The power of subconscious persuasion

I came across a fascinating article published in the New York Times in July 2007 which delves into the question of sub-conscious communication. The author discusses several well authenticated experiments where groups of people behaved differently because of some subtle stimuli. For example, a "clean" aroma in the room encouraged tidy behaviour. Iced coffee and hot coffee given on arrival to two separate groups corresponded with the "cold" and "warm" feelings each group had when subsequently discussing the same person. Experiments with reducing light and changing temparature similarly produced changing behaviour. Other research co-relates with these findings. One experiment indicated that we have an unconscious memory thousands of times larger than our conscious one, and that our minds are accessed by a channel of unconscious thought that is exceptionally responsive to sensory stimuli. Psychologists do accept that there is still much to be discovered about the workings of the brain, but it's clear that sub-conscious communication works.  Not the infamous and subsequently confessed fake claims of the "subliminal Coke Ad," but an evident form where as we concentrate our attention on the "centre stage" action, it is the un-noticed surrounding stimuli that is simultaneously influencing our ultimate response.
And the key to this is Un-noticed. Unskilled attempts at mirroring the buyer in a one to one presentation won't do it. Blasting out "Simply the best!" as the Sales Director walks on stage won't do it!
But do it skillfully ...subtly....naturally...and all importantly, with congruence....and that will do it!


Bob Howard-Spink is a partner in Persuadability. For more tips and advice on how we can help improve your persuadability visit us at http://www.persuadability.co.uk/