Cold Calling and Getting Attention

Cold Calling: Creating Associations

Attention is generated by the subconscious associations people make with the product. For example, by using a sense of urgency in your language, you can make people want to belong to a
group. By then showing that many people use the product, you can convince them more quickly.

Metaphors in Cold Calling

So, do you want to sell your product to the customer? Try to create associations with the emotions your product represents. Do you want to build trust? Then use words and metaphors that subconsciously evoke those feelings. For example, the metaphor of a house can be used to convey trust. If a product is “as solid as a house,” the subconscious association is that it’s a strong product that can be trusted.

It turns out that words have a greater impact than previously thought. In a test in which participants could administer electric shocks to other people, it was found that those who heard words with violent connotations administered 48% more shocks than those who did not hear those words.

So every word you say counts as a salesperson!

Would you like to learn more about the importance of word choice and metaphors? Download our white paper below.