Quote from Ali Scarlett on January 25, 2020, 3:14 am

Hi Lucio,

I read your article Tai Lopez Manipulative Techniques Revealed.

I actually learned some of what I know about persuasion from Tai Lopez and would love to hear your thoughts on his approach to sales.

When persuading someone, Tai Lopez uses something he calls "psychometric typology" or personality typing to sell to his audience or prospect(s). His psychometric typology system (which he calls the P.A.S.E. system) goes as follows:

P: Practical (Logical, Down to Earth, Calculated)

A: Action-based (Aggressive, Fast)

S: Social (Socializes Even Without Reason/The "Social Butterflies")

E: Emotional (Sensitive)

So, when he is selling, he uses "modulation" (the process of moving from different parts of your personality). An example is he starts out one of his course advertisements by saying that he was talking to a friend who was in the process of getting a digital marketing degree that costs $120,000 for 4 years and she hasn't learned anything yet because she's still in her first two years. He then says, "$1.2 trillion in college debt and now we know why."

Starting out by saying he was talking to a friend appeals to the watchers/listeners in his audience that are more social. It also helps that he doesn't stage most of his advertisements. He instead uses his phone camera and records in parts of his house to seem more authentic which allows his audience members in the social category to connect with him more than if he had done a professional recording in his office displaying him as more of a business man than a friend. (This is something a lot of gurus stopped doing after they realized it may haven given them "Authority", but it was harder to build rapport and likability.)

Bringing up the $1.2 trillion in college debt is a way of reaching out to the practical personality type listeners that would agree that it's illogical and financially irresponsible to spend hundreds of thousands of dollars on a degree that yields you no knowledge of your field within your first two years.

He then goes on to say, "But, I'm going to give you something right now..." (Appearing to follow the law of social exchange which states that to get you must give. He then proceeds to offer free advice and an opportunity for all who are still listening). "...Why not learn from people who have actually done it for the cost of Netflix?" Practical personality types now see this as a potentially more logical decision than a $30,000 per year college education.

Tai follows with, "If I could just go back in time and have access to this one thing. Seriously, this one website, 'Knowledge Society'..." This is a leverage of the power of regret to make a play on the more emotional personality types. He is basically saying that you would regret not taking advantage of an opportunity he (a man in a large mansion that appears to be a multi-millionaire) would have taken years ago. As a side note: I've seen car salesman use this tactic by telling prospects the car may not be available again if they don't buy today, which causes emotional personality types to give in, buy right then and there and later suffer from "buyer's remorse".

Lastly, Tai touches on the action-based personality types who don't want to wait four years to get their degree by saying, "You want to get what you want out of life fast. Life is short. You can get a digital marketing mini-certification [from us]..."

I didn't see anything in your article about Tai Lopez leveraging his P.A.S.E. system to sell his courses and thought that this may be a good strategy to approach sales and frame control so long as it's done ethically.

What are your thoughts?

 

All the best,

Ali

P.S. Sorry this post is so long, doing my best to encourage engagement in the forum with ideas not too many people seem to know about.