Gradualization

Question 1

What is Gradualization?

Answer 1

This is the process of starting with the facts that your prospect is willing to accept, and leading him logically and comfortably through a gradual succession of more and more remote facts – each of which he has been prepared to accept.

Question 2

What needs to be created?

Answer 2

Need to create a “stream of acceptances” (“the ad is talking about me”)

Question 3

How to Start

Answer 3

Start ad with a statement that will be immediately and entirely accepted, and then build a chain of subsequent acceptances upon this first statement

Question 4

Step 1

Answer 4

Ask a question to get the reader to self-select as a member of your audience.

Question 5

Step 2

Answer 5

Detailed identification – detail symptoms or problems that are your prospect’s reasons for desiring your product

Question 6

Step 3

Answer 6

Contradiction of present (false) beliefs (e.g. “I know you think this is true; but I’m going to show you how it’s false”)

Question 7

Step 4

Answer 7

Use the language of logic.

Question 8

Logic Examples

Answer 8

This has been proven by thousands…
Sound impossible? Not at all. It’s actually as simple as…
Here’s why…
And, most important, is the fact that…