The video titled "Sales Copy Secrets" by John Benson discusses the power of presupposition in sales copywriting. Presupposition is the use of questions and phrases that imply specific traits or actions have already occurred or will inevitably happen. Benson uses the example of the phrase "What will you do when you earn your first million online from copywriting?" to illustrate the concept. He explains that presupposition evokes a feeling of seeing or experiencing something, rather than just stating it, making the prospect's imagination do the work.
Benson also discusses the difference between presuppositional statements and future pacing. He explains that presuppositional statements make it seem like the prospect has already achieved the desired outcome, while future pacing involves talking about future events that have not yet happened. He uses an example to illustrate this difference.
Finally, Benson emphasizes the importance of using presuppositions intentionally in sales copy, but warns against overusing them. He encourages viewers to subscribe to his channel and smash the bell for notifications to stay updated with his latest videos.
1. The speaker, John Benson, introduces a concept called "presupposition" in the context of copywriting. He states that presupposition is using questions and phrases that imply specific traits or actions have always been known or that specific actions will inevitably be taken [Document(page_content="00:01:26.16: presupposition at least when it comes to\n00:01:28.48: the art of copywriting presupposition is\n00:01:31.68: using questions and phrases that imply\n00:01:33.52: specific traits or actions have always been known or that specific actions will\n00:01:36.40: inevitably be taken what does all that\n00:01:38.88: mumbo jumbo mean john well i'm going to\n00:01:41.36: use one of the oldest examples of\n00:01:44.40: presupposition i can think of you know\n00:01:46.96: when did you stop beating your wife now\n00:01:48.96: let's hope that you are not a wife peter\n00:01:50.88: an evil person but that's definitely one\n00:01:53.12: of the old lawyer tricks oh what time of\n00:01:55.20: the day did you knock over that\n00:01:56.32: convenience store mr jones those are\n00:01:58.20: presuppositional questions in other\n00:01:59.84: words they presuppose that mr jones\n00:02:02.00: knocked over the convenience store or i\n00:02:03.84: presupposed god forbid that you beat\n00:02:05.84: your wife but think about that question\n00:02:07.44: just for a second what if i say if you\n00:02:09.44: didn't know it already if it wasn't such\n00:02:11.20: a famous saying hey when did you stop\n00:02:12.64: beating your wife you might say what\n00:02:14.32: that's crazy that's insane why are you\n00:02:16.08: saying that that might be your first\n00:02:17.76: response it's probably not a rhetorical\n00:02:20.72: response which is what it should be to\n00:02:22.24: overcome that statement to say well i\n00:02:24.56: have never beaten my wife nor would i\n00:02:26.24: ever so people usually don't think in\n00:02:28.64: such a rhetorical structured language\n00:02:31.28: especially when they're hearing", metadata={})].
2. Benson provides examples of presupposition in action, using phrases like "What will you do when you earn your first million online from copywriting?" and "How will it feel when you achieve your ideal weight?" [Document(page_content="00:03:31.28: let me give you\n00:03:32.00: some examples and before i give you\n00:03:34.00: these examples i'm going to give you two\n00:03:35.84: pre-phrases phrases that i want you to\n00:03:37.84: start your presuppositional phrases with\n00:03:39.36: that almost always end up being very\n00:03:41.36: good presuppositional phrases think of\n0