You're about to learn 6 subliminal persuasion secrets used by the masters of human nature...
which hardly anyone ever talks about.
Some of these persuasion secrets came from watching what master marketers, copywriters, psychologists, salesmen, politicians, cult leaders, and other very influential people say to get their way.
Some of it came from books.
Persuasion is one of my favorite topics and I’m a bit of a (huge) nerd when it comes to learning about it.
I'm also skilled at recognizing patterns and synthesizing big ideas from various sources.
You may have heard of a few of these things before...
So before you ask "is this stuff NLP or Neuro Linguistic Programming?"
Just know I haven’t studied much NLP, so for all I know there are other names for some of these concepts.
Anyway, please remember these are very powerful when used correctly, so try and not be evil, okay?
Let’s start with one that a lot of people most likely are familiar with...
Simply put, framing is the use of very specific wording to cause someone to either think or act in a certain way.
Here’s an example.
Researchers showed test subjects a video of a high speed car crash.
Then the researchers asked them to guess how fast the cars were going...
When asked how fast the cars were going when they bumped into each other, the subjects guessed 20-30 mph.
When asked how fast the cars were going when they SMASHED into each other, the subjects said 50-60 mph.
Both test groups were shown the same video.
Interesting right? Here's a more relevant example if you're into internet marketing.
Look at most marketers who are trying to sell you courses.
Long before they make their pitch, they will almost always talk about the same things.
How much they value education.
Why you should have an “abundance” mentality or believe in universal abundance.
And of course... you should invest in yourself!
Now I'm not saying any of these things are wrong per se, I agree with them actually ( no I'm not selling you anything yet I promise).
But you can be damn sure that there's a specific reason why they are bringing up these points
When they finally ask you to buy their course, you’re already subconsciously agreeing with them.
You're thinking how you SHOULD invest in yourself.
Maybe money IS abundant!
It DOES make sense to educate yourself!
Now who will you buy a course from? The person who gave you all that good information, of course!
A way to think about it is placing your mark in a box... and... subtly manipulating them to do what you want them to do.
Does that sound like it could be used for evil? Frankly- yes... and this is just the tip of the iceberg.
We still haven't taken off our training wheels.
By the way, you will find that there are two schools of thought on learning these techniques.
The first is that they don’t actually work. It's stupid to study them.
We are all much too smart to fall for them now.
The other opinion is that they are TOO powerful and it’s wrong to use them.
You can choose to learn them and use them, or not learn them and be persuaded by them.
It's up to you.
Here’s an important caveat: all of these techniques are neither good nor evil.
But they ARE powerful.
It all depends on the intent of the person using them.
Here's a truth of human nature.
In life you are either manipulating someone, failing to manipulate them, or being manipulated into doing something yourself.
People get queasy about the word manipulation but... it's basic human nature.
To turn a blind eye towards it because it doesn't make you feel good is just stupid.
And if you are STILL unconvinced that manipulation is wrong, think of this classic example Dan Kennedy gives...
Take a fine restaurant. Every single thing in it from the lighting to the food, the clothes the waiter is wearing, what they say, the presentation, EVERYTHING is designed for one purpose.
To keep you happy and coming back!
That is MANIPULATION! Got it? Okay good.
This next technique is exceptionally powerful in marketing.
It was first introduced to me in a great book called Dotcom Secrets by Russell Brunson.
( there’s a link to this book on my site, If you buy it I will get a tiny commission, full disclosure. Even if you don't purchase the book through me and decide to buy it at full price on Amazon, do it- it's amazing).
The technique is called...
Once it's pointed out to you, pay attention and you will see it used everywhere.
The pre frame is used a lot in seminar marketing.
The idea if you're selling from the stage is to have another person "presell" you.
They introduce you and talk about your authority, credentials and expertise.
Then you go out and sell them stuff 10x easier than it would normally be.
If the seminar organizers know what they’re doing, there will always be a 3-5 minute introduction of the next speaker.
They will talk about all their achievements, credentials, past results, students success.
Basically anything that tells the audience why they’re so great.
This kills two birds with one stone.
First it signals your brain that you should pay attention to this person. Second it enforces their authority without that person needing to "toot their own horn."
This technique is amazingly successful and powerful.
Look for any way to incorporate it into your own marketing and selling.
Next up is a little language pattern I picked up from Mr. Frank Kern...
Here’s an academic description: In the branch of linguistics known as pragmatics, a presupposition (or ps) is an implicit assumption about the world or background belief relating to an utterance whose truth is taken for granted in discourse. Examples of presuppositions include: Jane no longer writes fiction. (bolding by me)
Here’s another one: Why are mothers are choosing Colgate over Crest toothpaste?
There are two presuppositions here.
First, mothers are choosing Colgate Toothpaste.
Second, they are choosing it specifically over Crest.
Here’s why learning how to effectively use PS’s is important to you:
If you are in sales, or have ever read a sales book, you probably have heard the phrase “assume the sale”.
That is where presuppositions come into play.
“When you buy this, I’m also going to give you x bonus.”
“When you become a member, you’re also going to get yada yada yada.”
