Selective Perception

“A mental state of being”

Analogy: The Zonkonion

selective perception

The best way to describe selective perception is to consider Zed from the planet Zonk! Zed comes from a fairly boring planet. His fellow creatures are an unsociable lot and don’t really talk to each other much. There is no music and no load electric lawn mowers: not even early on Sunday mornings. Due to the colour tax imposed by the anti-colour government 656,000 years ago, all Zonkonions have to wear grey. Which by coincidence, is the same colour as the grass, trees, buildings and six mooned sky on the planet Zonk.One day, Zed decides to take a short holiday over to the rather unhygienic yet somewhat slowly developing side of the universe – which also includes a cut-price day excursion to Earth. When he hits this planet, he decides to experience a little ‘Earth shopping’ and takes in a visit to an out-of-town supermarket – a few miles outside Milton Keynes – England. As Zed enters the Supermarket, pushing the shopping trolley with all six suckers, he is so overwhelmed by the amazing array of colour, unbeatable offers, noise and distraction, that he immediately faints in a green heap on the yellow and green tiled floor – suffering from nervous exhaustion.

Meanwhile, Mr Jones (complete with receding hair and sticky palms) has become immune to the multitude of great offers and sales pitches to a better life. His objective is a quick visit to the same supermarket. A packet of Dunco Biscuits is what he’s after. Straight down the aisle – ignoring everything – eyes like lasers; searching for an orange coloured packet with Dunco splashed across it. There they are! Pick up biscuits – pay at checkout – and he’s out of there.

Mr Zed didn’t have selective perception. Mr Jones did!

For marketeers, selective perception is a self-defence weapon that can work for or against you. And it doesn’t matter whether you’re attempting to persuade Mr Jones, a doctor, an engineer, architect or indoor hang glider. If it’s human then it’s got selective perception. And we’ve not even touched on any existing inner bias and perceptions Mr Jones may also hold.

It is this fog of modern living that makes selective perception your true competition in the marketplace. It is the phantom, the intangible force, your very able adversary, and you should never underestimate its power. If you can’t get the attention of Mr Average, for example, then you can’t even begin to persuade him to try your product. If you can somehow cut through with a direct link to his brain then your ‘business’ competition in the marketplace will quickly become an amusing memory. The principles contained on this website are designed to improve that link by using selective perception in your favour.

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