The Magic Power of DON’T

Nathan came up with the idea for this show, and it started, of all places, in his mom’s kitchen.

Here’s what happened:

If Mom says dinner will be ready in 30 minutes, Nathan is much less likely to go digging through the fridge.

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.

Think about that for a second. No argument. No lecture. No “get out of the fridge.”

Just one piece of information—and an entire behavior stops in its tracks.

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.

By that I mean, the insanely simple power of copy to STOP you from doing something.

Here’s why I didn’t see that:

Every copywriting formula out there is built to do the opposite. To get someone to START a behavior. To push people toward taking action.

But there’s a whole nother side of influence that almost nobody in our business talks about.

Not because it doesn’t work. It does.

People don’t talk about it because it’s never been named and explained.

Today, we’re gonna change all that.

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).

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.

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