: The Fear of Mutilation
I’m talking about the fear of losing the integrity of our physical body or its functions. It’s a completely primal instinct and it’s rooted in our need to protect ourselves from harm.
Things like accidents…
Surgeries…
Chronic pain…
Irreversible damage…
Even just basic physical functionality could even apply.
In the world of trying to get people to buy your stuff, how does this work?
Well, this fear is used carefully. It’s used to highlight the consequences of inaction or risk. Products and services that promise protection, prevention…
…recovery from harm or loss of function…
…these are the kinds of scenarios that tap into THIS fear effectively.
You see it used a lot in healthcare, fitness, safety equipment, and insurance…
…but it can also work in other niches. Sometimes applied more subtly, but still very effective.
Let me give you an example. What if we had a blogger that we wanted to sell a product to. Now a blogger doesn’t face physical danger. We need to connect the fear of mutilation to threats to physical function…
…particularly ones that affect typing, screen time, posture, or long-term repetitive strain.
So we are going to sell an Ergonomic keyboard and posture support kit designed for writers and digital creators.
Example:
“As a blogger, your hands and posture are your tools. But listen…hours of typing and screen time silently wear them down. Repetitive strain injuries, carpal tunnel, and neck pain don’t just slow you down…they can actually become permanent if you ignore them.
Our ergonomic setup is designed to protect your wrists, spine, and eyes, so you can keep creating without sacrificing your body.”
The thing is bloggers might not fear mutilation in the classic sense, from accidents or surgery. However, they do risk functional damage. So that becomes an angle.
Now let’s do another example. This time let’s make it less obvious. What if we wanted to sell a traffic course to bloggers who struggled to get traffic for their website?
It’s subtle. Not obvious.
We are going to build a metaphorical bridge. Their body is their tool. Their work depends on their physical health. No traffic = no progress = grinding harder = risk of burnout, overuse, and eventual breakdown.
So you’re selling a traffic solution that also protects their physical integrity by eliminating the need for burnout-inducing effort.
What does it look like?
Example 2:
“You started blogging for freedom. But that’s not how it ended up. Instead, you’re chained to a screen for hours a day trying to ‘earn’ traffic that never comes.
The constant grind isn’t just frustrating…it’s physically unsustainable. Your back aches, your wrists hurt, and your motivation is fading.
My brand new course, Effortless Authority is going to help you build a passive traffic engine using smart SEO systems and evergreen content.
That way you can protect your time, your energy, and your body.
Because your creativity shouldn’t cost you your health.”
What am I doing?
I’m evoking the fear of bodily breakdown without being too dramatic. I name the burnout bloggers feel and reframe my course as relief from physical overuse.
The course becomes a health-preserving, freedom-restoring solution…
…not just another traffic course.
Alright. That’s the Fear of Mutilation. It’s a tricky one and it doesn’t always obviously apply to what you are doing. Sometimes you have to build one of those bridges like I was talking about in our second example.
I’m Not Like Everybody Else…
Bellowed Ray Davies, frontman for The Kinks, and HE meant it. I have no doubt. It’s a great song, and when you crank that up cruising down the highway…
…you feel it. But you know what?
Ultimately, we as human beings DO have a fear of NOT being like everybody else. Not fitting in. That brings me to the fourth principle in our little series here…
Four: Fear of Separation or Abandonment
I’m talking about the fear of social isolation, rejection, and loss of connection with others. This also includes the fear of becoming unimportant or unvalued.
We all want to be valued in our little groups, no matter who we are. It’s human nature.
We are wired for connection.
Think about it. Back in the old days, being excluded from the group meant death. You’d probably get eaten by a wild bear or a pack of wolves.
Today, that translates to a fear of being ignored, invisible, or irrelevant. And it’s never been more true than in public spaces like social media, online platforms, or content ecosystems.
A content creator might think:
“No one reads my stuff.”
“No one’s commenting or sharing.”
“I feel like I’m shouting into the void.”
They fear not being seen.
Even worse…
They fear being unworthy of being seen.
In persuasion, this is an opportunity.
You can position your product as the bridge between isolation and belonging, between invisibility and recognition.
Let’s do an example. Say you have a product that’s going to help people on Substack get more traffic and build their subscribership. We’ll call it, “Magnetic Money Moves!”
Example:
“You pour your heart into your Substack…and no one responds. The views trickle in. The comments never come. Nobody ever subscribes. You wonder if your voice even matters.
