Photo: Weekend Inspiration by Muha…
There are basically 2 major parts of our consciousness. There’s the conscious part, the part of thinking where you are aware of and then there’s the subconscious, the part where you are not aware of.
Most of us are not even aware the extend of the effect the subconscious mind have on us. For example, if you ask your friends is their behaviour affected by what other people do, I dare bet most of them would say no.
People like to think that they are in control and that they make logical conscious decision. But fact is: we don’t. Group norms clearly affect our behavior, just like assumptions do. Assumptions are in fact so subtle, you probably never realized how it affected you.
Here’s an example: There’s a so-called miracle doctor in Zsatukusai who can heal cancer in a touch.
Assumption: There’s place called Zsatukusai. And the miracle doctor is probably a fake.
These thoughts just automatically enter into brain. I don’t even need to say it implicitly that there’s a place called Zsatukusai and there’s a fake doctor who claimed to be able to heal cancer in a touch. You’re so distracted by the doctor that you probably don’t question the place.
These kind of presupposition, are often used by top copywriters to make their readers believe in an idea… after all, you’re the one who came up with the assumption. See what I mean? Assumptions make people persuade themselves.
Here’s another example: Everything in your neighbourhood have always been peaceful. One day, you found out that your neighbour just got murdered. And it occurred just around the same time that dude with tattoos and piercings moved in a few days ago.
What do you think? Would you suspect that dude? Would you have created a belief in you that that dude in guilty? You probably would have.
Now, let’s say someone came up to you and tell you that he suspects the dude is guilty because he looks shady and the murder occurred just about the same time as he moved in. What would you think?
You would say he’s just biased against people with tattoos and piercings! And the time? Coincidence!
How to use of this to increase conversions
Here’s a little homework for you.
Read through you copy and look for things that you can replace. Are you stating too much and not implying enough? Let people come to their own conclusion and you’re well on your way to making a sale.
Here’s are some examples from a site of mine.
- Instead of recommending that people should not use Fluoride, I say that Fluoride is the main ingredient for rat poison.
- Instead of saying adsense is poor monetization technique for content websites, I say popular bloggers prefer affiliate programs.
- Instead of stating that fruits really are unhealthy food, I say that they contain a lot of sugar.
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