Non-logical thinking: Don’t say “no” to the customer


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Do you know why in business in particular and in everyday life in general, should we not use the word “no” to force customers or people to do something? It will certainly backfire. This is the illogical view of thinking in business.

1. Why shouldn’t the word “no” be used?

Most of us all think of ourselves as logical, but in reality, this is not true at all. According to scientists, people often think in the line with thought, meaning that at each moment, different ideas appear in the human brain and it is the salesman’s job to direct them towards the idea of ​​buying products.

 Sounds a bit confusing, right? Let’s take a simple example. If you have children in your house, before going out, never remind them “Do not play around”, because when you go they will definitely run around playing around the house.

Why? It’s not that they like to argue with you. The unconscious part of the human being (most easily perceived in children) only gives to the brain the information “messing around”, not receiving the negative information “Don’t put your hand in your mouth”. Plus the children ‘s forgetful nature, will mischief around because it is you who initiated and suggested this. Until we grow up, we have the ability to distinguish negative, positive (logical thinking), but the unconscious in us is still stronger.

2. Examples of illogical thinking

Coca-Cola or Coke?

In the early years of the 20th century, Americans often called Coca-Cola with the short name Coke. However, the Coca-Cola Company does not like this name because Coke is a generic name for drinks made from the Cola tree. Many convenience stores take advantage of this point, and every time customers ask for Coke drinks, they often bring other Cola brands to sell. One more minus point is that Coke is also slang for Cocaine. Obviously, no business wants the products they made to be called by words with such negative meanings.

To prevent customers from calling Coke as always, in 1913, the Coca-Cola Company launched a global campaign with the full name: “Call Coca-Cola by its full name” (Ask for Coca -Cola by its full name). The main goal is to separate Coca-Cola from this Coke slang.

However, reading here you have to ask yourself why this company does not use the slogan “Don’t call it Coke”? According to Professor Kitson – a famous psychologist, consumers will unconsciously be unable to perceive the logical thinking in this slogan. And what they can perceive in this sentence is only ideas.

Therefore, for customers, “Don’t call it Coke” or “Call it Coke” is similar. In addition, there will be customers who do not know the word “Coke” and after hearing the slogan “Don’t call it Coke”, they will know that Coke means Coca-Cola. Wouldn’t that be even more dangerous?

In addition, there will be customers who do not know the word “Coke” and after hearing the slogan “Don’t call it Coke”, they will know that Coke means Coca-Cola. Wouldn’t that be even more dangerous?

3. Applications of illogical thinking in business

To visualize the application of this effect in the business, we can simply explain it as follows: Consider our brain a highly developed computer microprocessor, to operate the machine. Hey, what we need is energy. Each time the brain has to process information, it consumes a little energy.

As you already know, negative information takes more space to encode, so it is more energy-intensive to process than positive information. Like the example above, the information “Don’t call Coke” is synonymous with “Don’t” and “Called Coke”. Any information that is capable of separating, surely the human brain will decompile thoroughly. Since it takes up a lot of time to analyze, the processor in your brain tends to ignore (or simply forget) negative information when processing. Therefore, it is more likely that customers will ignore the word “Don’t” is the slogan of the business.

Avoid using the word “no”

You should not use the word “no” to refer to the quality of the product to avoid suggesting negative ideas to customers.

Take an example: If you are a short seller, when you have not said anything to the customer, they may think:

– Should I buy it? Buy it to try and wear it ”

But when you say:

– “This shirt has genuine fabric, not afraid of heat”

Then immediately the customer’s thought flow can deviate from the original rails:

– Should I buy this shirt? HOT? Maybe it’s really hot. It said that, but probably fabric was not hot. Let’s just slowly research a few more store. ”

Thus, maybe at first, the customer has no idea about whether the fabric is hot or cool, but it is you who gave them the “hot” information when saying that “fabric is not hot” makes them undecided whether to buy or not. Instead of saying the above, you can change it to “This shirt has a very cool quality fabric”. Thus, the information affecting them is “cool” rather than “hot” as at first.

 Therefore, when writing sales advertising, you should avoid using negative information to eliminate customers thinking a lot and not buying. For example, when writing a food advertisement, avoid saying “Chicken is not bad” but instead say “Chicken is very fresh”. 

In short, don’t put too much burden on convincing customers. The more convincing, the more customers will have to think. But thinking means not ordering. It is from illogical thinking in business that businesses today have drawn a truth: If you want to argue, you must use logic, if you want to persuade, you must use suggestion – hinting.


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