This week's copy conversation is all about the Subjugation Schema.
If your market is ruled by guilt then this is the Primal Persuasion Secret for you.
Transcript
This week's Primal Persuasion secret is the subjugation schema or "the martyr."
As we're talking about, these schemas just a quick reminder that children develop coping mechanisms or schemas to survive traumatic events.
These coping mechanisms help children survive, but they don't necessarily serve as adults.
Schemas determine how we think, feel, act, and relate to others.
They trigger intense feelings such as anger, sadness, and anxiety.
Copywriting 101 says people buy on emotion and justify with logic.
And that's why learning your market schemas is so powerful.
By understanding your market's primary schemas, you can create a message that resonates with them on a psychological level.
When you're looking into your market to see if they had the subjugation schema, you'll notice that they sacrifice their own needs and desires for the sake of pleasing others and meeting others' needs.
They allow others to control them.
They have high levels of guilt, fear of punishment and abandonment, and abandonment.
Often with controlling people or people who are too needy to meet their own needs.
The indicators.
They let people control them.
They people please to avoid retaliation, anger, rejection, real or perceived.
They have poor boundaries. They avoid confrontation, and they need approval.
They give more than they receive, and they're highly empathetic. They take the pain of others on themselves, which makes them become caregivers as well.
And they always have high levels of guilt.
Common markets with subjugation schema are parenting, family products of any kind, religion, and pets.
Stores that work.
Hit them with the guilt and then hit them with empathy.
Here are a couple of examples.
We've got a religious one up here on the top left.
God desires to spend more time with you.
Can you spare a few minutes for him?
It's a guilt trip right there.
The next one is for pet insurance.
You know, this is kind of like just being a pet parent, being a parent.
I'm not going to compare the two, but people tend to have the same guilty feelings toward taking care of their pets as they do their children.
And the last line here, Pet Plan, can help make sure your pet gets the best care they deserve.
It's guilt.
Positive parenting solutions on the top right. Hits you with guilt, but it also hit you with empathy.
I think it's a great blend of the two techniques.
It's talking about nagging and yelling and whatnot.
But then it goes into "it can be hard to be the parent you want to be."
In summary
People who suffer from the subjugation schema sacrifice their own needs
And desires for the sake of pleasing others and meeting other people's needs.
They have high levels of guilt.
Poor boundaries.
And they're found in the market with caregivers and natural levels of societal guilt.
Use guilt and empathy copy for the most significant impact.
We've got a religious one up here on the top left.
God desires to spend more time with you.
Can you spare a few minutes for him?
It's a guilt trip right there.
The next one is for pet insurance.
You know, this is kind of like just being a pet parent, being a parent.
I'm not going to compare the two, but people tend to have the same guilty feelings toward taking care of their pets as they do their children.
If you would like to learn more about Primal Persuasion Secrets check out the other articles here.
And the last line here, Pet Plan, can help make sure your pet gets the best care they deserve.
It's guilt.
Positive parenting solutions on the top right. Hits you with guilt, but it also hit you with empathy.
I think it's a great blend of the two techniques.
It's talking about nagging and yelling and whatnot.
But then it goes into "it can be hard to be the parent you want to be."
In summary
People who suffer from the subjugation schema sacrifice their own needs
And desires for the sake of pleasing others and meeting other people's needs.
They have high levels of guilt.
Poor boundaries.
And they're found in the market with caregivers and natural levels of societal guilt.
Use guilt and empathy copy for the most significant impact.
If you love to read the science behind Primal Persuasion than this book is for you.
Want to read more about Primal Persuasion check out my other articles.