The truth is: you’re not invisible. You’re just not connecting yet. ‘Magnetic Money Moves’ shows you how to attract the right readers and build a REAL following that actually cares.
Not just clicks…connection.
Because you don’t need more posts sent off into the VOID that nobody ever cares about. You need people who see you”
Do you see how I’m tapping into that fear of being ignored? Ultimately it’s about the fear of separation and abandonment. It’s hardwired into all of us, and when you evoke it, you can really stir up some strong emotions.
Another example.
Let’s say we have a newbie who wants to start their own online business. We are going to sell them a coaching package that shows them how to do it.
Think about this for a moment. New entrepreneurs often feel deeply isolated, misunderstood, and unsupported. They get it from friends, family, and maybe even most of all…their own self-doubt.
That’s where the fear of separation shows up loudest.
Example 2:
“You’ve been watching others launch their dream lives while you sit on the sidelines. Stuck, unsure, alone in your ambition. Your friends don’t get it. Your family rolls their eyes.
And that dream of building something for yourself?
It’s starting to feel like maybe no one cares if you ever do.
Well listen…Launch Circle was built for people exactly like you.
If you are ambitious…
A beginner that has a lot of heart…
But you just need the right plan and the right people. I’m talking about a true support system here.
Inside, you’ll not only get a step-by-step path to launching your first online business…
…but you’ll join a circle of people who finally GET what you’re doing. You won’t do this alone.
You weren’t meant to. Join us. Let’s succeed together.”
Okay, again what is happening here? I’m invoking those emotions of isolation and abandonment. The feeling of being separated from everybody else.
That’s pretty easy to do with entrepreneurs. They actually are quite a bit different than a lot of people around them usually.
Alright, that’s the fear of Separation or Abandonment. Give this one a try. Apply it to any niche you can think of for a challenge.
Ego Death…
Okay, so far we’ve covered things like the fear of dying and the fear of losing autonomy. We’ve talked about the fear of mutilation and the fear of separation or abandonment…
…but the fun continues, because I want to add another tool to your toolbox today. Another way to persuade people to buy what you want them to buy and go where you want them to go…
Five: Fear of Ego Death
Nobody likes to look stupid. It comes back to our sense of self-worth and integrity. We fear humiliation and shame.
This fear isn’t about physical danger. It’s about emotional survival. People will go to great lengths to avoid feeling dumb, failing publicly, or admitting they were wrong.
This fear is especially strong in situations where someone is trying something new and they could fail. They could risk looking foolish or just plain not good enough.
Situations where they are going to be judged or compared to others…
Or where they are going to have their identity tied to their competence, success, or image.
Now when we are talking about persuasion.
…you must acknowledge the fear of looking or feeling foolish. Then show them how they can be the kind of person who succeeds without shame.
Let me give you an example here.
Say we have a coaching program. “Zero to Builder” is the name and it’s going to help first-time founders start and grow their first online business from scratch.
Example 1:
“You’ve thought about starting a business before. Maybe even tried. And maybe it didn’t work. Or maybe you didn’t start at all…because deep down, the fear of getting it wrong and looking stupid held you back.
You’re not lazy. You’re not incapable. You just need a path that AMPLIFIES your momentum and your confidence.
Zero to Builder is a private, judgment-free coaching container built for people who don’t want another public flop.
Inside, you’ll learn exactly what to do. AND how to do it without ever feeling lost, stuck, or humiliated. No group pressure. No vague modules.
Just real support that helps you get REAL results and succeed with pride.”
You see what I’m doing there. It is fairly obvious. But…
Let’s look at this from another angle.
What if I want to use this fear of ego death to sell a traffic course to newbies?
Well, the thing is, starting an online business for a newbie isn’t just a career move. It’s an identity shift. They imagine themselves as a creator…not a consumer.
An entrepreneur, not an employee…
Someone seen and respected for their ideas…
But the thing is, when no one visits their website, no one reads their content, no one engages…
…that vision collapses.
So let’s say we are selling that online course teaching traffic driving to these newbies…
Example 2:
“You started this journey with a vision: to build something real, to be more than a consumer, to step into a new identity. But when no one visits your site… it doesn’t just sting…it literally threatens everything.
Did you make a mistake? Nobody is visiting your site. No people means no sales. No sales means no business. ANd you know what THAT means…
It means that maybe you were WRONG. Maybe you made a big mistake.
But let me tell you something…it is NOT set in stone.
Audience Engine is your path out of that void. It’s not hype, it’s not hustle. I’m talking about a clear system for getting your message in front of the right people.
