Increase Your Sales with Potency Constructs

Sean Ryatt

Straightforward potency constructs stimulate your consumers and set off an arousal response: to buy from you. Your sales can increase by using potency constructs in your internet marketing, sales correspondence, postcards and all other marketing messages.

Why Potency Constructs Trigger the Buying Action

A Potency Construct is a phrase or expression which is constructed for potency or power – and therefore it helps your customer visualize how they will feel when they use your service or own your product. A Potency Construct triggers an imagined or remembered feeling, motivating your prospect to convert that imagined response into reality.

When a sales mechanism causes a buy response, what really happens is that the buyer first makes an emotional decision to buy.

Immediately that happens, the buyer then builds a list of logical reasons to justify their intended purchase. Their original decision to buy is almost always an emotional decision, instead of a decision based on cold blooded logic.

Potency constructs increase a customer's desire for your product or service and trigger an emotional decision to buy.

How to Create a Potency Construct

It’s easy to create a potency construct. First, set down a detailed, comprehensive and complete list of all the major features your buyer gets when they buy your product or service.

Next, summarise them, distil them to their absolute core. Use action words where applicable.

Like this:

• “Our dankter is extremely quick to use” will become “Fast!”
• “It’s so simple to use our dankter that even a child can use it!”
  will become “Easy!”
• “Take advantage of our special discount pricing!” becomes “Low Cost!”
• “So robust you can drive a car over it!” becomes “Strong!”

Here are some examples of potency constructs used by 3 different types businesses:

• "Fast! Easy! Low-Cost!" (Business offering products or services)
• "Deal with the boss direct! That's why our guarantee is 100% iron clad." (For a service business)
• "Look great. Feel like a million dollars" (For a clothing accessory)

Use High-Impact Words

Look at the words used in the above 3 potency constructs. Many are high-impact words. Potency constructs use high power words to create high power statements.

Try to use short and clearly understood high power words for your potency constructs. They generate a spectacular word picture for your customer without attracting attention to the actual words you use.

Punch Higher with the Power of Three

Create some of your potency constructs using a series of three phrases or words.

Recent psychological studies in Great Britain (centred on the power of hypnosis in sales) have demonstrated that a series of 3 words or phrases seems to produce a dramatic and memorable image in a customer's mind.

It works with both visual and word elements. Your most effective potency constructs will combine three words or phrases.

Like this:

• “So Easy! So Quick! So ready for you!”
• “You need it, You Want it. You’ll never regret it!”
• “Use it in the car. Use it at home. Use it anywhere and everywhere!”
• “Relief. Truth. Action!”

Feel free to use what I’ve written for you to develop potency constructs for your own sales program. They’ll help increase your sales from the word “GO!”

Faster than a speeding bullet. More powerful than a locomotive. Super Potency Constructs!