1:24pm
Saint Paul
Yesterday, as I was prepping dinner and the kids were at music and sports, I listened to Episode 277 of “Brain Software with Mike Mandel.”
It’s a podcast that fellow copywriter John Bejakovic tuned me into.
Mike and his co-host Chris Thompson talk about hypnosis from their headquarters in the hypnotic world epicenter: Toronto, Canada.
Two things I took away from the episode that I wanted to share with you today.
Firstly, is Toronto really the hypnotic world epicenter?
Probably not. It’s subjective.
But no one else makes this claim, and like “world’s best hamburger,” there’s no measurable way to prove or disprove it.
Which means you, too, can claim to be the world’s best at something, or the epicenter of something, or the only X who uses the XYZ Method (that you, of course, systematized).
The other lesson from this episode is around framing.
We’ve discussed framing before in these hallowed halls here in the Goldmine.
As a reminder, “framing” is how people perceive things––and we can influence that frame by the information we choose to include, or exclude.
And it’s not that we’re lying through omission.
Because it’s impossible to include all the data, all the time. And if we believe our solution or idea is helpful, it’s our job to help others understand it, simply.
Ok back to the podcast.
Mike and Chris get into how we squishy-brained humans decide to do things.
Which is through emotion.
And how does our brain decide on an emotion?
Emotions are a subconscious thing, to be sure. But you can influence them, in yourself and others.
Let’s back up.
Say, you’re presented with a situation. Maybe you’re at lunch, and have to decide between a regular hamburger or “the world’s best Reuben sandwich.”
(Vegetarians, stick with me here.)
Now that the situation has your attention, your brain makes connections to all the hamburgers you’ve eaten and all the Reubens you’ve eaten.
And this is where framing comes in.
I don’t know about you, but I’ve been let down by so many Reuben sandwiches. I’ve stopped ordering them except from a few specific places.
And most burgers are at least decent.
So not wanting to be disappointed, and not buying into “the world’s best” nonsense, you pick the burger.
But then the server happens to say…
“Our Reubens are almost sold out. Again.”
Well now, there’s some scarcity involved, and if they’re sold out they might be pretty good after all.
So you change your order to the Reuben.
It’s that new frame, that new information, which changes your desires.
This might be a simple example.
But in the world of hypnosis––and persuasion––it’s a powerful technique.
Change the way people perceive information, or an experience from their past, and you can change their emotions around that information or experience.
Change their emotions, and you can influence their decisions.
It’s why apologies and forgiveness are so powerful.
They allow us to reframe actions and situations, away from shame and resentment, and towards new understandings.
Love you,
Jeffrey
PS. It’s not yet ready, but soon Denny Hatch’s book, Secrets of Emotional, Hot-Button Copywriting will be available again, for the first time in some 15 years.
Emotions drive decision, as Jim Camp said.
And this book will help you touch upon 7 powerful emotions. Stay tuned for more details.