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SELL MORE WITH
HYPNOTIC DOUBLE MEANINGS
By David R. Barron and Danek S. Kaus
Advertisers know that the best way to
sell something is to reach people on an unconscious level. That is why
so many products are tied to sex in one way or another. Beer
commercials, for example, show men drinking their brand surrounded by
beautiful women.
As the men
in
the audience watch, an unconscious link can be created between drinking
the beer and sexual satisfaction, or at least the opportunity for it.
You can
use this
same principle to sell more of your product, not by using beautiful
women, but by delivering commands directly to a prospect’s unconscious
mind by using words that have double meanings. This technique is called
“Punctuation Ambiguity.”
To create
a
punctuation ambiguity, pick a word that can be used as both a noun and
a verb or at least a word that has two different meanings. This is your
Pivot Word for the ambiguity. Once you have the pivot word, you work it
into a sentence.
For
example, the
word address can mean the place where you live. It can also be what you
do to an envelope. Address can also mean to speak to someone.
The
punctuation
ambiguity happens when the first part of a sentence seems to use the
pivot word as a noun and what follows it makes it seem like a verb.
This second part of the structure is phrased as a command.
Punctuation
ambiguities can sound a little strange but the other person’s conscious
mind tends to overlook that because it doesn’t fit into anything
understandable. So it simply passes it by. This means the unconscious
mind hears the command while the conscious mind does not.
Here are
some
examples:
Address
“…you
might remember how you found your latest address me with more respect.”
Benefit “…
and
you can easily see, simply hear and convincingly feel how this can be
of benefit by making a decision to buy this now.”
Block “…
and you
may be able to understand this in chunks so let me give you the first
block out any hesitation about doing this.”
Days “…
and the
beginning of that change may come about in hours or even days (daze)
and confuse and eliminate any thoughts contrary to what I say.”
Work “…
you can
find that things can be done a lot easier when you use this type of
work this deeply into your mind.”
Do you see
how
punctuation ambiguities work? Can you hear yourself saying them and
feeling the benefits of using them? By themselves, punctuation
ambiguities will not persuade anyone to do something. But when you
combine them with your other sales skills they can give you profound
influence.
Here are a
few
more Pivot Words. You can probably think of many more.
As an
exercise
you can cut and paste the words on to a note pad and build your
sentences with them.
Debate
Fish
Fix
Flower
Fly
Force
Free
Glue
Happen
Heat
Home
Index
Land
Lead
Like
Loop
Love
Make
Map
Mark
Match
Microwave
Mind
Name
Open
Pay
Picture
Pile
Place
Power
Reveal
Ring
Seal
Salt
Shield
Shoot
Smoke
Tease
Tie
Toss
Understand
Veil
Write
X-ray
The best
way to
incorporate punctuation ambiguities into your sales presentation is to
create them ahead of time and practice saying them as if they are
absolutely normal. So start using words with double meanings. They
might just help you double your income.
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David R. Barron
and Danek S. Kaus are the authors of
“Power Persuasion: Using Hypnotic Influence
to Win in Life, Love
and Business.”
To learn more visit
http://www.power-persuasion.com/book.
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