One of the companies I am helping with marketing literature has just asked an interesting question that deserves an in depth answer.
Proper Use of Hypnotic Persuasion Techniques
This article has a key ingredient that all hypnotic persuasion techniques should incorporate but many ignore. The ideas incorporated in this article apply equally to spoken and written persuasion techniques.
Here is the email:
Sent: 30 March 17:23
Subject: RE: Update on mailer
I have Tim who is in charge of marketing going over the information you had sent, I also listened to it.
A question, I like the things you are saying, but if you were to write the letters from scratch would you put different information or present the information different…i.e. pacing and leading, persuasion loops, presuppositions, embedded commands, Anchoring, thought binds, redefines and agreement frames, trance words etc…
What is the Intention of Your Communication?
One think you might want to recognise is that I am training people to use hypnotic language. Therefore I am actively demonstrating it with as many examples as I possibly can throughout everything that I do.
If I were to use this in a situation where the outcome of the communication was a result that had nothing to do with demonstrating language patterns I would do things a little differently. Something I suggest is that the quality of your life is based on the quality of the questions that you ask yourself. One great question to keep in mind in any persuasion context is, “What do I have to say or do next to get the result that I want?”
Many NLPers when they first find the Milton Model (NLP Jargon Junkies label for hypnotic language patterns) is they shotgun patterns at everyone. Most of the time this involves ending every sentence with a variation on the phrase, “isn’t it…NOW” in a commanding voice. This is great if you want to practice saying the word NOW. I also recommend practicing proper patterns whenever you get the opportunity.
But when you are in a communication where you want a result other than practice you should focus on what you should say or do next that moves you closer to your result. The purpose of practice is so you do these things intuitively when you need them.
How Does that Translate to Written Material?
With written material language patterns work differently. A lot of powerful spoken patterns just come over badly when written down. I still use them because my job is to give you as many different types of demonstrations, illustrations and examples as I can. If you know a little of about these patterns you will recognise that I am about as subtle as a house brick.
When I am working with clients and their material I take a very different approach and it is led by that question, “What do we have to say or do for your audience to move closer to your result?”
A Strategic Approach to Hypnotic Persuasion
What we have done with Dave’s marketing material is to chunk and sequence the information in a particular way. The key consideration is profiling his reader and then looking at what would be the ideal sequence of internal representations for that reader to go through to reach a positive decision.
Working this way gives means you can let go of individual patterns and focus much more on the building blocks. It is the difference between having a few clever phrases and having a process that converts readers in the direction you want them to go in. Here is one small example of the type of thing we did for Dave.
Dave’s brochure is about getting his target audience to make contact with his business and preselling the product. The brochure is giving away good content and is providing a service for Dave’s clients.
I am suggesting to Dave that the first part of the brochure should be a before and after testimonial from a client. This gives the reader social proof, paces their current circumstances and opens a loop because what you are told is the end result but not how it was created. All of this is geared to get the reader to go further into the brochure.
Once the reader has been through the contents of the brochure taking in the relevant information we close the loop going back to the testimonial and filing in the specific details of how the result was achieved. I am sure you can see how this works on the reader. Notice that this does not discuss specific language patterns or persuasion techniques, we have talked on a more strategic level. Once you have these big building blocks in the right place you might go back and add a few patterns here and there… but that would mainly be for the fun of it wouldn’t it NOW!
If you want to know how to profile your ideal customer and then create a persuasion process for them the tools, ideas and strategies to do this are covered fully in the Advanced Persuasion Patterns Programme. Click through to find out more about this comprehensive hypnotic persuasion skills programme. But if you are working in sales and you want a copy of Advanced Persuasion Patterns for free have a look at this powerful hypnotic sales course.