The Persuasion Switchboard

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62 video lessons + worksheets

The Persuasion Switchboard

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62 switches that flip your AI copy from bland to buying.

Advertising’s founding legends — Claude Hopkins, John E. Kennedy, Walter Dill Scott, Earnest Elmo Calkins and more — spent decades testing what makes people buy. In this course you’ll turn each of their laws into a switch you can flip inside your AI prompts. Every lesson has a short video, a hands-on worksheet and a copy-and-paste prompt you can use straight away.

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Course Outline

  1. Here Is What This Curriculum Is About Locked
  2. Introduction Locked
  3. AIDA – Attention, Interest, Desire, Action Locked
  4. PAS – Problem, Agitate, Solution Locked
  5. BAB – Before, After, Bridge Locked
  6. The 4 Ps – Picture, Promise, Proof, Push Locked
  7. FAB – Features, Advantages, Benefits Locked
  8. ACCA – Awareness, Comprehension, Conviction, Action Locked
  9. QUEST – Qualify, Understand, Educate, Stimulate, Transition Locked
  10. SLAP – Stop, Look, Act, Purchase Locked
  11. STAR – Situation, Task, Action, Result Locked
  12. PASTOR – Person, Ache, Story, Transformation, Offer, Response Locked
  13. Salesmanship in Print – The Four Commission Rules Locked
  14. The Reason-Why Framework – John E. Kennedy's Six Laws of Proof Locked
  15. The Preemptive Claim – Claude Hopkins' Schlitz Beer Law Locked
  16. Specificity Over Superlatives – Claude Hopkins' Law of Exact Figures Locked
  17. The Service-First Hook – Offering Value Before the Pitch Locked
  18. The Direct Command Method – Walter Dill Scott's Law of Obedience Locked
  19. The Law of Suggestion Versus Argument Locked
  20. Dramatizing the Mundane – Earnest Elmo Calkins' Story Switch Locked
  21. Negative Versus Positive Appeal – Harry Hollingworth's Law of Polarity Locked
  22. The Law of Experiential Imagery – Scott and Woodward's Sensory Switch Locked
  23. The Law of Imitation and Living Proof Locked
  24. The Law of Objection Preemption Locked
  25. The Narrative Mistake Hook – Lillian Eichler's Story Opener Locked
  26. The Law of the Specific Buyer Avatar Locked
  27. The Law of the Single Dominant Idea – Hollingworth and Kennedy's One-Spine Rule Locked
  28. The Law of Kairos and Authentic Urgency – Aristotle and Scott's Timing Switch Locked
  29. The Law of Price Anchoring and Value Contrast – Frederick and Calkins' Bargain Switch Locked
  30. The Law of Risk Reversal and the Trial Guarantee – Hopkins and Kennedy's Safety Switch Locked
  31. The Law of the Scannable Eye-Path – Hollingworth and Woodward's Visual Switch Locked
  32. The Law of Cumulative Repetition Locked
  33. The Law of Frictionless Action Locked
  34. The Law of the Curiosity Gap – Kennedy and Eichler's Open-Loop Switch Locked
  35. The Law of the Named Mechanism – Walker and Hollingworth's Signature Switch Locked
  36. The Law of Before-and-After Contrast – Scott and Woodward's Split-Screen Switch Locked
  37. The Law of Ethos and Borrowed Authority – Aristotle and Calkins' Credibility Switch Locked
  38. The Law of Plain-Spoken Clarity – Woodward and Hopkins' Kitchen-Table Switch Locked
  39. The Law of Strategic Bonus Architecture – Frederick and Hopkins' Value-Stack Switch Locked
  40. The Law of the Postscript and Recency Hook – Hollingworth and Kennedy's Bottom-Line Switch Locked
  41. The Law of the Micro-Commitment Ladder – Aristotle and Scott's Yes-Chain Switch Locked
  42. The Law of Customer Voice and Vernacular Mirroring – Woodward and Frederick's Echo Switch Locked
  43. The Law of Emotional Ignition and the Rational Alibi – Scott and Kennedy's Two-Key Switch Locked
  44. The Law of Blame Absolution and the Common Enemy – Aristotle and Eichler's Hope Switch Locked
  45. The Law of Effort Compression and the First-Win Shortcut – Frederick and Scott's Speed Switch Locked
  46. The Law of Feature-to-Benefit Translation – Calkins and Woodward's Payoff Switch Locked
  47. The Law of the Dramatic Demonstration – Hopkins and Hollingworth's Stress-Test Switch Locked
  48. The Law of the Strategic Admission and Radical Candor – Kennedy and Woodward's Candor Switch Locked
  49. The Law of the Genesis Story and Workshop Proof – Walker and Hopkins' Workbench Switch Locked
  50. The Law of the Comparison Ledger and Alternative Contrast – Frederick and Kennedy's Decision-Chart Switch Locked
  51. The Law of the Identity Shift and Status Elevation – Walker and Eichler's Role-Upgrade Switch Locked
  52. The Law of the Selling Caption and Visual Proof – Calkins and Hopkins' Picture-Hook Switch Locked
  53. The Law of the Concrete Metaphor and Instant Analogy – Aristotle and Woodward's Familiar-Object Switch Locked
  54. The Law of the Silent Leak and Cost of Inaction – Kennedy and Calkins' Hidden-Tax Switch Locked
  55. The Law of Tangible Packaging and Physicalized Value – Hollingworth and Frederick's Shelf-Presence Switch Locked
  56. Why the Red Pen – The Law of Tactile Editing Locked
  57. The Law of Point-of-Doubt Proof – Walker and Kennedy's Targeted-Receipt Switch Locked
  58. The Law of the Self-Diagnostic Hook and Buyer Discovery – Scott and Eichler's Desk-Test Switch Locked
  59. The Master Study Guide – Part One Locked
  60. The Master Study Guide – Part Two Locked
  61. The Master Study Guide – Part Three Locked
  62. The Master Study Guide – Part Four Locked

