LOW BUDGET PR: The SECRETS OF THE NINJA 忍者 (Part 2)

• PART 2
  
  Just like the ninja refined the art of psychological warfare, you will borrow from those techniques forming a strategy of your own, but it won’t take you 100 years to do it. Keep in mind the following: for every one marketing method that you use to reach your consumer there are at least ten subliminal ways to real them in. Are you still with me? Psychological triggers are one such subliminal method used today by businesses worldwide. A psychological trigger is a form of neuro-linguistic programming (NLP) that uses an image, symbol or word causing the mind of the consumer to subconsciously trigger responses in favor of a product, company or service. The mind becomes a playing field for the business owner and a sponge for the consumer soaking in every psychological trigger thrown their way. Psychological triggers used constantly generates a sense of familiarity, trust and eventually comfort within the target consumer, so much so that whenever they think of comfort they will instantly think of your company, because whatever the eye sees, the mind believes. If you do not believe it – check this out. You are bombarded by a series of psychological triggers several times per day on a subliminal level.
  Whether through advertisements on television or on the radio, these messages invade your subconscious mind often inspiring you to buy certain items that you may or may not need. If you pack your publicity campaign with a series of psychological triggers, your target niche group will be more receptive to what you are selling and less resistant to your propaganda. The psychological trigger becomes a tool of brand loyalty and word of mouth publicity. This is not only an important component of publicity but of mind mastery as well. You have to become a master of your own mind before you can begin to influence the minds of consumers. But once you do, believe me the sky’s the limit.
  A relative of the psychological trigger is the second tactic of embedded suggestions. The clever entrepreneur realizes that it is through use of embedded language that he or she can influence their target niche. Let’s say you’re selling a product on stress relief called Peaceful Aromas Fragrance Oil ( this is corny – I know, but work with me).
  The intent is to get the consumer to associate relaxation and stress relief (something that they absolutely need) with your product. The words that you choose to embed in your press release /promotional material will have a powerful effect and can easily lead your reader to a particular state of mind and/or series of experiences by triggering images produced by the subconscious mind. Let me further illustrate this point by using embedded commands.
  If you know anything about commands, then you already know that they are delivered quite differently than a question. Most people think that a command is delivered with force. That is not necessarily true. A command is delivered with emphasis on certain words and when using your speaking voice use of a descending pitch or tone will be delivered and processed as a command. With writing it is slightly different. The more invisible it is to your reader the better – keep this in mind when you write your press materials. In general embedded suggestions are powerful phrases that are undetectable.
  Here are a few examples to better illustrate how they are used. These commands will correspond with the product on stress relief that we referred to earlier. So here we go!
  - “You will feel better if you use Peaceful Aromas.”
  - “If you’d like me to help you, send me an email first.”
  
  Can you see where the embedded commands are? In the first statement the command is “use peaceful aromas.” In the second statement, the command is “send me an email first.” So, if your reader is looking for ways to deal with stress, the embedded commands have instructed him or her to use your product but to send you an email for help first. That is how the human brain interprets embedded information. The good thing about embedded suggestions is that they always work because they are embedded on a subconscious level in such a way that no one can resist. The effect that the embedded suggestion has on your consumer is always positive. The consumer acts on the suggestion that you’ve implanted completely buying into your product as if they are acting on instinct.
  Yet another way of psychologically targeting your niche is via therapeutic metaphor. A therapeutic metaphor story has the capability to completely shift the perception of your consumer – swaying him or her in the direction that you lead them. In a nutshell, it encompasses the art of suggestive storytelling as a means of influence. Indeed, embedded suggestions can be strategically layered throughout the story because people always see themselves in a story. When you go to the movies you might see part of your personality in one or more of the characters. That would explain part of the attraction to the movie in the first place. A metaphor is no different. Just like in any story, your target consumer can and will see themselves somewhere in the story. Scroll up and re-read the one I just wrote on how using the psychological tactics of the ninja can give you a much need edge in your publicity campaign.
  Buddha said it best when he said “your greatest weapon is in your enemy’s mind.” When applied to publicity we can take this a step further by saying your strongest tool is your consumer’s mind. “Eyes given to see are not always open” (Voltaire). Your task as an entrepreneur is to tap into the minds of your consumer and make them see that you’ve got the product or service that they need.
  As always, I hope these tidbits of information help you on your journey to success as an entrepreneur.
  Cheers and good luck!