Have you taken the “Awareness Test”?
If not, it is worth the time… click the play button…
This is not unlike the color test.
People are asked to look around the room and remember everything they see that is brown. Then they are asked to close their eyes and point to something green. The results? Nobody is able to point to something green. (Try it on your family.)
Interesting how we see what we want.
Kevin Hogan talks about this on his website. He gives examples and lists 4 facts that we can keep in mind…
- FACT ONE: We see what we expect to see.
- FACT TWO: We don’t see what we don’t expect see.
- FACT THREE: We see what we are told to look for…and not much else.
- FACT FOUR: People who have had just one drink lose their ability to discriminate reality even more profoundly.
The fourth fact is new research that Kevin found in a study done by Seema Clifasefi (University of Washington). It was published in “Applied Cognitive Psychology”.
How do you use this information?
Consider “leading” your customer or web visitor by telling them what to look for.
No need to bash the competition. This can be seen as “bad form” and also may plant the names of competitors in the mind of your prospect.
Instead…
- Know the differences (features) between your product or service (x) and the competition (y and z).
- Speak to the benefits of these (points of difference) features.
- Show in “copy” or “graphics”, product x compared to products y & z.
By telling the person to look for your chosen features, you have directed their “attention” to your strengths and away from areas the competitor may prefer to talk about. It was subtle and “covert”.
