The Magic Power of DON’T

<p>Nathan came up with the idea for this show, and it started, of all places, in his mom’s kitchen.</p><p>Here’s what happened: </p><p>If Mom says dinner will be ready in 30 minutes, Nathan is much less likely to go digging through the fridge.</p><p>So if she wanted to stop him from digging through the fridge, she wouldn’t have to say a word about the fridge. She could just start cooking dinner.</p><p>Think about that for a second. No argument. No lecture. No “get out of the fridge.”</p><p>Just one piece of information—and an entire behavior stops in its tracks.</p><p>When Nathan told me this, I had one of those moments where you realize you’ve been looking at something really important your whole career, without ever really seeing it.</p><p>By that I mean, the insanely simple power of copy to STOP you from doing something.</p><p>Here’s why I didn’t see that:</p><p>Every copywriting formula out there is built to do the opposite. To get someone to START a behavior. To push people toward taking action.</p><p>But there’s a whole nother side of influence that almost nobody in our business talks about. </p><p>Not because it doesn’t work. It does.</p><p>People don’t talk about it because it’s never been named and explained.</p><p>Today, we’re gonna change all that.</p><p>We’re talking about using copy to DISsuade people – to STOP a behavior that’s standing between your prospect and the sale (or between your son and his dinner).</p><p>We’re going to look at how this technique works, why it’s so powerful, and how you can add it to your skill set, today.</p>