how to hypnotize people into buying from you (the science of persuasion)
The speaker reveals that identity labeling through copywriting is a powerful technique for beating existing VSL controls. By repeatedly assigning a specific identity to customers using the word "you," marketers can create a hypnotic-like state that aligns customer self-perception with the desired purchasing action.
Summary
The speaker discusses a copywriting technique called identity labeling that leverages hypnotic principles to improve VSL (video sales letter) performance. When trying to outperform an existing high-performing VSL, the speaker found that talking more about the product isn't the solution. Instead, the breakthrough came from focusing on the identity of the customer rather than product features. Identity labeling involves assigning an identity to potential customers through copywriting that aligns with the identity of people motivated to buy the product. For example, if the goal is a purchase, the marketer assigns customers the identity of someone ready to abandon previous failed solutions. The speaker describes extending VSL length specifically to add multiple minutes of pure identity labeling, using repetitive phrasing like "You're the type of person" followed by descriptive statements. The key to creating this hypnotic state is through repetition of the word "you," which is described as one of the most powerful words in copywriting. The speaker notes that professional hypnotists frequently use this technique when inducing hypnotic states (e.g., "You are getting very sleepy"), and the same principle can be applied to marketing copy. The speaker concludes by mentioning their Brand Builders Academy mentorship program for those wanting deeper guidance on these copywriting techniques.
About this episode
Apply for mentorship in Brand Builders Academy: https://www.ecommercescalingsecrets.com/bba-direct-opt-in-yt?el=mark_bba_hypnosis_ytd_highlights&htrafficsource=youtube_description&traffic_source=youtube_organic DM me on IG: https://www.instagram.com/markbuildsbrands/ Join my free email list: https://runmoreads.com/?sl=markythighlights10k Join my Telegram Group: https://t.me/+UljNFCorvXw5MWNh
Key Insights
- The speaker claims that adding product information doesn't beat existing high-performing VSLs; instead, the breakthrough technique is identity labeling—assigning customers an identity aligned with purchasing behavior.
- The speaker argues that repetition of the word "you" creates a hypnotic state in the audience similar to professional hypnosis techniques, with statements like "You are getting very sleepy" mirroring the structure of persuasive copywriting.
- The speaker demonstrates that dedicating multiple minutes of a VSL exclusively to identity labeling ("You're the type of person...") can be effective enough to justify extending overall VSL length beyond typical mini-VSL duration.
Topics
Transcript
[0:00] Anytime that I'm writing a VSL, and I'm trying to beat the control. Like I have a VSL that's running, it's doing great, and I'm like, I've tried to beat it before, I simply can't do it. Typically, the one trick that allows me to actually beat that VSL is do something in my copywriting where I actually leverage the identity. So, I'm not talking more about the product. What I'm talking about is the identity of the customers. And I'm doing something called identity labeling, which is basically where you assign an identity to people using hypnosis through your copywriting that aligns with an identity of people that [0:30] are trying to buy your product. If the action…
Full transcript available for MurmurCast members
Sign Up to AccessMore from Mark Builds Brands Highlights
solve this, and ecom becomes easy af (ltv/cac EXPLAINED)
The video explains how successful e-commerce brands can spend money at a loss to acquire customers by leveraging strong LTV (Lifetime Value) to CAC (Customer Acquisition Cost) ratios, particularly through recurring revenue models like subscriptions. The key metric that determines business success is LTV to CAC, not front-end return on ad spend, which allows brands to outspend competitors while remaining profitable long-term.
8 years of brutally honest ecom advice in 17 min (TRIGGER WARNING)
An e-commerce expert shares eight years of brutally honest business advice, arguing that under $300K/month, branding doesn't matter, creative alone isn't everything, AI limitations are a skill issue, and the best profitable ads come from understanding customers deeply rather than copying competitors.
revealing 9 psychology hacks while playing call of duty
A video explaining nine psychological biases and cognitive tricks while playing Call of Duty, including confirmation bias, survivorship bias, negativity bias, reciprocity, the decoy effect, media bias, conviction bias, familiarity bias, and scarcity principle. The speaker demonstrates how these biases influence human behavior and are exploited by marketers and media.
how to tell if your ad is actually a winner (most people get this wrong)
A winning creative is defined by hitting sufficient spend ($500+), maintaining a cost per acquisition below your target CAC, and proving consistent performance across multiple scaling methods and channels. The definition of "winning" is highly dependent on your business economics and scale, with true winners demonstrating reliable performance regardless of how or where they're deployed.
how to start ecom when you have no money to spend on ads
The speaker advises e-commerce entrepreneurs without ad budget to focus on organic content creation across Instagram and TikTok rather than running paid ads below $50/day. Success requires either capital investment in ads or sweat equity through consistent content creation and iteration based on performance data.