akwI’ve been fascinated with hypnosis since I was a teenager when I used to hypnotize my friends at parties. It was only much later that someone pointed out how easy it is for us to fall into trance, and the fact that we do so whenever we “enter the world” of a good story. You know, that moment when you are reading or watching a film, and your normal world just kind of falls away. People around you in the physical world my try and get your attention, but you’re “not there,” because your conscious mind is fully absorbed by the world of the story? That’s trance.
When you want to persuade others to take a particular action, this is an invaluable tool, because when our audience is in this trance state, we are speaking directly to their subconscious minds, without all the filters of the conscious mind. Personal opinions, beliefs and other barriers to change are dropped. We become, as the hypnotherapists might say, “suggestible.”
This is why really great advertising always tells a story–and why you should tell stories in the course of any presentation you need to make, as well. Stories are often the way we get ourselves to change, and among the most effective ways of changing the world around us.
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