Today’s article is likely to cause you to really think about how you think. And more importantly, how your prospects think.
Why is that important? Because it’s the way most of us think.
And if you aren’t aware of some of what I’m writing about today, you’re in for a real eye opener.
Dr. Bruce Lipton at Stanford University is a molecular biologist. (I know…but stay with me…I promise it’ll be worth it.)
There are two separate minds in our body that control everything we do.
Your conscious mind that allows you to think freely and create new ideas. Then, there is your subconscious mind which is basically your on-board computer packed with programmed behaviours – most of which you acquired before you reached the age of six.
Now, here’s the fascinating thing:
The subconscious mind is incapable of operating outside of its programmed behaviours. It automatically reacts to previously stored data – without the knowledge or control of your conscious mind.
This explains why we are often unaware of our behaviour in some instances because it’s happening automatically.
Not being a molecular biologist myself, I’m thinking ok….no big deal….so I let my unconscious mind make a few decisions here and there.
At least, that’s the way I used to think until about 10 years ago when I learned…
Neuroscientists have shown that the conscious mind provides 5% or less of our cognitive (conscious) activity during the day. For some people, it’s 1%!
In other words, 95% – 99% of our life comes from the programming in our subconscious mind.
For many of us, that means we’re operating on auto-pilot almost all the time.
Now, transport that understanding to how your prospects look at your website or email messages.
They are already programmed with certain perceptions that almost guarantee they won’t buy products and services.
Read that again.
Why? Because they know that every time they buy a product or service, they are spending money.
Many people have a built-in aversion (subconscious mind) that programs them to believe spending money is not a good thing.
Many of us grew up in households where we were constantly hearing stuff like “Money doesn’t grow on trees” and “We can’t afford it.”
That plants a seed that money is scarce and that it should be held on to at all costs.
That’s exactly the mindset many of your prospects bring with them when they land on your website or crack open your email.
They are pre-disposed to not spending money.
Which is why it’s SO important to help your prospects see where they are now (without your product or service) and how they’ll feel after (once they have the benefit your product or service offers).
You must get them out of their happy bubble and stir up the emotions they feel whenever they actually flip off the auto-pilot and actually think about the problem or need they have that your product or service addresses.
The starting point for selling is taking them to their pain point. That drops their spending money guard and brings them to their conscious world – right where you need them to be.
Your job as a marketer is to alter their perception. Not by being dishonest but by showing them the REAL truth and how your product or service will make their lives better.
To do it, you need to tap into the 1%-5% of consciousness they are using so you can reach them.
That requires word pictures and emotion. Inject this critical perception altering understanding into your sales copy and watch what happens!