Page 101 - ConvinceThemFlip

speak the language of the brain
have ended a letter with the line “If you want more infor-
mation, please don’t hesitate to contact me”?
How many negative suggestions do you plant in the
minds of your customers, clients, colleagues, patients, or
students with the words you choose and use every day?
Sure, you can make a case semantically for saying that as
long as your customers and clients know what you mean,
it’s okay. But bearing in mind that the brain has to first
think of a behavior and then think of the opposite behavior
to replace it, what thoughts are you really awakening in
your clients, superiors, or staff when you say the following?
Can you spot the positive and negative messages here?
• Don’t worry about the dip in the market.
• No problem.
• Invest for the long term.
• Don’t panic!
• We won’t do anything reckless.
• Call me when you want more information.
• I wouldn’t take him too seriously.
• We’ve covered all the bases.
• This won’t hurt a bit.
• There’s no way you can lose.
• It was a pleasure.
93