Persuading With the Unconscious Mind

By: Kenrick Cleveland

"Logic: The art of thinking and reasoning in strict accordance with the limitations and incapacities of the human misunderstanding." ~ Ambrose Bierce

Persuading the affluent requires that we dig deeper, into uncharted waters, where most people are afraid to go. The key is appealing to our other than conscious minds and employ the power of emotions to sell.

Our conscious mind can only hold seven (plus or minus two) bits of information at a time. Seven bits of information. . . that's not a whole lot, is it?

If you think about how many millions of things you could be consciously thinking about, your mind might have a bit of a meltdown. We've got a very limited amount of conscious space for a good reason.

So while we're thinking of our seven little things, we've got a gigantic internal hard drive to hold the things we need to be able to access when necessary.

What happens to the information we're unable to contain in our conscious minds? It gets absorbed in our other-than-conscious.

A visual representation of the would have the conscious mind as a tiny crumb with the unconscious mind being the entire rest of the pie.

So how can we take another person's consciousness and side step it to access the real boss of their unconscious?

We need to realize that people are persuaded based on emotion and not logic. They make their decisions based on what's emotionally happening inside of them, and then back up these emotional decisions with a logical reason.

All we have to do is add a dash of logic at the end to make our prospects feel good about their emotionally made decision. By learning to appeal to their unconscious, this is accomplished.

When we elicit criteria we're side stepping logic and getting to the core of what's important for the prospect or client.

For example, let's say their top value is 'Freedom'. When we trigger their need for freedom we're stirring up a whole cauldron of emotions.

So the way you interact with that emotion of humiliation or frustration or rage (in the 'away from' person) or the liberation and feeling of dominion (in the 'towards' personality) and make your product or service the antidote (away) or access to more of (towards), then you will have succeeded in navigating the uncharted, murky (emotional) landscape where most business transactions are afraid to go.

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Kenrick Cleveland teaches techniques to earn the business of affluent prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.

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