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<\/a>commands are typically taught for oral use, but you can weave them into your copywriting too. Here are a few examples of embedded commands. (Note that the embedded command is in all caps):<\/p>\n- \n
- As you can see, the way it\u2019s set up, it\u2019s very easy to TRY THIS.<\/li>\n
- I\u2019m wondering how soon you\u2019ll be able to MOVE FORWARD on this project.<\/li>\n
- You can TRY IT 100% risk-free before you BUY IT.<\/li>\n
- You can FEEL GOOD about using our system because it\u2019s backed by a lifetime warranty.<\/li>\n<\/ul>\n
When you\u2019re talking to someone, you highlight the embedded command by putting emphasis on that part as you speak it. You can do the same in copy by italicizing the embedded command or leaving an extra space between the word preceding the embedded command and the word (if there is one) after the embedded command.<\/p>\n
The key to making embedded commands work is that they need to smoothly fit into your ad copy \u2013 they can\u2019t look contrived or the reader will pick up on it and feel manipulated.<\/p>\n
I must be 100% clear here. In my experience as a copywriter and salesperson, you cannot convince anyone to do anything they don\u2019t want to do, unless their judgment is impaired, in which case, you don\u2019t want to persuade them into buying because it would be unethical.<\/p>\n
From my research and my own marketing tests, embedded commands are not the magic persuader they\u2019re hyped up to be.\u00a0 As far as I\u2019m concerned, the real benefit to using embedded commands is that they make your copy more lively and engaging and they can act as trial closes.<\/p>\n
– Mike<\/em><\/p>\n