it’s astonishing to me when i have a discussion with most copywriters, marketers and entrepreneurs and they desperately look 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 bewildering to me is that many of them have to look for the “best way” to motivate prospects to purchase their product or services – instead of first understanding what automatically actuates them to act.
if you haven’t judged what the most noticeable 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.
actually these unconscious psychological devices are “motivations” of the mind that are engrafted deep within a person’s brain, and need only a simple “push button” trigger to set off an automatic response action from their brain in the form of placing an order, a demand for more information (generating leads), and/or a phone call or visit to the store or other place of business.
the idea of mind control has always been tempting to copywriters, salespeople, marketers and entrepreneurs. why? obviously, it gives the person who understands these psychological devices the privileged benefits to “push button” automatic fortunes.
if you’re a copywriter, 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 seven of them with you right here, and here they are:
1. story– everyone loves a good story
there’s something magical that occurs when you tell a story. the reader or listener has to become a participant in 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 more difficult to overlook. finally, it helps you make a bond with your prospect.
practical 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 posture: “you already wish for and own this product and let me explain you what it’s like to.” actually, what you’re doing is future pacing their thinkings as if they are holding your product or service in their hands. employ simple descriptive phrases that enlighten a “sense” or “touch” response, and it instills in the mind of your prospects that they already own it. they will embark on to visualize the benefits of doing so all on their own.
practical application: if you sell books, they are flipping through the pages. electronics, they are applying this neat gizmo (pushing the buttons, twisting knobs etc). cars, boats, anything – get in and drive it, grab the wheel.
3. credibility – to project authority
make what you say credible, and nothing hideous. who is endorsing
your message? do you have satisfied buyers of your products or services? what do they have to declare? express that in your message. show them experts approve your products. if it’s not authentic, your prospects are going to “pick up” on that. reliability instills what you’re asserting is true, period. just provide evidence.
practical application: request your clients for testimonials, even if you have to decently bribe them for one. offer a discount, free sample, bonus, or report. in a sentence, the more credibility you create for you and your product or service, the more authentic the message becomes, and the less resistance they have when it comes to make a buying choice.
4. urgency – to act now
even if your sales message is expressively driven and potent — making
them feel like they want to buy, put a sense of urgency to emphasize
them to buy it now, and to not wait, period. limited time offers, discounts won’t last, this deal won’t last long. no matter how commanding 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.
practical application: bring forth a forceful reason to get your prospect to feel so compelled it’s totally necessary they must buy it now, because it’s urgent. maybe employ “fear of loss.”
5. i gave it to you free, you’re guilty – to create the return effect
ever found an offer in the mail of a free sample of a product? ever visited a website and got 3 free chapters of a book? giving away something to someone for free produces guilt, the feeling to return. if your friend buys you dinner, you might feel you should pay for the next time. it’s a natural instinct. when something’s given, the desire to give back is produced.