So you don’t just get traffic…
You get back the confidence that yes, you’re the real deal. No mistake was made. You did the RIGHT thing.
Stop waiting for permission to be seen. Start building an audience that confirms what you already know deep down: You belong here!”
What am I doing here?
I’m acknowledging the silent ego fear of being irrelevant. I’m using traffic as a sort of proof of identity, not just strategy. And I’m positioning my course as a kind of salvation from EGO COLLAPSE…not just a tactic.
Again…this all just comes back to the simple idea that people don’t like to feel humiliated or look dumb.
If you position your product or service as a remedy to NOT look that way…then you are going to win.
Are You Experienced?
Yes…that’s the name of Jimi Hendrix’s debut album published way back in 1967. It was widely regarded as one of the greatest rock albums of all time…
…and it’s a great listen on a Saturday afternoon…but…
I don’t want to talk about rock and roll today.
I want to talk about a little something called…
Six: Self-Actualization
I’m talking about the desire to realize one’s full potential, grow personally, and achieve meaningful goals. That’s self-actualization. “Can you reach your FINAL FORM?” kind of stuff.
Every one of us has wondered what the BEST version of ourselves would look like. Not just surviving, but thriving.
It’s about achieving mastery and fulfillment. It’s about doing work or living a life that feels meaningful. We all want that.
In persuasion and sales, if you want to tap into this motivator, it means positioning your product or service as a path to transformation.
You’re not just selling a tool…
…you’re selling who the customer becomes by using it.
That’s self-actualization.
Let’s do an example where you are selling a copywriting mentorship program…
Example:
“You’re not here to be average. You know you’re capable of more. Sharper thinking, clearer writing, deeper impact.
Our mentorship isn’t just about tactics. It’s about helping you develop your voice, your confidence, and your ability to shape ideas into powerful messages that change minds…and LIVES!”
See how I am invoking self-actualization there? It’s about being BETTER than you are. It’s about EVOLVING.
Another example. What if I want to sell shampoo to men over the age of 50?
Example 2:
“You’re not 25 anymore…and that’s a good thing. You’ve got wisdom, clarity, and confidence you earned the hard way. And just because you’ve got mileage doesn’t mean you’re slowing down.
Our formula is built for men who still show up sharp. Who take care of themselves not out of vanity, but out of self-respect.
Because when you look in the mirror, you shouldn’t see a man who’s ‘past his prime.’ You should see someone who’s just hitting his stride.”
So this one is more challenging right? It’s not so obvious. But what am I doing here?
Even basic products can represent aspiration. When selling through self-actualization, I’m asking questions like:
“What higher version of the customer does this help them become?”
“How does using this reinforce who they believe they are?”
“What does not using this say about how they see themselves?”
You frame it right and even a bar of soap becomes a philosophy.
Better Safe than Sorry…
As I write this, it wasn’t so very long ago (maybe a few years) that the entire world had been thrust into a pandemic. And it became commonplace to hear people saying things like…
…stay safe. I always thought that was a little weird the way that happened. I mean you never heard anyone saying that before but all of the sudden…everybody was concerned with safety.
The only thing is…that’s not quite right. We’ve always been concerned with safety. It’s just that the global pandemic kind of brought that fear to the forefront.
And that’s what I want to talk about now.
Seven: Security and Safety
The desire for a stable, predictable, threat-free environment. It’s often sub-conscious when no threat is immediate, but trust and believe it is never far from the surface.
We all want to feel safe. We all want to feel like things are under control. That includes physically, financially, emotionally, or even digitally. When people feel unsafe…
…their brain shifts into survival mode, where risk-aversion, urgency, and protection take over.
In the world of persuasion…
…this motivator is about calming fear, removing uncertainty, and showing how your offer protects what matters.
Consider this example, selling data security software to small business owners.…
Example:
“Your business is one bad click away from a ransomware attack, a system crash, or a data leak. And the truth is…
…most entrepreneurs don’t realize they’re vulnerable until it’s too late.
Our encrypted backup system runs quietly in the background, protecting your data around the clock. So you can focus on building your business. NOT wondering if it’ll disappear overnight.
Because real freedom only comes when you know the essentials are protected.”
That whole thing is about positioning your product as the thing that creates this save haven. The security ZONE! You can use the copy to position your thing in this way.
Another example. Let’s say I am trying to sell an affiliate marketing product to newbie online business owners who don’t know much about affiliate marketing but stand to benefit from implementing it.