Start here 2 lessons

  1. 1Here Is What This Curriculum Is About
  2. 2Introduction

Module 1 · The classic frameworks 10 lessons

  1. 3AIDA – Attention, Interest, Desire, Action
  2. 4PAS – Problem, Agitate, Solution
  3. 5BAB – Before, After, Bridge
  4. 6The 4 Ps – Picture, Promise, Proof, Push
  5. 7FAB – Features, Advantages, Benefits
  6. 8ACCA – Awareness, Comprehension, Conviction, Action
  7. 9QUEST – Qualify, Understand, Educate, Stimulate, Transition
  8. 10SLAP – Stop, Look, Act, Purchase
  9. 11STAR – Situation, Task, Action, Result
  10. 12PASTOR – Person, Ache, Story, Transformation, Offer, Response

Module 2 · The pioneers' laws 13 lessons

  1. 13Salesmanship in Print – The Four Commission Rules
  2. 14The Reason-Why Framework – John E. Kennedy’s Six Laws of Proof
  3. 15The Preemptive Claim – Claude Hopkins’ Schlitz Beer Law
  4. 16Specificity Over Superlatives – Claude Hopkins’ Law of Exact Figures
  5. 17The Service-First Hook – Offering Value Before the Pitch
  6. 18The Direct Command Method – Walter Dill Scott’s Law of Obedience
  7. 19The Law of Suggestion Versus Argument
  8. 20Dramatizing the Mundane – Earnest Elmo Calkins’ Story Switch
  9. 21Negative Versus Positive Appeal – Harry Hollingworth’s Law of Polarity
  10. 22The Law of Experiential Imagery – Scott and Woodward’s Sensory Switch
  11. 23The Law of Imitation and Living Proof
  12. 24The Law of Objection Preemption
  13. 25The Narrative Mistake Hook – Lillian Eichler’s Story Opener

