{"id":33344,"date":"2022-09-15T17:30:17","date_gmt":"2022-09-15T22:30:17","guid":{"rendered":"https:\/\/www.casino.org\/blog\/?p=33344"},"modified":"2022-09-13T12:07:10","modified_gmt":"2022-09-13T17:07:10","slug":"psychological-psychological-tricks","status":"publish","type":"post","link":"https:\/\/www.casino.org\/blog\/psychological-psychological-tricks\/","title":{"rendered":"R. Paul Wilson On: Psychological Tricks I Learned As A Pitchman"},"content":{"rendered":"\n

I\u2019ve mentioned my past flirtation with the art of the pitchman<\/a> and I remain a big fan of their methods, from late night \u201cinfomercials\u201d to multi-million dollar advertising campaigns. <\/p>\n\n\n\n

These methods are seemingly simple, innocuous or\n– as they are often described \u2013 subtle, but they can have a powerful effect on\nthe decisions we make in all walks of life.<\/p>\n\n\n\n

In this article, I\u2019m going to describe the\nlessons I learned selling a deck of magic cards where the real art proved to be\nhow people were being manipulated.<\/p>\n\n\n\n

Let\u2019s Go Back In Time<\/h2>\n\n\n\n

In the late 1980s, I found myself employed by a\nrather odd little man who set up \u201cSvengali\u201d pitches around the UK using young\npeople – often magicians – as pitchmen for a deck of cards that could perform\nmultiple astonishing card tricks that were then offered for sale at an inflated\nprice.<\/p>\n\n\n\n

I stumbled into this job thanks to a fellow\nmagic performer who connected me.<\/p>\n\n\n\n

After a brief audition period, I was shipped\nfrom Glasgow in Scotland to Newcastle in the north of England where I was\ninstalled in Fenwick Department Store to gather crowds, amaze them with these\nmagical cards, then hit them with a carefully-designed sales pitch.<\/p>\n\n\n\n

\"Fenwick
Image: Wikimedia Commons<\/em><\/figcaption><\/figure>\n\n\n\n

In fact, I was pretty lousy at this from the outset\nand my sales were so noticeably poor that my boss returned after my first week\nand secretly watched me work. <\/p>\n\n\n\n

Later, he explained a few hard truths to me, the\nmost disappointing of which was that my sleight of hand skills were hurting my\nbottom line!<\/p>\n\n\n\n

The way he put it was that the real skill was in\nmaking ordinary people believe they could perform these miracles merely by\nbuying the special cards and to convince them I had no unusual abilities or\nexperience beyond what the trick deck of cards provided.<\/p>\n\n\n\n

In other words: Stop showing off and act like\nyour hands are all thumbs.<\/p>\n\n\n\n

Hide Your Skill, Appear Normal<\/h2>\n\n\n\n

This approach, combined with a strict adherence\nto my employer\u2019s proven sales patter worked wonders and my sales rocketed from\nalmost nothing to being one of his better pitches.<\/p>\n\n\n\n

But when he returned a few weeks later to chop\nmoney and catch up, he offered more advice on how to increase sales with a few\nsubtleties designed to open people\u2019s purses and wallets.<\/p>\n\n\n\n

My sales improved overall but more\ninterestingly, I saw greater consistency in my pitches; whereas I might have\nthe occasional no-sale pitch, almost every pitch I gave after adopting those\npsychological tricks paid off, so my confidence soared.<\/p>\n\n\n\n

One of those little tricks was incredibly simple\nin principle and amazingly effective in practice.<\/p>\n\n\n\n

Subtle Doesn\u2019t Mean Weak<\/h2>\n\n\n\n

These \u201clittle tricks\u201d seemed (at first) too\nsubtle to really work but were in fact, extremely effective.<\/p>\n\n\n\n

I would begin by building a crowd, which is not\nas easy as it sounds. <\/p>\n\n\n\n

Any street performer will tell you that making\npeople gather to watch their show is one of the hardest skills to master but\nkeeping that audience can be even harder!<\/p>\n\n\n\n

For a pitch at a table in a store or a mall, I\ncould work for five or 50 people but only if I could command their attention\nfrom the beginning to the end, otherwise the whole exercise would be pointless.<\/p>\n\n\n\n

A trick I was taught to attract people to my\ntable was to simply begin the scripted pitch for nobody! <\/p>\n\n\n\n

That\u2019s right: Just start talking and performing\nand hope that people will come.<\/p>\n\n\n\n

And people did come.<\/p>\n\n\n\n

Once one person had stopped to watch, another\nwould stop and another and soon I would have enough to bring them all closer\nand form a mini audience that never failed to attract even more people behind\nthem.<\/p>\n\n\n\n

