Welcome to Forbidden Psychological Tactics
The psychological tactics described in this manual are so powerful ... so effective ... and so irresistible, they'll give you an unfair advantage in dealing with people who aren't familiar with mind-influencing techniques. You have a moral obligation to use the 27 Forbidden Psychological Tactics with care, applying what you learn in an ethical way to unsuspecting consumers.
Sales Psychology? That Stuff Doesn't Work On Me.
Don't kid yourself--you're an easy target, just like the rest of us. Like it or not, despite all you know about advertising/marketing and despite all your built-in sales resistance, you are all more susceptible to persuasion than you think.
Oh sure, you may be see through a car salesman's warning that someone else is ready to buy the '63 Mustang you've been eyeing. And you know not to be fooled by the absurdity of the promises of low prices at a "Going Out of Business Sale" that never ends. But are you really impervious to the power of marketers?
How come you want to put a pair of $200 Air Jordans on your feet when a $60 pair of Keds would do? And why are you looking at a vintage Mustang when a 1986 Toyota Corolla would get you to and from work?
Could it be Satan as the Church Lady on Saturday Night Live suggests? No, it's not Satan. It's just desire ... desire that's been built up in your mind using the secret psychological tactics that transform a "maybe" into a "gotta have it."
"Psy-Ops"--For the Business Battlefield
"Psychological Operations" in are used in marketing to persuade consumers to overcome any objections they have about making a purchase. The most effective persuaders are the least obvious and they work regardless of who is doing the selling or what exactly they are selling.
Personally, I've sold millions of dollars worth of merchandise and services by mail, e-mail, retail and websites using the simple, but astonishingly effective tactics in this manual. Now you can, too.
Keep your eye peeled for special GOLDEN "WISDOM NUGGETS" sprinkled liberally throughout the text.
Tactics on the Battlefield
Using Psychology in the War on Consumers Minds
Once you begin to understand the psychology that's at work in advertising and marketing, you'll see it everywhere you look. But what's really exciting is that once you master the techniques of bending the human mind to your will, they'll be at your disposal in all sorts of situations--personal and professional.
Direct Mail Marketing
The biggest challenge to the direct mail marketer is getting the consumer to OPEN THE
ENVELOPE. It's one of the reasons that you'll often find a key marketing phrase on the
OUTSIDE of the envelope. But what the "uninformed" marketers--the un-Lok-ed marketers--don't realize is that the phrases they choose are often a turn OFF, rather than a turn ON.
Let's put YOU in the picture. Imagine that you've just come home, opened your mailbox and found two letters inside. They're both from furniture polish companies, and both have a UPS (unique positioning statement) on the face.
"Brand X" Furniture Restoration Kit
The first envelope says, "Do you want to learn how to make your old worn-out furniture look like new again?"
Widget Furniture Restoration Kit
The second envelope you receive says, "Discover how antiques dealers transform old wooden junk into new wooden furniture for big profits with an amazing new product you can use, too"
When you read the question posed on the Brand X envelope, you're probably going to answer, "No," and then throw the offer in the garbage. Case closed. Sale lost.
With the Widget offer however, your CURIOSITY is immediately aroused by the word
"discover." Your IDENTIFICATION WITH AN AUTHORITY is stimulated by the idea that "antiques dealers" use this product. And best of all, your need for satisfaction (just plain old GREED) likes the idea that you can use this product to make money just like the dealers.
All that psychological prodding gangs up on your brain and before you know it, you're drooling with interest and ripping into that envelope, desperate to learn more about the offer ... even though you don't have any wooden furniture!!!
Talk the Talk