Secrets of Communication & Content Strategy: How to engage the correct way (do’s and don’ts) Effective content & Best content writing tools Tell your story: Be human, not a robot The 4+1+1 rule & Sneaky Persuasion Effective emotional words & communication examples Your opinions don’t matter & Cliché free zone Secrets of negotiation How to motivate others

1. 1
TOPIC 8
SECRETS OF COMMUNICATION
&
CONTENT STRATEGY

2. SECRETS OF MARKETING COMMUNICATION
• How to engage the correct way (do’s and don’ts)
• Effective content & Best content writing tools
• Tell your story: Be human, not a robot
• The 4+1+1 rule & Sneaky Persuasion
• Effective emotional words & communication examples
• Your opinions don’t matter & Cliché free zone
• Secrets of negotiation
• How to motivate others
2

3. 3
Part 1
How to Engage Correctly

4. Positivity
Be positive (a radiator)
and polite.
Show Manners
Always say thank you to
those that make the effort
to reply or follow
Acknowledge
Always acknowledge
other people’s opinions
Good Mood
Only engage when your
in a good mood
HOW TO ENGAGE THE CORRRECT WAY
DO’S
4

5. Show Humour
Use humour, but be
mindful of how others
may perceive it
Show
Personality
Show your personality –
we all have one!
Show You Care
Show you care in a
positive and mindful way
Show Interest
Show that your interested
in what others are doing:
be sincere
HOW TO ENGAGE THE CORRRECT WAY
DO’S
5

6. The Right Tone
Use a tone that resonates
with enthusiasm, calm,
politeness and honesty
Timing Is Key
The quicker you respond
to queries the more likely
a sale will occur.
Consistency
Be consistent in your
approach, with your tone
and style.
Emotions
Know how to respond to
each emotion
HOW TO ENGAGE THE CORRRECT WAY
DO’S
6

7. Offer Value
Provide real value in what
you say and do; make it
useful & relevant
State Benefits
Shout about what it so
great about it
Give Reason
Always give people a
reason to like and want
what you are offering
Transparency
Part of the value is
making it clear who can
benefit from it
HOW TO ENGAGE THE CORRRECT WAY
DO’S
7

8. 8
HOW TO ENGAGE THE CORRRECT WAY
Speak to them in a
personable manner and
listening / reading with
intent to do something that
is positive for them.
Use a tone that
matches your
business core
beliefs
Resist the urge
to talk at
people, instead
talk with them.
A social media strategy
includes how you engage.
With potential customers on
the various platforms.
Social media
platforms provides a
two way dialogue
opportunity.
Create a parallel experience that links
your tone of conversation with the
tone of your content.
Relate your
content to the
type of business
you are.

9. Argumentative
Don’t get involved in
arguments – you almost
always lose!
Dismissive
Don’t dismiss other people’s
opinions – you will piss them
off
Reason
Don’t try and reason with
people, because 9/10 you
will loose
Get Angry
This will resonate across
to everyone and create a
bad image
HOW NOT TO ENGAGE
DON’T
S
9

10. Sarcasm
Avoid sarcasm – there’s a
difference between being
smart and silly
Negative
If your negative (a drain) –
then change something in
your life and be positive.
Ignoring
Don’t avoid replying if
someone genuinely feels
down
Tokenistic
Don’t be tokenistic!
People will spot it
eventually
HOW NOT TO ENGAGE
DON’T
S
10

11. Salesy
Avoid over selling.
Instead, concentrate on
offering value.
Blah Blah Blah
Keep it simple. A jumble of
different messages hit the
reader, usually because of
too much information.
Lying
People will eventually
catch you out.
Unrealistic
Don’t make unrealistic
claims.
HOW NOT TO ENGAGE
DON’T
S
11

12. Hurried Verbal's
Avoid hurrying through
communication when
engaging with customer.
Poor Pitching Level
Avoid pitching your
communication at the wrong
level. Don’t assume too
much knowledge on the
recipient, or too little.
Unprofessional
Avoid using low quality
pictures, video etc. Make
sure your content looks
polished.
Lacking Passion
Try and show enthusiasm
and make sure the about
business section is not
technical.
HOW NOT TO ENGAGE
DON’T
S
12

13. Using We, Our, Us
Avoid using those words,
and instead reference you
and your.
Spelling Mistakes
Always check your content
for grammar and punctuation
before hitting send.
Poor Language
Avoid using inappropriate
language. Be courteous.
Not Stopping
Don’t let your sales
message keep on going.
It’s off putting!
HOW NOT TO ENGAGE
DON’T
S
13

