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Sean Whitmore Founder | Lucid Creative Co. + Moon Tower​ Hi! I'm Sean. I'm on a mission to help founders, creatives, and marketers empower their brand growth through the art of storytelling, technology, and creative. With 11 years of experience in video/photo production, marketing, and business ownership, I currently run a creative agency + studio that helps brands create meaningful assets, build engaged audiences, and implement marketing workflows that turn strangers into lifetime customers. Thank you for being on this journey with me. Let's grow together. 👏🏻 ​​​​

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Hey Reader,

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Happy Monday 👋🏻

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We all want something meaningful. Something to nourish. Something to hang our hat on. Whether that be a job that gives us better work-life balance, more sales, or maybe even better relationships.

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Whatever the case may be, it all comes down to the art of influence and persuasion. After reading the book "The AD Week Copywriting Hand Book" By Joseph Sugarman, my interest was peaked.

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What goes into being more influential? How can I become more more persuasive? Or, is being better at these "arts" a self-fulling prophecy for my own gain?

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Short answer? It depends. Like most things, it's all about intent. So for today, we'll assume we all have intentions of leaving the world a better place, yeah? Let's get to it.

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In the book Sugarman explains a concept of the 4 U's of Copywriting. Now, the beauty of copywriting is that we can relate this back to how we communicate and approach others in everyday life to get them on our side. Here's my take on them:

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01. Be Useful.

In the book, he explains that the first step in creating persuasive and influential copy is to make our communication efforts useful. Now before you say, "Sean, this is a no-brainer." hear me out.

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Usefulness comes in many shapes and sizes. For example, telling someone how to do a math problem might not be as useful to someone that needs to see a math problem worked out visually.

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In any case, I consider this one especially important when it comes to the art of influence and persuasion. Why? Because we need to think about how the other person or people will perceieve our information.

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In short, we need to carefully consider the format and approach of communication we take to win the first part of the attention battle.

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02. Create Urgency.

The second part Joseph Sugarman's framework is the use of urgency.

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This one is a challenge because on the surface level, the harder we push for action, the further people will pull away. There ya have it. Human nature strikes again.

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But how can we subtly do this to gain influence and persuasion with other people? Look no further than any damn good sales person.

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The best of the best make you believe that:

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1. The product or service they're offering is scarce.
2. There is incentive or insane value if you move forward.
3. The offer is only available for a limited time.
4. You can't do it on your own/ reduce buying friction.

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03. Be Unique.

Number three is to "Be Unique".

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We all live for experiences. It's the one thing that makes our lives memorable, fun, exciting, and story filled.

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If we can give others experiences through our own unqiue attributes, we stand a good chance of getting them over the hump and into buying our product, signing up for the webinar, or joining our community for example.

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Why do you think most of us would consider tipping more at specialty restaurants vs chain restaurants? Because unique experiences increase value.

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04. Be Ultra-Specific.

Last but not least, Joseph Sugarman explains that the most influencial and persuasive copy is ultra-specific. Tailored to the right person at the right time, and said in the right way.

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This stems outside of just the demographic of the person we are trying to influence or persuade, though. Consider these in your approach when determining your specificity for persuasion and influence.

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• A Certain Emotion. (Nostalgia, pride, humor, pleasure, fear)
• A Certain Result. (More followers, money, social engagement, clean car, etc.)
• A Certain Need. (Weight loss, connection, love, appreciation)

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Conclusion.

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So now you know the 4 bullet proof ways to become more influencial and persuasive in copy and in life. Will you be taking these tips and applying them to your everyday?

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