Persuading With the Unconscious Mind

By Kenrick Cleveland..

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"Logic: the art of thinking and reasoning in strict accordance With the limitations and incapacities of the human misunderstanding." ~ Ambrose Bierce

When it comes to Persuading the affluent, or anyone for that matter, we've got to dig deeper... into uncharted waters... where most business people are afraid to go. We've got to appeal to the unconscious mind, using emotions in our selling.

Our conscious Mind can only hold seven (plus or minus two) bits of information at a time. Seven bits of information. . . that's not a whole lot, is it?

There are so many things to think about. . .what we see, what we hear, what we feel, what we need to remember, what we are trying to forget. . . All of these things take up space somewhere. . . but we're only able to consciously think about seven of them at a time.

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.

Our other-than-conscious holds on to all of the information we are not currently using, and absorbs the information that is occurring around us that we couldn't possibly consciously perceive.

I'm a huge fan of the unconscious. Logic and rationality are hugely overrated in my book. Not that there's no use for them, but the emphasis has overshadowed the power of our unconscious. And really, we've prioritized them incorrectly. Our Unconscious isa gigantic iceberg and our conscious minds are just the tip.

So how can we take another person's consciousness and side step it to access the real boss of their unconscious?

We need to realize that people are persuaded based on emotion and not logic. They make their decisions based on what's emotionally happening inside of them, and then back up these emotional decisions With a logical reason.

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.

When we elicit criteria we're side stepping logic and getting to the core of what's important for the prospect or client.

If 'freedom' is our prospect's highest value and we tap into that, this immediately stirs up a lot of emotion.

In reacting to the emotional trigger of freedom, this can manifest as rage or frustration in a person With an 'away from' orientation and as a feeling of dominion over all things in a person With a 'towards' orientation. If you are successful in maneuvering your product or service as the cure for the away person or access to more for the towards person, you will have navigated the emotional landscape where business and industry has been afraid to go.

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About The Author
Kenrick Cleveland teaches techniques to earn the business of affluent clients using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.