Cold acquisition; attention is essential for this. But how do you create this attention? What unconscious associations lead to attention? Cialdini has researched this and has written a book about it called ‘Pre-suasion’.
COLD ACQUISITION; CREATING ASSOCIATIONS
Attention is generated by unconscious associations that people make with the product. For example, by using threat in your language, people would like to join a
hear the group. By then showing that many people use the product, people are more quickly convinced.
METAPHORS IN COLD ACQUISITION
Do you want to sell your product to the customer? Try to create associations with emotions that your product stands for. Do you want to create trust? Then use words and metaphors that unconsciously link to this. For example, for trust, the metaphor of a house can be used. When a product stands like a house, the unconscious association is that it is a strong product that can be relied upon.
It turns out that words do more than is thought. In a test in which people were able to administer electric shocks to other people, it was found that people who were told 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 seller!
Do you want to know more about the importance of word usage and metaphors? Download our whitepaper below.
