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How to use Imbedded
Messages to
influence people
by Michael Lovas
Part I
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When you speak or write, who do you want to influence? Clients, partners, strategic
alliances? What if you could increase the number of successful outcomes - would you
be interested in taking a look at it? I'm talking about using imbedded messages.
This is the practice of building specific psychological suggestions into your message.
This application of "covert communication" first proved amazingly successful
in psychotherapy. Today, it's used in many other areas where influence is important.
I use them in marketing programs every day.
DANGER! Using these techniques to imbed messages
is dangerous. If you do it and the other person recognizes what you're doing, you
lose credibility. With that danger in mind, if you're adventurous, get ready to start
learning something fascinating.
When you think about it, people are motivated by their own set of values, and each
set of values is in some measure different from all others. Thus, any communication
with any person is an imprecise and difficult exercise, much like herding cats. Can't
you see it? The other person pulls you one way and you try to pull him or her the
other way. Because of this imprecise back and forth, most documents and conversations
are studies in approximation. One way to improve that is by using imbedded messages.
These invisible messages are actually Stealth Communication. They help you aim your
messages much more precisely. That means the other person will receive more of what
you want him or her to know. They do this by, first, getting the other person to
start moving in your direction. These messages are like subtle urging that cause
the receiver to do something or think something.
For example, if the objective of your communication is for the receiver to become
a loyal client, then you have to establish specific steps along the way to guide
the reader, like landmarks along the trail. These landmarks suggest to the other
person's unconscious where he should focus his attention. If you don't make those
suggestions, you can't control where the other person's mind goes. The longer she
remains in control of her own mind, the farther away your positive response gets.
Here's how you get started:
1. Decide what steps you want the other person to take. For example: 1) consider
the facts or think about the problem. 2) believe me or trust me. 3) call me or rule
in my favor. There's a sound logic to that sequence. Who would call you without first
considering the facts or thinking about the problem?
2. Write those objectives on a post-it note and stick it on your computer screen
or the base of your telephone. In the body of your letter or in your conversation,
mention your objectives as often as you can, without becoming obvious. When you fit
them smoothly into what you're saying, so they herd the cats in your direction, without
being noticed, they become very influential.
Here are the Rules for structuring an imbedded message.
1. It must start with an action verb, like: do, call,
buy, visit, consider, hire.
2. It must be invisible, hence the term "imbedded."
3. It must be short, from two to five words.
4. It can't be a command by itself, like "Join now!"
5. It can't be complicated. Simple, short, hidden commands are best.
6. It has to tell the other person what to do.
7. It has to be phrased in positive language.
In the next part of this series, we will put this
methodology to work and see what imbedded messages look like in context.
Michael Lovas is the President of AboutPeople
- a firm that uses common-sense psychology to help insurance and financial professionals
communicate to A-level target markets with pin-point accuracy. The firm works with
professionals in Canada, England, Australia, Holland, Belgium and the U.S.
Michael is well known in insurance and financial circles for his lively and provocative
keynotes. He is also the author of two books on using psychology in marketing and
sales: Beyond Wave Marketing and Face Values - how to read people and motivate
them in 3 minutes. To learn more about how to use common-sense psychology in
your firm, contact Michael at:
Reach Michael now at:
michael@aboutpeople.com
www.credibilitymarketing.com
10718 Morning Glory Dr.
Dallas, TX 75229
(214) 366-0919
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