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Sell More With Hypnotic Double Meanings

Advertisers know that the best way to sell something is to reach people on an unconscious level. 
That is why so many products are tied to sex in one way or another. Beer commercials, for example, 
show men drinking their brand surrounded by beautiful women. 

As the men in the audience watch, an unconscious link can be created between drinking the beer and 
sexual satisfaction, or at least the opportunity for it.

You can use this same principle to sell more of your product, not by using beautiful women, 
but by delivering commands directly to a prospect’s unconscious mind by using words that have 
double meanings. This technique is called “Punctuation Ambiguity.”

To create a punctuation ambiguity, pick a word that can be used as both a noun and a verb or at 
least a word that has two different meanings. This is your Pivot Word for the ambiguity. 
Once you have the pivot word, you work it into a sentence. 

For example, the word address can mean the place where you live. It can also be what you do to 
an envelope. Address can also mean to speak to someone.

The punctuation ambiguity happens when the first part of a sentence seems to use the pivot word 
as a noun and what follows it makes it seem like a verb. This second part of the structure is phrased as a command.

Punctuation ambiguities can sound a little strange but the other person’s conscious mind tends to 
overlook that because it doesn’t fit into anything understandable. So it simply passes it by. 
This means the unconscious mind hears the command while the conscious mind does not.


Here are some examples:

Address “…you might remember how you found your latest address me with more respect.” 

Benefit “… and you can easily see, simply hear and convincingly feel how this can be of benefit by 
making a decision to buy this now.”

Block “… and you may be able to understand this in chunks so let me give you the first block out any 
hesitation about doing this.”

Days “… and the beginning of that change may come about in hours or even days (daze) and confuse and 
eliminate any thoughts contrary to what I say.”

Work “… you can find that things can be done a lot easier when you use this type of work this deeply into your mind.”

Do you see how punctuation ambiguities work? Can you hear yourself saying them and feeling the 
benefits of using them? By themselves, punctuation ambiguities will not persuade anyone to do something. 
But when you combine them with your other sales skills they can give you profound influence.

Here are a few more Pivot Words. You can probably think of many more.

Debate
Fish
Fix
Flower
Fly
Force
Free
Glue
Happen
Heat
Home
Index
Land
Lead
Like
Loop
Love
Make
Map
Mark
Match
Microwave
Mind
Name
Open
Pay
Picture
Pile
Place
Power
Reveal
Ring
Seal
Salt
Shield
Shoot
Smoke
Tease
Tie
Toss
Understand
Veil
Write
X-ray

The best way to incorporate punctuation ambiguities into your sales presentation is to create 
them ahead of time and practice saying them as if they are absolutely normal. 
So start using words with double meanings. They might just help you double your income.





About the author:
David R. Barron and Danek S. Kaus are the authors of “Power Persuasion: Using Hypnotic Influence to 
Win in Life, Love and Business.” To learn more visit http://www.power-persuasion.com/book


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