The Art of Evolved Expression and Ethical Persuasion

Mastering the art of Evolved Expression and ethical persuasion is a surefire way to set yourself apart from the competition, build trust with your customer base, and drive higher profits for your business.

Hi, David Weber here. I’m a student rooted in the movement of using business as a force for good, and I am fascinated by how the majority of copywriters choose to get their messages across.

As more conscious companies come into prominence, “business as usual” copywriting is looking rather obsolete and outdated.

Create the Problem Then Sell the Aspirin Is Not the Answer Anymore

So many copywriters are taught to appeal strictly to pain and fear to persuasively “convince” their prospects to buy a product. When a company goes to market a product or service, most commonly their primary intention is to get the highest conversion rates possible by using these tried and true methods.

This appears to make perfect sense for business and for the bottom line…but what impact does it have on customer satisfaction, brand loyalty, and company culture — and more importantly, why should you care?

At Underground Online Seminar last year, Kimbal Musk said, “Trust is the currency of our generation.”  

How many people do you know who TRUST marketing? The number is slim at best. The more I learn about copywriting, the less I trust (most) marketing and ad copy.

And this trend will only continue to get worse….

In the next ten years, millennials will have claimed the critical mass of customer demographics worldwide. Millennials value authenticity, transparency, and making a difference in the world. They choose authentic marketing and are more skeptical than ever of typical “sales language.” They turn a deaf ear to it.

** The largest living segment of our economy—millennials—represents $2.45 trillion in spending power and is 60% more likely to engage with brands that discuss and act on social causes, according to Cone Communications. **

And they’re not alone…. Statistics show that this trend is actually influencing people of every generation, and it’s growing at a rapid rate.

To survive and thrive in the coming shift away from “business as usual”…   

…it’s up to you to cultivate trust and transparency among your customer base, which is a supremely wise decision. As human beings, we WANT to trust people. We want to feel safe, not suspicious. It’s in our nature.

In fact, it is our DUTY as entrepreneurs to solve problems by creating value. Trust is a currency that drives value. The rampant black-hat tactics & abuses of predatory persuasive power in copywriting have given our industries a bad rap.

At Evolved Enterprise, we are shining a spotlight on the NEW way to ethically market that outperforms the OLD way. To take the road less traveled, forging a path of positivity paved with values like Authenticity, Transparency and Vulnerability at the foundation of our message.

Enter — Mastering the Art of Ethical Persuasion.

What is “ethical persuasion”? I’d define it as ‘innocently inviting someone to do or believe something that will directly benefit them’.

[When used in business, it’s the art of innocently compelling a customer, through an authentic desire to serve them, to make a purchase that will benefit their life.]

Let’s face it… persuasion has a bad rap nowadays.

We’ve all seen the countless Facebook ads with self-proclaimed experts posing as something they’re not in an attempt convince unsuspecting consumers to buy some get rich quick scheme from them.

Or the fear-mongering marketing scheme featuring ad copy that makes you feel a sense of urgency and have a minor anxiety attack while you’re reading it, convincing you to purchase the product without hesitation in order to meet the newly created need.

The above are examples of forcefully manipulating a customer’s mind into buying, and they are far too prominent (and outdated) in an age where trust is the currency of our generation.

However, as we adopt the Evolved Copywriting principles and lead the field with Authenticity, Transparency and Vulnerability, we can pave a positive path forward with core values that change the way business is played.

When we wield the power of heart marketing and ethically persuade customers to trust us, they are far more likely to buy, open our emails, write reviews, and spread the word to their tribe.

These are the three key principles to Evolved Expression:

Authenticity — Keep it REAL. Walk your talk. Have fun! Be true to yourself and your core purpose. Let go of who/how/what you think you’re ‘supposed to be’ and embrace who you truly ARE, wholeheartedly. To be yourself, fully. Originality in action.

