Persuasion is bigger than copy - you can find it just about anywhere. Anywhere someone is trying to convince someone else to do something.
This could be a classroom, this could be 3 wise men knocking at your door, wanting to talk to you about Jesus (pbuh), this could be a sinister and cunning politician trying to manipulate the masses - and this could be media.
Hollywood movies for example, are full of very persuasive dialogues. A movie is no good if it's not persuasive and when you write a dialogue, it has to be at a high pitch or it's a complete failure.
In this post we are going to discover a famous copywriting hack known as "damaging admission" and I picked two scenes from two different Hollywood movies to prove my point.
The Damaging Admission
Since the video is here to explain the concept, I'd only define what a damaging admission is.
You use a damaging admission when you know that you have a clear disadvantage, that your target market (at least solution-aware prospects) is aware of your disadvantage and you have to turn it into an advantage.
The biggest benefit of the damaging admission is that instead of sounding like a right ****ing idiot, you come off as a businessman who is honest and fully aware of his weakness.
I'd be back with another post from this series, till then.