14. 14
COMMUNICATION
EXAMPLES
EMPHASISE
EARN YOUR STRIPES BY BREAKING
BOUNDARIES IN NEW DOUBLE
BRIDGE SHADES #IT TAKES COURAGE
TO PUSH YOURSELF
PROVIDING CLEAR VALUE
26 RUNNING TIPS THAT WILL HELP
YOU RUN FASTER AND LONGER THIS
SUMMER
BUILDING CURIOSITY
71% SEE VOLUNTEERING AS KEY TO
IMPROVING WELLBEING. LEARN HOW
YOUR COMPANY CAN GIVE BACK
KEEPING LANGUAGE SIMPLE
WE’VE DONE THE MATH! OUR SUMS
SHOW THAT OUR AIR CONDITIONERS
MAKE YOUR HOME 10 DEGREES
COOLER, EVEN IN THE HIOTTEST
DAYS!
EMPHASISE
WE’VE JUST LAUNCHED OUR NEW
SUNGLASSES RNAGE FOR SUMMER,
CHECK IT OUT!
PROVIDING CLEAR VALUE
READ OUR BEST 26 RUNNING TIPS
BUILDING CURIOSITY
STUDIES SHOW VOLUNTEERING IS
KEY TO IMPROVING YOUR
WELLBEING
KEEPING LANGUAGE SIMPLE
OUR RESEARCH AND CALCULATIONS
INDICATE THAT PURCHASING OUR AIR
CONDITIONING UNIT REDUCES THE
TEMPERATURE OF THE HOME BY 10
DEGREES
USING THE RIGHT COMS
Here are examples that make a big difference
in your communication.
On the left you will find a language that
doesn’t quite provide the emotion and
persuasion required. On the right you will find
the preferred language used for each example.
Relate your content to your customer!
Not so Perfect Almost Perfect

15. 15
Part 2
Effective Content

16. 16
4+1+1 RULE
HACK #20
The rule was first developed by Tippingpoint Labs as a guideline for Twitter, but has since gained traction and is
commonly referred to in the social media marketing world and is applied to other social media sites too.
The 4-1-1 Rule suggests that you should post four pieces of new content , one repost and one self-serving post.
Self Serving Posts (1)
Self-serving posts are pretty self-
explanatory. These are the posts that
promote your business. They could
be announcements, links to your
website, links to content you have
created or any other type of post that
promotes your business.
New Content Posts (4)
New content isn’t necessarily freshly
published, but it is content that you have
found, on other people’s sites or blogs, that
you think would be interesting and relevant
to your audience. It is content that is “new”
because you are adding it to the social
media conversation.
Reposts are posts that you reshare or share from other social media users. This is a
way to build relationships with other brands or people on social media and to share
more relevant content with your audience.
Reposts (1)
01
02 03

17. 17
EFFECTIVE CONTENT
3.
Educational
Emotional
Promotional
Don't be robotic. Make your brand
human and drive traffic your way.
Be clear about the solution and
benefits you're providing.
- How-To’s and guides
- Ebooks
- Questionnaires &
Infographics
- Content on industry trends
- Relevant infographics
- Info about company culture
and news
- Social media content & Ads
- Case studies
- Testimonials & PR releases
1.
2.
3.
Opinions don't matter. What does is
your expertise as a thought leader.

18. 18
WRITE BETTER
FACTS & STATS
Underpin the benefits with with facts and
figures linked to its performance and the
level of customer satisfaction.
LIMITED
Impossing a closing date or limited number
is a fantastic way of encouraging
immediete prompting and creates the
feeling of missing out.
STRUCTURING
Your message should always be structured well: 1. opening
hook line; 2. 3-4 bullet points stating the benefits; 3. one / two
lines highlighting key points in bold; 4. CTA.
3-FACTOR
Evidence shows you need to target customers with
three separate communications to make a sale; 1.
Introduction, 2. Target sales, 2. Follow-up.
FREE - UPSELL
Offering something for free is a great way
to draw in potential customers. It’s
important to follow up with an upsell, which
can be done via email or funnelling on the
website.
THEIR EYES
Always write from the customers point of
view. Put yourself in their shoes and ask
yourself, what is it they want?
BENEFITS
Always state the benefits of your product /
service, and evaluate this regularly so that
you can keep on top of delivering an
effective message.
SUBSTANCE
Your communication must be relevant to
the audience it is targeting. Make sure
each group your target audience so each
communication is tailored.
05
03
07
06 04
01
08 02
02
01
03
04
07
08
06
05

