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Lethal Tongue ™
Joseph R. Plazo
The Dynamics of Irresistible Verbal Power
Joseph Plazo E-mail:firstname.lastname@example.org Web page: www.xtrememind.com i (0919) 566-3454
Joseph R. Plazo
Table of Contents
To update table of contents, place cursor on shaded row and press F9. 1.
HAVE YOUR WAY… NOW
What’s in it For You?
2.1. 2.2. 2.3. 2.4.
THE POWER OF THE WORD
The Writer’s Achilles Heel Powers of Hypnotic Speech So, What’s Inside? Warnings
10 11 11 13
3.1. 3.2. 3.3. 3.4. 3.5. 3.6.
IRRESISTIBLE FIRST CONTACT
The Table Reversal Technique Five Breath Method A Killer Opening Line Opening Salvos Pressing the Assault Verbal Ju-jitsu
15 16 18 20 22 24 26 26 27 28
3.7. What’s Your Story…? 3.7.1. The Two Second Rule 3.8. Getting into Their Skin 3.8.1. Parallel Empathizing
ATTITUDES OF POWER
Power Lies Within
Joseph R. Plazo
4.2. Power Attitudes 4.2.1. Genuine Interest in Others 4.2.2. Incorrigible Humour 4.2.3. A Radiant Confidence 4.2.4. Overpowering Assertiveness 4.2.5. Intrepid Initiative 4.2.6. Sensual Enthusiasm
31 31 32 33 34 35 36
UNLEASHING THE LETHAL TONGUE
39 40 41 41 43 43 45 47 47 48 49 51 51 53 54 54 55 58 60 61 63 64 64 65 68 72 76 77 79
5.1. Bomb the Emotions; Nuke the Senses 5.1.1. The Framework of Hypnotic Speech 5.2. Asserting in the Affirmative 5.2.1. The Power of Positive Statements 5.2.2. Living la Vida Loca 5.3. 5.4. Touching Magic Sizzling Small Talk
5.5. Creating Magnetism with Similarity 5.5.1. The Power of Apparent Similarity 5.5.2. Mirroring- The Sneaky Method of Creating Similarity 5.6. Electric Words
5.7. The Big Guns: Stealthy Word-Play I 5.7.1. Power Up Your Verbs and Kick Them Off! 5.7.2. Tri-Component Narratives 5.7.3. Similes and Parallelisms 5.7.4. Metaphors 5.7.5. Mesmerizing Tales 5.7.6. Magnetic Interrogatives 5.7.7. Shrouded Interrogatives 5.7.8. Stealthy Ambiguities 5.7.9. Time Warping 5.8. The Big Guns: Stealthy Word-Play II 5.8.1. Shifting Paradigms 5.8.2. Power Presuppositions 5.8.3. Inducing Feelings In a Flash 5.8.4. Pacing Your Way to Compliance 5.8.5. Locking People In a Box 5.8.6. Unearthing Her Secrets 5.8.7. The War Between Features and Benefits
Joseph R. Plazo
About the Author
Joseph R. Plazo, writer, author, architect and entrepreneur. He accomplished an architectural degree and topped it off with an MBA. Yet, his passion for psychology overrules. In the author’s view, the study of Human Behaviour naturally allows the development of good relationships. Through psychology, we easily learn the underlying drives, motivations and desires which empower people to act the way they do. He further believes that since 70% of a man’s life is spent in the company of others, developing solid bonds is vital to healthy existence. Good relationships build sound societies. Through his books, the author hopes to empower countless readers to shift their lives for the better… and to develop the same passion for psychology as he does. This is his fifth book.
The material in this book constantly undergoes upgrading. This is my courtesy to you. Plazo Exceed International A personal note from the Author Fellow persuasion enthusiasts.com and my cell phone at (0919)566-3454 All the best and more power! Joey v .Joseph R. All clients at my site. You could get in touch through my email at president@xtrememind. I am available for consultation anytime and I look forward to hearing from you. I will be releasing new books in the future that I feel will help empower you all the more. and my way of saying thank you.xtrememind.com could avail of future books for free. www.
Plazo Exceed International vi .Joseph R.
Joseph Plazo 1. Imagine the ability to cast devastating spells spun from simple words… and exploiting those words to get what you desire… any desire.Quote found on the wall of a recreation center office in Berkeley. you will discover the principles of unstoppable verbal influence. Guaranteed. rhythmic breathing… while you whisper an irresistible proposal…. watching them sparkle. What’s in it For You? bsolute power. as you hear her deep." -. comfort and support… they depend on you… they NEED you… Or imagine gazing into your lover’s eyes. right now… and imagine the delicious power coursing down your spine… spawned from your newfound ability to persuade. Stop. That’s the bottomline. ANYONE and get what you WANT. A Picture yourself striding to a negotiation table and holding the panel spellbound and powerless to your magnetic delivery…. influence and magnetize Give me three hours and I’ll show you how to mesmerize anybody. 7 Copyright 2002 . 1. Have Your Way… NOW "The difference between a smart person and a wise person is that a smart person knows what to say and a wise person knows whether or not to say it.1. California. Visualize your friends trailing you for advice. Today.
and imagining your unbelievable future. you could shape the outcome of any personal relationship.Joseph Plazo In less time than it takes to mow your lawn. All for the better. reading these words. doors and windows of opportunity shall open… at your command! All your needs will be met. you will be giddy with delight as you discover breakthrough techniques which easily allow you to: Reap more income Triumph in negotiations Gain instant respect and admiration Mesmerize the opposite sex Resist all rejection Win friends Brutally seize opportunities and Kill off the competition! You will magically find your social. What could such power bring you…? As you sit there. to the full At but a whim. you may already notice your breath quickening… 8 Copyright 2002 . An irresistible human dynamo of charisma… that is your destiny if you absorb all the valuable lessons this book offers. Your desires will be satisfied…. Suddenly. business and romantic life taking a swift and dizzying change.
now. As you lose yourself in the annals of their imagination. Was it tangible? I’ll bet the farm and all the horses on it that you found yourself experiencing a mild excitement as I narrated the benefits you will enjoy. writers who are charmingly persuasive can sway public opinion very easily. ideas and even ideologies. Recall how these expert writers easily rivet you to their every word. Like wizards. Writing conveys thoughts. Mark Twain. I fiddled with your emotions. You readily found yourself experiencing mild states of excitement because I willed it through my writing. how politicians would get nowhere without their ghostwriters. writers unleash magic with their pens. you find yourself influenced by their views and opinions… The art of writing is invaluable because it is a tremendously potent form of communication. Immediately. Give a man a pen and he’s ready to take on the world. You need a fiery speech in order to sway the masses and win votes Centuries ago. The Power of the Word I imagine that you felt a shiver coursing down your spine. Consider. With a bit of ink and a pen. That changed all so rapidly. As we already know. Observe how a few simple lines carried enough force to play upon your feelings. your mind opens up to the ideas they present. What power that is! The pen indeed thwarts the sword. Their stories forge entire worlds which you willingly explore. Stephen King or perhaps. the writer’s influence largely lay confined within the village or town where he promulgated his craft. Today’s mass media technology allows writers to quickly influence the publics across the world! I envision that writers could rewrite history (literally and figuratively) should they choose to do so. 9 Copyright 2002 . I safely presume that you read the works of Dean Koontz.Joseph Plazo 2.
pamphlet or speech. From these myriad thoughts. 10 Copyright 2002 . he stands the chance of being misinterpreted. Thousands of times throughout the day. the writer’s thoughts will be lost or diluted as his sentences undergo varying interpretations that depend on the prevailing culture. translate them into mental/visual symbols which we then transmit through precise sound frequencies. writing is not interactive! The writer has no means of conversing with his reader. tends to be static. his ideas are forever crystallized in unchanging words. speech is modified in real-time to suit the ever shifting environment or contextual situation. Speech occurs simultaneously with the formation of a thought and is delivered with great deliberation. This is the power of speech and which writing fails at. Our thoughts result from outside stimulus (such as being fired from work. Speakers can deliver hypnotic spiels and modify his words to suit the temperament of his audience. abstract thoughts zip through the brain. The Writer’s Achilles Heel W ell-executed writing. Speech is perfectly dynamic. So what we do is to snag a couple of those ideas. When needed. That sore lack of dynamism is the writer’s Achilles heel.1. With each passing decade. Writing.Joseph Plazo 2. Worse. This is the problem a writer faces: once the typesetter publishes his book. is done and cannot be retracted. This is the facility of speech. Because the writer cannot change what he had already published. his ideas will remain frozen in inert sentences that are incapable of adapting to environmental changes. or from seeing a loved one) and these are sparked in our neurons. Surely a more dynamic form of communication exists… one which could adapt to ongoing. For all time. Another mode of transmitting ideas is through speech. have a waterloo after all. once done. He could not elaborate on points nor could he rebut disagreements. you and I would deem a few notions worthy of sharing with others. We will soon discover how dynamic speech can unleash far greater persuasive force than writing. is but one facet of communications. as we are aware. The effective speaker always takes note of the contextual situation and adjusts his delivery in order to enhance the quality of his message. real-time changes… And fortunately. while all-poweful. Persuasive writers. there is! Writing. while highly persuasive.
How well your needs are met highly depend upon your speaking aptitude. What’s Inside? 11 Copyright 2002 . Powers of Hypnotic Speech ook around yourself. your fortunes To master human interactions. 2. you must hone your speaking abilities to perfection in such a way that you become persuasively magnetic and unstoppably confident.Joseph Plazo That power. L Through the vocal facility. and loved ones in order to procure your needs. 2. What do you see? A table? Chairs? Paintings and scultptures? Or maybe a loving wife? What you have around you are the fruits of your personal relationships. that people will have no recourse but to say yes to you. Accordingly. you negotiate your salary. therefore.3. you even win a spouse. upon your mastery. You melt your crush’s heart with the soft whisper of honey-coated poetry. You must convince others of your needs in order for them to deliver to you! You win a coveted raise if you can persuade your boss of your worth. You will become an irresistibly hypnotic speaker. I intend to impart all the professional skills of persuasive and charismatic speakers. it is your speaking skills and attendant behaviours which shape your relationships… and ultimately. and yes. Ultimately. will allow you to influence anyone and create compelling arguments that could mesmerize even the most stubborn of individuals. Your words must ring with authority and drip with sensual allure. You communicate with bosses. peers. This book teaches the art of hypnotic speaking and your tongue will have the lethal ability to persuade anybody. you bargain for your goods. for a moment and understand this fact: the quality of your interpersonal communications determine your success. So.2. You will master devastating skills in order to deliver a verbal payload of immense power.. Do you already understand how your fortunes largely depend upon the dexterity of your tongue? Stop. Within three hours of your reading this book. everything that you have indirectly results from your interactions with others.
it has been proven that affective factors more easily influence behaviour. Examine also. A cognitive factor pertains to a person’s wilful and intellectual analysis of a situation. Lethal Tongue ™ comprises of advanced verbal techniques geared towards persuasion and emotional elicitation. 12 Copyright 2002 . this book first teaches you how to overwhelm initial timidity and to approach anyone you meet. how a student readily yields to emotional peer pressure and commits illogical moves that threaten his grades. Again. Of the two. He follows his guts and his guts lead to failure. while logical. Hypnotic speech focuses on altering people’s emotions. On the other hand. Ph. emotional force overrules intellectual analysis. Observe how an emotional stock broker ceases to make logical decision and bets on the wrong stocks.D of Persuasion focuses on the general behavioural aspect of persuasion. thereby influencing behaviour. Its spotlights methods of irresistible verbal magic. Behavioral doctors assert that people’s actions result from both cognitive and affective factors. Emotions are powerful. we get into the hard core techniques of hypnotic speech. The human psyche. yet you yield to emotional gluttony and wolf it all down The emotions rule the head.Joseph Plazo P lenty. The book assumes that you hold average persuasive abilities. Since most people already stumble at the prospect of making first contact. you would find it beneficial to read the latter first. The forerunner to this book. recall how you indulged in a sinful feast of fats and junk foods. You brain screams that such food is poison. Seize a man’s emotions and you become his puppeteer. In your case. The various techniques arrayed within this book all conspire to play upon the emotions in order to yield maximum impact. frequently falters in the face of emotional assault. an affective factor pertains to the emotional impact a situation begets upon behaviour. It’s a cliché that stood the test of time. You cannot display your magnificent speaking ability if you have no one to speak to! Once you discover how to break the ice. hence.
even if what you say is devoid of meaning. Abuse anyone’s hospitality and your influence will be short lived… you will also create die-hard enemies in the process! Remember. 2. Each time you open a door. are the techniques which will transform you into a throbbing dynamo of influence. These. You will realize how to sprinkle your phrases with words of power that makes you appear truly credible. Influence is a tool which cannot be abused.4. You will find that men’s doors easily swing open as you master and practice the Lethal Tongue ™ method of hypnotic speech. You shall learn how to probe the innermost desires of a man or woman and use their desires to uphold your own. ensure that you do not rob whoever invites you in. That’s great. but remember the catch. Warnings I should stress that all the techniques within this book are intended for your personal and wholistic development.Joseph Plazo From Lethal Tongue ™ you will discover breakthrough methods of sentence construction which allow you to bypass the mind’s logical scrutiny and directly squeeze at anyone’s emotions. 13 Copyright 2002 . with great power comes great responsibility. among the scores of others.