As soon as I had maneuvered people to \u201csee\nbetter\u201d and formed the beginnings of my crowd, I would begin the pitch all over\nagain, exactly where I started when I was alone at the table.<\/p>\n\n\n\n

This worked because people are naturally curious\nbut also reluctant to engage with strangers or feel exposed to unwanted sales\npressure. <\/p>\n\n\n\n

The key to success was to present what I was\ndoing as a show – NOT a sales pitch – and to keep reminding people that the\nshow was \u201cfree\u201d.<\/p>\n\n\n\n

I soon learned that these potential customers would quickly walk away if I came at them too quickly with the pitch, so the second phase was a performance framed as a demonstration of this amazing deck of playing cards<\/a> that could somehow read minds, or make cards vanish or reappear entirely thanks to its remarkable – but secret – properties.<\/p>\n\n\n\n

And once people saw what those cards could do,\nthey would be hooked just enough to see how they worked.<\/p>\n\n\n\n

And if they stayed to see how they worked, they\nwould stay to hear the pitch.<\/p>\n\n\n\n

And during this pitch a final psychological\ntrick was used to trap even the most cynical of buyers into a sale.<\/p>\n\n\n\n

\"\"
Example of a Svengali deck. [Image: Adam and August\/Youtube]<\/em><\/figcaption><\/figure>\n\n\n\n

A Simple Psychological Trick<\/h2>\n\n\n\n

Having brought a crowd of strangers this far, it\nwould be a waste of my time to let them leave without buying whatever I was\npitching but this can be a delicate moment in any pitch of this nature.<\/p>\n\n\n\n

The price (at the time) was quite high.<\/p>\n\n\n\n

In fact, that same deck of magic cards could be\npurchased from any magic shop for a fraction of the price, but my employer had\nstacked the end of the pitch with several psychological weapons that when used\ncorrectly, made it very hard for people to resist.<\/p>\n\n\n\n

It was all about perceived value.<\/p>\n\n\n\n

First, I would perform two other tricks during my pitch using their own special packets of cards and quite often, these tricks would attract attention from certain types of people who wanted to perhaps win some money in a bar (with a special version of Three Card Monte<\/a>) or read someone\u2019s minds (with a classic but easy mentalism feat) but these additional tricks were never for sale.<\/p>\n\n\n\n

Instead, they were included in a package that I\nwould collate at the end of the pitch.<\/p>\n\n\n\n

After demonstrating the cards, I would introduce\na large box that looked like a jumbo deck of playing cards and into that box I\nwould place the (ordinary sized) cards I had just performed with   and then I would toss in the Monte trick and\nthe Mind Reading trick as \u201cbonuses\u201d before closing the box and placing several\nidentical jumbo boxes on the table.<\/p>\n\n\n\n

Only once I added all of that \u201cvalue\u201d did I tell\nthem the price.<\/p>\n\n\n\n

While this was truly effective, it had a fatal\nflaw because the pitch was over and the product was still in my hands.<\/p>\n\n\n\n

People could (and would) still walk away but\nthanks to one of the most powerful subtleties my employer shared with me, sales\nmore than doubled and fewer people left my table without a box of those cards!<\/p>\n\n\n\n

Imagine that – one little \u201ctrick\u201d that doubled\nmy profits, overnight.<\/p>\n\n\n\n

What was it? <\/p>\n\n\n\n

It\u2019s so simple, I still have trouble believing\nit was so damned effective. <\/p>\n\n\n\n

After introducing the boxes and adding the\n\u201cpackage\u201d, I would hand out those boxes instead of placing them on the table\nand would comment on the size and weight and what a fantastic gift this \u201cmagic\nset\u201d would make.<\/p>\n\n\n\n

In fact, I later came up with the idea of\nwrapping several boxes complete with a bow and placing those behind me! <\/p>\n\n\n\n

At the end of my pitch, I would also hand out a\nwrapped box and this served to convince even the most dubious of people to buy!<\/p>\n\n\n\n

Why these little touches work so well, I am not\nqualified to say but they were so effective that I see variations employed\neverywhere from a car showroom to an online app store or a website that seems\nto go on forever without revealing the price of a product but subtly describing\nall the amazing benefits of their product.<\/p>\n","protected":false},"excerpt":{"rendered":"

I\u2019ve mentioned my past flirtation with the art of the pitchman and I remain a big fan of their methods, …<\/p>\n","protected":false},"author":47,"featured_media":33349,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3644],"tags":[],"acf":[],"yoast_head":"\nR. Paul Wilson - Psychological Tricks I Learned As A Pitchman<\/title>\n<meta name=\"description\" content=\"Discover the psychological techniques that worked when R. 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