practical application: give away a free sample or freebie – 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 provided them something for free, and you haven’t heard back from them. sit back, and watch them purchase…
6. commit then remain consistent – to create long-term
friendships/action
here’s the posture: “if you’re purchasing from me now, we’re friends; you’ll order more from me too.” you’ve acquired the customers’ confidence once you’ve laid down the first sale, and once they’re happy; make them happy again, and again. buy something from the television and you’re almost always expected to buy more, it’s easy. 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 qualified.
practical 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?”
practical 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 “unconscious” influence
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 consequently, profits.
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.
当与一些知名的撰稿人、营销师以及创业家们聊过后，我非常惊讶的发现他们都在竭力地寻找一个最佳的渠道来传递或者宣传文字类的信息——却没有发现绝佳的方式远在天边近在眼前。
令我更为不解地是，他们其中大多数的人不得不费力寻找“最佳方式”来刺激顾客购买他们的产品或者服务——而却没有首先搞清楚自己到底是受什么驱使而工作的。
如果你仍没有弄明白那“远在天边近在眼前”、一目了然的方式是什么，那还是让我来揭晓答案吧——它就是无意识的心理机关，更确切地说，就是这个地球上人人都会有的思维习惯。
实际上，这些无意识的心理机关就是嵌在人类大脑深处的思维动机，只需要轻轻一按“启动键”，就能激活大脑的各类自动反应行为，诸如下订单、索取更多资料、打电话咨询或者去逛该商店或拜访其办公的地方等。
撰稿人、销售员、营销师以及创业家们总是被类似于思维控制的想法所吸引。为什么？显而易见，了解这类心理机关的人更懂得如何专享思维控制的“启动键”自动为他们带来财富。
如果你是一名商业或销售文案的撰写者，对掌握这价值百万美元的知识有兴趣，那么，你能碰上我真是很走运，因为我将要在此与你分享七个心理机关，它们分别如下：
1.讲故事——人人都喜欢听动听的故事
讲故事能产生魔力般的效果。因为读者或听众为了获得更真实的体验，常常会不自觉的融入故事中的角色。因此，你可以通过讲故事，让他们在自己的想象中体验逼真的经历，并且无意识地在脑海中留下难以忘怀的记忆。最后，将故事与客户相关联。
实际运用：联系客户的实际情况，讲述一个与其相关的故事，给出新颖独到的理由让客户使用你的产品或服务。
2.时空转换——“假设他们已经拥有”
具体操作如下：“设想你想购买或已经拥有这件产品了，那它有哪些用途呢？我为你一一说明。”
实际上，你所要做的就是让他们假设，如果他们正在使用你的产品或服务，那情景会是怎样。多运用简洁生动的词营造出“感觉”或“触觉”，使你的客户认为已经拥有它了，从而开始自行想象其益处。
实际运用：卖书的话，就让顾客体验手指划过书页的感觉；卖电子产品的话，就让顾客体验这些新发明，例如摁开关、旋转按钮等；卖车、卖船、或其他类似的商品的话，就请顾客直接掌控方向盘，体验驾驶的感觉。
3.信誉——需要慢慢积累的号召力
怎么宣传，要事先考虑好，不能太夸张，要保证真实可信。顾客会想：谁能证明你说的就是真的？有谁购买过你的产品或者服务后非常满意么？他们都是怎么评价的？因此，你需要把这些信息都纳入你的宣传信息中。此外，你还应告诉顾客连专家都认可你的产品——但千万不能弄虚作假，因为一旦造假顾客早晚会识破的。树立起可靠的信誉能使你的宣传信息更加真实可信，即使作用不了太久——但没关系，先展示获得的种种好评和肯定再说。
实际运用：邀请顾客为你的产品作献身说法，实在不答应的话，就使用一些正当手段讨好顾客，例如打折啦、赠送试用装啦、额外返现或免费检测报告等等。简而言之，你的产品或服务的信誉度越高，你的宣传信息也就越可信，而顾客也就越乐意购买你的产品。
4.营造急需感——现在就得买！
即使你的促销信息的确非常有吸引力和号召力，让顾客认为他们需要购买你的产品，你仍需要营造迫切需要的感觉，提醒顾客要买就趁现在——优价和折扣都是有时限的。不论你的促销信息会因此变得多不含蓄，你也得这么做——一旦他们什么都没买就转身离开，你所有的功夫都白费了，因为不久之后他们就全然忘记曾经多么想买你的产品了。
实际运用：给出一个充分而有力的理由，使你的顾客意识到，必须现在买下你的产品——因为刻不容缓。也许可以考虑采用“仅此一次，过了这村就没这店”的促销策略。
5.免费赠送，难免心虚——创造”投桃报李“效应
是否曾在邮箱里发现过一份产品的免费试用装？是否曾因浏览网页而得到一本书前三章的免费试读本？通过发放免费试用品使顾客感到心有亏欠从而最终购买该产品 ——这就是”先予后取“的策略。倘若你朋友请你吃了一顿饭，你也许就认为下次应该回请他/她一顿——这是人天生的本性。当受了别人的恩惠，你就会不自觉地想给予回报。
实际运用：发放免费试用装或代金券——任何免费的东西都可以，但一定要是有实际价值的东西。随后，使他们意识到他们是多么幸运因为你免费为他们提供这些东西而且不求回报。做完这一切，你就安心等着他们上钩，心甘情愿地购买你的产品吧……
6.自始至终信守承诺——建立长期合作
具体如下：”如果你现在在我这里买东西，我们就算朋友了，以后再有需要也可以来我这里买。“ 当你获得了顾客的信任，你还要在与他们做第一笔生意的时候使他们满意，哄他们开心后，你还要在下一次继续保持这种状态，每次都不能有差池——这正如同电视购物，起初是抱着试试看的心态买几件，发现东西不错后，再继续多买，并不难揣测。如此以往，两个月后，同一家公司电话联系你订购新一批货物，或者通过邮件下订单。自然而然地，你的产品或服务价格水涨船高，但没有人会有异议——因为显而易见地，你是最值得信赖的生意伙伴。
实际运用：一旦他们订购你的商品，你要设法让他们不断购买新的产品。例如，你销售的产品是某种会员资格，那么你再顺带销售那类活动需要的相关工具或产品（改进你的高尔夫球会员网站——添加新的商品例如高尔夫俱乐部信息、高尔夫球、配套运动服以及运动鞋等。）如果你向他人推销书籍，你还可以顺带向他们推销更贵的家教课程。
7.新鲜感——给顾客以惊喜
开始产品演示时，就告诉你的顾客在结束的时候会有惊喜，让他们充满好奇。激发好奇心是一项屡试不爽的好办法，不仅可以给顾客设置悬念，还可以促使他们产生填补空白信息的强烈兴趣。从有利于你销售的角度出发，在某些关键点给出一些线索，从而激发顾客思考”接下来会发生什么？“ 实际运用：在产品演示一开始的时候就设置悬念，使顾客好奇最终的结果（例如告诉顾客在宣传单上有一个误拼的单词，如果他们能找出来就能获得特别优惠。如果发现顾客有兴趣继续，就告诉他们只要他们继续阅读，或专心听你介绍，他们就能找到答案。）
相信你也注意到了，这些心理机关经过组合能产生无穷的效用。当你把它们运用到你的产品陈述中，你会发现他们能攻克听众的心理防线，激发听众的共鸣并传递复杂而深刻的含义。无论谁人采用以上七招任何一招，都能使顾客在不知不觉中受其影响。
那么，你唯一需要思考的问题就是：“你真打算使用他们么？”
回答这个问题，你只需要浏览以下信息，看看你适合你的有几条。
1.你想创造更高的销售业绩。
2.你愿意重新检查你的产品演示内容，以确保运用了以上所有策略。
3.较之似懂非懂的状态，你更希望自己能灵活自如地运用这些有用的知识。
4.在大脑潜意识控制方面，你希望自己对他人的影响力能更加强。
5.你对如何在他人无意识的情况下产生更有力的影响非常好奇，也很感兴趣。
6.运用潜意识说服和影响他人对你而言没什么可怕的，而且只要能对你有利，又不违反道德或者公平准则，你就会使用它。
7.你乐意静下心来开动脑筋思考如何把这些心理学手段运用到你的销售演示中，即使你每天只能用上一个，你也不泄气，因为你知道它一定能给你带来更多的销售量，以及随之而涨的利润。
如果7个中有5条符合你的情况，那么你今天就可以在日常交流中运用这些技巧了——这就是提升你说服力和影响力的最佳时机。