19. 19
3-FACTOR
Target Sales (2 days)
This is where you are selling your
product / service. It’s important that
you connect this up with your previous
message. Ensure that your website
and blog are complementing the
message.
Follow-Up (2 days)
Most customers will ignore your sales
message, so it’s really important to
follow-up. Consider offering them a
better deal, freebie, limited promotion
deal etc. Always limit the time this is
available. Keep it short & concise.
Introduction
Your goal here is to introduce yourself or your
business in an informative way, that avoids selling
anything. Talk about who you are, your
service/product and 2-3 fantastic things about it,
and always create curiosity with your teaser
message (give them a smidget of the full message,
use …which they have to fill in the blanks, an offer
which they will receive soon etc). Keep it simple
and short.
Target Audience
It’s really important to be very clear from the outset
who your target audience is. It’s highly
recommended you place your customers into
separate target groups, so each message can be
tailored specifically to them. This will increase the
likelihood of a sale.

20. 20
TELLING YOUR STORY
Story Telling
When posting a story make sure it actually
tells a thought provoking story with mostly
positive emotions. You might want to
consider chopping it up into several posts;,
a start, middle and end. This can create a
general flow and draw in curiosity.
Use Pictures
Use photos to show what you are
describing. This can make a story much
more powerful. It might be pictures
showing how a product was made. Again,
consider what emotions that picture will
present; are they positive or negative.
Then consider the impact that will have –
will it drive a sale, make readers look at
more posts?
Story Types
Stories can be part of a marketing
strategy. Plan out the various types of
stories you are willing to share. These can
be personal; how you went from a to b,
behind the scenes, how a product was
made, sneak preview etc. It’s important to be
honest about your story. Also consider what
emotions they trigger as this can impact on your
branding.
Easy to Consume
Avoid the noval story of blah, blah, blah.
You aren’t writing a book. You want to
make it easy to read and flow. That is why
breaking it up into multiple posts can work
better. A story should be a sequence of
events, or a short mini story that relates to
the post or picture.
02
03
04 01

21. 1K LIKES / 101 SHARES
81 COMMENTS
21
EXAMPLE

22. 22
ANALYSING THE EXAMPLE
Humour opening and
honesty on admitting your
failures.
Curiosity question.
Analysis what the
problems were, so others
can learn.
Analysis further what
the problems were.
States the importance in
course creation: gives
value
Gives praise; makes
others feel good about
themselves.

23. 23
ANALYSING THE EXAMPLE
Offering something for
Free.
Call to action and link.
Long winded. Could be much
shorter.
Improvements…
Unrealistic claim to create a
course and be profitable in 60
days.
The title hook by the sign up
button may insult people,
stating “failed” and draw on a
negative emotion.
Stating she spent $30k on
launching the course seems
far fetched.

24. 24
USE A BLEND OF
LONG & SHORT SENTENCES
Variety will maintain interest of the reader. By following a
paragraph or long sentence with a sentence of just a few words
you can make the reader stop and think about what you are
saying.
In this workshop you’ll learn
how to write direct mail that
generates responses. How
does that sound?
You are a tough nut to crack.
Although we have had over
2,000 responses to our special
offer, we’ve not heard rom you.
Why is that?
Many marketing practictioners
claim that you need extensive
marketing experience to grow
your business. You don’t.
Asking qustions will provoke thinking and can put curiosity and
fear of missing out on the customer if the right question is
asked, to drive them to make a purchase.

25. 25
We have 50 years combined
experience and we believe that
we deliver more for our
customers than any other
company.
USE YOU AND YOUR
MORE THAN WE, US OR I
The team looking after you have
more than 50 years combined
experience in delivering results
for your business like yours.
One of ouradvertisers recently
gained 50 new customers from
this technique What would 50
new customers mean for your
business?
If you want to create impact you must make sure the reader feels as
though you are talking to them personally.

26. 26
Please contact us to arrange a
meeting which will last
apprximetly 30 minutes. We can
meet at your place of work or at
our office.
USE YOU AND YOUR
MORE THAN WE, US OR I
Don’t hesitate to get in touch if
you’d welcome an informal, 30-
minute meeting at a time and at a
venue that suits you.
Use words that convey passion, warmth and inspiration.
Each one of our superbly
positioned bedrooms boastst
magnificent views of the
Yorkshire Dales.
Gaze out of your bedroom
window and be greeted by a
breathtaking view of the Yorkshire
Dales.