Example 2:
“Every online business faces ups and downs…a slow month here, a lost client there. What if you had a steady side income that keeps the lights on and your business growing…no matter what?”
I’m talking about something that is low effort, low risk and high reward.
Yes…I’m talking about affiliate marketing. The thing is if you do it the right way…it’s the perfect way to supplement your business income and make it more sustainable.
And that’s where WE come in.
Our affiliate marketing system helps you create a reliable income stream that supports your core business. It’s like having a financial safety net that lets you take bigger risks with confidence.
Because sustainable success isn’t about hitting it big once…it’s about building consistent, reliable cash flow you can count on.”
Alright, so in this example it’s the same thing. We are building the construct of a SAFE ZONE and it runs right through the product we are selling.
Give this one a try, and remember…security and safety can be a really big motivator. People overlook this one, but don’t sleep on it. Just think back to that global pandemic. Everyone was acting wild. Making really questionable decisions…
…and now years later…questions arise about how it was handled. But in the moment? People were worried about their safety.
Well every niche has concerns about sustainability and stability, and what is that, if not safety.
The Recip…
So as we’ve been talking about persuasion and sales informed by human nature, I notice one that I haven’t mentioned yet, and that can’t happen. Because there is no way I cannot put a list of these together without…
…mentioning the persuasion tactic I am about to talk about next. It’s underrated, misused, abused, and yet extremely powerful all the same, when done right. So what am I talking about?
Eight: Fairness and Reciprocity
I’m talking about the human instinct to balance give-and-take and respond to what’s “deserved.” Now I don’t think we deserve anything. Life isn’t based on “deserving.” It’s very subjective.
However…what I think doesn’t matter. This is human nature. And we all feel like we deserve things…or others deserve things from us.
We are hard-coded for reciprocity. When someone gives us value, we feel an urge to give something back. When we feel cheated or treated unfairly, it sparks resistance or even outrage.
Now has this been used and abused online with all the “free stuff?” You bet. And it hasn’t really diminished the power of reciprocity as much as it’s diminished the value of digital goods. But that’s a story for another time.
In persuasion and sales, reciprocity can be used ethically to build trust and goodwill, by giving value first. If you demonstrate generosity, helpfulness, or transparency upfront, people feel naturally compelled to reciprocate…
…with attention, trust, or even a purchase.
Fairness also taps into the idea of getting what you deserve. If your audience feels they’ve earned a result, avoided being taken advantage of, or been treated right…
…they’re far more likely to say “yes” to what you have to offer.
As an example, let’s say you’re offering a free mini-course that leads into a premium coaching program.
Example:
“I believe if someone’s serious enough to invest their time, they deserve real value…not fluff or fake urgency. That’s why I’m giving away the first module of my premium program, completely free.
No strings. Just the real stuff that actually moves the needle.
If you get value from it…and I’m confident you will…
…then yeah, I’ll invite you to go deeper with me. But I’ll never ask you to pay for something I haven’t earned first.”
So what are we doing here? We are giving the first module away for free. The idea is to hit them with jaw dropping value so that they feel like buying the rest will be worthwhile to them…
…but also subconsciously you can argue that you are creating “emotional debt.” Resolving that debt becomes natural.
Now as I write this…..I do believe that it takes more to move the needle on digital goods than a free module of a training, in the world of reciprocity and creating this so-called “emotional debt,” but this is just an example.
ANd it 100% depends on what you teach them in module 1 there. If they get something extremely valuable? Then yeah the reciprocity will be in full effect.
Remember, people don’t like to feel manipulated, but they love to return a favor.
Another example…
Let’s say you are selling a $25 a month coffee subscription.
Example 2:
“We’re confident you’ll love what we roast, but we’re not asking you to commit without tasting it first. Your first bag is on us. Just cover the shipping, and we’ll send a full-size pouch of our best blend to your door.
Why?
Because if we expect you to trust us with your mornings, the least we can do is earn that trust first.
And if you love it? Stick around. If not, no hard feelings.
You keep the coffee.
So worst case scenario, you get a bag of really good coffee at a next to nothing price…just for saying…maybe.”
So again, what are we doing here? We are giving them something for little to nothing, to not only SHOW them our value in advance, but also to invoke that very human sense of reciprocity and fairness.
I think the important thing to remember here is once something has been normalized…
…it’s not unusual or out of the ordinary anymore, and that includes giving stuff away. So for you to really take advantage of this human nature…
…you have to focus on things that will still move the needle. It can’t just be ANYTHING.
Give this one a try and see what you can come up with.