Maybe somebody can tell me if that’s an NLP trick or not. Either way its subtle and it works.
Look out for presuppositions next time you hear a pitch.
Count how many they use on you.
The next idea is very important not only to persuasion, but communication in general.
It’s the idea of implicit vs Explicit conversations.
Again, Frank Kern was the first one I heard who explicitly spoke about this concept.
Here’s an example:
EXPLICIT: Drinking green tea 3x a day cures cancer.
IMPLICIT: I drank green tea 3 times a day and my cancer disappeared.
Can you guess which one is more powerful? More importantly, can you guess WHY it’s more powerful?
Part of the answer is a powerful tendency in human nature.
We sometimes believe what we are told, but we always believe opinions we form ourselves.
We also strongly resist attempts by outside forces to persuade us.
And finally we cannot resist what we can’t detect.
(A very interesting book that dives deep into this topic is forbidden keys to persuasion by Blair Warren)
So I’m going to break the rule I just wrote out.
I'm going to explicitly tell you that implicit communication is MUCH more persuasive than explicit.
You have to believe me because you're here reading my blog, and I'm the authority dammit!
There’s a time and a place for both modes of communication however. Here’s how I think about it.
If you are trying to convey FACTS, real numbers, hard data, then use explicit conversations.
If you are trying to persuade and tell stories, implicit is generally the way to go.
Of course there are distinctions here.
Sometimes your prospect isn’t at the stage in the conversation where they will immediately accept your facts.
Sometimes those facts need to be built up to be believed.
You will have to assess how likely they are to resist your facts.
Essentially that relates back to my post on Gradualization.
The next subject I’ll briefly touch on is one that Blair Warren talks about in Forbidden Keys called “Psychological Ventriloquism”.
Neat name huh? I dig it.
But I digress, the idea is to implant assumptions in the mind of your prospect or audience.
The masters of "PV" are magicians, comedians, and of all people, Hollywood screenwriters.
Here’s a 6 word story that Hemmingway wrote which tells you everything you need to know.
For Sale, Baby Shoes, Never Worn.
Those 6 words speak volumes, but it’s not the words themselves.
It is our reaction to them.
We fill in the blanks so to speak... and that’s where persuasion masters hijack our poor meat computer of a brain.
Without giving away too many evil secrets, let’s move on to the last technique.
The Power of Suggestion.
Dan Kennedy calls this “the nearest thing to mind control”.
When you start digging into it, you will find incredible studies and facts about suggestion.
For example Hypnotism is basically relaxation plus suggestion.
Here's another one: you can actually increase the temperature of part, or all of your body through the power of suggestion.
The key to suggestion comes from the way our minds work.
When we hear words, our feeble minds think in terms of two things.
We think in terms of concepts and more importantly ,in terms of visual images.
If you can project powerful images into your prospects mind, you can exert this power over them.
(to varying extents based on the "suggestibility factor" of that person)
To be completely honest this is only something I have recently started focusing on and I am by no means a master yet…
But I will try to share a rudimentary example of this technique in action.
When you understand the principle here, you can begin implementing this right away.
Let’s say I was selling a dating product for men that helps you get a girlfriend.
One of the major pain points for these guys is that they’re lonely (and horny).
Maybe they’ve never had a girlfriend.
Perhaps they are trying to get their old girlfriend back.
Regardless, here is how I would use the power of suggestion on our poor victim…
Imagine it’s Friday night and you just got off work.
You feel a buzzing in your pocket, so you reach in and pull out your cell phone.
When you look down at it, you see that you have a few unread messages.
The first one is from Becky, a beautiful athletic brunette.
She is asking you if you are free to meet up with her later tonight…
The next message is from Amber, a gorgeous and bubbly blonde that you met at the gym last week.
She tells you that she is DYING to have a drink with you and she has a very nice friend she wants you to meet as well…
(this is getting weird but bear with me)
And by god, there are more messages from OTHER babes that are also interested in you!
(I swear this sounds like one of those ads "Horny babes near [Your Town] are looking for sex!)
Now it’s up to you to decide which one you would rather see tonight.
Finally...the lonely nights spent watching Netflix and going to bed alone are a thing of the past.
What would that feel like?
To know that you can instantly meet a beautiful girl who will jump your bones 10 minutes after meeting her.
The same girl that would normally NEVER even give you the time of day.
I’d bet you would jump out of bed every morning, happy to look in the mirror and give yourself a big goofy smile from ear to ear.
Well now you can have that feeling with this simple 3 step system...blah blah blah.
Wow...thank god I don’t write copy for dating, that was pretty lame.
Anywho, that is suggestion at work.
The guy hearing this- assuming he is your ideal customer of course, will vividly see this scenario unfold in his head.
If your little suggestion story hit all his pain points and hot buttons, it won’t take much (more) persuasion at all to sell this guy.
I hope this article has been eye opening for you.
Please don’t use this for evil purposes.
If you do, I’ll psychologically manipulate you into doing something you really WON’T like!
(Seriously, don't use it for evil! I'm watching you! Hey, I'm not joking man...I'm looking at you right now)