27. 27
ASK QUESTIONS
Our website services offer you
real value for money.
When did you last get real value
for money from your web
developer?
We can turn you into an
accomplished ublic speaker
capable of holding your audience
spellbound.
How would it feel to be an
accomplished public speaker,
holding your audience
spellbound?
You will benefit from a
complimentary 60-minute
marketing MOT.
What questions would you like
answered in your complimentary
60-minute marketing MOT?

28. 28
According to study by Atkinson & Shiffrin In 1968, and experiments, show that when participants are presented
with a list of words, they tend to remember the first few (stored in long-term memory)
and last few words (stored in short-term memory, Murdoch 1962) and are more likely to forget those in the
middle of the list. This is known as the serial position effect.
REMEMBERING WORDS
Long-Term Memory
Short-Term Memory
Short-Term Memory
Up to 7 last words
can be obtained
Will forget most right
away.

29. 29
CONTENT WRITING TOOLS
HACK #21
Language Tool
https://www.languagetool.org/
For accurate proofreading done in more than 20
languages, look no further than Language Tool.
More than just an average grammar checker, it
picks up a number of things those basic spell
checkers just can’t catch.
Spell Check
Plus
https://spellcheckplus.com/
instantaneously spot spelling and grammar
mistakes by simply copy/pasting your text into
this online spellchecker. If you’re looking for
something that’s both fast and effective, this is
the perfect resource to use. You can only check
in English with the free version.
1
2
3
4
5
6
Grammarly
www.grammarly.com
A word doc and chrome plug in that will compose clear, mistake-free
writing that makes the right impression with Grammarly’s writing
assistant
INK
https://inkforall.com/
Feel confident you've boosted your content for
search by optimising and writing in one place. It
gives you a good reference for content in what you
are writing.
Hemingway
http://www.hemingwayapp.com/
Use the site while writing your copy to be given a colour coded list of
errors and improvements. It’ll catch run on sentences, overly
complicated grammar, and spelling. Perhaps best of all, it’ll also return
a “grade” on the content’s readability level, in its entirety.
https://adespresso.com/ads-examples/
For inspiration in writing ads, take a look at the
examples to find out which types work best.
Ad Examples

30. 30
CONTENT WRITING TOOLS
HACK #21
Density Checker
https://smallseo.tools/article-density-checker
By using this tool you can check the ratio number of
keywords by total numbers of words. You can also
check the percentage number of and position of
words used in your article.
Grammar Check
https://smallseo.tools/grammar-checker
Similar to language tool, only that it doesn’t have as
many different languages. More than just an average
grammar checker, it picks up a number of things those
basic spell checkers just can’t catch.
Article Writing
www.essaymama.com
Find it difficult to write professional articles or
blog posts? If writing isn’t your thing consider
outsourcing it to a competent writer to check
your grammar and edit the article. There is no
guarantee they will understand your content
though.
Plagarism Check
https://smallseo.tools/plagiarism-checker
Upload your article, provide a domain or copy and
paste your article into the box and see if it is of
original content or if it already exists.

31. 31
COMMUNICATIONS CAMPAIGN
HACK #22
Communications
Scheduler
https://docs.google.com/spreadsheets/d/1vw7P_LUw3Vy95tod4Zh
xvu0X9R_d-HR4FntfmUVxO08/edit?usp=sharing
Download and use at will – please do not edit the

32. 32
Part 3
Emotions in Sales

33. 33
WHY IS UNDERSTANDING CUSTOMER
EMOTIONS IMPORTANT?
More Sales
By understanding what type of
content produces which type of
emotions, you will be in a
stronger position to make sales.
E.g knowing which words and
pictures produce the desire to
want something.
Interest
Customer will show more
interest in something if the
emotions are relevant to their
desires. For example, if they like
being amused and enjoy cycling
your video should produce
those two things.
Trust
You can build better custom
relations by understanding your
own and others emptions. It
also helps you to resolve
conflicts better.
Connections
You can create stronger
connections with your customer
if you understand the emeotions
your content produces.

34. 01
34
HOW EMOTIONS AFFECT SELLING
There are core emotions, which
are biologically determined by
the same emotional responses
for all individuals regardless of
ethnic or cultural differences.
Silvan Tomkins (1962) concluded
that there are eight basic
emotions. However, Carroll
Izard came up with 12 discrete
emotions. A study published in
the Proceedings of National
Academy of Sciences in 2017
revealed 27 emotions where six
of these core emotions were not
included. First, here’s what
affects emotions.
Colour Video
Words
02
Picture
04
03
Four fundamental ways we
communicate with
marketing. Using each of
these four areas effectively
can make a difference to
making a sale. For example,
producing the right video
can make a difference to
how someone feels about
your brand.

