Clever Dude
Bernays was an old school marketing genius.
Maybe a bit on the evil side.
To brainwash entire populations.
He was a cousin of Freud.
But if you can get past the evil genius part, and study only the genius, we can learn a few things.
For example, persuading people is often a long game.
Most people need to hear a marketing message at least six times before taking action.
That’s just blatant repetition.
But Bernays took the long game to a completely different level.
First, get a bunch of people to buy houses in the suburbs.
But makes sure to sell them houses that all have an extra bit of space.
Once it becomes “fashionable” to have a house with extra space, you start pushing pianos.
Look At Me!
All based on signaling.
Having a house with extra space indicates you can afford the extra space.
Then later, when you start to market pianos, it hits a couple of buttons.
One is that a piano is the PERFECT thing to go in that extra space.
Two is it SCREAMS elite status.
You can afford a big house.
You can afford a piano.
You can afford the time to learn to play the piano.
You aren’t like those factory roughnecks without any class.
You are cultured.
You appreciate the finer things in life.
If you understand human nature, you can pretty much get anybody to do anything.
Lucky for us, human nature is pretty easy to understand.
But it’s not quite so simple.
Many people get caught up in their own egos.
Dale Carnegie teaches that you can get anybody to do anything, so long as they believe it was their idea.
Turn Off The Ego
This is the hard part.
Our ego very much wants us to remind them it was really OUR idea.
This is a hard habit to break.
This is why one of the EASIEST forms of persuasion is written form.
To write a sales page that tells a story.
And from the story, the reader will decide to take action.
This is part of who we are.
We watch or read a story.
And we very much WANT to be like the hero of the story.
And heroes always face challenges and overcome obstacles.
So if you can figure out a way to tell a story that matches with your reader, you’ve got it made.
The reader wants the product or service, otherwise they wouldn’t be reading.
But so far, they haven’t made a decision to buy this.
You Are The Hero
This is when they can imagine THEY are the hero.
And as the hero of the story overcomes the obstacle, the reader of the story overcomes their buying obstacles.
And everybody lives happily ever after.
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