Subtle Words That Sell

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Are you sick of the same old, worn-out sales scripts, assumed closures, tag questions, and other outdated nonsense? Don’t fret because Paul Ross is here to transform your promotions with the power of words.

Guest: Paul Ross is an author, speaker, and trainer who has taught thousands of people the power of words to persuade and sell “good decisions”.

[01:20] The podcast delves into the psychology behind the influence of words on our decision-making, using imagery to sell, how a consumer thinks, and more!

[01:30]  “No vision, no decision”:

  • The late Jim Camp, author of “Always Start With a No”, arguably the world’s most feared negotiator of his time, famously said, “No vision, no decision.”

  • Jim was referring to the human ability to imagine outcomes in their mind before these outcomes play out in real life.

  • The old saying “Seeing is Believing” could be one of the most powerful persuasion lessons ever taught.

  • If you can get people to imagine themselves owning and using your product, their brains can’t tell the difference between dreaming about it and actually doing it.

  • It explains why the world’s richest companies invest so much money into imagery advertising, creating motion pictures around their products, and product placements and sponsorships. They want you to see it, so you buy it.

  • You can plant mental movies into your customer’s subconscious using simple words and phrases.

[03:58] Don’t sell products; sell good decisions:

  • You have to understand that your product or service is fundamentally a commodity.

  • Your potential customer needs to be able to come to the decision that they want to get that product or service, and they need to feel good about it.

  • Nowadays, your prospect often doesn’t trust their ability to make a good decision, and they’re too distracted to make a good decision. You have to break the paradigm and come up with a completely different model of how to do things.

  • People won’t buy from you unless they know you, like you, and trust you. They have to trust themselves, and people just don’t trust themselves as much as they used to.

  • The second part is you need to sell good feelings about the decisions.

[06:14] How to prevent buyer’s remorse?

  • What happens if your customer buys from you and they later don’t feel good about that purchase? Buyer’s remorse.

  • Just because your client or prospect makes a decision doesn’t mean they’re going to feel good about it. You have to engineer their feeling good about the decision using commands, suggestions, stories, and that kind of thing.

  • Expanding their mind to include possibilities and ideas that they didn’t think they deserve, that they didn’t think they were capable of and that they didn’t think was possible for them.

  • At the same time, you’re narrowing their focus so they’re totally focused on your message because people are totally distracted.

[08:24] The Power of Words:

  • Words are extremely powerful. Words, and language structure consciousness, shape decisions, and drive behavior.

  • If you can influence the words that people think in, then you’ve really got them driving in the right direction that you want them to go.

[08:56] The necessity of believing in your product:

  • It’s just as important to convince other people or to use words to sell to other people as it is to sell to yourself. Because until you’re the one sold on whether an idea or a product, you can’t really go on and transfer that belief or vision onto your customer.

  • Just because you believe in yourself doesn’t mean your client’s automatically going to believe. That’s what selling is about.

  • It’s about being so clever in the way that you get that belief across that it becomes a bridge rather than a turnoff.
  • If you’re too enthusiastic about what you do, you can actually turn your customer off. Enthusiasm can come across as desperation, and we definitely don’t want to do that.

[12:00] Why should you be vague?

  • When you’re vague, people will fill in the blanks for themselves.

  • Who doesn’t seem like a know-it-all, sets them up to imagine their own reasons.

  • If I don’t know exactly when they’re going to find themselves fascinated, the presupposition is they’re going to find themselves fascinated for their own reasons, not because of my reasons.
  • Learning when to be vague, particularly if you’re doing things online, I would start out being vague with an online video.

[14:53] Do video sales letters work?

  • I’ve used them primarily in those parts of the presentation where I’ve introduced the offer and now I’m at a point where I’m overcoming objections or I am telling them to take action.

  • I don’t have any data to confirm I didn’t split-test it, but obviously, it says that it’s like snow.

  • The unconscious mind processes language based on formats. It bypasses the conscious mind and goes right into the unconscious mind.

  • So consciously you don’t remember the words. Now you have to practice.

[17:54] Do THIS to become a good seller:

  • Practice everywhere, don’t just practice in your selling online or in your business.

  • If you really want to get good at selling, you have to know when to be specific and when to be vague. There’s a time to be specific, there’s a time to say, so here are the benefits.

[19:51] Use this technique for copywriting:

  • It’s a technique I learned from another copywriter, which has a basis in logic.

  • You just take a number divided by the number of days, but nothing logical about it.

  • I would like to encourage our listeners to go and get the book. You can either get it by texting the word “subtle” to the number 76626, and you get the downloadable version.

[20:03] Paul Ross’ Future Plans:

  • I’m in the process of creating a video course on sales confidence, a video course on destroying objections, and a video course on eight subtle words to sell anything, anytime.

  • You’re going to get those spaced out over a couple of weeks. So you’re getting a lot of goodies. It’s not just a downloadable copy of the book.

[21:17] Destroy Objections:

  • One of my favorite topics is destroying objections.

  • I have five different ways to do it, and one of my favorites is what I call counter examples.

  • I first have to tell the story to get the point across. Many years ago, I used to be a dating coach, and I took a client out. He paid me a lot of money and I took him out for a night to a restaurant with a lounge area. Despite my best efforts, this guy was just miserable. Even though I was telling him what to say, he just wasn’t doing well.

  • I saw this beautiful young lady, and I said, “Oh, there’s a lovely lady waiting for her cab.”

  • Now, for some reason, it went the wrong way. She was furious with me. My client got really red in the face. The veins bulge out in his forehead. And he went to charge her, and I stopped him.

  • Now she burst into tears and came running over to me, threw her arms around me, kissed me on the cheek, and wept while apologizing.

  • There are some real takeaways in this story. This is not a story about meeting women. This is a story about something else.

  • I made it about the fact that this was a human being in pain and they were responding in a certain way.

  • Not a confidence dependent on pumping yourself up, but on reframing language. I think you can see the benefits of that. So anyway, I did make it about her. I didn’t make it about me. I broke the pattern of her expectations.

[26:02] The Power of Pattern:

  • The power of the Pattern Interrupt is extraordinary because people are pattern-making machines.

  • People behave in expected, predictable patterns of behavior, and we make patterns all the time.

  • I’m using words to recall memories that paint vivid mental images, mental movies.

  • When you interrupt people’s patterns, they become very suggestible because they don’t know what to do. And if you don’t like the word suggestible, consider the word leadable. They become easily led.

[32:15] If Paul Ross could go back in time:

  • I would say be smarter about women, be smarter about money, and be humble because you never know when the shoe is going to drop.

[33:18] Igor’s book on email marketing:



Igor Kheifets is an amazon best-selling author of the List Building Lifestyle: Confessions of an Email Millionaire.

He’s also the host of List Building Lifestyle, the podcast for anyone who wants to make more money and have more freedom by leveraging the power of an email list

He’s widely referred to as the go-to authority on building large responsive email lists in record time.

Igor’s passionate about showing people how to live the List Building Lifestyle.