PONUDA MOBITELA

3
Betrayal
The National
Enquirer’s
All-Time Hottest
Emotion …
Can you guess which emotion the
Enquirer uses whenever possible? If
you guessed betrayal — you’re right on
the money!
Betrayal is very closely related to
anger. Many of the “betrayal” words in
this chapter are not typically associated
with anger, but when you really give
them a closer look, you’ll find that it’s
the overriding feeling that they help
trigger.
But there IS a difference: Betrayal
is a very specialized form of anger
— it’s anger that arises under very
specific circumstances. Almost always,
the circumstances that create betrayal
surround the issue of deception.
When someone’s been intentionally
deceived about something — whether
it’s a spouse cheating … a drug
company CEO lying about the safety
of his product … or a broker pushing
stocks he knows are about to plummet
— this person is almost sure to
experience betrayal.
To understand this emotion better,
try thinking and, more importantly,
FEELING what it’s like to experience
betrayal. Have there been times in your
life when you were betrayed? Maybe
it was a boyfriend or girlfriend who
cheated and then tried to cover it up.
Or perhaps you had an employee skim
money from the company or abuse
some sort of privilege. If you can look
back and conjure up this feeling, you
also find that you were angry because
of how that person intentionally misled
you. This is what hurts most.
That’s why — when you look at
the words on the next page — you’ll
notice that most of them deal with
extreme forms of dishonesty. People
feel betrayed when they’ve been
intentionally deceived about something,
when they’ve had their trust completely
violated. That’s also why you see it in
the tabloids so often.
There are so many movie stars
that have relationships where trust is
assumed and then completely breached
through lies and sexual affairs. (A
couple of years ago, actress Denise
Richards violated the trust of her good
friend Heather Locklear by having an
affair with Heather’s soon-to-be-ex
husband Richie Sambora.)
And if you notice, a similar thing
happens in the health, investment and
other markets. Prospects assume a
certain level of trust and integrity in a
relationship with their doctors or their
stock brokers and then that trust is
completely betrayed.
In these markets, the betrayal
happens most often because of the
perpetrator’s greed — the broker
who wants a greater commission, the
drug CEO who wants greater profits,
the politician who wants to protect
his special interests that back his
campaigns, etc. So notice also how
many of the words and sentences in this
section address the greed that caused
the deception.
To fully use betrayal, look for
places where your prospect may have
assumed a high level of trust and
vulnerability. Find specific instances
where this trust and vulnerability was
taken advantage of and abused. There’s
a high probability of betrayal there.
Your job is to showcase and
personalize the scandal — because
this will naturally trigger the feeling of
betrayal. By “personalize,” I mean to
dimensionalize what the scandal means
for him and his life. This is guaranteed
to get his blood pumping — and you’ll
also make him much more eager to find
the solution! After that, you’ll often be
able to jump to the next emotion which
is revenge.
Here’s an example of betrayal in
winning copy:
SOMEBODY’S Not
Telling You the
Truth!
That’s not good. Because your
savings … your investments …
and even your retirement all
depend on the quality of the
investment decisions you’re
making RIGHT NOW!
… So which is it?
Are Washington and Wall
Street right? Is the economy
recovering? Is the bear market
over? Are we on the cusp of
a great new bull market in
stocks?
Or are these and other
economic disasters about to
push your portfolio off yet
ANOTHER cliff?
You’re Holding the Answers in
Your Hand
In the enclosed bulletin, I
reveal who’s lying to you and
why.
I reveal how the very people
you trust to keep Wall
Street honest are themselves
embroiled in the greatest
accounting scandal of all
time: one hundred times larger
than the financial lies at
Enron, WorldCom and Global
Crossing that smashed stocks
over the past couple of years.
I show you how their lies are
about to impact your savings,
investments and retirement
— and what you must do
IMMEDIATELY to insulate your
wealth …
And I introduce you to
investments and strategies
that we’re already using to
bag profits of 99% … 144% … up
to 307% even while stocks were
falling!
I urge you: Do NOT be taken
in. You’re being set up. The
enclosed bulletin can make
sure you’re protected and THEY
fail.
The words listed on the next page
are exceptionally strong and often have
been the power behind huge winning
headlines. This is a big reason why
good conspiracy and exposé-style
packages have done so well for Clayton
and other top writers — they’re filled
with this incredibly powerful feeling.
12 Emotional Trigger Words