Page 225 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

HYPNOTIC WRITING
In short, pave the way for your price by making it look small compared to something more expensive. Again, don’t lie. Tell the truth. Think about what it would take for your reader to make or acquire or even do without your product. Describe all of that. Then tell your price.
This secret is known as contrast.
Scott Plous, in his book The Psychology of Judgment and Decision Making says, “For example, real estate agents sometimes exploit the contrast effect by showing buyers a run-down or overpriced prop- erty before they show the home that is under serious consideration.”
At the risk of confusing you, let me bring in a little deeper psychol- ogy to prove my point. John Burton, in his heady book States of Equi- librium says people do not move toward success (pleasure) or away from failure (pain). He writes: “Rather, we move toward or away from the states of mind that we associate with success or failure.”
What does that mean?
It means your reader has a mental concept about your offer, your price, and your product. All of those concepts are percep- tions, not reality. They are mental associations based on how you described your product, price, and offer. You can influence and even change your reader’s perceptions—their reality—by how you describe your product, price, and offer. You also influence how they will feel about your product, price, or offer by what you say before you ever describe them.
Again, when you paint a picture of life without your product, and then you paint a picture of life with your product, you’ve drawn a contrast and set up a perception. You can influence how your reader feels about your product this way.
My father mentally associated a mixed breed stray dog as a mutt. When I gave him a new view—that Spot was actually a rare breed worth lots of money—he altered his perception and ulti- mately his behavior. I sold him (so to speak) on Spot.
Remember, when you are writing, you have the power. You can influence how your reader perceives your message by how you de- scribe it and what you compare it to.
This is Hypnotic Writing at full throttle.
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