The Art of Split Second Persuasion

Summary: In the spirit of a happy marriage, sometimes we do things we don’t want to do. For me, this was saying “yes” to my wife about a show she wants to see. Normally I’m keen to check out what’s happening in Sydney’s theatrical scene. We’ve even flown interstate for shows that really tickle our fancy. But, this time, I wanted to say “no”. Why? Well, as my wife “sold” it to me “Babe, it’s a show about horses!” Horses? Really? Sure, they’re beautiful animals… but a show about horses? Argghh… But then… A few days later I was driving to a café and I saw a billboard advertising this show. But this time, within seconds, I was sold! Hooked, I tell ya. Now I’m hanging to check this show out. What did this billboard say? How did it turn me around in a split second? And how did it do a much better job of persuading me than my dear wife? Simple… The billboard used 3 magic words that have years of positive emotional associations for me. These words were… Cirque de Soleil. Specifically, the billboard said… “Cavalia: From a co-founder of Cirque de Soleil.” I don’t know about you, but I’m a huge fan of Cirque de Soleil. I love the music. I love the costumes. I love the acrobatics. Which is why I had a visceral response to the billboard. A FEW HUNDRED DOLLARS POORER So just, like that, we’ve forked over a few hundred bucks. I didn’t need a long copy sales letter to be sold. I didn’t need to see a video sales letter. And I didn’t need to speak to a sales rep. Why? Because of all my built-in emotional associations with Cirque de Soleil. This billboard is a brilliant selling piece because my mind instantly super imposed… … all the fun … all the joy … and all the hypnotism of Cirque onto Cavalia This billboard bypassed all my logical filters. This is the art of split second persuasion. TWO LESSONS 1. Lead with your strongest proof – in this example “from a co-founder of Cirque de Soleil” is spectacular proof. 2. Take advantage of highly emotive words, images or brands your prospect already has an association to… and use it as a bridge to your product. Do so and you’ll be using one of the most effective and persuasive sales techniques known to man. Until next time, Alexi       If you want to learn more, check out this cool page...