Psychology, Persuasion And Influence Triggers Used... And How You Can Use It For Your Own Campaigns

1. The Copywriting Secrets Of A
Lending Club Direct Mail
Psychology, Persuasion & Influence Triggers
Used... And How You Can Use Them For Your
Own Campaigns

2. Psychology, Persuasion And
Influence Triggers Used... And
How You Can Use Them For
Your Own Campaigns

3. The Copywriting Secrets Of A
Lending Club Direct Mail
When I was first introduced to the world of direct-response marketing the idea of swipe files
were very foreign to me. But after a while I start to start to get the hang of it.
It reminds me of how we used to create (conceptualize and illustrate) ads back in university (I
studied Fine Arts major in Advertising under the tutelage of the most persuasive institution
in the world, The Pontifical University of Santo Tomas). We would look at advertisements in
magazines. And recreate them in-line with the current theme of our plates (no, not that plate
you use for eating, it's the plate that leaves artist-students lacking of sleep and social life).
Sometimes the taks would be to create type-driven ads, sometimes big images, then one time
with the use of the rectangular composition popularized by Piet Mondrian.

4. The Copywriting Secrets Of A
Lending Club Direct Mail
Swiping in the direct response world is different but the same. Different that instead of
looking for visuals we look mostly at psychology, strategy and persuasion tactics used behind
the swipe. And the same that we "model" the original and see how it can work for our
current aim.
Over the next few days I will start breaking down of financial copywriting in regards to how
they use direct-response principles, what psychology they are using behind them and what
persuasion triggers are they activating. I will then jot down ideas on how you and me can
possibly make use of these learnings in our current and future projects.

5. The Copywriting Secrets Of A
Lending Club Direct Mail
To start of this series, we're breaking down this amazing direct mail piece by the Lending Club. The swipe
can be found here: http://swiped.co/file/lending-club-direct-mail/
I also encourage you to follow the work
Mike Schauer on swiped.co as the work he's doing there is amazing. It's helping many marketer, copywriter
and business owners like you and me craft more effective copy. And sell more of our good wares.
Let's start!
Sidenote: It would be best to read the have the letter beside as you read this article. Either in a new tab or
window. Here is the link again: http://swiped.co/file/lending-club-direct-mail/

6. I. Benefit Driven headline
In the headline Lending Club introduces themselves,
the name of their program and what it can do for you.
Swipe This:
Introduce yourself, your program and the benefit.

7. I. Benefit Driven headline
Examples:
Mortgage Experts
Best Decision
If You're Looking To Purchase A Property Then Our Experts Will Help You Make The Perfect Buy
Detective Discovers The 5 Ways Fraudsters Victimized Pension Holders... And How To Catch Them
By Great Life Insurance' Pension Protection Program
Great Life Insurance
The Educational Fund Guide
So You Can Decide For Yourself Confidently

8. II. You Are Special
You've already been pre-approved...
Blair Warren talked about this in his book, Forbidden Persuasion Keys. How
Cults make new recruits feel unique, special and gifted. And it's very powerful.
You might notice this used on you when you got inside a new club in university.
Or when you got inside your fraternity.
Other effective sales letter makes use of this persuasion tactic too. Making you feel
special by starting off the letter with something like, "You are one of the 10 select
business person we have selected to be qualified for this special offer wer're about
to make..."

9. II. You Are Special
Swipe This:
Say that they are pre-selected
Examples:
We have been looking for the right Progressive Small Business Owners to offer this special Financial
Program we have and you are one of the 23 qualified business owners based from our extensive research....
We have reviewed your investment portfolio and this is our special gift to you....
As one of the best patrons of our business we are giving you this rare opportunity to...

10. III. Labelling
In relation to the "You Are Special" change mechanism Labelling is also another
aspect of that influence trigger. Tribes by Seth Godin also talks about something
on this line. Notice how clubs call members. Toastmasters, networking groups, bni
members. And nowadays facebook groups: cult of copy- cult members, screw 9 to
5 - scroupies, 7 day startup - starters, side hustle nation - sidehustlers. Pop culture
also make use of this: fans of Justin Bieber - Beliebier, One Direction -
Directioners, Lady Gaga - Little Monsters, Major Lazer - Major Lazer Squad.
Then for copywriters: Makepeace address his readers Business Builders. For fans
and members of the Fastlane forums we label people fastlaners, sidewalkers and
slowlaners. Then for the warrior forum it's warriors.