Joseph Plazo "We shall not cease from exploration And the end of all our exploring Will be to arrive where we started And know the place for the first time." -. Eliot 14 Copyright 2002 .T.S.
Popular quote A You. no one exerts the effort. It is too frightening! 15 Copyright 2002 . Imagine now. If you’re shy or afraid of rejection. A young man is smitten by his crush. are also wishing that you open the floor. You have a proposal for your boss. You hope that somehow. I’m certain. Both parties would rather not talk. You probably hesitate to initiate conversations with strangers. nothing happens! That’s the catch in all initial meetings. “There is nothing to fear.Joseph Plazo 3. but he can’t bring himself to say hi .1. a stranger or a crush. The fear of rejection hangs heavy over his head. have experienced the fear of making first contact. Often times however. The problem with such expectation is that. no doubt. they are shy as well. Refusing to initiate contact is the virus that prevents wonderful new relationships from budding. If no one makes the first move. How many times have you let pass the opportunity of meeting someone new and exciting and only to curse yourself later. unfriendly world… When you run into a potential client. and think about it. are shy and fearful of dismissal from you! Pause a moment. then they. no doubt. that every single person on the planet refused to extend the first hand? I see a bleak. but fear itself” -. It takes at least one person talking to get two people together. how often do you fervently wish that they initiate contact. Irresistible First Contact The Table Reversal Technique salesman hates making cold calls. but cringe at his disapproval. fear of rejection or plain anti-social behaviour. with figures of authority or with the object of your desire. Reasons often include shyness. they. 3. You are shy. all the more. thinking “what if?” Many times. they open up and say hi first.
you hold a key to overcoming the fear of meeting new people. tell yourself. you dilly dally. The next time you feel the clammy hands of fear pawing your neck. Now approaching her won’t be so tough after all. What happens? Gradually. O But then. I call this the Table Reversal Technique because you rapidly switch the tables on those who scare you. Five Breath Method kay. you’re a nervous wreck again. You find all manner of excuses to delay that frightful first contact. Then… Oooh… that salad by the buffet table looks inviting. You haw. pair it off with the Five Blink Method 3. allowing you to approach anyone aggressively. you will feel an instant surge of confidence. your fear crawls back.2. unsure how to approach that attractive stranger. You hem. In order to dissipate your fear. Your confidence flushes down as you the salad petrifies in your stomach. You go home feeling miserable. “I’ll bet this guy/gal is even more afraid of me than I am!” Repeat that assertion to yourself a few times and immediately. A full minute later. You fidget. This is true. No amount of self-talk revitalizes your spirits. you accuse the object of your fear as the ones being fearful of you! Getting this technique to work even more effectively. You’re fired up and fully aware that your prospect is just as scared as you are. so you amble over and fork a spoonful. whether your prospects be clients. thankful that you don’t have to approach her yet. strangers or even figures of power.Joseph Plazo Now that you already understand the dynamics behind the phenomenon of first contact. 16 Copyright 2002 . A surge of confidence shoots up your throat.
Each second of delay weakens your resolve and pumps even more adrenaline into your veins. pathetic excuses. you find yourself ever more jittery. then chances are. single bachelor. tell yourself that everyone else is afraid of you. Remember this: the golden moment to initiate contact is right NOW. Out of the hundred whom you approach.” Self-defeating.Joseph Plazo Countless people commit this fatal flaw: they delay. focus your sights on him or her like a laser. you give yourself no recourse but to follow through. you actually calm your nerves and lessen the adrenalin surge. first envision yourself as a suave man. Further. you emanate a sense of power and importance. than right away. I suggest that in order to ascertain an iron clad first impression every time. make sure you are already on your way with a big smile. If you are a nervous. you practice this technique with every person you meet. and approach everyone who comes within an arm’s length. Some people would justify the delay by saying that they are “waiting for the right moment” or “thinking of the right thing to say. Shut off your negative self-talk. nothing more. By making an immediate and direct approach. Then as you walk into a club or a mall. The other person would notice right away whether you were skulking in the background. Then before you would have inhaled five times. You create the impression that you are confident. I suggest inhaling five times because I know that you will cheat by prolonging each breath. look for the prettiest women. As each breath becomes deeper and longer. No. Inevitably. by setting the final limit at five breaths. If you are a salesman on the prowl. don’t settle for 17 Copyright 2002 . The other person will respect you. This spontaneous gesture offers the following benefits: You prevent yourself from launching into negative self-talk. you are guaranteed to hit ten or fifteen eager customers. You no longer have the opportunity to rationalize delaying the meeting. remember that the streets are your kingdom. Get out of this self-defeating loop! The very next time you see someone whom you would like to meet. And if you can’t think of the right thing to say right now. There is no better moment. you’ll never be able to say it at all. and extending a friendly hand.
Search the internet and you’re bound to find books such as “Killer Opening Lines”. Practice this religiously and delightfully observe how your social circle will magically and rapidly expand. When people detect insincerity. That’s it.” While canned opening lines sound witty.” Only utterly dense people will fall for such drivel. Art of War P Inane. You deserve the best.Joseph Plazo mediocre ones. Rejection is bound to occur. 3. that she’s terribly shy of you. at the zoo. “Worst Opening Lines. I guarantee you’ll be rejected. 18 Copyright 2002 . Make them your models. “Best Opening Lines”. two or three will bite. A Killer Opening Line “Occupy the high ground first” – Sun Tzu. eople search for magical lines that would somehow melt others and get the ball rolling. And you will become more confident after each encounter. tell yourself. approach him or her before you would have inhaled five times after spotting your quarry. Canned opening lines are dumb because they lack sincerity and people can spot them right away. Would you like it if someone came up to you and said: “Your daddy must have been a thief because he stole the stars from the skies and placed them in your eyes. They approach people on the bus. they also sound rehearsed. while waiting at the checkout counter. Remember: The very moment you see someone worth meeting.3. The reason sociable and popular people are so well liked is that they don’t fear forging new relationships. they close up and avoid contact. But of the twenty rejections. then approach. You don’t want such people in your roster of clients or loved ones. right? Upon seeing a lucky prospect. Get out there and meet some people.
Whether you’re selling an object. You simply want to talk and share something. to much success.Joseph Plazo Try using pickup lines in a bar and you can already expect sneers. but people use such lines. like: “Sir. Interest flatters. In that first sentence which you utter after the initial approach. Here are the magical words: “Hi. How could anyone resist that? Right now. An opening line is an opening gambit. I’m __________. the your prospect will warm up to you. In my experience.” Laughable. 19 Copyright 2002 . or selling yourself. there is only one line that oozes of simple sincerity. I have the best widgets only smart people like you would use. People will beam at you. Deliver the words with warmth. Being flattered. Furthermore. the unadorned simplicity of your words convey straightfowardness. you look like a really smart person. it’s guaranteed to work. If you’re a salesman attempting to interest a client in a widget and you use a canned line. an outstretched hand and a big smile and watch as the other person’s face lights up. I’ve used it time and again. The words work well because you communicate the simple fact that you are interested in the other person. you must encapsulate warmth and sincerity. Smart persons use widgets. replace all your standard opening lines with this one. That previous one was used on me at the mall.
You psyched yourself up. the moment silence sets in.4. what is the most interesting subject matter for you? Is it the weather? Politics perhaps? A movie that’s playing? Maybe its current events? Gossip? While any of the succeeding reasons could spark a bit of interest. every action requires a good follow up. T In any endeavour. (drum roll) yourself. you will learn what these are. Master conversationalists have discovered powerful openers which naturally allow a discussion to proceed fluidly. In a moment. stop for a second and ask yourself. Standing silent won’t help your cause. conversation! Maintaining the conversation is vital to consolidating a beginning relationship. be it war or making friends. so you must continue bouncing it. Now. You cannot expect your prospect to commence the You threw the ball. A simple game of golf fuels hours of story telling… and grandiose embellishments. made the approach and introduced yourself. the one subject that would interest you the most is…. Remember the uncomfortable silences you’ve experienced in the past conversations? Chances are. We all love to discuss our accomplishments. your prospect is smiling and expecting more. Opening Salvos he good general follows up his first attack with a barrage of missiles. The constant onslaught gradually whittles away at the target until it yields. the conversation is doomed.Joseph Plazo 3. But first. We could spend countless minutes narrating a recent mole operation. 20 Copyright 2002 .
Joseph Plazo No doubt about it. you could ask a woman at a restaurant what food she would recommend. “I noticed your interest in Rabbits. Observe a crowded room. Exemplifying. you may inquire from that rich bloke how long he’s been playing there and how many games he’s won. His ears systematically screened out all extraneous sound and focused on that one sacred word: his name.. What about it interests you?” Now shut up and await the avalanche of replies. Let me give you another example of how self-centered we are. you could mention. At the beach. Your prospective client may be carrying a book entitled “Rabbits and Modern Man. At a golf club. In order to get others interested in you. a-buzz with discussions of all flavor. not too loudly. Here’s how to break the ice and get that conversation going: Compliment someone sincerely. Instantly his ears would perk up and he would glance at you quizzically. you must meet them on their terms and discuss their interests.” Mentioning his quaint reading material could spark a series of replies and counter replies that would fuel conversation. Now pick a person in the crowd nearby. Observe something within that person which is praiseworthy but not very obvious. Observe the goings-on and comment on it. mention it! She’ll be glad that you were so perceptive! Observe a personal effect and ask something about it. Complimenting a model for her gorgeous body won’t have the razzle dazzle effect you desire because she probably gets that all day. We are all interested in ourselves. Focus on the situation. People are inherently selfish in that sense. The same goes for the other person. you would instantly perk up if you were the crux of a conversation. 21 Copyright 2002 . We love talking about our own interests. Mention his name in a casual manner. not too softly. querying a surfer how he best manoeuvres high waves could invite a torrent of excited elaboration. She would like nothing more than to discuss about herself and her own slice of her world. For instance. However’ if you notice that a cute dimple forms when she laughs. We love hearing our names. Ask your prospect how he relates to the environment.
Open ended questions belong to the class of queries that are answerable by a series of statements or paragraphs. This is why you favour open ended questions. they go on and on talking about themselves. How? By letting him narrate his triumphs. They ultimately bore their listeners and alienate them. Pressing the Assault he conversation flows smoothly as a result of your suave and thoughtful queries. on the other hand. This may bore you. You can spend an entire afternoon not saying a word and still have the other person think that you’re the most magnificent person alive. Shine that spotlight on your prospect and he’ll be magnetized as a deer to incoming lights. What then? You don’t stop!! T The hypnotic speaker nurtures a budding relationship by constantly shining the limelight upon his prospect by firing a barrage of open ended questions. Humour him! Open ended questions provide the most powerful means of getting people to talk about themselves.5. his interests. offer powerful tools to conquering the hearts and minds of multitudes. Open ended questions nudge people into exploring themselves and elaborating at length. These queries. hence. 3. The best way to do that is to induce him into talking about the dearest thing to his heart: himself. You eventually tuned out and begun thinking of ways to escape! To avoid the folly of boring your partner. but remember that your goal is not to entertain yourself. In order to use open questions. his sorrows. You objective is to get the other person interested in you. Recall instances when someone monopolized a conversation.Joseph Plazo The key to conversation is lies on focusing upon the other person. are answerable with one or two words. begin your queries using the succeeding magic words: 22 Copyright 2002 . Poor conversationalists tend to hog the conversation. Close ended questions. Hypnotic speaking demands that you get the other person to speak 70% of the time. get him to speak. Often.
they lead to conversational deadends. Consider the contrast: You: So how do you find the show? 23 Copyright 2002 . Imagine the following conversation: You: So. He will be forced to elaborate and will relish every minute of it. Deploy open-ended questions to engage the imagination and emotions of the other person. where do you live? Him: New Hampshire? You: When did you begin living there? Him: Ten Years ago: You: What do you do now? Him: I’m a doctor. What kind of questioning is this????? The latter questions are close-ended and very often.Joseph Plazo How… Why… In what way… Could you elaborate… For what reason… What Avoid questions that begin with: Where When Who Such questions invite one-word responses. You will be hard pressed to follow-up.
