Presuppositions are powerful, subtle suggestion tools. Used well, they can entice consumers to buy your product or service and even make them think the decision was their own idea. We use presuppositions every day in our conversations even if we may not call them by name. It’s time you put this tool to work for you in your marketing copy.
What is a presupposition?
A presupposition is a linguistic term to describe something that is implied or taken for granted in the course of a conversation. For example, if someone asked you if John stopped drinking beer, the listener would assume that John once drank beer. Or, if he asked you if Mary is going to the beach again, it implies that Mary has visited the beach at least once before.
Presuppositions are the foundation of hypnosis. When the person hypnotizing someone says things like “as you relax, your eyes are getting heavier,” you assume that these two things are tied together. Hypnosis and marketing are both about the power of persuasion.
Using presuppositions in marketing
Using presuppositions in marketing assumes that the buyer is going along with your ideas and arguments. The key to using presuppositions well in your marketing and advertising copy is subtly. When the telemarketer asks you “will you be using Visa or MasterCard” before you’ve agreed to the purchase, that’s a (not very subtle) presupposition that you’re going to buy the product. In your marketing copy, you can do better than that. Here’s how:
1. Assume the customer is going to buy (but nicely). It’s perfectly acceptable to use presuppositions in your marketing copy. You just need to be subtle to avoid coming off as hucksterish. For example, say things like:
- Before you sign up for our newsletter, be sure to peruse some of the back copies. (assumes you’re going to sign up for the newsletter)
- When you replace your refrigerator, consider our energy-efficient XYZ model. (assumes you will be replacing your refrigerator)
- After your son graduates, repaint his room with our semi-glass paint. (assumes your son will graduate and move out of his room)
Adverbs like before, after and when are particularly useful when using presuppositions in marketing.
2. Make open comparisons. Making open comparisons, such as “our new product is more reliable,” implies that the product is reliable without showing what you are comparing it to. That “as compared to (what)” is implied.
3. Use presuppositions judiciously. Using presuppositions in marketing can gently guide your customer to make a purchase or take over again. However, it’s best to use this technique with clients or prospects with whom you already have a rapport. Presuppositions can easily be misjudged by prospective clients who don’t know you. Good uses include using them with your past client list or with a list of prospective clients who have already taken an action, such as signing up for a free eBook or newsletter.
Presuppositions are another effective tool to include in your marketing arsenal. By using them correctly–and subtly–you can increase your response and closure rates and entice browser and shoppers to go ahead and make that purchase.
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Thanks for this article, These are the kinds of tips that really make or break an online business. Will try it out and see how it works 🙂
Mel
Hi Melanie,
Thanks for stopping by and reading my blog. I wish you the best in your journey.
presupposition is completely a new term to me. You have described the term nicely. Thanks for the share.
Hi Lakhyajyoti,
Presuppositions are pretty cool, especially when you become aware that you are using them even when you are unaware that you are using them…
Because even now you already know that by using them your business can instantly start changing for the better. When you decide today to action amazing things happen 🙂
I really am learning a lot. I never thought there is a presupposition in marketing. Is it widely studied or use or did you use it already? If yes you should try publishing that marketing strategy! I love the Matrix photo. Very smart.
Thanks Peta, I am glad you enjoyed the article..
presuppositions seem like a good way to get easier clients. I don’t think it’ll work for my business though. And even if it would it doesn’t seem like my style.
It’s handy to keep presuppositions in mind. However, I think you’re absolutely right that you need to watch when you use them and at what frequency. When used correctly they can be powerful but when used incorrectly they can just as powerfully make you sound pushy and arrogant.
Hi Jennifer, I agree over killing anything is a bad thing. Some presuppositions don’t even sound like them. It’s funny how your sub conscious mind interprets stuff..
Clever way to further guide a buyer into the sales funnel.
this is an amazing post, i have not heard of “Presuppositions” before, this concept is totally new for me, and i find it extremely genius!
it’s like “Inception” coming true, haha,
i love the examples you shared and how to apply the concept, it’s great we can apply it to marketing but this is such an amazing weapons we can use it in almost every aspect of our life not just marketing.
Thank you for teaching me this!
Yes, it’s amazing how 1 or 2 little words can make such a huge difference to your marketing’s effectiveness. I mean, how often is a headline improved dramatically, by removing, replacing, or adding a word?
’s handy to stay presuppositions in mind. However, i believe you’re completely right that you just got to watch once you use them and at what frequency
Hi Larry,
Thanks for sharing this such a great article ! I read it & feel really happy ! I really enjoy & love this post. It’s really wonderful article.
Using presuppositions in marketing can gently guide your customer to make a purchase or take over again. However, it’s best to use this technique with clients or prospects with whom you already have a rapport.
Hello, Great post. Presupposition is a new concept to me totally. I learned it from you and learned how to use it in marketing too. This is so inspirational. It keeps us proactive.
Thanks.