35. 35
THE 12 CORE EMOTIONS
Happiness / Joy
Happiness is often a feeling that
comes from a sense of safety and
security from others. As we grow
older, we begin to associate it with
the feeling of contentment. Joy,
pleasure, and satisfaction all exist to
remind us of what it is that we value
most.
Sadness
We feel sadness whenever we
experience the loss of something
important in our lives. It’s most
important purpose is to help us
process our feelings of grief and
disappointment. It teaches us to be
more introspective, resilient, and to
learn from our mistakes
Anticipation
Anticipation refers to a physiological
state of arousal that we experience
when we’re excited, anxious, or
uncertain about what’s to come.
Anxiousness is your mind
reminding you to plan ahead of time
and prepare yourself.
Anger / Rage
We feel frustrated because there is
something stopping us from getting
what we want. Anger is meant to do
more than just hit out or clench your
fist – it forces us to act and fight
against the problem we’re facing.
Rage is more intense and hostile.
Nervous excitement
means you are doing
something that
pushes you out of
your comfort zone.
Positive
Negative Negative
Positive

36. 36
THE 12 CORE EMOTIONS
Jelousy / Envy
The feeling we get when we want
what someone else has. We feel
envious of others when we perceive
that they are more fortunate than us
in some way; that they are happier,
wealthier, smarter, or more
successful.
Fear /Aguish
Fear is a basic survival mechanism to
keep us safe from potential danger.
Sometimes we feel fear towards things
that we aren’t supposed to, like failure,
uncertainty, vulnerability, and the loss
of control. Fear keeps us from taking
risks. Aguish is a more intense feeling
of immanent danger.
Disgust
Similar to fear and anger, a feeling
of intense dislike and aversion. It is
an emotional response we feel
towards something that is unhealthy
for us. Disgust makes us feel
revolted by things that go against
our most fundamental social norms.
Lonliness
Humans have a basic need for
belonginess. Because we have a
deep-seated need for social
interaction, loneliness is meant to
signal to us that we need to
reconnect with our loved ones.
Negative
Negative Negative
Negative

37. 37
THE 12 CORE EMOTIONS
Surprise
When something unexpected
happens to us. Shock and surprise
can intensify whatever emotions
we’re feeling, like happiness,
anger, and despair. When we feel
surprised, we become more
curious and alert because it forces
us to change our perspective and
adapt.
Liking / Interest
Interest is an emotion that piques
an individual's curiosity,
motivating them to look at it more
closely. Whereas liking is based
on a pleasant experience. Liking
motivates consumers to favour
familiarity whereas interest
motivates them to favour novelty.
Trust
Trust is an emotion built on our
experiences and it’s meant to
remind us of both the good and
bad that other people have done to
us so we can better protect
ourselves against emotional
pain. Often, trust and love go
hand in hand,
Guilt / Shame
Shame and guilt are two self-
conscious emotions Guilt is
the emotion we feel if we let
ourselves or others down by
failing to meet a particular
standard. Shame is a self-
conscious emotion typically
associated with a negative
outlook on yourself.
Negative
Positive
Positive
Positive

38. 38
SOCIAL CURRENCY
Naturally contagious content usually evokes some sort of emotion. Content which seems cool, different, amazing,
unique, funny, weird or scary will usually generate lots of buzz. Content currency is worth more than money itself, as
sales can significantly increase if there is a buzz about your product or service. If people can talk about it, they are far
more likely to share and shout about it, which in turn will showcase it to more people who will buy it.
Imitate
Human tendency is to
imitate what is good, which
makes them more likely to
become popular. Making
them feel good about
themselves, will drive sale,
therefore you need to
highlight the incredible
value of what you offer.

