by Kevin Hogan
For as much stuff that doesn't work in this arena, there is a ton
of stuff that is remarkably effective.
When carefully constructed you can, generally speaking:
There's other stuff of course, as well. But those are cool enough.
- Evoke specific emotions (love, anger, arousal, fear)
- Cause brand choice (both a specific brand or one over another)
- Control specific short-term behavior (singular actions)
But, be aware, the idea of "You will like Kevin," doesn't work.
So without dumbing down, what else works?
- Sentences don't work.
- Phrases don't work.
Tons of stuff does work....just not quite as simple and easy as
- Context dependent cueing works brilliantly.
- Priming behavior for verbal or written messages to be acted on.
- Setting flags (psychological term: anchors) for nonconscious
KEYPOINT: But, the key of apparent intention is crucial. If
someone "feels" manipulated, they will not respond positively.
They will buy from a competitor, ignore the message and do
In a minute I'll give you a few more examples
of how you can use subliminal visual information.
There are a few things that people wanted to master at Influence
Boot Camp coming up in March. That's where I got the idea for
I asked 22 people and their top responses in six categories were:
Subliminal persuasion simply fascinates just about everyone.
- Subliminal Influence
- Persuasion Online including effective copy and imagery
- Face to Face Persuasion including body language
- Specific applications of non-copy related influence to build
business offline and online
- Influence Techniques that can be used in different settings and
knowing how to "pick" the right one.
- Reading People
Subliminal Terms Defined
And, you want to know what a couple of terms mean before I
share any more about them.
* Subliminal: That which is not "seen" in consciousness by the
vast majority of people who will be aware of some image
nonconsciously. "Below the threshold of consciousness" for most.
* Supralminal or Pre-Subliminal: That which is easily seen in
the environment but of which one is not aware of.
The impact of these "things" are almost identical.
So imagine that you see me typing away on my Dell (I gave my
Apple to my son...it's great for games, doesn't interact well with
the evil Microsoft).
As soon as I tell you I'm typing on a Dell and that I really like it
and think YOU would like it, too...well...the effectiveness went from
8 to 2 in one second.
By the way, indicating Microsoft is "evil" increases their liking....
all that for next month....
So here I am typing on my Dell. You see it on video. I talk to you
about ANYTHING other than my Dell.
Result: Your probability of purchase increases, your liking increases.
And if I don't overexpose the brand to you, and, you are not FEELING
that you are being manipulated, then Dell (and the future buyer), have
I now have to get Dell to cut me a check....I'll be right back.
OK, now these cues are all supraliminal or pre-subliminal.
Cues don't have to be simply visual.
What's a very powerful tool to be aware of? ...
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