In this example of authenticity, Performance Coach Nathaniel Solace is creatively conveying how much he cares about the unactualized potential of his clients (losing my shit) while he hits on their key pain points, building trust and disarming skepticism by adding a personalized touch of humor at the end.

 

Transparency — Be open about your agenda. Make your intentions clear. Share your story.

It’s Black Friday, the day in the year retail turns from red to black and starts to make real money. But Black Friday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red We’re now using the resources of one-and-a-half planets on our one and only planet.

Because Patagonia wants to be in business for a good long time – and leave a world inhabitable for our kids – we want to do the opposite of every other business day. We ask you to buy less and to reflect before you spend a dime on this jacket or anything else.” – Patagonia

In a masterful use of transparency, Patagonia gives compelling reasons to “discourage” customers from buying anything at all, while taking the pattern-interrupting, attention grabbing nature of the ad to put their environmental stances, B-Corporation for-benefit values, and revolutionary Common Threads Initiative on full display.

“This might be a bit of reverse psychology since sales were up 40% for a two-year period following this ad. I doubt it’s just attributed to this campaign, but I think it’s a long-term mindset about the purpose of business that’s espoused by Rose Marcario, the CEO of Patagonia, here:

“Business can be the most powerful agent for change, and if business doesn’t change, then I think we’re all doomed. Business that puts pro t above people and the environment is not going to be a healthy and sustainable way for us to live and for the planet to survive.” – Evolved Enterprise

Vulnerability — Transparency & authenticity both require vulnerability — the ability to be open/prone to attack from all fronts in order to be seen/heard fully by those who are meant to receive your message or truth. The more in touch you can be with your vulnerable self, the more universally your message 
will be received.

In this piece, straight from the Evolved Enterprise sales page, Yanik exhibits vulnerability by admitting that most people’s perceptions of his success were inaccurate. By sharing his personal story of being unfulfilled, he naturally connects to the universal pain points of his audience, builds trust and establishes common ground while enrolling them in the solution he found for himself — which is in their best interest… (leading them to buy the book).

 

Implementing these pillars requires a paradigm shift from “convincing” customers to buy… to truly falling in love with them. Being on their same side. To treat sales as a service, rather than a predatory exchange. Here’s what Yanik says in the Evolved Enterprise book:

“And if you really are in love with them, wouldn’t that mean you must do what’s in their best interest? Sometimes this means no sale—but other times it means you must do everything in your power to get them to buy because you know the positive results they’ll have. If you love your prospect, you would be doing them a disservice to not get them to purchase. It’s a subtle difference from a consultative sale, but it is dramatic—almost evangelical. Again, if there’s true love with the product or service, that also creates a higher-level engagement with your customers/members/clients.”

  

Now, this doesn’t mean we’re suggesting you throw out the baby with the bathwater and abandon what every copywriting book on your shelf has been preaching since before the Internet. We’re simply empowering you with a deeper understanding of how to “have your cake & eat it too.” To truly provide the service you want and impact in the world – while dramatically increasing your profits.

It’s undeniable that the climate of marketing is changing, and mastering the art of ethical persuasion is an essential tool in adapting your business and brand to meet the rising demands of the coming business shifts that will change everything.

There is virtually limitless opportunity for educated, evolved entrepreneurs who are ready to capitalize on this growing trend and make a difference along the way.

We are sounding a clarion call for business owners and copywriters worldwide to step up and embrace the shift towards deeper authenticity, transparency and vulnerability in your marketing. Here at Evolved Enterprise, we believe applying the ATV pillars are essential to operating any world-positive, for-benefit business.

Interested in learning more about leveraging the art of ethical persuasion to create a tribe of raving fans, deliver greater impact, and drive higher profits?

In the spirit of transparency, we're considering doing an Evolved Copywriting course featuring a unique team of ethical persuasion experts, but we want to make sure that we are fulfilling a desired need for you. If you're intrigued by these ideas, click here to join the discussion and notification list about Evolved Expression.  Plus you'll get some pretty cool bonuses for it as well!

 

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