39. 39
•Easterlin, R. A. (2003). Explaining happiness. Proceedings of the National Academy of
Sciences, 100(19), 11176-11183.
•Loewenstein, G. (1987). Anticipation and the valuation of delayed consumption. The Economic
Journal, 97(387), 666-684.
•LeDoux, J. E. (2012). Evolution of human emotion: a view through fear. In Progress in brain
research(Vol. 195, pp. 431-442). Elsevier.
•Maslow, A.H. (1943). A Theory of Human Motivation. Psychological Review. 50 (4): 370–96.
•Miller, W. I. (1998). The Anatomy of Disgust. Harvard University Press.
•Parrott, W. G. (1991). Experiences of Envy and Jealousy. The Psychology of Jealousy and Envy, 1991,
3-30.
•de Jong Gierveld, J., Van Tilburg, T., & Dykstra, P. A. (2006). Loneliness and social isolation. Cambridge
handbook of personal relationships, 485-500.
FURTHER READING

40. 40
CONNECTING EMOTIONS
Source from Robert Plutchik’s
“Wheel of Emotions”, 1980.
Admiration /
Adoration
Trust
Acceptance
Boredom /
Gloomy
Disgust
Loathing
Terror / Anguish
Fear / Horror
Apprehension /
Anxiety
Rage
Anger
Annoyance /
Frustration
Interest /
Liking
Anticipation
Vigilance Extacy
Happiness /
Joy
Serenity /
Content /
Calmeness
Reflective
Sadness /
Lonliness
Grief /
Depressed
Amazement
Surprise
Distraction
Trust + Fear
=
Submission
Fear +
Surprise
= Awe
Surprise + Sadness
= Disapproval
Sadness + Disgust
= Remorse
Disgust + Anger
= Contempt
Anticipation + Anger
= Aggressiveness
Serenity + Interest
= Optimism
Joy + Trust =
Love / Liked / Nostalgia
Guilt
Shame
Disgust + Fear =
Horror
Trust + Admiration
= Attraction
Awkwardness + Sadness =
Guilt / Shame / Punishment
Anger + Annoyance
= Disgust
Annoyance + Disgust
= Iritating
Curiosity + Anticipation
= Joy / Happiness
Excitement /
Delighted
Anger + Fear =
Agitation / Stress
Sad + Fear =
Avoidance /
Withdrawn
And Two Dimensional Emotion
Romance + Sexual Desire =
Satisfaction
Entrancement + Joy
= Excitement
Envy + Disgust =
Animosity / Jealousy
Surprise + Amaz.
= Hapiness / Joy

41. 41
FEELINGS AND EMOTION
COMBINATIONS
Optimism, Courage
Hope, Pessimism
Anxiety, Dread
Guilt, Excitement
Anticipation + Fear
Joy + Fear
POSITIVE
FEELING
EMOTION NEGATIVE
FEELING
EMOTION
Anticipation + Joy
Anticipation + Trust
Love, Friendliness
Delight, Doom
Joy + Trust
Joy + Surprise
Curiosity
Submission,
Modesty
Trust + Surprise +
Interest + Arousal
Trust + Fear
Awe, Alarm
Despair
Fear + Surprise
Fear + Sadness
Shame, Reserved
We stay in our
comfort zone
Fear + Disgust
We become
stubborn

42. 42
FEELINGS AND EMOTION
COMBINATIONS
Grateful, Pleased
Calm, Content
Disapproval,
Disappointment
Unbelief, Shock
Surprise +
Sadness
Surprise + Disgust
POSITIVE
FEELING
EMOTION NEGATIVE
FEELING
EMOTION
Happiness +
Elevated
Happiness +
Serenity
Proud,
Achievement
Amused, Funny
Excitement +
Satisfaction
Joy + Pleasure
Inspired, Motivated
Respectful,
Optimistic
Trust + Admiration
Admiration + Liking
Outrage, Hate
Contempt, Scorn
Surprise + Anger
Disgust + Anger
Envy, Resentment
Sarcasm and
Confusion
Sadness + Anger
Disgust + Surprise
Anticipation

43. 43
EMOTIONAL TRIGGERS
OF WORDS
Absolutely
Admiration / To Admire
Authoritative / Authority
Facts / Factual
Faith / Faithful
Fool-Proof / Sure-Fire
Guarenteed
Proven
Reliable / Reliability
Research-backed
Saint
Scientific / Science
Trustworthy
Trust
Abuse, abusive
Anxiety, anxious
Banned
Burning out
Despair
Failure, to fail
Freaking out
Horror
Miserable
Pussyfoot
Sabotage
Steal, stolen, plunder
Threat
Fear
Awe
Jaw-dropping
Mind-blowing
Mesmerising
Spectacular
Remarkable
Enchantment /
Enchanting / To Enchant
Astonishing
Terrific
Breath-taking
Spellbinding
To beguile
To bewitch
Surprise
Austerity
Envy / Envious
Grief-stricken
Heartbroken
Hostile
Lovesick
Resentful
Shame
Sobbing / To Sob
Tearful
Teary-eyed
Troubled / Trouble
Weepy
Sadnes
s

