One nice way of finishing your sales letter or website copy is to offer readers a choice. Either they can continue with their old, unpleasant way of doing things, go with your competitors and suffer the consequences; OR they can achieve the results they want by buying your product or service.
The beauty of this NLP Language Pattern is that it combines both a moving away motivation (away from pain) and a moving toward motivation (to pleasure).
You now have a choice: (NEGATIVE OLD WAY WITH WASTED TIME/CONSEQUENCES OF USING A COMPETITOR) or (EASE, SPEED, PLEASURE WITH YOUR PRODUCT).
For example:
“You now have a choice: You can buy your dog food with the possibility of it containing melamine. Or you can buy all-American made Doggy King Dog Food, ensuring your pet will be happy and healthy.”
“You now have a choice: you can continue to write out your features and benefits in the hopes you’ll sell something. Or you can start using NLP Language Patterns for Advertising to gain an edge over your competition.”
Students of NLP will recognize this as a Meta Model Violation (Either/Or Thinking – from the extended model). It represents black or white thinking with no middle ground/gray area.
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