In this text I will show you how you can benefit from using very short word “but”. Allow me to start with simple practice, which will help you to fully understand what is happening in your mind when you hear the word. All you have to do is read the sentences below and try to notice how your brain responds.
- You look like a very smart woman, but …
- This story of yours is very entertaining, but …
- You have a very good taste when it comes to clothes, but …
I hope you paid enough attention, to observe the effect that the word “but” has on your brain? These examples have been specially designed to make this process easy to recognize.
Now, think for a moment, what would be your feelings after hearing above statements? Would you be totally convinced the person speaking really means that? I don’t think so.
But why does it happen? Because the word “but” makes your unconscious mind to cancel everything that was before it. Our conscious mind remembers everything that has been said, but it doesnt matter as the information is deleted by unconscious. By doing so mind prepares himself for taking a new information, this allows us to use hidden commands after “but”. This belongs to the linguistic nuances conversational hypnosis is focused on.
You can take advantage of this very useful technique in many daily situations, however you must obey one crucial principle. You have to diversify section before and after the word “but”.
This is the secret to using this language pattern successfully. When I’ll say “There is a lot of good jellybeans, but mine are the best”, you will probably think I am trying to sell you some of my jellybeans. This way I make a very serious mistake, I will make you feel reluctance, you can then connect this negative feeling with my product.
Much more effective will be saying “There is a lot of good jellybeans, but … would you fancy a cup of tea? Lets get back to my jellybeans…”. It creates an impression, not so many producers make tasty jellybeans. That is certainly yet another gem of covert hypnosis.
Just to make sure you fully comprehend what I mean I will give you another example. If you say this sentence:
I agree other banks offer similar products to ours, however I am confident our solution is the best.
Within the first section of the statement, you confirm what your customers is thinking at the moment, by doing so you are guaranteeing yourself failure. Your mistake is allowing conscious part of your customers mind to make the decision, therefore statement after “but” will never reach his subconscious.
Why? Because this language structure loses its effectiveness when it’s used on the conscious plane of the mind. It’s like explaining a joke just after you said it. However, if you would express yourself like this:
Yes it’s true, other banks also have very good products, but since we are already having this conversation, I would like to present you today, what my bank has to offer.
By doing this small adjustments you have completely modified experience of your costumer. First, he will notice you’ve just made a positive statement about products of other banks, however only consciously, what he will not notice is that by taking advantage of the word “but”, you’ve made his unconscious mind delete everything said before and you’ve directed his attention to the second part of the sentence.
In short, by taking advantage of this technique, you are confirming experience of person you are talking to and then you cancel it at the unconscious level to redirect his attention where you want it, in this case products of bank you are representing. Now you will appreciate the power of the word “but”.
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