Being Argumentative & Confrontational in Your Research, But Using The Soft Sell In Your Advertising for giga-chad conversions?
Or in other words– learning how to be both a skeptic and an apologist at the same time.
If you’ve got an idea, an offer, an ‘angle’ that’s so good…
You better do your damn best to see it to the end– don’t waste a single ‘drop’ of a good idea — and make sure that you see it to the end… building out the entire case of this argument.
So… let’s take a look at how being skeptical and being an apologist helps you to do this.
Being skeptical helps you to really understand the lines of reasoning that you use to build up your case — you’re playing the ‘destructive’ role here — tearing everything apart, critically analyzing and seeing how a case is put together.
I’ve talked about this in yesterday’s post — where you’re going beneath the surface, and really expanding your capacity to ask ‘why?’.
So you can just see that to get a better understanding there.
Now — once you’ve found the most ‘persuasive line of reasoning’ — or the line of logic that flows the best — that sells the best — that speaks to your customer the best…
It’s time to commit to that idea — and to go on the ‘defensive’.
Imagine that you have to hold on to this idea for your dear life.
Imagine that this angle that you’ve put out — your life depends on it…
What would you say to defend it?
What kind of facts would you ‘pull together’ to make sure that it sells — even in the eye of the skeptic?
The skeptical part of your research should help you to find out what all the ‘holes’ are in your argument — so now it’s time to ‘clean it up’ and to make sure that you’re able to fully see this idea to the end.
And when you’re being an apologist, someone who offers an argument in defense of something controversial… or ‘contested’… you need to have the extra discipline to tie up the loose ends that your skeptical mind has created.
Leaving no stone unturned — leaving no ‘open loop’ unanswered.
Yes, people tell you to ‘write open loops’…. but you still do need to close them in the end — to show that you know what you’re doing… especially when you’re reaching the sale.
Unless you’re selling an info product, then sure — open loop all you want, but if you’re selling an idea — you need to close that idea — to make sure that they come to a new worldview — and that this new ‘worldview’ is seemingly ‘airtight’… and has no ‘gaps’ which leak logic and persuasive power.
That’s the magic when you integrate both the skeptical mind — and the mind of an apologist as well. See how I closed the loop, that I opened at the start?