44. 44
EMOTIONAL TRIGGERS
OF WORDS
Crap, crappy
Icky
Junk
Lousy
Nasty
Obscene
Outrageous
Repellent / To Repel /
Repulsive
Ridiculous
Scuzzy
Shit / Shitty
Trash / Trashy
Vulgar
Disgust
Annoying
Bitter
Flare up
Frenzy / Frantic
Fury / Furious
Grumpy
Hatred / To Hate
Hysterics
Irritating
Panic
Rage / Raging
Tantrum
To sulk
Anger
Charming / To Charm
Craving / Crave
Discovery / To Discover
Enthusiasm / To Enthuse
Forgotten
Inspiration / To Inspire
Little-known
Longing / To Long for
Lust
Mystery / Mysterious
Passion / Passionate
To woo
Yearning / To Yearn
Anticipation
Heart-warming
Inspiring
Profound
Blessed
Alive
Promotion
Healthy
Beautiful
Amazing
Successful
Smile
Celebrate / Celebration
Happiness

45. 45
POWER WORDS
TO CREATE PERSUASION
Sanity-Saving Tips…
Painful Truth About Accomplishing…
Learned from mistakes by following…
Nightmare turned into this great
opportunity:…
Panicked until I realised this
fantastic….
This will get you out of that danger
zone by…
Risky strategies that pay off.
Fear
(into positive phrase)
Most annoying,
pretentious
business/marketing…
Most arrogant…sales
techniques.
Payback using this
great…
Dishonest…techniques /
sales pitches made more
honest.
Is this a scam? Or the
best hack ever?
Amazing
Astounding
Awesome
Badass
Belief
Blissful
Legend
Marvelous
Mind-blowing
Miracle
Perfect
Persuade
Phenomenal
Encouragement
Total Money Makeover
Money-Saving Tips
Bargain Basement Items
Cheap items / Cheap
way of…
Lowest Price
Pay Zero
Giving Away
While They Last
Last Chance / Expires
Instantly get…
Liking / Interest
of Greed
Always end with a positive
Anger
(into positive phrase)
Always end with a positive

46. 46
EXAMPLE'S
Fear into a positive and
Greed / Liking
Encouraging
Anger into a positive
Greed / Liking

47. INSTANTLY
BECAUSE
FREE
YOU
NEW
01
02
03
04
05
5 MOST PERSUASIVE WORDS
…in the English language:
47
Gregory Ciotti, 2012,
Copyblogger.

48. 48
EMOTIONAL TRIGGERS
OF COLOUR
Growth
Balance
Properity
Hope
Associated with Wealth
Reassurance
Healthy
Passion
Energy
Exitement
Confidence
Action
(creates urgency)
Desire
Anger / Fear
(frustration / stress)
Responsibility
Success
Trust / Security
Honesty
Authority
Serenuty
Intelligence
Trust / Security
Sadness
(punishment)
Optimistic
Extrovert
Motiviation
Optimistic
Uplifting
Rejuvenating
Friendliness
Fun
Alert
(creates a call to action)
Red Blue Green Orange

49. 49
EMOTIONAL TRIGGERS
OF COLOUR
Creativity
Respectable
Original
Spirituality
Individuality
Quality
Royalty
Soothi / Calm
Happiness
(reward / achievement)
Enthusiasm
Friendliness
Optimism
Confidence
Grabs Attention
Longevity
Modernism
Calm
Pure
Clean
Simplicity
Serious
Classic
Tradition
Power
Sleekness
Purple Yellow Grey
Black
White

50. 50
MOST POPULAR COLOURS
Green
Blue
Purple
Research conducted by Philip Cohen, a sociologist from the University of Maryland, asked 2,000 men and women in 2012
what their favourite colour was. The top 3 were…

51. 51

52. 52
EMOTIONAL TRIGGERS
OF VIDEO
A study involving over 800 people watching over 2,000 video clips revealed which emotions are
produced. Here are the top 2 emotions each type of video clip produced.
Disgust Horror Fear Anxiety
Horror
Awkward
Disgust
Anger
Horror
Confusion
Horror
Fear
The study
results:
https://s3-
us-west-
1.amazona
ws.com/em
ogifs/map.h
tml#

53. 53
EMOTIONAL TRIGGERS
OF VIDEO
Awkwardness
Amusement
Adoration
Joy
Admiration
Amusement
Confusion
Joy
Awe
Joy
Amusement
Awe
Adoration
Joy
Adoration

54. 54
EMOTIONAL TRIGGERS
OF VIDEO
Awe Appreciation Craving Calmness
Appreciation
Interest
Awe
Calmness
Interest
Appreciation
Appreciation

55. 55
EMOTIONAL TRIGGERS
OF VIDEO
Entrancement
Confusion
Nostalgia
Romance
Sexual
Desire
Appreciation
Interest
Disgust
Awkward
Joy
Amusement
Sexual Desire
Appreciation
All equal
depending on
the type of
sexual video
shown.

