You ever see Mr. Wizard? It was a cool show when I was growing up… in fact, so cool that it had me all excited about science.

See, Mr. Wizard used to come onto the television and conduct these science experiments. I’d get to see stuff catch fire, fly, explode, and whistle. What more could a kid want?

He also explained the process and the “how and why” the experiment worked. Fortunately for mom, the experiments were “at home” safe… so I never succeeded in burning the house down. Not for lack of trying.

The systematic process and approach to things always stuck with me, though. In fact it’s very much a part of Clickfluence. I’ve come to develop a process for persuasive marketing. Laid out for you here is that process for getting more people to click, buy and beg for your products and services.

These are the 5 C’s of Persuasive Marketing

• Content
• Character
• Confidence
• Concrete
• Check

Content

With the ever growing power of social media you won’t have a difficult time finding folks that will emphatically tell you that “social media and relationships make the internet go ’round.”

Guess what, folks, the world that the internet goes ’round is Content. Relationships are based on Content and are a key determining factor if someone wants to go ahead and build a relationship or not.

This makes Content the key component in your customer-catching process.

If folks turn to the internet for information then the higher quality information you provide the more people you attract.

Put on your Content Creating Hat because by providing quality content up front you do a few things. Obviously, you attract people to you. You also position yourself as the authority in your market. Good place to be if you want to eventually sell something.

Character

If it’s Content that attracts, then it’s Character that converts. You’ve given them something good in terms of Content… now they’re asking themselves a question: Do I want to get to know this guy?

Most definitely, you want them to get to know you. So show some Character, my man. Boring marketing gets you nowhere… but marketing with Character, now that gets you raving fans.

Look at Howard Stern. Love him or hate him, he’s got Character worth about a bazillion dollars a year.

I also want you to notice the transition here… your Content attracts folks when they look for information - this is the intellectual appeal of your marketing. In order to make a sale, though, we need to start appealing to folks on an emotional level - that’s where your Character comes in.

Emotion is not just the key to the heart (raving fans) it’s also the key to the credit card (hyper-responsive buyers).

Keep Character out of your marketing process and you’re keeping dollars from your pocket. Plain and simple.

Confidence

Now, I’m no Dr. Phil but I can tell you that at some point in the relationship the other person is going to have doubts.

“Is this for me? Where will this take me long-term?” This is part of what Frank Kern calls the Low Self-Esteem factor.

You’ve gotta build their Confidence that “YES, I’m a swell guy and I’ll treat you right.”

Nothing speaks this louder and builds Confidence better than proof. Confidence and proof remove anxiety so that your prospects can move closer, get chummy and, of course, buy.

You’ve given them valuable Content, they see you as a trusted friend because of your Character, and they feel Confident that you can deliver upon your promise.

One thing I want to point out is that proof doesn’t just support your story, it also helps your prospect weave their own.

See, your prospect witnesses those testimonials, those case studies, and inserts themselves as the main character. They picture themselves achieving the results. Even if those results are just half as good, they still picture what it will be like when they come out on top just like those other folks.

Nothing is more persuasive than those visions and emotions they stir up in themselves.

Concrete

At this point, you want to let them feel it because “once you pop you can’t stop.” (mmm, Pringles are good)

By making things Concrete the promised benefits become more tangible. Whether it’s a preview chapter, a video outtake, demo software, trial membership… it allows your prospect to get a richer taste of what is to come.

Once you make things Concrete the whole process becomes far more experiential, too. Your prospect is pretty much putting their hands on the tool or service that will deliver to them the awesome scenario they’ve started fantasizing about.

That’s pretty powerful. Keep laying on the Confidence throughout this stage and your prospect’s emotions begin to really build up… and they’ve made the decision themselves that buying is the best thing for them to do.

Check

Up to this point, you’ve educated your market with Content, built rapport with your Character, removed anxiety and built Confidence, and made access to their dreams Concrete. Now it’s time for the Check Move.

For the life of me, I can’t recall who introduced me to the term Check Move. I actually think it was a link someone posted on Twitter. Anyway…

In chess, checkmate is when your opponent can no longer avoid you or protect himself. In business, the checkmate is when your prospect makes the buying action and gives you their credit card or signs the dotted line.

You can no more pull their credit card out for them than you can cause them to lose a game… they have to do that for themselves. All you can do is create the opportunity for them to do so.

This happens throughout the process I’ve described. You remove the objections and obstacles, their reasonings as to why they shouldn’t buy now, and build up the emotional desire to buy. Then you simply declare Check and present your offer.

You’ll like the result

Just like Mr. Wizard wowed audiences back in the day, follow these 5 C’s and you’ll be wowing your own market and enjoying the 6th C… Cash!