Jon Buchan – Converts Like A Charm

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Summary

• Jon Buchan – Converts Like A CharmLearn how to write charming copy that gets positive replies and enthusiastic buys.The Charm Offensive copywriting style began its life as a way to get responses from cold emails and other cold pitches.This context is very different from writing pitches to an existing opted-in email list or by posting a pitch on social media.In the last year or so, I’ve blended my disarming humorous style with rhetorical devices and the persuasive concepts of direct response copywriting to great effect.I’ve developed a style which stands out, entertains, and most importantly, converts.I’ve never released a training that specifically talks about this potent blend of charm and persuasion.Until, as you may have guessed, now…Does humour & persuasion work?There are studies on the use of humour in the world of advertising and persuasion.I have included a few succinct cherry-picked tidbits from these studies below:“Humour attracts attention.” ~ Weinberger and Gulas, University of Massachusetts.

• “Humour does not harm comprehension.” ~ Weinberger and Gulas, University of Massachusetts.“Humour is a tool that can enhance a well-crafted persuasive message.” ~ Lyttle (2001)“People who are in a good mood are less likely to disagree with a persuasive message.” ~ Freedman, Sears, and Carl Smith (1978)”The use of self-effacing humour by a source would increase the effectiveness of a persuasive message.” ~ Lyttle (2001)“Humour enhances liking.

• In fact, the link between humour and liking is stronger than for any of the other factors.” ~ Freedman, Sears, and Carl Smith (1978) “One positive quality in a person causes us to assume that the individual has many positive qualities.” ~ Seiter and Gass (2004)My Experience of Using Humour & Persuasion TogetherWell, it’s changed my life.No joke.It started with my drunk cold email, which got responses like the ones below, and led to meetings with some of the world’s largest brands.These were companies I didn’t deserve to be in the same room as.

• It allowed me to punch way above my weight.In March 2017, I started my Facebook Group, Charm Offensive.

• Soon after, I started my email list.