This causes the patient to elaborate further. Of course. they’re all black and carrying roses. You never know who’s gonna win. Psychologist: How long have these nightmares been recurring? Patient: For a week. as you realize.. In conversations. the psychologist will simply repeat their last word. 24 Copyright 2002 . Whenever their patient finishes saying something. but till the last moment. I’ve been seeing horrible demons. Whomever your prospect is. he will love you for it! 3. you shall use a bit of verbal ju-jitsu In clinical psychology. (pounds his fist on the chair) You: What about wresting excites you? Him: Oh. engages the other person to elaborate and search within himself for answers. This creates excitement and animation. it’s all that blood and gore. you will use your prospect’s own words to generate an ambiance of good-will and rapport. I don’t know what. Remember. the result is unclear. it’s scripted. Psychologist: Step-brother?. that your initial goal as a hypnotic speaker is to get the other person to like you. Open ended questions. For this.Joseph Plazo Him: Man. But I feel that maybe it has to do with my step-brother. Gets your heart pumping…. I think they’re symbolical. it’s terribly exciting! I love wrestling…. shrinks use a technique that gets people talking non-stop.. Psychologist: Demons? Patient: Yes.6. Blah blah blah. Psychologist: Symbolical? Patient: They must represent something. Verbal Ju-jitsu J u-jitsu makes use of the enemy’s own force to soften an attack or deflect a blow.
Observe the technique: Psychologist: How long have these nightmares been recurring? Patient: For a week. As a hypnotic speaker. Amazingly. despite its mechanical nature. Psychologist: You’re not sure of the link. He will feel at ease and open up. but you suspect your step-brother triggers the nightmares…. Remember them.Joseph Plazo This technique delivers well. 25 Copyright 2002 . psychologists charge hundreds of dollars per hour simply for repeating your last word…. Instead of repeating the last word. Jot them down if you have to. they’re all black and carrying roses. I don’t know what. you will learn how to use the bits of trivia you uncover in order to promote yourself. Psychologist: You’ve been plagued by monstrous things and you can’t rest. your prospect feels that you are genuinely interested in what you have to say. Patient: Yes. Psychologists uncover inner conflicts because layers of elaboration result from the relentless questioning. Psychologist: You feel these apparitions signify something you want to identify. Patient: Yes. I think they’re symbolical. I’ve been seeing horrible demons. Personal revelations will indubitably surface and these are goldmines for you. Through the careful paraphrasing. In later sections of this book. But I feel that maybe it has to do with my step-brother. They must represent something. you are to go one step further and use a bit more finesse. you are to paraphrase the gist of your prospect’s thought.
is the time to speak. You show respect in this manner and the other person will admire you for that.Joseph Plazo 3. Don’t interrupt. 26 Copyright 2002 . The magical aspect about two seconds is that you allow the person the liberty of continuing his speech or catching his breath. you risk interrupting him. speak Give him respect and he will adore you for it. He may have had more things to say and was just taking a breath of air. Remember the two second rule: Don’t say anything until two seconds have elapsed after the other person’s last statement.” Or point at his broken arm and ask. The Two Second Rule Allow the other person to narrate to his heart’s content. Then if he has nothing to say. “what’s the story behind that. He may narrate anything of current significance. Have the patience to wait at least two seconds.7. just say “So what’s your story. R Whenever you grope for words to say. As you listen. what’s your story?” The line is magnetic. If you start talking one second after his last statement. “What’s the tale behind that?” 3. What’s Your Story…? ecall the many movies where a character utters “So. Whoever hears that enters himself and emerge with truckloads to tell. watch his eyes glaze over as he delights over his tale. No one hates anything more than being interrupted. Only when he is truly done.” Feeling tongue tied with that amazing girl? Gesture towards her quaint brooch and whisper. and have none.7.1.
The quickest route to manifest agreement is to listen for experiences. that is true” “That is astute. W The time will come when you will have to state something other than a question. the dynamics of conversation demand more tact. Whatever you said. he countered. I think so myself” “That is also my understanding” “Why. As he spoke. Getting into Their Skin hat you have just learned was the magic of active questioning and listening. You must have been boiling as murderous thoughts seeped into your head. Of course. Recall previous conversations where the other person did nothing but disagree. but also to demonstrate an understanding of the other person’s viewpoint. It is vital not just to agree. Established friendships allow enough conversational leeway. You make him feel important. Between old-time friends. Questioning and listening by itself works magic because you feed the ego of the other person. Attracting your partner entails forgetting the differences for the moment and treading common ground. Between acquaintances. You can mention something about your molars even if your friend is discussing nuclear reactors. By actively seeking points to agree upon. facts. You launched powerful questions to elicit answers. You relished the conversation. On the other hand.Joseph Plazo 3. Harmony and agreement flowed easily.8. It was almost as though both of you arrived at the same thought at the same time. Both of you flitted on the same wavelength. in any new relationship is to recreate that same aura of agreement. Remember that your goal is to make the other person like you. you listened. anything goes. remember the times when both you and your best friend pranced in verbal harmony. you and I think alike!” 27 Copyright 2002 . you weave the webs of attraction. perpetual agreement is impossible. You task. or opinions which you feel strongly for and to acknowledge them: “I agree with that” “Yes. Points of conflict always loom close by.
I don’t know how to handle him anymore! I’ve given him everything. why do we suffer such problems! I don’t think we deserve the aggravation! Observe how Mary’s feelings are accurately mirrored back to her. When elaborating. Rapport between Mary and Jim becomes strong. 3. My sister goes through the same hell. This technique is called Parallel Empathizing.8. She suspects they’re on drugs and she’s terribly worried. He skips class. Mary: I’m fed up with my son. we don’t simply state our agreement. event or happening that closely parallels his experience. The succeeding example illustrates the technique. I am too! Mary: Sighh. it is wise to recall an incident in your life that closely resembles that of your new friend’s and to narrate it in parallel. 4) Narrate your incident in direct analogy to demonstrate your sympathy for his point. Parallel Empathizing Commit to memory the formula to achieve parallel empathizing. cheats and never does his work. Mary enjoys a measure of relief. It is better to elaborate on your agreement in order to further demonstrate your empathy with the speaker.1. 28 Copyright 2002 . Her son avoids class just to run with that pack of bums. Jim: I can see what you mean.. realizing that someone else undergoes the same tribulation.Joseph Plazo Oftentimes. Jim demonstrates a thorough understanding of Mary’s plight through a similar one of his own. 1) Actively listen to the speaker 2) Understand the gist of his narration 3) Recall an incident.
You will quickly get into their skin and create stronger bonds with each successful attempt. empathize it right away with an experience of your own. Whenever someone demonstrates passionate feeling.Joseph Plazo Parallel empathizing creates tremendous rapport especially if strong emotions are involved in the discussion. 29 Copyright 2002 .
You look like Mr.1. who looks inside. they are top-of-the-line models. and his shoes. The man blazes through history as the best golf player ever to walk the earth. No one could slice a ball the way he could. What was the missing ingredient? You could look like Mr. You grip his magical irons and swing. Power Lies Within iger Woods plays a mean game of golf.Carl Jung 4. his memories his years of experience… all these make Tiger the winning man that he is. awakes. his skill. But you are not him. He probably also favours certain brands of balls. they choose to insert you.Joseph Plazo 4. Woods prefers certain kinds of clubs. Now. Like you and I. Most probably. Mr. Attitudes of Power "Your vision will become clear only when you can look into your own heart. they pit you against an average player. those types which only he could afford. His attitude. In his place. Woods. You carry his weapons. Who looks outside. you jump into the fray with your best Tiger Woods pose. and you wield his prized implements too. T In order to win his games. dreams. Confident. Badly." -. golf shoes and apparel. 30 Copyright 2002 . Then they give you his clubs. he has preferences. The essence of Tiger Woods is not within you. The aliens sponsor a tournament in the largest golf green and sell millions of tickets world-wide. And you lose. Now imagine that aliens decided to abduct Tiger Woods. his balls. They change your face and body type. Woods.
Well-developed attitudes are vital to success because they set the framework for all current and future behaviour. Myself and I.Joseph Plazo In the same way. With these attitudes. Reinforce those which goad social flexibility. In my study of human behaviour. you cannot be a hypnotic speaker simply by knowing the techniques that you will learn in this book. The real hypnotic speaker first develops certain key beliefs and espouses specific power attitudes. you automatically integrate them into your personality. Check your attitudes. Anyone can adopt the core attitudes. You can do it NOW by constantly behaving in a manner consistent with these attitudes. These attitudes compose the mind-set of the effective hypnotic speaker.2. you create the edge which allows you to take command of any personal encounter. Using all the techniques of persuasion and seduction in the world will not help. Hence. he seduced thousands of women because of his steely confidence. Rumor has it that Don Juan carried the face of a maggot. examine yourself first. prior to making contact with people.” An attitude of self-centeredness blatantly manifests itself in conversations Persistent interruptions Lack of focus on other speakers 31 Copyright 2002 . Yet. then you cannot persuade anybody. Genuine Interest in Others A thru: man who has no interest in his neighbours would readily admit that he has three best friends: “Me. I readily ascertain six core attitudes which naturally promote personal power.2. Power Attitudes 4. 4. If you believe that you are worthless and uncharismatic.1. Your external techniques must be consistent with your inner beliefs. Weed out those which obstruct your quest for social triumph.
Joseph Plazo Hogging conversational topics Refusal to share the floor Bragging. Rejection of constructive criticism How long do you think you can survive a conversation dominated by an abrasive speaker who refuses to listen and drawls long into the evening? You will think of all kinds of excuses to escape. Everything. a doctor made the rounds among his patients dressed as a clown. as a hypnotic speaker. Discuss anything under the sun for as long as it pertains to them. you will have created exquisite rapport. and will avoid all contact with him in the future. In order to create an atmosphere of cooperation. 4. His hilarious antics goaded the sick onto the quick road to health.2. Incorrigible Humour H ow we love to laugh! Humour is the spice that breaks dire monotony and uplifts even the weariest of spirits. Put the other person’s emotional needs before your own. their dreams. a movie depicted the power of laughter. Self-centered speakers cannot obtain their objectives because their very abrasiveness alienates people and ultimately fosters resistance. their hobbies. Remember what some doctors say? “Laughter is the best Medicine” Laughing causes the brain to release tremendous chemicals which momentarily turbo charges your entire system. Talk about their needs. a dose of laughter beats a ton of morphine. you are to focus the limelight on anyone but yourself. 32 Copyright 2002 . Your interest in the other person will be appreciated and shall spark the beginnings of a mutual respect. from your mood to your immune system skyrockets. Over the course of the conversation. A few years ago. must leave your ego at the door whether you approach the negotiation table or meet with a stranger on the street. Hence. Sometimes. you.2. In the movie.
People in your vicinity will find themselves infected with vivacity. Now that you’re already committed to becoming a mesmerizing. plaster on a sincere smile. For one entire day. Confident people inspire admiration in others. The difference will astound you. Appearing confident gradually makes you internally confident. Make your movements slow and deliberate. Almost all the stereotypical heroes in our movies reek confidence. hypnotic speaker. Tease with a quip. People will think of you as a fun individual and will be drawn to you. Breathe deeply. A sure way to inspiring others to believe in you is to appear confident. how they occupy lots of space and how measured their sweeping gestures are. 4. 33 Copyright 2002 .2. Power attracts. Your movements automatically become sluggish.Joseph Plazo Like the good doctor. You want people to laugh with you. Count how many people approach you. Treat events lightheartedly (except at a funeral). Crack an anecdote. A confident man is someone to rally around. Observe how their chins jut out. it’s time to pull yourself together. The next day. The next day.3. walk around ram-rod straight. Your posture is a good place to begin building the appearance of confidence. Of course. Inevitably. Laugh at yourself. chest out. Confidence emanates power. Crack jokes. walk around town with a haggard face and vicious growl. carry an irrepressible sense of humour. Move like you own the world and make eye contact. Try this experiment. Try stooping over. you will find yourself feeling depressed. Observe how your confidence surges. not at you. Overdo it and people will judge you a buffoon. Have a good word to say to each person you meet. Make your opening lines funny. with your eyes downcast for an hour. This link between confidence and posture provides you with a powerful way of infusing yourself with self-assurance anytime. Make your eyes sparkle. he becomes an impregnable barrier reef whom others seek security from. Humour in the right amounts produce grand results. A Radiant Confidence M isery loves company and not the other way around. Walk tall. moderation should be observed.
