Persuading With The Unconscious Mind
"Logic: The art of thinking and reasoning in strict accordance with the limitations and incapacities of the human misunderstanding." ~ Ambrose Bierce
Persuading the affluent requires that we dig deeper, into uncharted waters, where most people are afraid to go. The key is appealing to our other than conscious minds and employ the power of emotions to sell.
Researchers have determined that our conscious minds can only hold an average of seven bits of information at a time. Considering how many things we could be thinking about, that's quite an insignificant number.
If you think about how many millions of things you could be consciously thinking about, your mind might have a bit of a meltdown. We've got a very limited amount of conscious space for a good reason.
Our conscious mind couldn't possibly absorb and process everything that's going on around us which is why our unconscious has such a huge job.
What happens to the information we're unable to contain in our conscious minds? It gets absorbed in our other-than-conscious.
A visual representation of the would have the conscious mind as a tiny crumb with the unconscious mind being the entire rest of the pie.
So how can we take another person's consciousness and side step it to access the real boss of their unconscious?
Knowing that this is the case, we need to realize it's true that people are actually persuaded based on emotional things that are going on with them, not logical things. Logic helps, but people make the decision emotionally and they back it up logically.
So we want to give them some logic at the end so that they feel good about what they've done emotionally, but that's about the extent of it. We need not over-stress about what the person is consciously thinking, but learn to appeal to the unconscious through all these different kinds of strategies that we're talking about here in these posts.
Side stepping logical thought and eliciting the criteria of our prospects and clients gets to the emotional core of what is important to them.
As an example, let's use 'freedom' as a top value. If we put our finger on the 'freedom' trigger, this immediately stirs up emotion.
Freedom as a high value can be seen as frustration and humiliation in a person with an 'away from' orientation. They want freedom from their constraints. Freedom as a high value in a person with a 'towards' orientation is manifested as a feeling of dominion, as in, 'I want more of this feeling'. If you can maneuver your way through these two orientations with your product or service as the answer to their emotional need to move away from constraint or towards more freedom, you'll have navigated a landscape where business fears to tread.
Persuading the affluent requires that we dig deeper, into uncharted waters, where most people are afraid to go. The key is appealing to our other than conscious minds and employ the power of emotions to sell.
Researchers have determined that our conscious minds can only hold an average of seven bits of information at a time. Considering how many things we could be thinking about, that's quite an insignificant number.
If you think about how many millions of things you could be consciously thinking about, your mind might have a bit of a meltdown. We've got a very limited amount of conscious space for a good reason.
Our conscious mind couldn't possibly absorb and process everything that's going on around us which is why our unconscious has such a huge job.
What happens to the information we're unable to contain in our conscious minds? It gets absorbed in our other-than-conscious.
A visual representation of the would have the conscious mind as a tiny crumb with the unconscious mind being the entire rest of the pie.
So how can we take another person's consciousness and side step it to access the real boss of their unconscious?
Knowing that this is the case, we need to realize it's true that people are actually persuaded based on emotional things that are going on with them, not logical things. Logic helps, but people make the decision emotionally and they back it up logically.
So we want to give them some logic at the end so that they feel good about what they've done emotionally, but that's about the extent of it. We need not over-stress about what the person is consciously thinking, but learn to appeal to the unconscious through all these different kinds of strategies that we're talking about here in these posts.
Side stepping logical thought and eliciting the criteria of our prospects and clients gets to the emotional core of what is important to them.
As an example, let's use 'freedom' as a top value. If we put our finger on the 'freedom' trigger, this immediately stirs up emotion.
Freedom as a high value can be seen as frustration and humiliation in a person with an 'away from' orientation. They want freedom from their constraints. Freedom as a high value in a person with a 'towards' orientation is manifested as a feeling of dominion, as in, 'I want more of this feeling'. If you can maneuver your way through these two orientations with your product or service as the answer to their emotional need to move away from constraint or towards more freedom, you'll have navigated a landscape where business fears to tread.
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