Funny About Those Watches…
Don’t you think it’s a little funny that in an age where accurate time is readily available on phones and about a million other other devices…
…spending thousands of dollars on a high-end watch is still a pretty common practice among the elite and would be elite of the world.
I mean I’m looking at this Patek Philippe Grand Complications Grandmaster Chime…and it’s going for like 14 million bucks!
Why do they do it? It’s a purely aesthetic and superficial display of wealth…so why? Well that is exactly what I wanted to talk with you about now…
Nine: Status and Hierarchy
It’s the drive to gain respect, influence, and higher social standing. Status is ancient. In every tribe, village, company, or online niche…
…people want to move up. They want to be seen as competent, respected, admired. They might not say it out loud, but it’s there. This motivator drives countless purchasing decisions.
In persuasion, status-based messaging works when you position your product as a shortcut or signal to higher rank. That could be expertise, success, style, or access.
It’s not about vanity. It’s about identity. And this is a big key to selling to the affluent.
Buying this proves I’m not average. I know more. I do more. I am more.
For an example let’s say you are selling a high-end mechanical watch to professionals.
Example:
“This isn’t the kind of watch you buy to check the time. It’s the kind of watch people notice when you shake their hand. The kind that says, without saying a word: ‘I’m not here to blend in.’
Crafted for those who’ve earned their place at the table, and aren’t afraid to take the head seat.
Because when you wear this, you’re not showing off. You’re showing up…
…as the man who’s built something worth respecting.”
See that? It’s about identity with this kind of selling.
Another example. Let’s say we are trying to sell affiliate marketing course to people. We are targeting newbies, but newbies who have money to spend. Not budget seekers.
These buyers don’t just want information. They want transformation with recognition. They want to go from “just starting out” to someone who knows what they’re doing, someone respected in the online business space, someone with connections.
They’re driven by status signaling.
“I’m in the game.”
“I invested in something serious.”
“I’m not just dabbling. I’m building.”
Example 2:
“There’s a difference between someone who’s ‘thinking about online business’ and someone who’s already invested in mastering it.
This program isn’t for people looking for free scraps on YouTube. It’s for serious beginners who want a seat at the table. The kind of people who don’t wait around for permission to grow.
Inside, you’ll learn how to start, scale, and earn with affiliate marketing, using the exact strategies top-tier marketers use to dominate the space.
And have access to some of those VERY top-tier affiliates.
This is no budget friendly penny pinching situation. This is a high-end premium product that will not only teach you BUT gain you access to some of the best affiliate marketers in the game!”
So again, you see what I’m doing there. I’m framing this as an identity situation. They buy it because they can. Because of WHO they are, or who they want to be.
Give this a try and see how it goes. These motivators might be very powerful but they still take practice. The 50th time you use one will be better than the first time. So get going!
Here’s Something People ALWAYS Want to Know…
The next persuasion that I’d like to talk to you about has to do with something that you probably see every day. Just head over to YouTube and look at the nearest bit of clickbait.
Why do we always click on that stuff? How does it pull us in even when we can almost BET that it’s going to be something stupid?
Top 10 most dangerous cities in America…
The absolute worst movie in history!
The THREE things you need to know to make your first million bucks by TOMORROW!
Suckers are we all….but why?
Ten: Curiosity and Knowledge
It’s our built-in urge to explore, understand, and reduce uncertainty. It’s baked in for us to seek understanding. Curiosity isn’t just intellectual…it’s emotional.
We want to fill knowledge gaps and resolve uncertainty.
We want to know what we don’t know.
In persuasion, you can activate this motivator by creating open loops (unanswered questions,) highlighting what they don’t know yet, promising clarity, insight, or some secret edge that others don’t have.
It’s not about just teaching…
It’s about offering discovery.
You’re not selling a product. You’re handing them a key to unlock something new. The secret ingredients. The special sauce. There is a novelty to it. A mystery. A captivation.
Imagine you’re selling a conversion optimization course for online store owners.
Example:
“Why do 80% of visitors leave your site without buying, EVEN when they like your product?
It’s not because of the price. You might think that but you’d be wrong.
In this course, we’ll unpack the hidden cognitive biases and behavior triggers that silently control how people click, scroll, and buy. Once you understand these?
You’ll never look at a website the same way again.
If you’ve ever wondered why some brands ‘just work’ well…I have that answer. Look no further if you are ready to repeat that kind of success!”
