The subtle art of using presuppositions to be more persuasive

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Bold claims are old news.

Prospects today are more skeptical than ever.

No matter how much proof you’ve got…

Some people will still object.

But what if there’s nothing to object to?

How much more persuasive would your copy & content be if readers had to accept your claims before the conversation even started?

If that sounds interesting…

Then grab yourself a pen, paper, and cup of Earl Grey…

Because today, I present the subtle art of using presuppositions to be more persuasive.

Let’s dive in.

Reading time: 2 minutes and 50 seconds

What the Heck Are Presuppositions?

Here’s the basic definition:

Presuppositions are a subtle way to imply something is true without directly stating it.

For example:

• If I ask you “what does this cost?” → the implication is that it costs something…but this could be a little or a lot.
  

• If I ask you “how much does this cost?” → the implication is that it costs much (aka a lot) - and your answer is simply going to reveal HOW much.

See the difference there?

It may appear subtle on the surface…

But this can have a profound impact on your reader’s perceptions.

In other words…

Presuppositions give you a way to sidestep sales resistance…

Because you’re making claims indirectly.

So your readers have no opportunity to object to them.

Now let’s review the 3 types of assumptions.

The 3 Types of Presuppositions

There are 3 main types of presuppositions you can use to be more persuasive:

1) Existential
2) Relational
3) Factual

Keep reading to find out what each one is and how it works.

1) Existential Presuppositions

Definition:

Existential presuppositions imply the existence of something.

This could be a problem, need, desire, feeling, etc your reader has.

Examples:

• Once you start selling without sales calls, you’ll never go back

  • Presupposition: That there is a way to sell without sales calls.
    
    

• Join hundreds of other creators writing viral content to grow their audience

  • Presupposition: That there are hundreds of other creators writing viral content.
    
    

• Getting stuck in the yo-yo diet cycle doesn’t have to be a life sentence

  • Presupposition: That the yo-yo diet cycle exists and is often a life sentence.

2) Relational Presuppositions

Definition:

Relational presuppositions imply a relationship between two things.

This could be between a specific approach and an unwanted outcome…

Or between your solution and their desired version of the future.

Examples:

• Discover why selling without sales calls is the secret to scaling your coaching business

  • Presupposition: There’s a way to sell without sales calls, and it will allow you to scale your coaching business.
    
    

• Read this to find out why your content never goes viral

  • Presupposition: There’s a reason why your content never goes viral, and reading this will explain what it is.
    
    

• Why doing more cardio just makes you hungrier

  • Presupposition: That there’s a causal relationship between doing more cardio and feeling hungrier.

3) Factual Presuppositions

Definition:

Factual presuppositions imply a specific statement to be true.

This could be a statement about your reader’s experience, characteristics, or expertise…

Or about the effectiveness of your product or service.

Examples:

• As a savvy business owner, you can probably see why selling without sales calls makes client work so much more fun

  • Presupposition: That the reader is a savvy business owner.
    
    

• It sucks to see your content flop.

  • Presupposition: That the reader has seen their content flop.
    
    

• I can tell how motivated you are to get results simply because you’re still here reading this email

  • Presupposition: That the reader is highly motivated to get results

Putting It All Together

Presuppositions are a subtle way to imply something is true without directly stating it.

This allows you to sidestep sales resistance.

3 types of presuppositions:

1) Existential
2) Relational
3) Factual

If you want to be more persuasive, use presuppositions to frame the conversation.

That’s it.

Thanks for reading!

See you next time.

Jim Hamilton