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Table of Contents
Introduction to Persuasion ...................................................................................................... 4
The Method ...............................................................................................................................8
The Art of Being Vague ............................................................................................................ 11
How Deliberate Vagueness Can Help You ..............................................................................12
Embedded Commands ........................................................................................................... 15
Double Binds ........................................................................................................................... 16
Gaining Rapport .......................................................................................................................17
The Importance of Observation ............................................................................................. 18
Mirroring Body Language ....................................................................................................... 20
Vocal Matching........................................................................................................................ 22
Emotional Matching ............................................................................................................... 24
How to Pace ............................................................................................................................ 25
Breaking Rapport on Purpose ................................................................................................ 26
Conclusion ............................................................................................................................... 28
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Introduction to Persuasion
The ability to persuade and convince is one of the most
powerful skills that you can have. If you can master the
techniques and methods that are laid out in this book you
will be able use your persuasion skills to make more sales,
convince your boss that you deserve a raise or to motivate
your employees that it is in their best interests to work
harder and longer. Really the possibilities are unlimited.
In this book you will be introduced to the work of the
founder hypno-therapy Milton Erickson whose discoveries
would later be used as the foundation of Neuro-Linguistic Programming. You will find out
how to induce trance states in your subjects in a way which is unnoticeable so that they
are receptive to the commands.
You will also learn how to use powerful double binds, tag questions and embedded
commands so that you are able to subtly persuade people to your point of view. As well
as this you will discover how to instantly create rapport with someone you have just met
so that they are more receptive to your instructions.
The techniques you will learn in this book can be used for outcomes that are positive for
both you and the person that you are persuading but the power is really in your hands to
do with it what you will. So remember to choose wisely!
Milton Erickson
Milton Erikson (1901 1980) was the worlds most famous hypnotherapist. His work was
the basis for Neuro-Linguistic Programming which was developed in the 1970's by John
Grinder and Richard Bandler. After analyzing Erikson's work, Bandler and Grinder created
what is known as the Milton Model which uses deliberately vague language in order to
guide patients to the desired outcome.
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Erikson was one of the most skilled people to ever live at inducing trances in his patients
where he was able to embed suggestions which would improve their lives. He made use
of pacing to describe what the patients were experiencing and then leading them to
make improvements. His style was permissive in that it worked within the framework of
the patients own belief structure. This contrasted with the psycho analysis of the day
which tended to be more confrontational
The work of Erikson is highly influential to this day in the field of persuasion. As you will
soon see the tactics that he developed are highly effective at persuading people towards
a desired outcome in a way which is almost unnoticeable and will create a deep level of
rapport between you and the other person.
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When people meditate they use a mantra such as repeating the word ohm in order to
focus the mind on one single sound. This helps to induce this same deep trance state.
Another example you might be familiar with is when you have a song stuck in your head
and you cannot help but keep singing it. Again this is an example of trance state.
These trance states are also used in TV commercials. If you have ever watched a
commercial and you have noticed that they are repeating actions or phrases then you
have partaken in an induced trance. The idea is that your attention is limited and at the
same time overloaded with the same repeated idea. This is also a common feature of
religious ceremonies which will use chanting and the repetition of phrases in order to
create this trance state.
Through the use of repetition your mind starts to enter into a tight loop. Your mind will
after some time believe that this tight loop is normal. Once this state has been induced
you will likely feel that you are able to make ordinary conscious decisions but actually the
conscious version of you is still in a trance. When people are in a trance state, they are
susceptible to having commands embedded directly into the subconscious.
Nested Loops
One of the most powerful and persuasive techniques that NLP has to offer is known as
the nested loop which was invented by Milton Erikson. This induces a trance state
without having to openly declare that you are about to do so. It doesn't involve any
finger clicking or commands for the person to become feeling sleepy but instead involves
the telling of five simple stories told in a natural tone.
You can use the nested loop technique in any situation where you want to persuade
someone without being obvious about what you are doing. You could use for example
next time you are applying for a raise or if you want to motivate one of your employees
into doing something. You can even use the nested loop in your written communication
in order to persuade someone to take action.
