What i will cover in this blog post:
Why you should talk to all 3 types of personalities. (visual, kinesthetic, auditory)
How to use embedded commands to influence people. (Call to action)
Why you should use ambiguous language.
Whether you are doing a sales presentation online through videos or face to face, it is important to talk in a way that your audience can relate to you. If you got the attention of your audience and they realize that they can relate to you, they will start to trust you a little more, they will get off the fence and listen to what you have to say. Customers are usually people who know, like and trust you or they are simply convinced and they know that your product is awesome so they might even buy it, even if they don’t know and like you.
So these are the 3 types of representational systems:
Visual communicators and learners tend to both absorb and express ideas through imagery, so these are usually people who can remember places and directions very well.
They are visual aware, Leonardo da Vinci is a good example.
When you are telling stories or you want to explain something, try to paint, with words, a picture in the mind of your audience so they can visualize it more easily.
Kinesthetic communicators perceive the world more through feelings, emotions, language/numbers. This type of people use words such as
“I feel” or “I don’t feel” a lot and they pause a lot while talking as they have to feel what they are saying.
Auditory communicators often demonstrate strong verbal or musical aptitudes, as they more readily absorb the necessary elements of language or music. They will need you to talk them through the cause or program extensively.
If you tell stories or explain the benefits of your product and why the thing you have to offer is solving the problem of your audience, you wanna make sure to cover all 3 of these representational systems or you will miss out 2/3 of them.
Embedded commands / Call to action
If you want your audience to buy your product because of XY reason, you need to let them know.
A lot of people talk about how great their product is and explain all the features and benefits but they skip the part where they have to make a call to action and tell the audience to buy the product because they don’t wanna pressure anyone. DON’T DO THIS.
People who don’t tell their audience to buy their product are simply just not certain that this is the right thing to do and if you are not certain, how can your audience make sure that buying your product is the right thing to do?
If your child would try to cross the road at red traffic light, would you not stop it? would you not pressure it? Of course, you would because you know that’s just the right thing to do, so be certain about what you have to offer and tell your audience, confident, to buy the product.
Don’t think about a purple cow.
Don’t pay attention to the feelings at the bottom of your feet.
Don’t think about a square orange button that says BUY NOW with white color on it.
Chances are, even I told you not to think about it, that you still did, so how does it happen?
If someone is actively trying not to think of a white bear they may actually be more likely to imagine one so I hope you got the point of embedded
commands by now 🙂
With Embedded commands, you are able to control the thoughts of your audience and make it more visual for them.
Unconsciously we are doing this all the time but we never really think about it. That’s also the reason why telling yourself to stop smoking is a bad idea.
If you say all the time you wanna stop smoking to other people or to yourself you will automatically think about a cigarette or a pack of cigarettes in your mind. A better approach, in that case, would be for example to say: I wanna live more healthy / I will live more healthy.
So how can we use this concept now in our Sales presentation?
Use little indirect call to actions, embedded into your language all the time over the whole length of your presentation. It takes some practice, but it’s powerful.
You can do that simply by telling a story, explain something or if you try to illustrate your point.
For example here is a story:
“I want you to make a decision and think about this for a second because when I got started in that business, I wasn’t quite sure if this is the right thing to do.
But in my mind, I knew if I don’t want my next five years to look like my last five years I need to change something and take a decision.
So I watched the whole video, from the beginning to the end, that my friend sent me and just because I clicked on that buy now button after the video ended and pulled out my credit card and bought, I was able to transform myself over the last years personally and financially.
Now I spent most of my time with my family & friends and do things I enjoy and make at the same time money without even talking to people just because I took a leap of faith & took action.”
This is not a perfect example but there are now several embedded commands, telling you to take a decision, take action etc. I hope you understood the concept now and got some value from this.
Did you ever
It’s because politicians know that people pay attention to every word they say and they try to express themselves as detailed as possible without creating room for misinterpretation.
It’s simple, politicians who are specific in their speeches and talks are loved by the people, but nobody votes for them.
Politicians who are using ambiguous language, are the ones who are getting all the votes. If you are talking in a way that is too specific about certain things, other people might not correspond with that or they see things from another perspective than you do and resist.
So it would be better to use ambiguous language to let your audience come up with their own conclusion.
If I say stuff like “make a decision, at the right time in the right place, living the dream” everyone interprets that differently and come up with their own thoughts.
If there is a car crash on a highway and 14 people saw it happening from the same angle, you will most likely get 14 different story versions of how the crash exactly happened and what caused it etc.
I will make in the future more post’s about stuff like this and will go there more in detail on how to execute these strategies.
I hope I could help you with this post a little to improve your presentations. If you got some value from it please leave a comment below and share it with others if you think it could help them as well 🙂
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