PONUDA MOBITELA

6
Forbidden
You’re Not
Supposed to Be
Seeing This But …
I’m actually not sure how
to classify this feeling of having
something be “forbidden” but I know
how powerful it is in marketing. Many
of the most successful promotions in
history have effectively tapped into
it. And often, this one feeling and
quality alone is enough to differentiate
your product, arouse interest and get
prospects to buy.
Why do we humans naturally
desire what others are trying to keep
from us? Why do we have a much
greater desire for whatever is hidden
or withheld? The first reason is most
likely scarcity. When something is
withheld or held back, it is naturally
perceived as more scarce, less
available and automatically more
valuable.
It’s not available to everybody.
So it must be better, it must be worth
more — right? Right!
The next reason is even deeper
and harder to explain. I’m really not
sure exactly why, but there’s just
something about human nature that
desires something more when it’s
“bad” or “prohibited.” When you’re
not supposed to have it. Adam and
Eve had paradise — anything and
everything they wanted from the
garden — with the exception of a
single fruit. But that “forbidden” fruit
was enough to tempt them into risking
and losing everything.
This deep biblical emotion seems
hard-wired into us. We’re naturally
attracted to things that are a little bad
… a little scary … that may get us
in “trouble.” Perhaps it’s our spirit
of defiance, a way to buck authority
and express our human individuality.
A way to give the middle finger to
everyone telling you exactly what and
how to think, how to behave, etc.
This is certainly NOT a learned
emotion. Tell a three-year-old child
that he can’t go into the cookie jar and
where do you find him the second your
back is turned? THE COOKIE JAR!
It’s as natural as breathing.
That’s also why it’s so powerful
— it’s deep and fundamental to human
nature. When you speak to someone’s
tendency and craving for forbidden
objects, actions and information
— you speak to him on an incredibly
deep level. You access thousands — if
not millions — of years of human
evolution. You hit him at his very core.
I know you’ve seen it before
— the “banned from TV” videos, the
“little black book” of Heidi Fleiss
and direct response sales promotions
that promise to reveal forbidden
information which the “powers that
be” don’t want you to know.
You can multiply the power of
the “forbidden” emotion by coupling
it with powerful benefits and other
strong emotions. Then not only does
your prospect want what you’re
promising because it’s forbidden,
he also wants it because this object
can help achieve his greedy desires,
release his fear, end his frustration,
assuage his anger and so much more!
Just think of one of Clayton’s
all-time biggest winners for Dr.
Whitaker’s Health and Healing
with the headline, “FORBIDDEN
CURES!” Not only was this
information incredibly desirable
because it was forbidden (it was
being suppressed, withheld, limited
by the Medical Establishment) …
it was also desirable because these
cures credibly promised to end the
prospect’s suffering at the hands of
disease … obtain the amazing benefits
he was looking for … end frustration
at dealing with doctors, surgeons and
drug companies that didn’t give a
damn … and much, much more.
One of the keys to using this
emotion is to find something that has
been suppressed by authorities — or to
create a situation where the forbidden
emotion will naturally arise. One of
the best examples of this comes from
a Wall Street Underground promotion.
Here’s an example of it:
This report was sent
out in the form you
see it to major
publications in the
country, including the
Wall Street Journal,
Investor’s Business
Daily and Barron’s.
Each one refused to
allow me to send this
valuable report to
you. They are afraid
of the truth.
I am livid. It’s
outrageous. These socalled
mainstream
publications have been
so utterly corrupted
by their greed for
advertising dollars
that they have totally
abandoned any pretense
to being sources of
objective information
on the markets. They
are simply lackeys of
Wall Street, bought
and paid for.
Any report that dares
to suggest that maybe
things aren’t honky
dory, that maybe
— just maybe — these
dot.com stocks (that
they convinced the
public to buy in
massive quantities)
might not be worth
the paper they’re
printed on — must be
SUPPRESSED. Censored.
Totally black-balled.
This report you hold
in your hands was
censored by the Wall
Street establishment.
I’m talking about the
people who bring in
Wall Street experts
like CNN, CNBC,
Barron’s, The Wall
Street Journal, and
Investor’s Business
Daily. These “experts”
aren’t neutral
analysts; they’re
24 Emotional Trigger Words