Green Buttons Versus Red Buttons In Copywriting
In a previous blog, I wrote about a powerful technique that Russell Brunson calls “Trial Closes.” Trial closing is basically when you ask your prospect questions that they’re most likely going to say “yes” to. This creates the momentum of getting your prospect in the habit of saying yes so that when it’s time to ask for the sale, guess what their answer will be…?
Apparently, Joe Sugarman calls a similar technique “Patterning.” Patterning is the same concept, but not only are your questions starting or ending with “wouldn’t you,” “couldn’t you,” or “don’t you,” you’re also mirroring your prospect in the physical plane. You mirror your prospect from the way you dress, head nodding, and mimicking other forms of body language.
Essentially, these two techniques revolve around one important concept: aiming for “green” buttons and avoiding the “red” buttons.
Learn more about trial closing in the blog: Closing Sales With Rhetorical Questions.
Green & Red Buttons
So what’s the deal with green and red buttons?
Basically, you’re following the same concept of a traffic light. Red means “stop,” and green is “go.”
When you target internal green lights, you’re pushing the buttons that make them feel safe to take action. But when you push a red button, you cause them to hesitate, stop, or even lose interest.
It’s a lot like when a guy’s spitting game to a woman he’s interested in. He says and does all the right things in hopes to turn her on and gain her interest. But as soon as he says or does something dumb and unattractive, she’s turned off and becomes hesitant. And if he keeps bumming it, she’ll lose interest completely.
Sales are really no different. You have to be very careful about the language and words you use when writing copy or ads. Otherwise, you’ll lose your prospects for good.
Learn how to leverage fear in your copy in the blog: How To Use Fear To Increase Sales & Conversions in 4 Steps.
Avoiding The Red & Staying In The Green
Joe Sugarman makes a correlation between Patterning and Tantra, an ancient lovemaking tradition when he writes:
“The male and female sit opposite of each other and remain in total eye contact. Then the couple breathes together in perfect harmony and rhythm. This simple act opens the hearts of both the male and the female and prepares them for verbal communication and physical acts of lovemaking” (153).
You have to be on the same page with your prospect the way lovers are before they make love. Everything you say should contribute to a flow of motion, the same way traffic smoothens out at the signal of a green light.
So for example, if you’re selling a Samsung Galaxy phone, are you going to talk about how there may be a possibility of the phone BLOWING UP?
F@%K no! Why would you do that!? That would be a RED BUTTON.
No, you would talk about the amazing features, the upgrades, and how much better the phone is than iPhone! (LOL). You know, GREEN BUTTONS.
Learn how to keep your readers engaged in the blog: How To Write Copy That Makes Prospects Commit To The Sale.
Always Stay In The GREEN
You want to always talk to your prospects about the reason they want to GO action, not STOP and hesitate from taking action. The more green buttons you push, the more likely your prospects will take action!
For more copywriting tips and strategies, check out the blog at joshwrotethat.com.