By Nathan Blaszak
Director, Apply Hypnosis Centre
It’s mind-boggling to me when I talk to most copywriters, marketers and entrepreneurs and they desperately search for the best approach to communicate or market a written message – when the most obvious tools are staring them right in the face.
What’s even more baffling to me is that many of them have to search for the “best way” to motivate prospects to buy their product and services – instead of first understanding what unconsciously motivates them to act.
If you haven’t guessed what the most obvious tools are that’s staring you right in the face, its unconscious psychological devices – more particularly, the thinking habits of every brain on the face of the planet earth.
Unconscious psychological devices are “motivations” of the mind that are embedded deep within a person’s brain, and require a simple “push button” trigger to activate an automatic response action from their brain in the form of placing an order, a request for more information (generating leads), and/or a phone call or visit to the store or other place of business.
The concept of mind control has always been irresistible to
copywriters, salespeople, marketers and entrepreneurs. Why? Obviously, it gives the person who knows these psychological devices the privileged benefits to “push button” automatic fortunes.
If you’re a writer, in business or in the marketing arena who’s
interested in specializing in this million dollar knowledge, you’re in luck because I’m going to share 7 of them with you right now. And here they are:
1. Story– Everyone loves a good story
There’s a magic that happens when you tell a story. The reader or
listener has to become part of the story, in order to make sense of it. This
is where you get them to FEEL, and almost realistically experience – in
their imaginations, what you’re telling them. Unconsciously, this
creates a memory and it is harder to forget. Finally, it helps you create a
bond with your prospect.
Application: Relate to your prospect and come up with a story that
gives them imaginative reasons to use your product or service.
2. Time Distortion – “Pretending They Already Are”
Here’s the attitude: “You already want and own this product and let me
show you what it’s like to.” Basically, what you’re doing is future
pacing their thoughts as if they are holding your product or service in
their hands. Use simple descriptive phrases that initiate a “sense” or
“touch” response, and it instills in the mind of your prospects that they
already own it. They will begin to imagine the benefits of doing so all
on their own.
Application: If you sell books, they are flipping though the pages.
Electronics, they are using this neat gadget (pushing the buttons,
twisting knobs etc). Cars, boats, anything – get in and drive it, grab the
3. Credibility – To Project Authority
Make what you say believable, and nothing outrageous. Who is backing
your message? Do you have happy buyers of your products or services? What
do they have to say? Put that in your message. Show them experts
endorse your products. If it’s not believable, your prospects are going to
“pick up” on that. Credibility instills what you’re saying is true,
period. Just give proof.
Application: Ask your customers for testimonials, even if you have to
ethically bribe them for one. Offer a free sample, bonus, or report.
Simply put, the more credibility you create for you and your product or
service, the more believable the message becomes, and the less resistance
they have when it comes to make a buying decision.
4. Urgency – To Act Now
Even if your sales message is emotionally driven and powerful -- making
them feel like the want to buy, place a sense of urgency to reinforce
them to buy it now, and to not wait, period. Limited offers, supplies
won’t last, this deal won’t last long. No matter how powerful your sales
message is, if they get away – after so long, the feeling and their
buying decision erodes away their desire to buy now, until it’s gone.
Application: Come up with a compelling reason to get your prospect to
feel so compelled it’s absolutely necessary they must buy it now,
because it’s urgent. Maybe use “fear of loss.”
5. I Gave It To You Free, You’re Guilty – To Create The Return Effect
Ever get an offer in the mail of a free sample of a product? Ever go to
a website and get 3 free chapters of a book? Giving something to
someone for free creates guilt, the feeling to give back. If your friend buys
you dinner, you might feel the need to buy it next time. It’s human
nature. When something’s given, the desire to give back is created.
Application: Give away a free sample or report – anything for free.
Make sure it is something of real value. After, suggest that you’ve given
them something and how they’re one tuff nut to crack, because you’ve
given them something for free, and you haven’t heard back from them. Sit
back, and watch them buy.
6. Commit then remain Consistent – To Create Long-Term
Here’s the attitude: “If you’re buying from me now, we’re friends;
you’ll buy more from me too.” You’ve won the customers trust once you’ve
established the first sale, and once they’re happy, make them happy again,
and again. Buy something from the television and you’re almost always
asked to buy more, it’s simple. Then, two months later, another offer
from that same company rings on your phone in the other room, or the
offer is waiting in your mail box when you get home. Normally, being a much
higher priced product or service. Why not ask? You’re obviously
Application: If they buy once, get them to buy again and again. If you
sell information memberships, sell all the tools and products that the
membership consists of (improving your golf game membership website –
sell golf clubs, balls, clothing, shoes etc.) If you sell them a book,
sell them a home study course that’s more expensive.
7. Curiosity – To Keep Your Prospect Tuned In
Early in your sales presentation, promise what will happen when they
finish and complete your sales presentation, and keep them curious.
Curiosity is a powerful tool you can use to keep your prospect in suspense,
and to search out the answers to satisfy that strong desire to “fill
in” the missing information. Leave out certain information in your
benefits that “trigger” the thought “What will happen if?”
Application: Instill and arouse curiosity early in your sales
presentation to cause your prospect to want to complete your message (i.e. tell
them there’s a misspelled word in your sales copy, and if they can find
it – they get a special deal. Ask them if they want to compelling
benefit, and tell them they’ll find the answer as they continue to read, or
pay attention to you.
As you’ve probably noticed, it’s infinitely more powerful to apply
these psychological devices in your presentation when you realize they all
open the flood gates of a person’s brain, and deliver compelling
emotions and complex thoughts and meaning. Anyone who comes across one of
these seven applications will “undergo” the spell of this covert influence
because it sparks response below a person’s surface awareness.
So, the only question to ask yourself is: “Are *you* going to use them?
To find out, simply go through the following checklist, and count the
number of items that apply to you.
1. You want more sales
2. You’re willing to look through your sales presentation making sure
each of these devices are applied
3. You prefer to *use* powerful knowledge over just “knowing it”
4. You want more power in your ability to influence others on
undetectable brain levels
5. You are curious and interested in creating more powerful
6. Covert persuasion and influence doesn’t scare you and you’ll use it
to your advantage in ethical and judicious ways
7. You are willing to sit down and brainstorm how you can apply these
psychological devices to your sales presentations, even if only applying
one device a day, because you know it’ll bring your more sales, and
If at least 5 of the 7 above statements are true for you, then you’re
ready to use the most powerful form of undetectable communication that
exists today. This is the best time to break into the covert persuasion
and influence segment of communication.