56. 56
SCALING EMOTIONS
10 10
0
5 5
Negative Positive
Neutral
Rage Ecstasy
Joy
Excitement
Serenity
Reflectivenes
s
Sadness
Grief
Anger
Annoyance
Apprehension
Fear
Terror
Horror
Loathing
Disgust /
Envy
Boredom / Distraction
Surprise
Surprise
Withdrawn
0.5 0.5
Attraction
Amazement
Anticipation
Trust
Interest
Liked
Acceptance
Aggressive Anxiety Optimism
Frustration
Love
Satisfaction
Vigilance
Admiration
Submission
Awe
Contempt Irritating
Stress
Nostalgia
Adoration

57. 57
ACTION FROM EMOTIONS
Happiness / Joy /
Love / Pleasure /
Interest / Trust
We tend to share
Increased brand
awareness
Sadness / Shame
We empathise or
focus on the
negatives.
Increased giving or
withdrawn
Surprise / Fear /
Anxiety
We stay in our
comfort zone
Impulse towards
action if scarcity
tactic used or
uncertainty
Anger, Passion,
Irritation, Despair,
Disgust
We become
stubborn
Viral content is
likely to be
received negatively
Achievement /
Pride
We create deep
connections
Increased virality /
word of mouth
marketing to like-
minded customers
EMOTION
ACTION
IMPACT
Low High Medium High Low
AROUSEL

58. 58
Part 3
Persuasion

59. Your opinion only
matters to you, not
to them!
Your not buying
the product – they
are!
If you feel that
something should be
green, but 10 people
say blue, then those
10 over 1 are
probably right.
Your convincing
them with your
product or case
studies, not with
your opinion.
YOUR OPINIONS DON'T MATTER!
…TO OTHER PEOPLE
59

60. 60
Tell stories that capture attention
Use Imagery and emojis/ticks
Use Genuine Communication
CLICHÉ FREE ZONE
When engaging on social media or in
person you want to avoid over selling and
using cliché phrases. Likelihood is they
have heard it all before, so be more clever
with what you say. It’s important to make
some of your posts fun, but don’t overdo the
emojis ;)

61. Choose some of the words from the list on the
“secrets of communication” eBook, and sprinkle
them throughout your content.
Determine the desired action (call to action) you
want your prospect to take
Determine the exact emotional state that will
drive that action.
3
1
SNEAKY PERSUASION
HACK #23
Objective
2 Emotions
Select
keywords
like, share, read, sign
up, subscribe,
comment, buy etc
curious, relaxed,
fearful, inspired etc
?? emotional areas to
choose from
61

62. 62
Demonstrate that you understand
their concerns: spot their concern and
summarise them!
Connect with them emotionally through
empathy
Ultimately, you want to them to say these
words…
“I see that you care a lot about…” / I can
see how hard that you work to…” / “It
seems like…” / “It sounds like…”
This makes them feel like they were
treated fairly
“That’s right” – the more they say it, the
more likely they will commit.
SECRETS OF NEGOTIATION
HACK #24
1
2
3
Know how to engage with your leads and prospective
buyers…

63. 63
Use the 2 open
questions rule
Empathise with their
situation
Counter 1-3 times.
Don’t over do it!
Counter
That’s better, however I still
don’t see how I should pay
that when I can’t afford it
and still get it cheaper
elsewhere, what can you
do?
Open Questions
How can I afford that if I only
earn this and your increasing
the price based on…… when I
can get it cheaper elsewhere / I
value your opinion, so what
can you do to solve my
problem?
Emphasis
I can see that you want to
increase……………
because you value it
more than others….
1
2
1
1
2
1
3
3
SECRETS OF
NEGOTIATION
HACK #24
From a customer pont of view…

64. SECRETS OF NEGOTIATION
64

65. HOW TO MOTIVATE OTHERS
65