Where would your body go, if your car crashed at 100km/h?

One of the things I tussled with the most recently was understanding the idea of creating vision in the context of selling… and especially copywriting.

And you know… I still kinda do because it has levels to it.

But one of the resources that helped me drive this principle home and understand it better... was an interview with the master negotiator Jim Camp.

So today I brought you a small part of it.

To be more exact, it’s a part where he on purpose gives an example of creating vision which I found to be pretty dang helpful.

Here it is(no-word-for-word):

Let’s take car seatbelts.

Most people are aware of the dangers of not wearing a seatbelt but a lot of them still don’t care and drive around without a seatbelt.

You know why is that? Because they are only presented facts.

It works on some people, but not all. And you could try to say it to them again and again thinking that they forgot or something. But all they would reply would be this: “Yeah, I know that already”

But what would they say if you were to ask them something like this:

“Let’s say your car collides with another car at 100km/h, where would your body end up?”

Do you think the second one would work better? I sure as hell do.

Why?

After that question your brain will start running through the possibilities... creating all the scenes... and seeing all the bad that could happen from not wearing a seatbelt. And that’s what's going to convince it that we should wear a seatbelt.

You can see the whole scene play out in your mind, and of course, FEEL the emotions it creates…

As the cars get closer and closer… until they finally crash, everything blacks out… you wake up on the asphalt, …

It’s graphic.

Facts aren’t graphic, they are logical. They don’t work on people who for whatever reason don’t want to use seatbelts... because decisions are NOT made based on facts & logic.

Decisions are made based on emotions.

And vision is what creates emotions.