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But I’m going to tell you that it can—because over time we’ve all been subtly hypnotized to accept certain trigger words. You would never suspect these hypnotic words of holding any power. But when you use them consciously and correctly, they can dramatically improve your persuasive power.
I have already used six of them to keep you reading.
And I’ll include examples to help you put them to use.
But before I do that, a word about what hypnosis is, is not—and why these words are considered hypnotic.
Don’t you feel like they deserve more of a chance than other people? I don’t just like David Tennant because he’s talented.
Irrational as it is, I can’t help feeling that I ought to like him.
Their script always has them saying your name—as if it will build rapport. A person’s name is so powerful that you have to have a very light touch when you use it. It’s natural to use it in conversation, so you don’t need to worry about being heavy-handed. It’s just the nature of being human.) The reason words that refer to us are so hypnotic has to do with a psychological effect called Fundamental Attribution Error.
Yet it encapsulates the same basic self-obsessiveness that makes your own name so powerful. Basically, while we are naturally critical of other people, our critical minds take a break when we evaluate ourselves. You may not have noticed this about yourself—but I bet you’ve noticed it about all those oblivious inconsiderate jerks constantly making your life miserable.
That’s a pity because hypnosis is a very powerful psychological tool—and marketing is all about psychology.Here, he not only asks his prospect to imagine the outcome of buying, but also to picture it. Repeating the concept in different ways makes it even harder to resist. And that’s because it is not actually the word you that has hypnotic power—but the name it represents. I’m willing to bet you have no idea just how hypnotic your name actually is.