11. III. Labelling
There's a scientific study on this where they saw a significant
increase in attendance during the election by simply calling
people as "politically active."
Swipe This:
Business Builders
Examples:
Investing newsletter - Smart Investors
Money lenders - Supporters of Entrepreneurship
Family Insurance and Education Fund Holders - Responsible
Parents

12. IV. Good Reputation
Dale Carnegie on his classic book "How To Win Friends And Influence People"
have a story inline with this too. He calls it give a "Dog a Good Name." Basically it
recommends that if you give people a good reputation they will do their best to live
up to that.
I remember when I was practicing Judo back in the University, I was one of the
skimpiest and weakest player in our team. But when my seniors graduated and
became to busy to attend practice our coach called me began addressing me with a
"Sir" and putting new recruits under my training. So I really did try to live up to
the reputation. And when he put me into Randori (sparring) matches with the
juniors, I worked damn hard and played more seriously to live up to that
reputation.
I also sometimes call this good peer pressure.

13. IV. Good Reputation
Swipe This:
You are one of the few good business owners.
Examples:
You are one of the smartest investors we have ever encountered. I know how
much you value and profit from expert advice. So ....
For people like you who look at the long-term plan and are in this investing
venture for the long-haul. Experience, stability and history are top priority in
your list when considering a bank to entrust your....
Dream-Realizers, Time is of value and time will never come back again. And
money can help you make the most of that time. And when money takes time to
acquire, Moral Lenders is your friend.....

14. V. So Easy
You could pay as little as this for your loan...
By making things seems so wonderfully easy for them. You make them
hard to not read on, even though they might be thinking twice. Saying to
themselves, "This is too good to be true. There must be a catch here
somewhere. Let me see more into this."

15. V. So Easy
Swipe This:
As little as
Examples:
For the minimum investment of
So easy even a 3-year old can
You can easily get this special offer
For only $5.00 you can
Fun and easy ways to
Great stuff for under $5.00
The easiest
The easy way to

16. VI. Options
3 ways to get your free quote
Some copywriting teachers have taught
That it's best not to give readers much
Options on how to reply as this might
Lead to analysis paralysis. Yup some people can be so lazy to choose that
they don't choose at all. They would say they would choose later, but
never really get to it.
I saw some letters addressed this issue while maintaining several options
by labelling the different ways to reply somethins like this.

17. VI. Options
Swipe This:
Talk to a person - by phone
Comfort of your home - online
Classic old school - by mail
Examples:
Fastest - by phone
Most convenient - online
James Dean Style - by mail

18. VII. Reason Why
Only available to you here's why...
People with psychology background call this influence
mechanism, "Justification."
Dr. Robert Cialdini did a study on this when they tested someone
cutting over the long line to the xerox machine by simply adding
the word because. Some of the reasons that follow that word were
not even good reasons. Like can I cut in line because I'm rushing.

19. VII. Reason Why
Swipe This:
Here's why
Examples:
Because
The reason is
So that

20. VIII. Curiosity Gap
You may also call it an open loop. Basically it's a cliffhanger. You
know that tricky tricky thing that happens in your mind that you
can't stop binging on your favorite tv series. Or can't stop
reading your favorite book. That's the culprit here. And he's very
irresistible.
And in this letter it maximizes it further by delaying your
gratification and intensifying your thirst by telling you the
benefits, then comparing the offer to other options, then
mentioning it's free, then telling two relevant stories... Then
finally closing the gap.

21. VIII. Curiosity Gap
Swipe:
Delay gratification and intensify thirst.
Examples:
Fill it up with benefits
Comparison to other options
Problem aggravation about the challenge
They're facing
Solution aggravation about how
Wonderful it would be to solve it
Reason why we qualify
Why it's so easy
Story with the conclusion as the curiosity gap closer
Address the basic objections
1. I don’t have enough time
2. I don’t have enough money.
3. It won’t work for me.
4. I don’t believe you.
5. I don’t need it.

22. The Copywriting Secrets Of A
Lending Club Direct Mail
So there you are. Psychology, persuasion and influence triggers
used in the Lending Club’s direct mailer. Make use of them in
your own marketing campaigns. And if you have questions,
suggestions, ideas to add into this. Do let me know, I would love
to hear your thoughts. Finally, expect to see more posts like this
from me in the coming days and weeks.

23. The Copywriting Secrets Of A
Lending Club Direct Mail
Gerome Soriano
Financial Copywriter
P.S. If you ever need assistance with financial
copywriting you can contact me on LinkedIn here:
https://ph.linkedin.com/in/geromesoriano