Understanding Influence: Psychological Techniques in Everyday Messaging

When most people think of hypnosis or cognitive behavioural therapy (CBT), they imagine a therapist’s chair, deep relaxation, or tools that help you shift unhelpful thought patterns - and that’s exactly what they’re for: healing, growth, and transformation.

But the same techniques that help people change also show up in the messages we encounter every day - in media, politics, and public campaigns,

once you start noticing these patterns, it’s impossible to unsee them.

Framing the Story Before You Even Think

The way a story is presented shapes your reaction instantly.

• Call a protest “chaotic” and people picture danger.

• Call it “spirited” and it feels inspiring.

  
  

This is what therapists call reframing - change the perspective, and you change the emotion. In therapy, it can help someone break free from negative thinking. In politics or media, it can steer whole groups of people before they’ve even had time to think.

And it’s not just about positive or negative words, another trick is attaching unsavoury labels to groups or individuals. Once a label is in place - especially one so loaded that nobody wants to be associated with it - it instantly delegitimises that person or group, most people won’t question it, because they don’t want the stigma of being seen on “that side.”

Say It Enough Times and It Feels True

Ever noticed how certain slogans or phrases keep cropping up?

Repetition is hypnotic, in therapy, it’s used to build new habits or beliefs. In politics, it’s used to plant ideas until they start to feel like common sense.

Quick check-in: the next time you find yourself repeating a phrase that “everyone” is saying, pause. Did you come up with it yourself - or did it come from somewhere else?

The Power of Three

Here’s something subtle but incredibly effective: slogans built in three parts.

Think of phrases like:

• “Build Back Better”

• “Hands, Face, Space”

• “See it, Say it, Sorted”

  
  

They’re short, punchy, and easy to recall - and that’s not by accident.

The rule of three is one of the oldest hypnotic language patterns. Three-part phrases feel complete, balanced, and satisfying to the brain. They’re rhythmic, memorable, and slip more easily into the subconscious.

And when you hear them over and over, they don’t just stick - they start to feel like truth.

Playing on Emotions

Hypnotherapy starts with deep relaxation to bypass the conscious part of the brain and access the subconscious. Politics and media often flip this on its head, instead of calming you down, they stir you up.

Strong emotions, whether it’s fear from a shocking headline or excitement from a trending story, can make you react quickly without pausing to question what’s really happening

When you’re in fight-or-flight - heart racing, jaw tight, adrenaline pumping - your body is primed for reaction, not reflection. That makes you more likely to accept or repeat what you’re being told without really analysing it.

Everyone’s Doing It

Humans are wired to follow the crowd. We look around to see what’s “normal.” Politicians and advertisers know this, so they lean heavily on social proof:

• “Most people support this.”

• “Experts all agree.”

The more it feels like “everyone” is on board, the harder it becomes to stand apart or question it.

Step by Step

Change rarely happens overnight - whether in therapy or in everyday life.

In therapy, progress often comes in small, manageable steps: a new thought here, a tiny habit there. Bit by bit, these shifts add up, until patterns that once felt fixed start to look very different.

The same principle shows up in media and politics. A small message, then a slightly bigger one, then another… before long, the “new normal” can feel completely natural.

This is known as the foot-in-the-door technique: gradual change that builds over time, whether for personal growth or external influence.

Language That Sounds Deep (But Isn’t)

Ever heard a politician talk about “a brighter tomorrow” or “unprecedented times”?

These phrases sound powerful, but they’re deliberately vague.

They let your mind fill in the blanks - which makes the message feel personal, even though it isn’t. In hypnosis, this is called artfully vague language, it feels meaningful because your brain does the work of attaching meaning to it.

Words as Weapons

One of the strongest tactics is word capture - taking a word, changing its meaning, and then using it to reshape public perception.

• Positive words get rebranded to align with a group’s values.

• Negative words get pinned onto anyone who disagrees.

  
  

It’s like hypnosis, where calm is linked to a deep breath, only here, the “anchors” are loaded with stigma or virtue, and once they stick, they’re hard to separate.

How to Stay Aware

Spotting these tactics doesn’t mean shutting yourself off from news or politics. It just means being conscious of what you’re absorbing.

• Notice your emotions. If you’re suddenly outraged or scared, pause.

  That reaction is often a clue you’re being primed.

• Check multiple sources. Especially ones with different biases. If the story changes depending on who’s telling it, you’ve found the framing.

• Ask “who benefits?” Trace the message back to who gains power, influence, or profit.

• Separate labels from facts. Be aware when strong labels are being used to dismiss, discredit, or delegitimise someone’s viewpoint. Ask yourself: “Is the criticism about actions or evidence, or is it just a label meant to provoke fear or shame?”

• Slow down. These techniques rely on speed and repetition. Taking time weakens their effect.

Final Thought

The tools that can heal can also be used to persuade. The difference lies in intention - and in whether you’re aware it’s happening. Once you can see the techniques at play, you’re no longer a passive participant.