Cold acquisition and getting attention

Cold acquisition; attention is essential for this. But how do you create this attention? Which unconscious associations lead to attention? Cialdini researched this and wrote a book about it titled ‘Pre-suasion’.

Cold acquisition: Creating associations

Attention is generated by the unconscious associations people make with the product. For example, by using threat in your language, people want to belong to a
group. By then demonstrating that many people use the product, people are convinced more quickly.

Metaphors in cold acquisition

So do you want to sell your product to the client? Try to create associations with the emotions your product stands for. Do you want to create trust? Then use words and metaphors that unconsciously link to this. For trust, for example, the metaphor of a house can be used. If a product is as solid as a house, the unconscious association is that it is a strong product that can be trusted.

It turns out that words do more than is thought. In a test in which people could administer electric shocks to other people, it turned out that people who were given words with a violent association administered 48% more shocks than people who did not hear these words.

So every word you say counts as a salesperson!

Would you like to know more about the importance of word choice and metaphors? Download our whitepaper below.

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