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In the nested loop method you are going to be engaging in storytelling. You will select
five stories which are of interest to your intended audience. It is important that your
audience will be interested enough in these stories that they pay close attention. You will
open each of the stories one after the other. On the final story you will include your
hypnotic suggestion and then close out the loop.
There are a number of reasons why this technique is effective. Firstly, because the person
is concentrating on the content and the details of the story, this will cause their mind to
drift. When you reach the fifth story they will be fully receptive to hypnotic suggestion.
As well as this the nature of the five story structure serves to overload the brain. Our
brains naturally search for completion, when one story moves into the next the brain will
not be able to make this completion, as such it will become overloaded and ready for
suggestion. And because you are not consciously showing any signs of hypnotizing the
person there will be no reason for them to be on their guard and thus they will be open
to your suggestions.
Finally your subconscious wants to close out the loops. When you close out the last loop
in story number five it will be expecting all of the loops to be closed out. You will follow
this by closing out the remaining loops and the brain will be satisfied. It will allow all of
the information including the suggestion and the story to sink into its subconscious. It is
less concerned with the content of the story than of closing out these loops.
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The Method
Step One: Decide What You Want
The first step is to decide what it is you want to achieve from the nested loop. What is
the outcome that you would like to achieve i.e. a raise? You should not set your specific
suggestion yet just what the desired outcome is.
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The length of your story is not that important the main point is that it is interesting. You
should practice telling your stories ahead of time. See if the delivery of these stories can
be improved in anyway so that they are more entertaining.
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from the previous stories and will no longer be analyzing the content of what is being
implanted into their subconscious.
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There is another reason that vagueness is so effective and that is it allows the person you
are talking to find their own answers. Because they have come up with these answers
themselves they are more deep rooted and long lasting. Your role is to guide them
towards finding these answers through the vagueness of your language.
It also gives the illusion of control to the person that you are talking to. They feel like
they have a choice but you are in fact guiding them down the path you wish them to go.
You say a fairly obvious example of this with the double bind but it can be used in
many ways to seemingly allow control.
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Try using these tag questions in your day to day conversation and observe the person
that you are talking to carefully. You will likely notice that they nod their head in
agreement. This is true even if they didn't completely understand the statement that
preceded the tag question.
So why are tag questions so effective? In order to have someone we must induce in them
what John Grinder referred to as the yes set. This is where the recipient as a receptive
state of mind to what we are telling them. The most common way that his is achieved is
through making observations that are obviously true and thus be agreed with. When the
other person starts to agree with you on these statements it will help to develop a level
of trust between you.
An example of an observational statement would be You have come here for help. or
You are feeling stressed. When a tag question is added to these statements like You
have come here for help, haven't you? The receptive state is more deeply created.
When using a tag question you should use a lowering command voice rather than a rising
questioning tone which is normally used for these types of questions. You can use these
tag questions to ensure that the person you are talking to is following your commands.
For example You are listening closely, aren't you?
If you want to install a belief in someone it is far more powerful to use a tag question that
it is to make a simple statement. For example You are feeling relaxed is quite different
to saying You are feeling relaxed, aren't you or You are confident is less effective
than saying You are confident, aren't you?
As the person is given to agree with the statement they must accept it as being a fact.
Instead of being told that they are confident, they are agreeing that they are either
confident or relaxed. You can start using tag questions in your own conversations in
order to induce the state you wish in the person that you are talking to.
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Embedded Commands
An embedded command is where a sentence is constructed so that the outcome that
you desire is contained within it.
When embedding a command first think of the command that you wish to give to the
person who you are talking to. For example if you wanted people to register for your
marketing course then the command word would be register.
Tone is very important when you say this command word as you must drop your voice
down as you say the word so that it is taken as a command. If you raise your voice at the
end of the word it will be a question.
Here is an example of we can embed the word register into a sentence:
You can - register - right now for our three day coaching course and receive the benefits
sooner.
When embedding a command you want to choose less than five words at a time to
embed. Commands are almost always given as short, sharp statements like Stop that
or Help me. The rhythm of your speech is also very important. When Dr Erikson talked
he would use a monotone, and evenly passed voice but when offering a command he
would pause briefly, then offer the command, pause again and then keep talking again.