Aggressive behaviour on the other hand. In either case. The waiter comes and your order a thick. The waiter promises a ten minute prep time and scurries off. what am I? And if not now -. is overkill.4. Angry people may resist. Most people would behave passively (behaviour A) or aggressively (behaviour B). hence aggression must be avoided.Joseph Plazo Whenever you feel depressed. tall and proud. Only the soft tinkle of the piano and the lazy fish in the aquarium diverts your attention from the gnawing hunger. Still no steak. and are served a substandard piece of burnt carcass. you lose. And you will love yourself for it. hold yourself up. 4. Others will envy your poise. undermine your efforts. One hour. eat the steak. Do you: A) Swallow your pride.Hillel I magine for a moment that you are seated at a posh restaurant. the slighted waiter could take revenge by getting another steak and secretly rubbing it on his derriere before serving it. feeling cheated? B) Send the steak back with thunderous threats and insults. and leave.when?" -. Thirty minutes elapse and you’re still waiting. In the previous example. Then the steak comes. Passive behaviour causes you to relinquish your rights. waited long. The aggressor and his victim rarely arrive at mutual common ground. Overpowering Assertiveness "If I am not for myself. C) Patiently explain to the waiter that you’ve waited for an hour to dine on a rare steak. Accepting the meal without a whimper is wrong because you lose confidence in yourself and your abilities to ask for what is rightly yours. You ordered a thick steak. who will be for me? And if I am only for myself. or worse. Forty five minutes elapse. It’s thin.2. rare. 34 Copyright 2002 . People who launch into explosive tirades and violent behaviour create anger and resentment in other people. and over done. juicy steak. and that spoon starts to look delicious.
That extra edge could easily tilt the balance in his favour.5. Your role is as catalyst. Intrepid Initiative E very war is started by at least one side. Remember that you hold the following Trinity of Rights: The right to state your opinion. Think about your objectives and actively seek out your prey. The hypnotic speaker must inculcate assertiveness because without it. he cannot demand what he needs in the first place. A shot of assertiveness is the antidote to being a pushover. The right to refuse (unless you have prior obligations). he never goes home feeling cheated. Hence. Make phone calls first. This golden formula spikes up your assertive quotient ten points. nor does he incur resentment in others. just keep these in mind and watch your dealings with people rapidly improve. Your intuition rarely lies. The best time to be assertive is when you have this queasy feeling in your gut that something is wrong. When you feel that you have the short end of the stick. delivers them assertively. People will see that you mean 35 Copyright 2002 . however. then second. The right to demand what’s fairly yours. speak out. 4. The assertive individual always speaks his mind. but in a tactful manner. the initiator brings with him the element of surprise. From these basic rights are spawned other derivatives. Open the floor. Come to meetings before everyone does. To reach a satisfying conclusion. Develop the propensity for initiative in all that you do till it becomes second nature.Joseph Plazo Assertive behaviour straddles a middle ground between passive and aggressive behaviour. First state the situation. politely request for what you think is equitable. Don’t wait for them to come to you. Like warriors. you must fire the first volley. he first identifies his goals. Frequently.2. and negotiates for concessions. Terminate the sessions.
describe it as though it meant the world to you. This is not to say that you won’t listen! Listen to others. mine their proposals for inspiration. Your listeners will detect your sincerity and imagine how they themselves could use that product. The next day. Enthusiasm creates delightful urgency in your listeners. Remember. They won’t fool with you. I now suggest that direct mail be integrated into the macro proposal of direct distribution which I had been urging the board since the beginning…. marketing should focus on the direct mail approach. Sensual Enthusiasm E nthusiasm quickly infects like a virus. Foster here says. you splurged at the casino. Foster will be pleased pink that you quoted him. The alternative is to face the challenges alone. 4.Joseph Plazo business. In light of all the above. Narrate its every quirk. You will quickly learn new viewpoints and develop a rich framework that will easily tantalize the multitudes. In fact. thereby becoming as blissfully happy as you. When you try to sell your product. your proposals will gain greater support if you intersperse your suggestions with lines such as: “…And as Mr. Recall the last time a friend animatedly narrated how she won at a casino. but share the glory. Etc” Mr. Keep at the initiative. Your relentless momentum will keep others off balance and they may soon just go along with your ideas. also. you must have found yourself growing ever more enthusiastic and impatient to play. Remember.6. He will become a staunch ally and buttress your own points in succeeding discussions. to acknowledge borrowed ideas. take the initiative. and feature and discuss how you personally benefited. I agree because this takes the company back to its core competency. and integrate them into your own. As you listened to her rapid voice and watched the glowing sparkle in her eyes.2. People will love you for that. 36 Copyright 2002 .
Enthusiasm provides just that electric jolt. 37 Copyright 2002 . Gesture with grandiosity. Maintain an upright. You are selling yourself. Laugh with gusto. Vary the tone and timbre of your voice. you enliven yourself. Unless you are an undertaker selling a graveyard plot.Joseph Plazo Romance benefits from enthusiasm. infuse your words and gestures with gusto. You have to engage your prospect’s mind with delightful visions of what they will experience by acceding to your proposal. that won’t work. Chortling doesn’t count. Let it rise and fall as the waves of the sea. Charisma. As you play the love game. but relaxed posture. your table when you make a point. Don’t fake it with that half smile. I observed that people take a serious stance when selling or proposing. Slam your knee. and rally others to your enlightened perspective. Loosen up! Armed with bubbly enthusiasm. Enthusiasm spawns a delightful child. Here’s how to demonstrate enthusiasm: Smile from ear to ear. emanate a sense of conviction. Show your pearly whites. and you need to demonstrate just how enthusiastic she will be when she goes out with you. Uncross your arms and legs.
Unleashing the Lethal Tongue I walk down the street. I pretend it's still not my fault. I don't fall in. There is a deep hole. Over and over. There is still a deep hole. hoping that the idea eventually lodges in the brain. I fall in. I don't see it. There is still the same deep hole. we repeat our point. I see it. It takes a long time to get out. It's a habit. I walk down the same street. I walk around it. I walk down the same street. I see it. Portia Nelson We traditionally persuade others through brute force. I fall in. I fall in anyway.Joseph Plazo 5. I walk down the same street. I walk down a different street. I pretend not to see it. Obviously mommy didn’t like it. It isn't my fault. I get out quicker this time. It takes a very long time to get out. Remember how you coerced your mom into a candy bar as a child? You would bludgeon her with requests till she gave in. There is a hole. 38 Copyright 2002 .
Some preachers levy threats when they wash our minds with hellish horror stories to scare us into repentance. People give in. we are still guilty of this method of persuasion. The less aware the other person is of your attempt. and you lose power. Conviction provides emotional driving force that readily sustains action.1. Truly powerful persuasion techniques convince others of your point. It is called the “Broken Record” approach. the better. Bullies love to pronounce grave bodily harm so as to pressurize weaker individuals.Joseph Plazo As mature adults. they are best left to amateurs. Other conventional approaches to persuasion involve threats. and Threat lose potency with time because they create irritation. They work overtly. This is the system of hypnotic speaking. thereby empowering them to act upon it. Traditional methods like the Broken Record Method. Don’t make the mistake of employing brute tactics over and over until you find yourself simply ignored. 5. The ideal persuasion system touches the emotions and acts upon the psyche very subtly. Prepare to learn a truly influential system which creates lasting influence. but because you annoyed them. A big enough bribe works wonders. not because you convinced them. Nuke the Senses N aturally. Eventually. Bomb the Emotions. Consider the following true-life scenarios: A soldier is prepared to die in battle because he knows that his action could 39 Copyright 2002 . Today. we are aware that the best way to get someone to do something is to have him fiercely believe in what he is doing. Run out of money. this approach backfires when your listeners acquire immunity to your ranting. Hence. We either beat up the bully or tune out the preacher when he spews his fire and brimstone. this type of persuasion already works infrequently. Bribery is another short-lived tactic. on their volition. This technique allows you to get what you want from time to time.
Once first contact is made and the relationship gets off on the right foot. Like Hitler. Belief spurs action. but because he sees his mandate as a self-less healer. Indeed. Strong emotions ultimately compel obedience to your suggestions. Or you could apply it to amuse yourself. regardless of its immorality. The previous sections discussed ways of successfully approaching an individual. They believed that Jews must be purged and so they acted upon it. Since his time. Caring mothers give up their careers because they believe that their sick child deserves full-time support These people all believed in what they did. hypnotic speech is powerful. Hitler knew how to speak hypnotically. Even after the speech ends.1. Stalin and Napoleon used to gift of fiery speech to launch action.1. then comes the time to begin weaving the spells of hypnotic speech. Hitler hated the Jews and stirred up a national hatred so vicious. a sense of excitement. having Hitler’s verbal prowess. The Framework of Hypnotic Speech H ypnotic speech is a comprehensive system of conversing.Joseph Plazo save his hometown. Hypnotic speech explodes an incendiary conviction within your listener by directly engaging his emotions. You must create a strong emotional belief before you could expect anyone to follow. of enthusiasm. Charismatic leaders understand that their constituents will unite when emotionally stimulated. A doctor works 24hour shifts not because of pay. Emotional people will act without further goading. Recall how Hitler rallied his country to bloody war. Hypnotic speech is flexible. You can also employ it to entertain. History proved that Hitler’s flavour of hypnotic speech worked well. Hitler knew how to stir up emotion. Imagine. of urgency. You kindle. the embers of the message remains. the behavioural sciences unearthed more systematic methods of igniting a man into action. You can use it for reasons other than persuading others. Mao Tse Tung. plus a host more! 5. that his countrymen championed the cause. 40 Copyright 2002 . now.
The Power of Positive Statements “Don’t raise your voice at me!!!” “Kindly keep you tone down. Remember that emotions result in action. this is achieved through powerful words. known to practitioners of NLP as presuppositions and their appropriate sentence structure. and Discovering how to unearth your prospect’s desires and use them to promote your own.2. Understanding the framework of the system now allows you to fully absorb the techniques. Primarily. Among these include: Learning how words should be structured in order to reduce resistance to your proposals. you want to be able to ignite emotions with your words! Learning a how to deliver your words powerfully and engage all the senses. Understanding how emotions are brought about and how you can invoke them at will.2. Shall we begin… 5.Joseph Plazo The succeeding sections impart the core aspects of hypnotic speech.1.” Which of the two previous directives are you more inclined to follow? Here are two more: 41 Copyright 2002 . Asserting in the Affirmative 5. please.
Like babies. Don’t tell what shouldn’t be done. I’m pretty sure the baby would bawl ever louder. don’t leave that door open. in soothing tones.Joseph Plazo Salesclerk A: “No. Part of the desire to speed comes from its forbidden nature.” If you want him to continue forgetting to close the door. Adults hate being told what NOT to do. “Hush. 42 Copyright 2002 . likewise must not be perceived as a restriction of liberties. I don’t think we could help you with that. suggest to him. adults respond to positive and negative statements in the same way. Observe how negatively worded statements (they typically have the word don’t) tend to create emotional resistance. Rapport creates attraction. hush little one… go to sleep… sleep…” Voila! The baby nods to sleep in moments. “DON’T CRY ANYMORE! It’s driving me nuts!”. From now on. Imagine if speeding and doing drugs became legal. If a baby were crying and you scream. The incidence of either would probably drop. “Son. no. hypnotic speaking is to always always. shan’t . when your son leaves the door open. say “Hey. They see it as a restriction on their liberties. You could instead say. okay?” Positive statements build rapport. Attraction is the tool of hypnotic speakers like yourself. kindly close the door behind you. don’t. always use the affirmative sentence structure. A key rule in persuasive. Issuing directives or suggestions.” Salesclerk B: “Could we help you with something else?” You’d probably want to hit Salesclerk A. You tempt rebellion by saying things like won’t. Suggest what can be done.
