J D Fuentes - Gut Impact | Page 4

has probably already
reviewed the details closely, and he/she must realize that the
deal’s a pretty good one.
Observably True: “O, you and I are sitting at a table
together, preparing for a meal...”
Not Observably True: “This is quite a place, don’t you
think?”
Observably True: “Jack isn’t here, and we are.”
Not Observably True: “Jack’s a great guy, and his
putting us together was, I think, a pretty good idea.
I’m optimistic about this, and I’d like to think you are
too.”
Observably True: “It seems we’ve a chandelier
hanging overhead.”
Not Observably True: “If I may say so, you seem rather
comfortable and relaxed.”
At first glance, the statements labeled “Observably
True” are bland and, in fact, so flat that it’s difficult to imagine
them as decent chitchat, let alone powerful conversational tools.
Remember, though, that Madison Avenue doesn’t underestimate
the usefulness of banality, particularly when combined with
repetition; neither should we.

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Once you’ve spoken a series of “truths”, whatever you
say next is experienced with intensified impact.
2) Make these true statements in an uninterrupted sequence.
Utter the undeniably true statements one after another, slowly,
thoughtfully, connecting them with and. State one truth, say
and, pause, say another, say and , and so forth, until your list of
true statements runs out.
3)Describe the thought or sensation you would like O to
begin having. Add the part you want O to begin to experience
or believe, that particular suggestion whose impact you really
want O to feel.
Example (sometime after eating, midway or later
through the pitch): Well, O, here we are, sitting at a table--a
wooden table--and we’re surrounded by four walls, and we’ve
just eaten, and there are people all around us eating, sitting,
talking, and we’ve got a contract sitting on the table, and the
decision of whether or not to sign it is your decision, not mine,
just like that ballpoint pen there is yours, and since we’ve now
had the opportunity to discuss this a little bit, perhaps you’ve
got a pretty good sense, a pretty solid feeling by now just what
the benefits of signing are going to be like. I personally am
gonna feel so good when this is done, like I’ve just had the best
ribs ever. Ever have really good ribs, the kind that just melt in
your mouth, and make you think, This is exactly what I need—
boy, it’s gonna feel good when this is done. Just gonna relax,
and feel good...
Analysis: The obvious truths (here we are; sitting at
a...wooden table; surrounded by four walls; people all around
us, eating, sitting, talking; contract...on the table;
decision...your decision; ballpoint pen...yours; since we’ve now
had the opportunity...) grab hold of the instinctive part of a
person. Even though the logical part of someone’s mind might
it find weird that you are saying such obvious things, the fact
that you are saying so many things that are dead-on compels
someone to listen to you, and more importantly, gives whatever
else you say after such a train of truths a powerful impact. By
saying so many things that are true so quickly, you are teaching
the instinctive part of someone’s mind to trust you and to
respond strongly to your directions. All the true statements

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above train O to respond strongly to “you’ve got a pretty good
sense, a pretty solid feeling by now just what the benefits of
signing are going to be like,” and to the “good ribs...feel good”
conclusion.
4)Repeat steps 1-3. Figure out what someone’s senses will
verify, state a truth, and then talk about some emotional or
bodily state, or a belief, you want your listener to experience.
Repeat and reinforce the add-on you’ve already given. Just as
with a beer commercial, repetition in speech is a good tool for
getting an emotional message across. The more you deeply you
want someone to experience something, the more you should
reinforce the description of that state. Repetition works.
Remember, the instinctual, emotional part of the mind is always
on the lookout for sources of information that verify what it is
experiencing. When you offer a group of truths, the instinctive part of
the mind classifies you as a good source of information. You’re creating
a unique relationship between yourself and someone’s instincts; it’s as if
you’re giving someone sonar, and the words you’re saying are the ping.
On a gut level, you’re becoming a source of truth--and a crutch. The
result is that whatever you say immediately after the group of truths,
whatever little add-on you attach, is automatically treated with special
consideration. The instinctive part of your listener’s mind expects such
an add-on to be true also, and if it’s a description of an experience, and
not too big a jump, someone will instinctively invest energy and effort
into feeling and experiencing what you have described.
Describe over and over the states you want your listener to
experience. Repetition solidifies and intensifies.
After you’ve matched someone very well for a while, that
person will begin to look very relaxed or very intent, and his or her
attention will seem to turn inward, and your words will have more and
more impact, as they are