Is Vs. Ought
The difference between description and prescription is kind of difficult to wrap your brain around.
Conceptually, it’s pretty simple.
But in real life, knowing the difference isn’t so easy.
Science is pure descriptive.
People look at the world, and describe what happens.
They get more and more detailed.
And if they can describe things mathematically, they’re on to something.
If they can watch the same thing happen in a bunch of different scenario, and the can even predict it, then they’ve got a law.
A law of physics.
But even that word, “law” is confusing.
The government decides arbitrarily that the new speed limit is going to be 67.5 MPH.
So they put up signs, and come up with fines for people who “break” the law.
But this is a completely PRESCRIPTIVE law.
Something “they” said we should do or else.
One statement from the laws of physics is that are always mandatory.
Newton’s law of gravity applies everywhere and always.
Speed limit laws are always “in force” but we only “obey” them when we think there’s a cop with a speed gun hiding behind a tree.
When it comes to sales and persuasion, there is also the difference between prescription or description.
Prescription is the go-to method for most.
They TELL people what they SHOULD do.
Buy this car.
Buy this house.
This takes a lot of energy.
This is very frustrating.
This is why salespeople get so burned out.
Because NOBODY likes being told what to do.
Sure, if you tell a little kid to eat his ice cream, he’ll probably comply.
If you tell somebody who’s madly in love with you to kiss you, they’ll probably comply.
Telling people what they already want to do is easy.
The question is, how do you get people to want to do what you want them to do?
This is also pretty easy.
It takes a bit of practice.
But it involves our old friend description.
Or descriptive language.
Or to get them talking in terms of what they want.
Whatever that happens to be.
To HELP THEM describe, using THEIR descriptive language, what it is they want.
And you can easily (and covertly) lead them from what they want, to what you want them to want.
Sounds kind of magical, but it’s actually pretty easy.
Easy once you understand the basics of human nature that we all share.
Mind Persuasion has plenty of books and courses to teach you how to speak hypnotically and persuasively.