Module 3 · The persuasion switches 33 lessons

  1. 26The Law of the Specific Buyer Avatar
  2. 27The Law of the Single Dominant Idea – Hollingworth and Kennedy’s One-Spine Rule
  3. 28The Law of Kairos and Authentic Urgency – Aristotle and Scott’s Timing Switch
  4. 29The Law of Price Anchoring and Value Contrast – Frederick and Calkins’ Bargain Switch
  5. 30The Law of Risk Reversal and the Trial Guarantee – Hopkins and Kennedy’s Safety Switch
  6. 31The Law of the Scannable Eye-Path – Hollingworth and Woodward’s Visual Switch
  7. 32The Law of Cumulative Repetition
  8. 33The Law of Frictionless Action
  9. 34The Law of the Curiosity Gap – Kennedy and Eichler’s Open-Loop Switch
  10. 35The Law of the Named Mechanism – Walker and Hollingworth’s Signature Switch
  11. 36The Law of Before-and-After Contrast – Scott and Woodward’s Split-Screen Switch
  12. 37The Law of Ethos and Borrowed Authority – Aristotle and Calkins’ Credibility Switch
  13. 38The Law of Plain-Spoken Clarity – Woodward and Hopkins’ Kitchen-Table Switch
  14. 39The Law of Strategic Bonus Architecture – Frederick and Hopkins’ Value-Stack Switch
  15. 40The Law of the Postscript and Recency Hook – Hollingworth and Kennedy’s Bottom-Line Switch
  16. 41The Law of the Micro-Commitment Ladder – Aristotle and Scott’s Yes-Chain Switch
  17. 42The Law of Customer Voice and Vernacular Mirroring – Woodward and Frederick’s Echo Switch
  18. 43The Law of Emotional Ignition and the Rational Alibi – Scott and Kennedy’s Two-Key Switch
  19. 44The Law of Blame Absolution and the Common Enemy – Aristotle and Eichler’s Hope Switch
  20. 45The Law of Effort Compression and the First-Win Shortcut – Frederick and Scott’s Speed Switch
  21. 46The Law of Feature-to-Benefit Translation – Calkins and Woodward’s Payoff Switch
  22. 47The Law of the Dramatic Demonstration – Hopkins and Hollingworth’s Stress-Test Switch
  23. 48The Law of the Strategic Admission and Radical Candor – Kennedy and Woodward’s Candor Switch
  24. 49The Law of the Genesis Story and Workshop Proof – Walker and Hopkins’ Workbench Switch
  25. 50The Law of the Comparison Ledger and Alternative Contrast – Frederick and Kennedy’s Decision-Chart Switch
  26. 51The Law of the Identity Shift and Status Elevation – Walker and Eichler’s Role-Upgrade Switch
  27. 52The Law of the Selling Caption and Visual Proof – Calkins and Hopkins’ Picture-Hook Switch
  28. 53The Law of the Concrete Metaphor and Instant Analogy – Aristotle and Woodward’s Familiar-Object Switch
  29. 54The Law of the Silent Leak and Cost of Inaction – Kennedy and Calkins’ Hidden-Tax Switch
  30. 55The Law of Tangible Packaging and Physicalized Value – Hollingworth and Frederick’s Shelf-Presence Switch
  31. 56Why the Red Pen – The Law of Tactile Editing
  32. 57The Law of Point-of-Doubt Proof – Walker and Kennedy’s Targeted-Receipt Switch
  33. 58The Law of the Self-Diagnostic Hook and Buyer Discovery – Scott and Eichler’s Desk-Test Switch

Module 4 · The master study guide 4 lessons

  1. 59The Master Study Guide – Part One
  2. 60The Master Study Guide – Part Two
  3. 61The Master Study Guide – Part Three
  4. 62The Master Study Guide – Part Four

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