The Unconscious Reason Why People Don't Buy From You

If you want people to respond positively to your marketing,
it has to work at an unconscious level.

But one of the key things that most people don't know about
the unconscious mind is that it can't process a negative.
For example if someone asks you not to think of a pink
elephant, you have to think about pink elephants first.

So you have to be careful about using words like 'not' and
'don't' because they are ignored by the unconscious mind.
For example, in safety information, saying "don't fall"
immediately puts in mind the idea of falling.

You therefore need to be very careful to choose the right
words. Otherwise the effect will be the opposite of what
you intend.

So it's crucial to concentrate on positive language. You
need to talk about what you want the client to do or to
think.

An example of this was an investment presentation where one
speaker talked about his range of products, saying: "There
is no risk. There's no chance of losing your money."

Another speaker talked about a similar range of products.
But he said, "I can't guarantee that your money is going to
be completely safe but you can be sure that we're going to
look after your money and get you the best returns
possible."

After the presentation, the line of people was much larger
for the second person than the first. The second person was
using positive language. The first person was, in a sense,
saying the same thing, but he is talking in negative terms.

What's happening is that the audience's unconscious minds
are clearing out the 'not' words. All they're hearing is
the bad news. They are focused on "risk" and "losing
money." Whereas in the second presentation, all they are
hearing is "safe," "guarantee," and "growth."

Too often in communication, people put the focus on the
opposite of what they want by using negatives. As the
unconscious mind will not process these negatives, it's
important to say it exactly the way that you want it.

This doesn't mean you shouldn't point out the negative
consequences of an action or someone's problems – these can
be useful approaches. The key is to be aware of the effect
of your words on someone – it may be the opposite of what
you intend if you use words like 'not' and 'don't'.

Another element of this is that the unconscious mind wants
to follow specific instructions. So be precise about the
action you want someone to take. Ask for what you want –
'Order Today', 'Sign up Now!'

To put this to work for you, make sure the language in your
communication and marketing conveys the message you want –
and not the opposite. And be specific about what you want
people to do.

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Robert Greenshields is a marketing success coach who helps
entrepreneurs and independent professionals develop the
success mindset and marketing strategies for a better
lifestyle. For more info visit
http://www.mindpowermarketing.com