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Rapaille writes, “Even the most self-examining of us are rarely in close contact with our subconscious...
Pomodliłem się do każdego boga jaki istniał bym był w wstanie wkurzyć tę kobietę do granic możliwości. |
We have little interaction with this powerful force that drives so many of our actions. Therefore, we give answers to questions that sound logical and are even what the questioner expected, but which don’t reveal the unconscious forces that precondi-tioned our feelings.”
The branch of psychology that deals with cognitive behavior states that people act because of their thinking processes, which of course involves their perceptions. My argument is that someone other than the person thinking is creating most of those perceptions. In a real way, marketing is the hypnotist and the consumers are the subjects.
This is why we need to understand public relations, marketing, and advertising. These fields are used not just to influence perception, but to actually create it.
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This chapter is simply an introduction to the concept of mind control through intentional marketing. This is all about putting people into what I call a Buying Trance. That’s what you’ll learn about in this book, the first ever written on this new psychology of sales and marketing.
Before I end this chapter and dive into the meat of this book, let me be sure you understand what I’m saying here.
Let’s cut to the chase:
THE BOTTOM LINE
Here’s a working theory to get started:
How you frame, position, or explain your product or service will determine how people perceive it. How they perceive it will determine what they do.
Let me repeat that:
How you frame, position, or explain your product or service will determine how people perceive it. How they perceive it will determine what they do.
Your marketing creates a type of Buying Trance that people fall into (as long as they trust you) and will stay in until something shakes them awake.
Please don’t think this is obvious. I’ve been involved in marketing almost 30 years. I’ve taken part in everything from infomercials to radio spots to direct mail campaigns to Internet breakthroughs. I’m considered the father of hypnotic writing and hypnotic marketing, and wrote books on both subjects. I’ve taught thousands of people how to get results through their marketing. I’ve written more books than I care to list. I’ve recorded audio programs, taught seminars, held events, and even have my own Executive Mentoring Program and Hypnotic Gold, my own membership program.
I’ve spent half a lifetime learning, teaching, and practicing marketing.
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Yet I’m constantly surprised when people overlook such basic and obvious things as having a business card or putting their contact information on a sales letter. Just the other day someone sent me an 11-page letter and ended it by asking me to call them.
But they left off their phone number!
So don’t think any of this is obvious.
Instead, look for ways to use these insights today to build your own empire.
After all, aren’t you awake while everyone else is asleep?
POSITIVE EXPECTANCY
Let me give you one final example.
When I was ready to turn in one of my earlier books, Life’s Missing Instruction Manual: The Guidebook You Should Have Been Given at Birth, to my publisher, I wanted to put the editors into a Buying Trance.
Most publishers are typically conservative and short-sighted. They can’t guess what the public will want and are fearful about taking risks. Rather than turning in a cold manuscript—much like my friend and the book he dropped on his boss’s desk—I decided to turn in a manuscript with a dozen endorsements in front of it. So I wrote to some people, asked them to look at the manuscript, and collected their testimonials.
Why?
Obviously, those early positive reviews will put the editors into a type of positive expectancy—a trance where they are more likely to look at the pile of pages I hand them as maybe being actually good. Yes, the book was and is good. But I wanted the perception that the book is good to be there first. Following that, the book may even be considered great.
I did something similar with this very work you’re reading.
Can you guess what it was?
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Write your answer here:
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What did I do to influence your perception about this chapter?
Look back to the opening pages of this book. You’ll see testimonials. That is designed to set the stage for your perception. It’s there to lead your mind in the direction I want it to go: to begin thinking of this book as being a breakthrough in powerful marketing.
Do you see how this works?
What I’ve shared with you here may be the greatest sales and marketing secret of all time. It goes beyond current expectations of sales and right into the psychology of mythmaking.
Unless you create a story, a framing, a positioning, you will not gain entrance to, let alone a lasting place in, the mind of your consumer.
I shouldn’t have to add that your positioning must be honest. If you fabricate stories or data to get attention, sooner or later someone will blow the whistle on you. When they do, you’ll feel the sting. And it may last a long, long time.
Instead, come from your heart, appeal to the emotions, and always stay true.
And now let me challenge you with something important.
YOUR CHALLENGE
Here’s something else to chew on and to keep you up tonight wondering about:
I’ve used this chapter to establish at least one perception within you.
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