It’s the Secrets Business. I’m leaving something out. Curiosity and Knowledge fuels the entire info products industry. So consider that…
…millions and millions of dollars every year being paid out for what? Not information…but instead…
…you guessed it. The hidden knowledge. The secrets. The special sauce.
Another example…
Let’s say we are selling a specialty sleep pillow.
Example 2:
“Most people think neck pain comes from bad posture. But for millions, the real cause is micro-compression. I’m talking about tiny little structural pressures on the spine that builds up while you sleep.
That’s what this pillow was built to solve. Designed by a chiropractor and engineered with triple-density charcoal foam, it actively adjusts to your spinal curve and releases tension MOST pillows actually CAUSE.
Once you understand how your spine and sleep position interact…
…you’ll never look at a pillow the same way again.”
This is an example of using curiosity and knowledge to sell a physical product.
What did I do?
I challenged a belief, and positioned my product as the missing insight they’ve been unaware of.
Again this is one of the most powerful persuasion techniques based on human nature. Never underestimate a person’s desire to know what they don’t know.
New and Improved…
You ever wonder why we are always attracted to the newest thing? Even if simultaneously we are drawn to that which is dependable. I mean, it’s a little crazy if you think about it.
You could have been driving the same car for the last 5 years, and it’s just in tip top shape…
…never giving you a bit of problems. All it takes is the dealership sending you some information about the newest model…
…and 9 out of 10 of us are going to be drawn into it. We’ll at least check out the new model. EVEN though we have no reason to do so. Our car could be running just fine…
…it doesn’t matter. We are drawn by the NEW. ANd it brings me to my next persuasion tactic…
Eleven: Play and Novelty
The fact is…no matter how GOOD or dependable what we have been using is…we have a craving for stimulation, surprise, and fun. We are attracted to new things simply because they are NEW.
Novelty triggers dopamine. Play relieves stress. Together, they create a sense of momentary escape…
…a break from monotony and obligation. Why do you think video games are so popular?
In persuasion, Play & Novelty works when you inject delight, humor, or unexpected twists into the experience. The product itself feels fresh and stimulating. It’s entertaining.
You tap into the buyer’s desire to feel different. Less “stuck” or serious.
This motivator doesn’t solve a pain…it adds joy. It makes it fun.
So for an example…
…what if you’re selling a monthly mystery box of unique snacks from around the world.
Example:
“Bored of the same granola bars and stale trail mix? Every month, we smuggle 10+ wild, wonderful snacks from across the globe right to your doorstep.
Japanese chips? Turkish cotton candy? Korean shrimp crackers? Yup…all that and more!
You’ll never know what’s coming…and that’s half the fun.
It’s not just a snack box. It’s a passport to surprise!”
What am I doing here? I’m turning the monthly mystery box into an adventure. But listen, a monthly mystery box is pretty easy. It’s kind of already an adventure just by the sheer fact of being…
A mystery box.
But what if we tried something more challenging?
What if I was just trying to sell a simple course on how to build an email list? And my target was new online business owners…
My prospects are just starting out. They’ve heard email is important but it probably feels dry, slow, or overwhelming.
I want to reframe the process as fun, exciting, and full of little wins. It’s not a “grind,” it’s an exploration. A creative puzzle. It’s a game where you get points (a.k.a. subscribers) every time you do something right.
So how would it look?
Example 2:
“Building your email list doesn’t have to feel like setting up a retirement account. It doesn’t need to be hard or boring or complicated.
If you do it the right way, it can feel more like a game.
Every opt-in you write is a creative experiment. Every subscriber? A new player joining your world. And once you understand the hidden mechanics of what makes people click, sign up, and stick around?
You’ll start looking at every landing page like a puzzle begging to be solved.
This course doesn’t just teach you how to build a list. It practically turns list-building into a GAME where the rewards DON’T come in points…
They come in subscribers and dollars in your bank account!”
Again…it’s the same as before. I’m making my product feel fun. It’s not about pain here. It’s about stimulation with something new and exciting.
Give this one here a try. The power of fun and novelty cannot be overstated.
the beauty is that once you learn these things…
…you’ll never have to update that knowledge. They will always apply. They are perpetual. So just a quick recap. The eleven we covered over this series are as follows:
One – The Fear of Dying
Two – Fear of Loss of Autonomy
Three – The Fear of Mutilation
Four – Fear of Separation or Abandonment
Five – Fear of Ego Death
Six – Self-Actualization
Seven – Security and Safety
Eight – Fairness and Reciprocity
Nine – Status and Hierarchy
Ten – Curiosity and Knowledge
Eleven – Play and Novelty
