Magic In Marketing
I know you have heard of magicians and you understand what they do. If you have never wondered what it entails, I am going to give you some insights.
A magician is one who creates illusions by perfectly controlling people’s attention and awareness. A skilled magician makes people his/her toys by manipulating their focus and intensifying their attention.
Did you know that a talented and experienced magician can control both what you might be aware of and what you are not at any given time?
If you are a copywriter, you need to learn some aspects if not few tricks about magic in order to make people ready to spend on your contents.
Unlike copy writing, magic involves determining what makes people see what you want them to see at specific timing of your desire and take the right actions which you intend them to take.
Magicians make us of mental and visual illusions or cognitive illusions to make people believe that something magical has taken place but; let us uncover tricks usually in the magician’s bag.
Though you can not understand how they do it, it is easy to understand visual illusion. Cognitive illusion on the other hand manipulates people’s attention, casual inference and their memory to alter or mask people’s perception of what may be taking place in front of them. Here are some of the tricks used;
The Old One-Two… Trick
Many of the magicians, like combining both cognitive and visual illusions into a single trick. This involves a magician claiming to do a magical thing only to end up manipulating people’s attention and anticipation.
He causes people to concentrate on something luring them to get absorbed and perform his/her tricks at the climatic moment without anyone realizing.
At this point the main objective is to turn people from the “method” of the trick as he/she gets some external help from his/her accomplices.
Attention manipulation is described as misdirection. It can be divided into Overt and Covert.
Overt involves misdirecting the audience’s gauze from the trick and make it wander far and wide as it awaits magical occurrences. It is sometimes achieved by simply asking the audience to look at a specific object.
On the other hand, covert is usually a subtle technique which involves directing the audience suspicion or attention away from the trick by having the audience look at the very method of the trick but still oblivious to it.
Though the world has become very busy, as copywriter you need people to see and read your banner, headline or copy. In order to achieve this, you need to use magic tricks.
These magic tricks rely on either change blindness or inattentional blindness. Inattentional blindness makes people fail to notice unexpected objects before them.
Though visual illusions are not utilized, the trick used to blind them is so absorbing that they fail to recognize an unexpected object in front of them.
On the other hand, change blindness is meant to make people fail to recognize something suddenly different from what it was. With all these, how do you expect people to see your headlines?
4. Representational Momentum
This is a queer one. A magician takes a ball and tosses is straight into the air a few times in a row and on his last tossing, he pretends to toss it but keeps it in his hand and slowly follows his imaginary ball with his head and eyes.
In this state, the audience actually thinks that the ball was tossed but magically vanished. My concern is how does this trick work on people?
None understands whether this is a cognitive or visual illusion. According to researchers, the magician tricks their brain and not the eyes.
Instead of their eyes following the imaginary ball, they fall into his social clue (hook, line and then sinker) which covertly manipulates their focus to the position where the imaginary ball falls.
5. Illusory Correlation
This is a cause and effect technique whereby people are meant to conclude that Event A cause Event B if A always proceeds B. Though this seems true, it is not always given that this principle holds. Magicians exploit this bottleneck to mischievously relate unrelated event..
This works for magicians who drive his audience into desiring to try out some amazing trick and learn by themselves how the trick was accomplished. While doing this, they feed the audience with just the illusory part but do not touch on the real method behind the trick.
This means that construction becomes attempting an impossibility hence making magic more realistic since they fail to figure out how the magician pulled the trick off.
In conclusion, from reconstruction attempt, you learn that in order to reconstruct a trick, there are a lot of unspoken assumptions and implied information that must be carefully perceived.
James Randi, a magician explains that audience member readily believe and build trust on unspoken information and suggestion than clearly given assertion. This is why in reconstructing a trick, the audience will treat implied information as facts.
Likewise also, in copywriting, use characters to convey what you what to put across. If you have forgotten everything remember this; as a copywriter, do not ever trick anybody but after getting someone, keep his/her absorbed into the message you are conveying and get them to take the required action. This means that if we want to be better marketers, we should strife to understand how our brain works. This is the best magic you can possess.