5.Joseph Plazo 5. Touch conveys intimacy. positive people attract people. 43 Copyright 2002 . touching becomes frequent. Mothers hug their children. Occupy as much space as you can. Recall his animated TV interviews. Move vigorously and pack some pep into your steps. Part of the dynamic involves touching. Positive energy must ooze from your pores if you want to inspire others. Leave that long face at home. No wonder his concerts sold out.2. Spread your feet. Look at his sizzling dance steps.3. Don’t be coy about it. The man had energy to spare and his fans wanted to share in his dynamism. depending on the situation. People think that conversation simply involves speaking. Living la Vida Loca R icky Martin obviously lived the life. Here are ways to exude a positive outlook: Learn to handshake like an upbeat general who just won the war. Lots of it. Arms could be mounted akimbo. Lovers caress a cheek. Friends tickle each other. Drinking buds punch each other playfully. Use eye contact. In addition to speaking positively. Talk with animation! Explore your entire range of facial expressions Move briskly or deliberately. carry yourself positively. He burst with energy and it was contagious.2. Ricky teaches you the value of a positive outlook. Touching Magic ne overlooked aspect of interpersonal communications is the art of touching. Say what you mean. shoulder width. Tackle the world with spunk! As mentioned in earlier sections. It elevates a relationship to higher levels. Not so. O When people get close to each other.
the more overt and the more numerous the touches. Touching pays off in spades provided it is done correctly. the desired frequency of touching varies. When touching. remember two things. A playful punch works wonders to increase rapport. the most obvious is the handshake.Joseph Plazo One scientifically confirmed method of creating strong rapport between strangers is to increase the incidence of touching. thereby raising the relationship level. When you touch someone. 44 Copyright 2002 . This way. a whole range of touches could be used to subtly hint at intimacy. For you. the deeper the friendship. Watch your prospect ease up with ten successive touches. There are also some who get queasy with constant touching. Something must be wrong with that relationship! As could be observed. he could brush an imaginary lint off the cheek. Should he feel courageous enough. these are the touchy-feely types. A man could lightly squeeze the forearm or shoulder. Generally. Imagine being with a wife for ten years whom you’ve never even touched. the goal is to find the optimum level of touching with each person you meet. Between a man and a woman. Moderate your touching to the amount your companion feels comfortable with. you convey silent messages like: “I am at ease with you” “You interest me” “I want to get closer” “Let’s close the distance between us” Refusal to touch indicates aloofness. Grip someone firmly the first opportunity you could. he gallantly insists on holding her by the waist. you convey confidence. They become comfortable with each other. Then back off. shoulder or bicep. When crossing the street. For each person. there is a direct relationship between the level of friendship and the frequency of touch. You can touch someone in various ways. Between men. Some like it a lot. Keep touching them until you sense a resistance. Then proceed with light taps to the forearm. Strangers who begin touching each other rapidly break down impersonal barriers.
Don: I’m at the gym too. Often. Eva: So I see. hone the quality of your touch. So I’m at the gym most of the time. Looking for a job? Eva: Sigh…. Second. keep your touches to the shoulder. Upon meeting someone new. Don: Uh. personal background… and yes. Consider the following exchange between Don and Eva at the gym. 5. and more importantly. Facts have as much colour as a can of white paint. I just moved in two years ago. Sizzling Small Talk he first spring board to any truly fulfilling discussion is small talk. like politics. How have you been amusing myself. Both parties inevitably bore each other. know the frequency of the touch.Joseph Plazo First. (looking bored) A barter of nothing but facts does little to stimulate the emotions. you tend to discuss harmless facts. You surely guarantee conversational failure unless you 45 Copyright 2002 . Other zones are forbidden. arm and waist regions. Not enough is better than too much because your partner might sue for harassment. to lose weight. Don: So…. particularly if common ground is not arrived upon.4. Eva: I have no work yet. the weather. Okay. When dealing with women. Know when a light grazing is preferable to a manly squeeze. Don: So. small talk results in emotional dead ends because it degrades into an exchange of facts after facts. you live here? Eva: Yes. T Small talk is your attempt to interest the other person in you and it is your probe to ascertain that this person is worth your time.
you will then associate Mr. bring in the emotions! Hypnotic speakers who seek to win a contract or woo a girl automatically realize that every conversation should be an avenue to arouse latent emotions. Small talk already provides an excellent avenue for exploring feelings and arousing emotions. Once you learn how she feels. demonstrate empathy by using the parallel empathizing method discussed much earlier. Ask her. Whatever emotions she experiences. This is the psychological principle of association. then. experience. The key. X with the misfortune. You must enjoy it… what do you like to experience here? Eva: I love the way aerobics pumps me up. she will naturally and immediately experience the emotions that she describes. Roughing it 46 Copyright 2002 . X. regardless of whether there is a connection. You can bring out emotions by prodding your partner with words like feel. X always happens to be around when that happens. so alive! It’s like I can leap and bounce until I drop. she will link them to you unconsciously. the person associates you with happy times and begins to find you magnetic. “how do you feel about that?”.Joseph Plazo direct the discussion towards something with a bit more sizzle. or how disclosing a sad story makes you cry. love being asked how they feel about something. In order explode a conversation with emotional colour. “what does that make you feel?” People. Splatter that conversation with colour. You will avoid Mr. understand. Ask how someone feels and she enters herself to seek the answers. I feel so stretched. Recall how telling a funny incident makes you laugh all over again. and probe how she feels about them. and women in particular. During the narration. to creating fulfilling discussions and satisfying relationships is to deploy small talk that gets the person talking and experiencing POSITIVE emotion. You cannot tell stories in an emotional vacuum. aware. Here’s an example of eliciting positive emotion: Don: I noticed you come to the gym regularly. like the Energizer bunny huh? I feel the same way when I go on my annual wilderness hike. The nature trail gives me such a rush. You know that feeling? And then you get second wind and then you just keep on going… Don: Oh yes. In this way. you must find the other person’s “hot spots” or interests. If you incur bad luck and Mr.
It’s a psychologically proven fact. 5.5.5. I’m glad I met you…. Creating Magnetism with Similarity 5. They are discussed in the next section. then surely. When you share interests with me.1.Joseph Plazo makes me feel attune with nature and wild… you know… without boundaries… fearless! Eva: Wow! You remind me of me! We both love the effort of exertion. you can naturally expect that the other person will look forward to more conversations with you. Same here. Don: Hahaha. If we think alike. The Power of Apparent Similarity B irds of a feather flock together. you begin to find yourself at ease because you assume we think alike. People begin to like each other as soon as they discover common interests. a biological and psychological compatibility 47 Copyright 2002 . So how do you feel when you get home after a wonderful day at the gym? Evan: (gushing) blah blah blah Once wondrously pleasurable emotions go on rampage. Observe the important words marked in red. That’s why we have cliques of like minded individuals and organizations composed of people with similar pursuits.
Mirroring.2. he raises his spoon. Prod the other person into revealing aspects about herself. Or both of you had that unique fondness for fried goose liver pate.5. interests and loves. “Same here!”. is most probably a very close friend of yours. just like me!” The principle is not to overdo it. it is vital to introduce similarity. Lovers at a restaurant unconsciously demonstrate mirroring. P eople who have achieved a very deep conversational rapport begin doing something which perceptive observers consider amazing: a very obvious mirroring of posture and gesture. Mine them for those which you agree with. They would also wave or gesticulate at nearly the same time and manner. When she raises her glass. the man sneezes. Stars will sparkle in her eyes. Compatibility is nature’s way of putting different organisms together. “Me too!”. walked and even dressed similar to you. They tilt their heads in the same direction. You can do this easily with phrases like. Maybe he shared you passion for racing. Then demonstrate how you agree or sympathize with her paradigms. In order for magnetism to occur between two persons.The Sneaky Method of Creating Similarity Mirroring pertains to the phenomenon whereby two rapt individuals adopt strikingly similar bodily positions. 48 Copyright 2002 . You may begin to appear insincere if you agree with everything only to contradict yourself much later. There’s less chaos.Joseph Plazo exists. 5. Recall an instance when you met an acquaintance who seemed to indulge in all the hobbies you had and who talked. The man and the woman lean towards each other at the same angle. When compatible people mingle. the probability for antagonism is low and mutual support is high. Listen for ideas that she shares. “Wow. This person. You can observe this between best friends who slouch the same way as they talk. When the woman coughs. And vocalize your agreement.
certain words create an emotional spike. Furthermore. Prolonged focus creates a hypnotic effect. and an almost narcotic concentration. his breathing slowing down. you lull your listener into a near alpha-state enthrallment. Mirroring occurs naturally in situations between intimate friends. he becomes highly impressionable.6. What is important is that you employ the same movements. You will observe his eyes glazing over. so as not to appear to overt. In short. is proven to create very potent rapport. Remember that it is not necessary to do exactly the same thing. This has implications for the hypnotic speaker. 5. Subtlety prevents suspicion. I’ve got an amazing secret to share. his mind absorbs information like a sponge. By heaping electric words one after the other. You can exploit this natural phenomenon to enhance your social circle. but take care to move a few seconds after she has. adopt the same gestures as your prospect. Ripe for persuasion. you rivet your listener’s focus upon you. it liberally machine gunned your consciousness with words like: T here is actually no secret. Observe how you already do it spontaneously with people you feel comfortable with. For instance. Each time you use such a word. begin by adopting the same pose as the other person. I merely demonstrated how using impact words create sudden interest. An almost supernatural attraction occurs between mirroring individuals.Joseph Plazo Mirroring indicates a strong bonding. 49 Copyright 2002 . Electric Words Psssst…. Should you wish to induce instant enthrallment with someone else. Recall instances when an ad stole your attention and held you in thrall. which is a state of accelerated learning and relaxation. As a person enters the alpha-state. Now. You should look like a mirror image of her. you may scratch your nose if she rubs her eye. In the English language. and from exhaustive studies. The ad not only proposed some wondrous benefit. apply it even with strangers! Give it a shot.
I will reveal all to you…” Even if nature called. raises his hand for silence and thunders: “Gentlemen! It has come to my attention that a breakthrough discovery at NASA has rocked the scientific community. Once you see that you’ve hooked your listener. Do you think you could resist a speaker who takes the floor. The list of electric words go beyond those which I’ve listed for your convenience. you can taper off in your use of these high-impact words. Electric words offer situational versatility. it is electric. With discover you tantalize your listener into lusting for a secret… another hypnotic word. The very word discover itself is electric. One hint for creating electric words: Make them snappy and single/dual-syllabled. Today. That is not hypnotic. For as long as your words ignite curiosity and create a desire to discover. promote mystery and demand action.Joseph Plazo Amazing Sensational Breakthrough Secret Proven Controversial Sexy Guaranteed Horrifying Discover/ Explore Realize Revealed Power / love Glorious Slammed Impressive Electric words create sudden interest because they inspire curiosity. Don’t send your listeners to the dictionary. Use them frequently at your discretion: 50 Copyright 2002 . Electric words are best used at the onset of your persuasive speech to ensnare attention. you would have delayed it till the speaker delivered his piece. Use the word bloody instead of sanguinary.
7. you effectively trap attention. What we offer now is a controversial. could you maintain that attention long after you’ve ventured into the middle of your speech? A fiery start may end in a crash and burn situation unless you pump a steady flow of adrenaline. We guarantee that you will find that the XL5-C will boost your income 500%!” Romance “Clarissa.. The Big Guns: Stealthy Word-Play I 5. 51 Copyright 2002 . Fortunately. yet amazing discovery which has slammed the competition. every waking moment…. Yawns indicate waning interest. With it. I would like for us to explore something really amazing…” 5. The question is. you will now learn a magnetic delivery method that sustains interest long after you’ve stopped shooting the electric words.7.1. Smith we understand your desire to improve office productivity. there’s a secret I’ve been dying to share….” (dramatic pause) “How you would feel to discover that I’ve loved you since that day on the beach…long ago… how you’ve been my heart and my soul. Power Up Your Verbs and Kick Them Off! E lectric words offer a good enthralling start.Joseph Plazo Some electric words Sales “Mr.
For the beginning, let’s make a simple statement. “The robber was kicked by Jack” Sound good? Not very awe inspiring. Jack looked like a wimp. “Jack kicked the robber.” Better. Yet we could improve on the wording and tonality. Jack appears to need a bit of adrenaline. “Jack slammed the robber and spilled his guts!” (Italicized words are mentioned in louder, firmer tones) Now how’s that? Jack certainly got the robber’s attention, and he got all the bystanders gawking as well. Bravo for Jack! Jack illustrates a sure-fire way of maintaining interest. As a speaker, you deliver your sentences in the active form. Saying that “the robber was kicked by jack” is passive and diminishes the sense of movement. State all your verbs in the active tense and you already pump up the adrenaline. Deploy the use of colourful verbs. “Kick” is an everyday word that lost much emotional impact. When you say “slam”, people imagine bone crunching action. It hurts. That makes it hypnotic. Remember that throughout the conversation, you must maintain a charged atmosphere. Keep your prospect at the edge of her seat. Using high impact verbs delivered in the active form overwhelms the dam of emotions. For as long as you channel those emotions towards your objectives, you can persuade people. A few more examples should illustrate the point. “Mr. Smith howled in protest and knocked over the thief” “Mary Jane quivered in anticipation after tearing open the envelope.”
