How to Coach Yourself and Others How to Influence, Persuade and Motivate | 页面 312
rated the speaker favorably and even leaned in favor of the position he
asserted. The second group rated the speaker as hostile and seemed to
have tuned out his message altogether. Because of the expectations set up
for them, the second group of students were already defensive before the
speech even started, leaving little room for persuasion.
Embedded Commands
An embedded command is a technique used to communicate to the
conscious mind while also sending a message to the subconscious mind.
The idea is to actually bypass the conscious mind and communicate
directly to the subconscious mind. Embedded commands are commonly
used in marketing and advertising. Embedded commands are hidden
suggestions within written or spoken language. The conscious mind is
unaware of their existence. Embedded commands create expectations
without creating inner resistance. For example, Pepsi used to have the
slogan "Have a Pepsi Day." The embedded command was "Have a Pepsi."
The most effective embedded commands are short and concise; they
should be no longer than two to four words. It is much easier to use these
commands in persuasive writing because you can visually highlight the
command. When using this technique, first determine what exactly you
are trying to say to your audience. Then, create the sentences where the
embedded words and phrase will logically and contextually fit. Finally,
set the embedded commands apart in some visual way: italicize, bold,
underline, highlight, or use a different color.
Embedded commands are also a powerful tool in speaking. Certain
phrases have specific command forms that follow the "two to four words"
rule. Phrases can include word associations, cause and effect statements,
presuppositions, questions, hidden suggestions, or analogies. Essentially,
we are looking for phrases that jump out at us. Consider the following
examples:
Become wealthy
Buy now
Use this material
How good it feels
Going to happen
Read each word
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