Tuesday, April 22, 2008

Real Copywriting (Part 2)

These are the tools world class salesmen use on consumers - and that you personally must recognize in yourself since they are barriers to you becoming incredibly persuasive - and instead you become persuaded. But always remember... Be ethical.

Some include:

* lack of relevant background information
* poor reading skills
* bias
* prejudice
* superstition
* egocentrism (self-centrered thinking)
* sociocentrism (group-centered thinking)
* peer pressure
* conformism
* narrow-mindedness
* close-mindedness
* provincialism
* distrust in reason
* relativistic thinking (the view that truth is a matter of opinion)
* stereotyping
* scapegoating
* unwarranted assumptions
* rationalization
* wishful thinking
* short-term thinking
* selective perception
* selective memory
* overpowering emotions
* self-deception
* face-saving
* fear of change

The following are differences between those who are the persuaders, and those who tend to be persuaded. Those who sell with incredible proof and persuasion sometimes understand the following.

They have a passionate drive for clarity, precision, accuracy and other standards. They are sensitive to the way thinking can be skewed by egocentrism, sociocentrism, wishful thinking, and other impediments. They are honest with themselves intellectually, and acknowledge what they don't know and recognize their limitations.
They listen open-mindedly to opposing views and welcome criticisms of beliefs and assumptions. They base their belief on facts and evidence rather than on personal preference or self-interest. They are aware of biases and preconceptions that shape the way we perceive the world. They think independently and are not afraid to disagree with group opinion. They are able to get to the heart of an issue or problem without being distracted by detail. They assess fairly ideas that challenge even their most basic beliefs, pursue truth and are curious about a wide range of issues.

On the other hand, the non-thinker:
See very little value in critical thinking. They often think in ways unclear, imprecise and inaccurate. They often fall prey to egocentrism, unwarranted assumptions, wishful thinking etc. They pretend to know more than they do and ignore limitations. They can be close-minded and resist criticisms of beliefs and assumptions. Often they base their beliefs on mere personal preference or self interest. They lack awareness of their own biases and preconceptions, and tend to engage in groupthink, uncritically following the beliefs and values of the crowd.
They are easily distracted and lack the ability to zero in on the essence of an issue or problem. They fear and resist ideas that challenge their basic beliefs. They are often relatively indifferent to truth and lack curiosity.

IN THE NEXT SECTION, I'll explain what an Argument is, and what it is not.

1 comment:

taddei said...

I can't wait. Look forward to learning from you!