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As more conscious companies come into prominence, “business as usual” copywriting is looking rather obsolete and outdated.

“Creating the Problem And Then Selling 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?

Change the game of marketing.  Join the Evolved Copywriting discussion.

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.

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 to make a purchase that will benefit their life through an authentic desire to serve them.)

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 to 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 as it convinces 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.

As Evolved Entrepreneurs, we can pave a positive path forward with core values that change the way business is played by utilizing the Evolved Copywriting principles to lead the field with Authenticity, Transparency, and Vulnerability.

Authenticity + Transparency + Vulnerability = Trust

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 wholeheartedly embrace who you truly are. 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.

Personal brands are notorious for being inauthentic representations of the real people concealed behind the smoke and mirrors of marketing strategy. Often, so much energy is put into projecting a facade that “converts” that it’s hard to believe what you see.

On the contrary, when a personal brand is built on ATV, it feels like a breath of fresh air. In this example of authenticity, performance coach Nathaniel Solace is creatively conveying how much he cares about the unrealized 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. He’s being himself and having fun while keeping it real, which is congruent with who he is as a person in real life.

Transparency — Be open about your agenda. Make your intentions clear. Prove it through your actions. Going beyond the surface to share to get to what’s deeper.

“A lack of transparency results in distrust and a deep sense of insecurity.” – Dalai Lama

“Honesty and transparency make you vulnerable. Be honest and transparent anyway.” – Mother Teresa

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.

“Vulnerability is the core, the heart, the center, of meaningful human experiences… … Vulnerability is about sharing our feelings and our experiences with people who have earned the right to hear them. Being vulnerable and open is mutual and an integral part of the trust-building process.” ― Brené Brown, Daring Greatly: How the Courage to Be Vulnerable Transforms the Way We Live, Love, Parent, and Lead

In this piece from the main sales page on his site, master of vulnerability James Altucher readily exposes his “weaknesses” in a story about how he came from nothing, made a fortune, abused his abundance and irresponsibly lost it all.

By sharing the story of his plummet from prosperity, he progressively builds trust with his audience by illustrating his compulsive, addictive behaviors and grandiose recklessness. Ironically, although conventional logic would suggest these character traits would certainly cause someone to distrust him, his willingness to be transparent and authentic about his past is what compels readers to discover how he pulled himself out of such tragic circumstances.

The way he presents the story, he positions himself as an expert at destroying his life, as well as rebuilding it from the ashes into the massively successful career he’s since created. As a reader, it’s easy to conclude that his products will add value to your quest to solve your own problems.

James has also integrated the other ATV principles into most of his writing and overall expression, consistently publishing content that is so raw and real I get excited to see his emails and learn more about his journey through life and business. His monumental success in his field can certainly be attributed to his unique voice and loyal followers, fueled by his use of ATV.

As evidenced from the examples above, implementing these pillars requires a paradigm shift from “convincing” customers to buy to truly falling in love with them, being on their same side, and treating sales as a service rather than a predatory exchange. Here’s what Yanik says in Evolved Enterprise:

“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.

Change the game of marketing.  Join the Evolved Copywriting discussion now!