Commune Media | Measurably Effective Digital Marketing™

Using the right words to change minds

Posted on Monday, December 31st, 2007 at 4:19 PM by George Dvorsky  |  Comments (0)

We don’t always have control over the products and services we write about. Nor do we have control over how the general public perceives certain products, services, industries and companies.

Or do we?

Yes, prospects often bring their misconceptions and biases along with them, but when used effectively, the right words can have a powerful effect on changing opinions and perceptions.

The challenge of changing a potential customer’s point of view can seem like a daunting task. Attitudes and behavior patterns can be fairly difficult to change once people have latched on to them. The trick is to change the way in which they perceive the issue.  

In the parlance of the copywriter, this is what’s referred to as reframing. When used effectively, reframing can work to restore a customer’s confidence and trust in your client and their offerings. It can be used to resolve conflicts, make the competition look bad and as a way to change the context or representation of a problem.

Reframing is a technique that takes an undesirable behavior or trait and re-spins it with a positive intention. The key is to discover and then implement a desirable alternative perspective that naturally leads to a change in opinion–which will in turn lead to a change in behavior.

One way to do this is to identify the negative belief and work your copy such that the perspective is challenged on the basis of evidence. Show your prospects some facts that directly challenge the belief you’re trying to quash. You can also reframe an experience or opinion in a more realistic or positive light. Psychotherapists use this exact technique to help their patients eliminate irrational beliefs.

There are six steps to an effective reframe. But before you apply these steps it’s important to remember that every behavior has a positive intention, and that any undesirable behavior a person has will also have a positive benefit behind it–often unconsciously.

The steps are:

1. Identify the behavior or attitude that requires change
2. Set up a communication with the part causing the undesired behavior or attitude
3. Identify the positive intention behind the behavior
4. Generate a number of possible alternative behaviors that will equally satisfy the same intent
5. Choose your three favorite replacement behaviors
6. Check to see if there is any other internal conflict regarding the change

A simple way to implement this strategy is to create a list of all the reasons why a prospect wouldn’t want to buy your product or service. Then, come up with an effective reframe and weave your magical words to establish the new context.

Also, when it comes to reframing it is often important to tap into a person’s reasoning centers. Use this insight to get them on side with you. This can be achieved by using ‘yes’ sequences in which a series of questions are asked that the customer would most certainly respond to affirmatively.

For example, "Are you tired of expensive service fees?," or "Do you want to increase the effectiveness of your copywriting?" It becomes far easier to change someone’s mind when they’re constantly agreeing with you — even if the questions are somewhat rhetorical.

So, if you agree with me, then reframing will make all the difference in turning your old and unpersuasive copy into a powerful force in changing the behaviors and attitudes of your prospects.

Tags: copywriting, influence, persuasion