“You will leap with delight as the income figures rocket through the roof”
5.7.2. Tri-Component Narratives
e have five senses. We explore the world through the sense of touch, taste, sight, hearing and smell. The world takes on a three dimensional form as our senses assimilate all that stimuli and feeds them to our brain.
Snuff off the sense of sight. Suddenly, the world loses a vital dimension. We lose our appreciation of rainbows, of blue skies of emerald trees. We may hear the rustling of the leaves and experience the grit of the loamy earth, but we feel… incomplete. Blindness robs you of the total experience. The sensuality we enjoyed as a whole individual is gone. If the loss of a sense drastically impacts our perception of the world, imagine now, how important the synergy of all sensory input must be to the brain? The brain requires as much sensual stimuli as possible in order to create sense out of every experience. Powerful, persuasive conversation should therefore offer a multifaceted, multisensual narration to fully capture an experience and create compelling pictures. If you are to influence someone, you must engage his imagination fully by describing a benefit or a phenomenon from all sensual perspectives. Use your sense of touch, taste, sight, hearing and smell. With such a complete, three dimensional picture, your listener will automatically find your proposals irresistibly compelling. Observe the following example: “Mr. Wakefield, with the XM5 mainframe installed, you will not only see happy customers flooding your door, you will also hear your employees tittering with delight over its ease of use. Your building will literally flood with business. Can you hear the ring of your cash register now…. You can already smell success, can’t you?” Engage as many of the senses as possible, and your speech creates a compelling pull that you yourself will find irresistible!
5.7.3. Similes and Parallelisms
simile pertains to phrases which compare different ideas. We learned about similes in grammar school; today, we sadly relegate that skill to the dusty shelves of our minds. (That, incidentally, was a simile)
It is pitiful because similes evoke forceful imagery that arouses emotions. Consider how similes enliven your speaking: “.… fights like a lion; sting like a bee,” “…. rage like a typhoon” “…. Attract girls like a magnet.” The idea behind similes is to create alluring parallels between your vague concepts and that of a concrete, easily observable idea. Imagine telling a woman: “Your eyes make my knees quiver like a reed in a storm… oh how you make my heart sing like violins… after all these years, be mine!” Deploy similes and charge your listener’s mind with powerful imagery. Are you aware that with frequent simile usage, what you say becomes as compelling as a gun to your head. That, too, is a simile. Did you find that compelling enough?
For those who crave a more forceful evocation of emotional imagery, you may deploy metaphors. ‘
etaphors mimic similes, but are more direct. Similes use the words “as… as” and “like.” Hence, we have similes that go “a smile as radiant as the sun.”
To use metaphors, first, take the concept you want to explain, and describe it in terms of concrete events. The difference is that with metaphors, you eliminate the words “as…as” and “like” Consider Mr. Jameson’s case: “So, Mr. Jameson, you find your production process sluggish? I guarantee that the employee empowerment program will reduce your turn-over cycle and allow you to rebound with an explosive slam-dunk of your profit goals.” The link between business process and basketball incites action. If Mr. Jameson were a basketball fan, he would appreciate the analogy all the more… and be compelled to act upon it. Listen to romantic Don Juan’s love metaphor… “Marian, allow me to whisk you away from all this so we can strum beautiful music on the strings of your heart…” Naughty knaves use it to seduce… “Desiree, I will now ravage your flower and take command of your heart!” Depending on your delivery, similes and metaphors could get anyone palpitating over an acquisition or dripping with romantic desire.
5.7.5. Mesmerizing Tales
ack in your youthful years, you would snuggle on grandma’s lap as she spins tales of adventure.
Stories rally soldiers to war. I could bet that you have far better looks than he had. Stories have magic. 56 Copyright 2002 . Granny knew how to rivet your attention. If you are a salesman arguing for an amazing new product. You can find people easily persuadable if you first tell them a story geared to arouse emotions related to your objectives. that women throbbed in lust for him. he bowled those women over because he told stories with such erotic passion. you would drool as she described gingerbread houses and succulent candy canes. Stories can arouse emotions in a manner that almost no other technique can. He lacked a great deal in the looks department. If you are a glib-tongued romancer. and how they proliferated uncontrollably. her tales rocked you on an emotional roller coaster ride. He created a despicable image of Jews as rabid rats that multiplied and spread filth. he would weave a tale of heroic veterans who braved formidable odds to survive. you would shiver with delicious fear. Then. I once mentioned how well Hitler enraged his nation at the Jews. later. His speeches incited fury because he magnified details of how the Jews sapped the German nation of their resources. you can seduce a woman’s heart by relating someone else’s a passionate love story in erotic tones. Do you remember those war films wherein a commander inflames his men with a rousing speech? Very often.Joseph Plazo Granny told stories so compellingly! Whether she whispered of a big bad wolf or screamed of a rampaging lion. Hitler was wrong of course. The men imagine the hardships of the heroes and find themselves energized with vigour. Each night. Don Juan was a masterful story teller. But Hitler demonstrated how powerfully you can channel action through the use of tales. you can narrate how previous customers have burned with enthusiasm for it. Storytelling forms key part of the hypnotic speaker’s arsenal. Before you would drop off to sleep. your mind still rings with her immersive stories… and you dream of them in earnest. Nonetheless. you can recount the solid years of performance and loyalty that the plants’ staffers have poured into it… and how they brought the company’s stock ratings through the roof. Let me tell you a real secret this time. Stories stimulate moods and emotions because a person who listens to a story has no recourse but to imagine what you tell in order to understand it. in fact. If you are a CEO asserting that the board maintains its old plants instead of scuttling them.
now. It’s your hard-earned money. I wanted to make it big and the only way to accomplish this is through some daring. I studied the stock market and saw that Risk-Tech was on the ascent. John. That’s how I felt ten years ago before I invested in Risk-Tech stock. follow the succeeding steps: Powerful Tale Crafting State the emotion that you want to provoke. I mean. They didn’t make their fortunes by keeping their greenbacks in the bank. Let’s imagine that we want John to become a risk taker and experience a desire to buy in a certain speculative stock. See.000 shares at $8 each. I understand how you feel about caution. that’s outrageous. For as long as we are open to exploring some calculated risk. Here’s how we would weave a tale compelling him to proceed. Escalate the story telling with growing passion until your prospect throbs with the emotion you are inducing. you must first identify the specific emotion that you wish for your listener to assume.Joseph Plazo When you decide to use the power of stories. Michael Dell and John D. hey. Bill Gates. we could reap a reward that compensates the anxiety of doing something new…” 57 Copyright 2002 . So that’s what I did. Once you have pinpointed that emotion. Rockefeller weren’t grannies. What they did is go out and jump into dizzying high-stakes gambles. and I agree that keeping it in the bank is probably the safest thing you could do with it. “John. I was rich… oh boy oh boy oh boy… My mind played with the possibilities of what that money could do for me. Physically manifest the emotion that you are narrating. Then two weeks later. the price per share doubled to $16. That’s when I decided that I’ve had enough of being too timid. You have the right to safeguard it. Then one morning. I felt really high… almost detached from my body as I ordered him to purchase 10. I woke up and wondered why the hell are these bankers making profits out of my money and they’re only paying me 4 measly percent?? I mean. I called my broker without a word and plunged right in. Describe in lucid detail the subjective experience you are provoking.
I wanted the bullying to stop. I told them to stop. So the next day.Joseph Plazo A technique in story telling is never to mention your prospect in your story. “Mark. Obviously. being quiet doesn’t help. They would push me around and tear at my shirt. By recounting the stories of other people. I begun to question my belief in being passive. I was all fired up. you’ve snagged him! Here’s a final example.” “Then one day. I grinned. Secretly. your prospect subconsciously feels safe to experience the emotion that your real or fictional characters are experiencing. I kept it secret from mom of course and I never fought back because I believed that if I just kept quiet. the bullies came and I no longer stood like a passive shmuck. They never picked on me again because I decided to try a different tack of approaching my problems…” 5. I spoke up.7. ready to try anything.” “Then on the 8th month of my practice I got my brown belt. I signed up abruptly. Magnetic Interrogatives Did you know that there’s a powerful way to focus attention like a laser? Do you want to learn it? 58 Copyright 2002 . I practiced every night for months. It’s amazing just how being open minded improves how you do thing and perceive experiences. I got my ass kicked by the bullies. I knew I was prepared. They were a crumpled wreck in minutes…” “I finally stood up for myself and I felt proud. They taught martial arts and I was fascinated with how smaller kids could overpower the larger ones. I think all of this would be pretty different if we had an open mind about it.” “For three years. this time with the objective of getting someone to have an open mind. Once he begins immersing in those emotions.6. they never went away. During day time. I often went home with bloody knees. they would go away. I passed this dojo at main street. I could barely believe how fast I moved. I remember long ago when I was fourteen and these bullies picked on me everyday at school. So I resolved to try a new way of approaching the situation. They sneered and I got more clothes torn. At first.
be sure that it is positively worded and that it taunts with a hint of mystery. you help guide it by feeding it with the information you want to infuse into your listener.Joseph Plazo And there is. through the use of tantalizing questions. the car is gassed up and ready to go. who intends to ask Janine out on a sudden road trip: Ricky: You look bored Janine… Janine: sigh. Once you give the solution. you immediately capture the mind’s focus and set it working on an answer. By posing a rhetorical question. In that last sentence. Questions are powerful. Consider Ricky. Janine. Here are the rules for question making: Know beforehand the answers that your questions seek. They direct the mind to pay close attention. he latches on to it as a drowning man to a life preserver. Bombarding someone’s mind with question after question causes him to stop thinking and to crave for an immediate answer.. isn’t it? Questions are very persuasive.. Craft a teasing rhetorical question Follow up with a series of related questions which are answerable with your solutions. The human mind is designed to seek solutions to problems.. yes I am.. As the brain churns to come up with an answer.. Follow up with the solution that you want your prospect to believe in. I grabbed your attention with the promise of a secret. Incredible. You can use questions as powerful openers.. What do you say? 59 Copyright 2002 . Ricky: Would you like to have a bit of fun?. How about a bit of excitement right this very minute? Sound good? Do you think feeling the rush of wind as you just drive off somewhere would make you feel good?. As you launch a question. Maybe you’re wondering what it would take to put a smile on that cute face of yours? I wonder how delighted you would be to just be spontaneous? Do you like seeing the sights?.
Joseph Plazo Questions can also be deployed as hidden directives. Therein lies its power. you can order someone to do something if you use questions draped in pleasant vibes. Here are a few more power questions. you can influence the mind. “I wonder if you would be gallant enough to open the door for me?” “I wonder how soon you will realize a mastery of Lethal Tongue… and how delighted you will be?” “How pleased you will be to discover your powers of influence increasing with each chapter of this book?” Use interrogative techniques with the implication of positive benefit. Now if you reworded that question to inject emotion into it. you create subtle force in the direction of an affirmative answer. And use them frequently. That doesn’t sound persuasive.7. Properly worded.7. and finally concluded with: 60 Copyright 2002 . For instance. Shrouded Interrogatives If a salesman delivered a lengthy speech on the merits of Widget DR5. imagine asking someone: “Do you want to buy my bag?” Hard sell. 5. “Do you realize how delighted you will be when you buy this sturdy Gucci?” By implying delight in the question.
A complex question is in fact a shrouded interrogative. Judges forbid such questioning because it confuses witnesses. the brain stops analyzing what you are trying to say and allows your message to hit home. which is answerable by the second question. easily trick the mind into 61 Copyright 2002 . aren’t they. So. and the salesman will say. 5.” Say no. would you like to hear more. you still trap him into acceding to your final objective.Joseph Plazo “Sir. ultimately confirms the final question. The first question. The one true use of the barrage of ambiguous statements is to convey multiple meanings and through them.8. or shall we proceed with the order?” Tricky question isn’t it? Even if you didn’t desire to buy. The witness cannot answer yes or no to both questions at the same time. Say yes. this type of question is called a complex question. Other examples follow: “Would you like to discuss this further or shall we execute the decision?” “Do you need to have anymore information before we give the go signal?” Tricky. Ambiguities pertain to statements which could mean several things at once.7. “Very well sir. Stealthy Ambiguities T he persuasive speaker often resorts to ambiguities when he runs out of logical support. even if the prospect answers in the negative. you’ve heard all the benefits that this system offered you. Now. you don’t want to hear anymore? That means it’s alright to proceed with the order…” In the courts of law. whether answerable with a yes or no. and the salesman will say. Creating the master question requires that you link two separate questions at the same time. answering yes or no will not send him away. Ambiguities that are bunched up together confuses the listener’s mental processes. At saturation point. “We proceed with the order then.
