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The Reason-Why Framework – John E. Kennedy’s Six Laws of Proof

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The Persuasion Switchboard

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Start here2 lessons

1Here Is What This Curriculum Is About
2Introduction

Module 1 · The classic frameworks10 lessons

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

Module 2 · The pioneers' laws13 lessons

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

Module 3 · The persuasion switches33 lessons

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

Module 4 · The master study guide4 lessons

59The Master Study Guide – Part One
60The Master Study Guide – Part Two
61The Master Study Guide – Part Three
62The Master Study Guide – Part Four

Courses / The Persuasion Switchboard / Module 2 · The pioneers' laws

Lesson 14 of 62

The Reason-Why Framework – John E. Kennedy’s Six Laws of Proof

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The Preemptive Claim – Claude Hopkins’ Schlitz Beer Law→

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