Rescue the listener from confusion by saying something very simple. I tell you. I visited a chateau that serves excellent sparkling red and steak that really melts… all overlooking the crashing waves fifty feet below. isn’t it?” In the example. on an emotional level. Tremendous experience. It’s like using magic to blind the eye and pull out a desired emotion from the confusion. don’t you think?” You sneaky sly dog! What exactly is the wonderful feeling? Both of you dining by candlelight? Or experiencing an evening at that chateau? Whatever that wonderful feeling pertains to you have created positive emotions towards the prospect of dining out. How do you use ambiguous statements to consolidate your point? Deliver a series of ambiguous statements till confusion results. precisely what that amazing thing refers to is unknown. An example of creating ambiguities: “It would be great to proceed with the merger. I know of all these little companies that combined and became financial juggernauts—they rake in billions.Joseph Plazo selecting the meaning you want through a last statement which sorts out the chaos. Another expert example of crafting ambiguities: “I feel both of us would love to dine by candlelight one balmy evening. Nonetheless. Think of that amazing thing. The prospect will also be confused over whether the grand thing is the upcoming merger or the history of successful alliances. Think of relishing all that. the success of the previous mergers is linked to the upcoming merger as being grand. That would be a wonderful feeling. which is what you wanted the listener to experience from the start. It could mean the pending merger. or the previous successful mergers. What you have achieved is to link positive emotions to the decision of merging. That’s a grand thing. 62 Copyright 2002 .
The moorings are then cast off and the mind can freewheel with endless prospects. In order to open up the mind to new possibilities. it becomes hard to change your mind. Time weighs you down like an anchor. Time Warping O ften times.Joseph Plazo Be ambiguous to confuse. “Can you imagine a point later in the future when doing _____ will be natural for you?” “What would it be like if you can actually do _________” “Was there ever a time in the past when accomplishing ________ was simplicity in itself?” By moving your listener’s perception of time to some other past or future point. it becomes necessary to project actions either to the past or to the future.7. they cannot refuse.9. your decisions are rooted to the here and now. Highlighted below are potent examples to warp time. 5. Hence. you allow him to experience possibilities that he could never have considered before. 63 Copyright 2002 . and you. As he then narrates those possibilities and experiences vivid emotions linked to them. you both move closer to securing the objective you initially set out for him: gradually adopting your proposal.
you will discover that other drives also do exist. maybe you would heed its call and rake in prosperity!” 64 Copyright 2002 . For example: “Have you ever felt that there’s a part of you yearning to explore making new friendships? Isn’t that a great feeling?” “Ever got the sensation that a bit of you longs for some risky excitement? Maybe you would like to experience that with me.Joseph Plazo 5. Behaviours that are inconstant are resultant of secondary drive. A secondary drive manifests itself only occasionally. now?” “My friend.view is a paradigm. If you had a little intuition like that. While most impulses remain dominant and obvious throughout one’s life. For instance a man may have a strong impulse for wealth accumulation due to his upbringing in an aristocratic home. Shifting Paradigms A person views the world in a specific manner. But once in a blue moon. his secondary carnivore instincts compel him to consume meat. The Big Guns: Stealthy Word-Play II 5. The sum total of his world. In simpler terms.8. There’s more money in entrepreneurship. For instance a dominant vegetarian will eat greens everyday. whether it exists or not.1. after all. A subset of the paradigm is composed of desires and impulses. The existence of secondary drives easily allows you to utilize creative means of persuasion! You can successfully create new behaviours if you describe a desired behaviour to your listener as something inherently part of him. often thought a small voice in him demanded that he quit his job and just venture off on his own. but which he is not aware of yet. John.8. you surface a hidden facet of your prospect.
Presupposition carry supersonic persuasive impact and could penetrate the mind like a stealth fighter. Commands that sound blunt and blatant create resistance. As we are aware. known as presuppositions. NLP. The words naturally and already begin are presuppositions which made it very easy for you to accept the command. Rewording the command yields a more palatable directive: “Naturally. commands restrict our liberties.8. wondering whether he should follow. given that command. analyze the following command: “You will find good reason to accede to my request once you understand the benefits” A listener. will hesitate a bit. Power Presuppositions K enrick Cleveland easily ranks among the most effective practitioners of NLP. Kenrick crafted a list of eighteen powerful words of persuasion which is used by hundreds of NLP practitioners in their quest for influence. How does this work? 65 Copyright 2002 . Now.2.Joseph Plazo 5. one will discover the existence of powerful words. hence we resist commands. Among Kenrick’s esteemed body of research. or Neurolonguistic Programming examines how linguistic patterns influence behaviour. You will learn dozens of such powerful words in a few moments.” Isn’t the second version far easier to follow? You will immediately find less internal resistance to accede to the suggestions. you will already begin to find good reason to accede to my request once you understand the benefits.
I liberally sprinkled presuppositions to ensure that the statements I made seep into your mind faster. Throughout this book. first. unlimited. when beyond. begin aware. Presuppositions allow you the flexibility of delivering volleys of directives under the guise of being simple statements of fact. immediately. wonder cause. Presuppositions increase your ability to issue orders by eliminating resistance to them. expand. easily. Hence. Essentially. readily. consider. second. while. 66 Copyright 2002 . enlarge. understand. scores of presuppositions exist. a directive transforms into a statement of fact. before. realize. When the word naturally is tacked on to the sentence. now fell. Note: for a more complete list of NLP presuppositions. NLP practitioners neatly divided these presuppositions into six primary categories. allows. These eminent doctors are the founders of the NLP system. forces after. refer to the works of Bandler and Grinder. These include: Category Adverb/Adjective Awareness Cause and Effect Temporal and Time Spatial Command Examples naturally. obviously. the propensity to question what follows diminishes. automatically. all persuasive effort consists of suggestions and commands. and not always to directives. Facts don’t give you a choice. What were actually implied directives. under. You don’t even detect that there is an attempt to blind you to a blatant command. around stop.Joseph Plazo Presuppositions presuppose the existence of some fact. you are told that whatever follows the word naturally is natural. You accept them at face value. discover. When do you use presuppositions? You always use them to mask direct commands. during. truly. until. All this occurs on the subliminal level. Presuppositions are like stealth fighters that sneak messages under your radar in order to deliver the payload. In the English language. already. experience. further. eventually. With presuppositions. People always agree to facts. justifies. only.
Presupposition + Command/Directive = Stealth Command Now that you have the basics. That means that the mind will accept them without question. how the power disappears in a flash. observe how I use presuppositions in the following statements to induce greater agreement. Observe. 67 Copyright 2002 .” The statement dropped a load of presuppositions! However.Joseph Plazo appeared to be facts. “You will see the importance of developing your persuasive skills. the greater the effect and the more influence you generate. Observe. that same command will lose power if you strip off the presuppositions. Placing a presupposition after a command dilutes its effect.” Here’s another example: “You will immediately realize your life improving after maximizing your persuasive abilities. That sudden awareness allows you to study your skills all the more!!” Strip off the presuppositions and realize. The wellhoned ability to persuade lets you triumph in business negotiations. now. Use as many presuppositions within a statement and a paragraph as possible. “Already. Everything that follows a presupposition is assumed to be presupposed. Only with a well-honed ability to persuade can begin you triumph in your business negotiations. hence you accepted them without question. now. The more presuppositions. you will begin to realize the importance of developing your persuasive skills. Hunt down these little stealth bombers if you can. two rules in deploying presuppositions: Use a presupposition immediately before a command.
8.3. and observe all the presuppositions in those previous statements!) 68 Copyright 2002 . For further studies. Think of yourself as a puppet master pulling the strings connected to a person’s feelings. your strong disagreement to my proposal allows you to immediately realize how both of us are better off working together. 5. Michael. allows you the liberty to infuse people with the desired emotion. With allow. Observe how you can use this simple structure in daily conversation. instead of against each other. Pull another. and explosive temper ignites like a powder keg. Is a gradual awareness of how such cooperation will help us beginning to sink in?” My favourite example: “Now. Pull one string and sad memories seep to the surface. a moment .Joseph Plazo Here’s a powerful example using the presupposition allow. hence leading to a predetermined behaviour. as you are readily know by now. I urge that you purchase any book by Bandler and Grinder or peruse through Kenrick Cleveland’s Maximum Persuasion 2000 ™. stop… and begin to realize the wondrous benefits that await you as you gain mastery over people” Didn’t that make you pause and marvel at your growing abilities? Discussing in-depth the power of presuppositions exceed the scope of this book as reams could be written on the subject. Inducing Feelings In a Flash R ecall that emotions vastly overrule logic in the quest to influence behaviour. (Stop. you can transform antagonism into cooperation “You know what. Story telling. That behaviour is you desired outcome.
she finds it very easy to experience the fictional character’s emotions. All this should be done as subtly as possible. In the practice of NLP. They readily identify with the emotions the fictional character undergoes. The process of creating a story with your listener starring the lead role tends to be a tricky. Scan the crowd and observe how hundreds of women cry as the hero stumbles into dire misfortune. Smith. Smith would walk out your door. A time would come when you would want the leading character of your story to be your listener. you notice how excited you are and how you want to proceed with that merger…? Sheila would slap you and Mr. provided you have the time to weave the perfect story. the main character of your story is a third party. There are no strings attached. so it’s safe to immerse herself in the story. In fact you can even make up a fictional character in a scenario that never existed. such as buying a house or making love. your listener would shut you out. With storytelling. observe how true this is. and release their feelings. search their experiences. so to speak.Joseph Plazo Storytelling provides the perfect avenue for emotional release. directly involving the persona of your prospect in an emotional tale immediately yields results of a more intense kind. Women normally cry buckets in sympathy. 69 Copyright 2002 . because once they suspect that there is some form of manipulation involved. Being direct doesn’t work in such situations. Since your prospect is physically detached from the characters and situational context of the story. The next time you sit in a sad movie. you are now getting lusty and you feel horny…” nor can you say: “Mr. This becomes particularly true when you want your prospect to partake in some high-involvement action. It is potently effective and remains a choice persuasive tool. You can’t just say: “Sheila. Sometimes. we use special words that hint to our listeners that they should enter themselves.
you felt miserable and as each minute passed. she reawakens latent emotions tied to her story.Joseph Plazo The special words I refer to are called analogical sweeteners. As she relates a chunk of her history. The magic then begins. your listener takes over. you felt like you just wanted to vanish from this indifferent earth…?” Have you ever… What’s it like when… Do you recall… As you find yourself 70 Copyright 2002 . and the more she speaks. He would ask you: “Robert. she tells a story and experiences it as though she were going through it all over again. the deeper she experiences ever intensifying emotions. command verbs and emotional descriptions enshroud her mind in an inescapable veil that elicits an emotional recounting of her history. do you recall a time when you felt terribly alone… It was as though the world pretended you didn’t exist… and it was as if you were a ghost…? And each waking hour. You create your magical interrogatives using the following sweeteners: Imagine what it… Consider… When you… As… If you were to… How does it feel? Your psychiatrist is obviously adept at unleashing these tools on your mind as you sink onto his couch. the instant you stop speaking. you seem to be delivering an innocent series of interrogatives. In effect. She would speak with great deliberation. touching her emotions. You would use them in the following structure: Analogical Sweetener + Command + Emotional State description When you use the aforementioned structure. How is this possible? The sweeteners. and already you would notice a bright spark in her eyes.
using Analogical Sweeteners. I suggest you follow the succeeding steps: 1. the words in tan are the command. identify your objective. 4. telling yourself that it was such as steal and that you couldn’t have done better?. If you want someone to fall for you. Smith. Once she finishes her tale. In order to effectively leverage this method in a flash. You could wisely provoke intense feelings related to a previous successful purchase. the pertinent emotion is that of passion or attraction.. and she. she has reached the necessary emotional saturation. identify the relevant emotions involved. Fall silent and listen as she recounts the tale in all its naked glory. and the rest are the emotional descriptions. you ask your prospect to tell her story. Provide affirmation as she requires it. eliciting her emotions for you. As she dwells upon the lurid details of the tale. If you were Robert. Do you want someone to buy something? To fall in love with you? 2. “Mrs. she experiences everything in a flood of emotions. it is with you silent. 3.. It is at this point you can give your proposal. have you ever made an acquisition before and were totally satisfied with it? I mean. you may wish to induce enthusiasm in someone to purchase a house. Provide assistance by describing the emotional state desired in crisp detail. Ask your prospect. 5. Now. For instance you could say: 71 Copyright 2002 . to recall of a time she experienced such an emotion. you would gloat over it for days. This time. wouldn’t you begin feeling melancholy as you dredged your experiences? Let’s look at an upbeat example.” When you use the technique. it were as though she were back in time again.Joseph Plazo The letters in red are the sweeteners. First. As a broker.
and free extras worth $5000. a price that even a tight purse could afford.00 How’s that for value. inducing emotion offers flexibility for any situation. 5. you will enjoy 365 day customer support. 72 Copyright 2002 .Joseph Plazo “I understand now that your previous purchase really satisfied you! First. They don’t need further verification. You are seated or lying down. Pacing Your Way to Compliance You are reading this book. You are wondering where the heck this is going… Each of the lines above elicited a small ‘yes’ in your head. You will create stronger agreement in this manner because both of you would appear to rest upon common ground.”. you got a lot of valuable extras with it.4. You have your clothes on. these statements are called truisms. Like saying “the sun is round. There are occasional noises. Now.8. the price lay within your budget. second. my friend?” Take care to mention key points that your prospect raised in her story as you mention your proposal. and third. observe the following lines: You would like to sign this contract. because you received unprecedented customer support. Like all the previous techniques. The steak is delicious. You didn’t even stop to analyze any of them because these statements were observably true. You will readily find it an ideal opener for most persuasive effort. What if I now offer you an investment that will get you smiling even wider? As you do business with us. You are breathing at this very moment.
Look across the table. Today. they blur the distinction between both groups. Observe how easily this is accomplished. it’s rare and you like yours well-done. but not for you. By so doing. Your compliance depends on how much you would benefit from following thru. How can the persuader raise the probability of compliance if commands and suggestions aren’t truisms in the first place? If you can somehow transform a command into a truism that is accepted at face value. requests and suggestions are never truisms. You will enjoy these benefits. They reduce resistance to commands by blending a series of truisms with a set of commands. You would need to do some analysis before you agree and say ‘yes’ to each one. The persuader wants his commands to be executed as often as possible. Today. Those benefits are fine… for someone else. how influential you would be! People will follow unquestioningly. We are in this board room today to decide the future of this company. You either heed or ignore a command. We have been together for years. it’s a bit different. and you see your colleagues. They offer a choice. “Ladies and gentlemen. The difference between the latter four lines and the truisms mentioned at the beginning of this section is that the latter are not observably true. Commands. or we sell out the company to our competitor. That woman is short. we decide whether we continue that sailing. so she she’s just plain. Why would you sign that contract. the offer is sizable… 73 Copyright 2002 . The negotiator desires his suggestions to be heeded. We have sailed through rough times and wonderful times. Those four lines pause you in your tracks. Lunch is now over and we have this issue to resolve.Joseph Plazo That woman is gorgeous. As you know. is it beneficial? Maybe that steak isn’t delicious. Master persuaders discovered a powerful trick.
You will readily find them observably true. You are in effect. The Chairman will be hard pressed to garner agreement with his board if he simply declared: “Gentlemen. perhaps you have this strong solid intuition that signing away our corporation… our baby. creating a mind-set of passive agreement within your listener. Gentlemen. posted at the end of all those truisms? The mind desires consistency. Now. Second. First.Joseph Plazo $600Million to the entire board. Your listeners will find it easy to accept your suggestions as fact. and you provoke an avalanche of yes’s. you induce a silent yes reply in the mind. I. perhaps you have this strong solid intuition that signing away our corporation… our baby. Get it to say yes a dozen times. from the greeting of “Ladies and gentlemen” to “The decision is yours. you insert your commands. and it is bound to say yes to everything else. The contract that finally determines what happens rests before you gentlemen. I urge you right now to reject that offer” The board will begin thinking. “and since we’ve gone over the matter many times before. Invoke a series of truisms in a row. The truisms end at “The decision is yours. is not in our best interests. Blending the truisms prior to the commands creates a hypnotic effect.”. you pace by stating the observable reality of your listener. is not in our best interests”.” and from there. as your chairman can only advise. The decision is yours… and since we’ve gone over the matter many times before. However. “Why? Why reject it? $600M is a nice round figure!” Launching a command without the preliminary of truisms robs you of the beneficial shock absorbers that truisms provide. A command standing on its own is shocking and invites rebellion. by veiling that command with observable facts. you transform it into a simple statement of fact that is irrefutable! 74 Copyright 2002 . are truisms. What say you in light of the situation?” All the statements. Each time a truism is uttered. I foresee strong growth in the future and our earnings will vastly overshadow that $600Million takeover bid. examine how much easier it is to agree with this command. beginning with. you lead by insinuating your suggestions or commands. The technique applied by the Chairman is known as pacing and leading.
“looking at the contract” and “lunch being over. Can you imagine what power that is? 75 Copyright 2002 . The steak is before us. command. The human mind will pass over those little details because it will be too busy agreeing to them. command Truism. command Truism.Joseph Plazo For your benefit. truism. truism command. truism. these are truisms We are in a room. observe your surroundings. truism. We are seated across each other. command. command. state your observations in a series of irrefutable statements. (If you were used to mansions. Don’t worry that people will question your bizarre opening truisms of “sitting at a table”.” They’ll never notice. command. We are all entitled to that! Make your conversation as free flowing as possible and you will be delighted with how easily you can sway others to your side. it appears to be small talk. Finally. command. link your suggestions to your irrefutable statements. truism. that we sometimes confuse fact with opinion. command You craft your truisms with observably true statements. Second. Now. Besides. (You may just be wishing of this) Effective use of pacing and leading demands deft skills of observation. Remember. truism. command Truism. truism. truism. For instance. (What if your listener were devout vegetarian?) We are gazing at each other lovingly. First. observe the subtle distinction with opinions We are in a large room. the room may appear small!) The steak looks delicious. truism. Avoid anything that is subjective in nature. I offer you an effective framework to formulating your persuasive speeches: Truism.
scientists analyzed the performance of the test children. so to speak.5. Years later into the experiment. everyone roughly had the same IQ level. The children lagged behind in academics. Science proved that perceived reputation governs our actions and you.8. how others perceive you determines your behaviour. Those told that their IQ’s were low performed poorly. you will behave like a charmer of women. we would like the opposite panel to be open-minded to our solutions. In actuality. A man’s self-image is usually influenced by how society perceives him. The other half were told that they had high IQ’s. you will put effort into all your labours. You would tend to behave like an upstanding citizen if you hold the reputation as an esteemed pillar of society. sports and extracurriculars. one half of the children were secretly told that they had low IQ’s. and have him behave according to the parameters of that box. Locking People In a Box An exhaustive behavioural study was conducted on children some years back. You can voice out your respect for the opposing panel’s sense of adventure and propensity for the novel: 76 Copyright 2002 . Many made the honour role and landed positions in the student council. A stark difference in performance surfaced in the group branded as the High IQ’s. Our actions are governed by numerous factors. Among these include our self image. These children excelled in their respective fields of endeavours. You can put people in a specific box. If you perceive yourself as a hardworking individual. as persuaders. When we enter discussions. This technique works well in negotiations. At the beginning of the school year. Apparently. If you imagine yourself a great seducer. can leverage that fact to your benefit.Joseph Plazo 5. The results shocked the analysts.
8. it would strive to live up to that expectation. If she later deviates from the ascribed behaviour. You touch each shoe. To you. marches an armada of choices.Joseph Plazo “Thank you for coming to this meeting. Praise her for such behaviour. 5. He tells you how he loves the “Kobe Bryant” models. I look forward to discussing with you because my colleagues praise you for your incisive thinking and ability to explore new alternatives. whether or not it even exists. You wonder how much commission this pushy fellow gets for every gun boat he sells. You browse through the selection. the shoe looks like a hideous gun boat. remind her of her alleged reputation. Identify how you would like your listener to behave. it colours and the modern design. Human nature dictates consistency. and inhale that “new-shoe” aroma. Arrayed before you.” Smile. I would refrain from making violent outbursts because I desire to prove to everyone and to myself that I know how to rein in my emotions! The rule for locking people in a box is as follows. It’s rare for me to meet such individuals. He enjoys its springiness. If I am told that I am cool-headed. Shoes of all shapes. He further heaps praises on the shoe being the in-thing among the jet-setters. enjoying your perusal. A salesman approaches and begins a pitch.6. 77 Copyright 2002 . as she behaves the way you desire. And that price turns you off.” Once the panel is told that it is open-minded. Unearthing Her Secrets You go out to buy a pair of running shoes. sizes and features entice you. and voice wonder at her erratic behaviour.
what do you value in a relationship? Pia: Oh… it’s xxx You: I see. etc. Armed with his values we readily identify how to tailor our proposal such that it meets those core criteria. Do you experience that often? Pia: xxyy You: I agree with you. May I know what else is important in a relationship? Pia: yyyzzz You: Amazing! I feel the same way too…. Maybe we are soulmates… So.Joseph Plazo The salesman failed to entice you because he used his reasons in his attempts of persuasion. so we choose carefully. What I want to know is who you are on a deeper level. and why… So if I were to ask you. Every action we make must be beneficial to us. your proposal will never appeal to anyone unless it fully satisfies a specific set of criteria. you choose based upon your reasons. The exception arises when we tend to lack spine and consult others with every action we make. hence we compare alternatives against our intrinsic set of values. I myself pick through options founded on my criteria. That is enlightening. Allow me to illustrate using a romantic example: You: I feel it’s a wonderful thing to know you . Your product. to get a grasp on what you believe in. Each person possesses a unique set. take them out and blend them into your suggestions. When you decide on a course of action. Once you identify those gems. is there anything you feel should be an issue in a relationship? Pia: zzzzkkkk You: You truly are a woman after my heart. Questions provide the easiest tools to pry someone open and discover the criteria hidden within. Imagine the process as finding the perfect key to open up a specific lock. So of those values which are most important? 78 Copyright 2002 . You would instantly become irresistible. Rarely do we base it on the criteria of others. what my job is.and what’s really exciting for me is to discover beyond the superficialities of what your job is. We hold our own sets of value and criteria. I find those important as well. It is up to you to discover what those are. That type of small talk doesn’t appeal to me. The most effective means of influencing someone else is to dig up his secret set of values.
Conclude the session by subtly linking your proposal with that of your listener’s criteria. A person possesses different decision-making criteria for each situation. I think it’s because we have this rapport based on <what Pia mentioned>! Pia: <gushes in delight> You: I’m very glad to have met someone like you. Don’t ask how he chooses vacation spots! Identify at least three primary criteria. ask about his particular home acquisition habits. The War Benefits Between Features and Day in and day out. 5. I could see that our friendship has gotten of to a marvellous start! From what you tell me. you find yourself bombarded with commercials pronouncing the countless features of uncountable products. Agree with them. Emphasize how your prospect will ultimately enjoy agreeing with your proposal. Hence.Joseph Plazo Pia: klklklk You: <much much later> Pia. should you desire to discern someone’s decision criteria for buying houses. I feel that we can share a lot of good times together. Then there’s that VCD player that 79 Copyright 2002 . A flashy car is touted to have scores of add-ons and extras.7. A razor brags of thirty mindboggling uses. it is important to focus your questions on the specific circumstances. Disagree and you kill rapport. How to Elicit Criteria Effectively Identify the situational context. Ask your prospect “what is important to you about ______” Demonstrate sincere understanding for each criteria shared. Exemplifying.8.
Ovens cook. This lesson adapts well to negotiation. Consumers choose products and services based on how they profit from its acquisition.Joseph Plazo can even record movies while you’re sitting in the john. you are doomed. Your product automatically becomes irresistible if the fit a genuine need. A product feature is a fact. I’m not willing to spend extra simply because a higher model surfs the net and contacts the rental store when I’m overdue. One of the best lessons I learned at MBA school is that marketing is firmly founded upon offering the right set of benefits to the right people. 80 Copyright 2002 . I could use a PC for surfing and I could use less aggravation from angry rental personnel. Consumers don’t buy an oven with three hundred functions just to brag to his neighbour. Remember. On the other hand. I’m perfectly happy that it could play VCD’s. Now I ask you. and that’s what we desire them for. Now. When I go out to purchase a VCD player. You can use all the techniques in this book to aid you. if a product offers a list of features that provides no tangible benefit over the basic model. And you will win. but if what you suggest does not offer a single tangible benefit. not features. do you even care that your VCD records movies. you aim is to encourage others to your point of view. we readily choose the basic model. Whenever you enter conversation. a benefit is a statement of why having those facts matter to the consumer. has an internet capability and could even sing and dance at will? A lot of marketing effort is wasted because managers emphasize the long list of what their products can do. They never gave a thought as to whether those extra features even mattered to the end consumer at all. offer benefits.
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