The listeners subconscious is constantly looking for patterns in speech. It recognizes
when it is given a command and how this differentiates from regular speech. When you
use a command embedded into your conversation it will not be noticed immediately by
the person that you are talking to but unconsciously they will be aware of what it is you
have told them to do.
When you are talking to someone use whatever it is that is your normal pacing for your
conversation. Each of us has our own speed of talking and whether its fast or slow is fine
as long as it is consistent. However, when you offer the command change up the speed
so that you are either talking faster or slower. This will interrupt the pattern that the
person is used to hearing.
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Double Binds
The double bind appears to offer a person a choice but in
fact limits it to two alternatives both of which are desirable
for the person asking the question. A common example of
this is Would you like to pay by credit card or cash? Note
the presupposition in this question is that the person would
in fact like to buy the product. But by not asking them this question you are already
presupposing that they have accepted to buy.
Another example would be if you would like your children to wash the dishes. You could
say When will you clean the dishes, before or after you have done your homework?
Again this again presupposes that they have accepted to wash the dishes. Provided that
they make a choice one way or the other they will have subconsciously accepted the fact
that they need to wash the dishes.
Milton Erikson made use of the double bind when he was working with his patients. He
would make statements such as I don't know whether your make this change
immediately, or within the next week. Again we can see that there is a presupposition
that the person will make a change. This is far more powerful than stating You will make
a change. which the patient can immediately choose to reject if they wish to.
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Gaining Rapport
Before you can persuade anybody of
anything you must first develop rapport
with them. Rapport refers to a state
where you have a two way connection
between you. In order to have true
rapport with someone they must be
comfortable communicating with you.
This is despite of any differences that you
might share.
If you want an example of where someone doesn't have a rapport, watch one of the
political panel shows on television which brings together liberals and conservatives to
debate hot button issues. If you watch these people they will be at times shouting at
each other to get their opinion across. But they aren't really listening to what the other
person is saying. They are merely waiting for their chance to speak. This is a perfect
example of when people are completely out of rapport with one another. At the end of
the show neither side is convinced of the others opinion and if anything because they
have been confronted they are even more deeply entrenched in their opinions.
This might make for good television but if you need to persuade someone to your point
of view then using this tactic of confrontation can be a complete disaster. All of your
communication should be outcome orientated. You should understand what you want to
get out of the conversation and then use the tools that are provided in this book in order
to achieve it. The panellists in the example above never have had to learn the skills
necessary because their outcome isn't really to persuade the other person it is simply to
create an entertaining spectacle.
For your own communication the responsibility to communicate effectively is on you.
What this means is that whether you like the person or not, and even if their way of
communication is completely different to your own it is your responsibility to change the
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way you communicate in order to build rapport. If this idea troubles you think in terms of
the benefits you will receive from having effective communication. Building rapport is
the stepping stone to persuasion. First you must match the person but once you have
done this you will be able to lead them. Whether your desired result is to sell something
or landing a high paying a job or to get a date effective communication built on rapport
can get you there. Effective communication can be seen as a master skill as it will allow
you to get pretty much whatever you want once it is mastered.
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In this example you need to listen to the questions that they are asking you about the
car, are they focused more on issues of performance or on safety. When you are telling
them information about the car, observe them carefully. If they seem interested in a
particular aspect of the car then this is the area that you should focus on. This is of course
not only true for cars, it is always important to understand what it is that motivates the
person that you are talking to.
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Next observe the way that they talk, are they detail orientated or they a big picture sort
of person? Again this offers clues to you about how you should communicate with them.
If they are focused on the details then you should be to, if they don't seem interested
then you will want to skip these details as well.
Listen out for any key phrases that the person uses in their speech. Then try and
integrate these key phrases back into your own speech. They will likely also have
favourite words that they use repetitively. They will probably be unconscious of these
words themselves but if you observe them carefully you should be able to pick up on
them and use them yourself.
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Vocal Matching
One of the fastest ways to build rapport
with some and allow you to persuade them
is to match the voice of the person who
you are talking. Everyone has their own
way of speaking; some of us talk quickly
while others of us talk slowly. Some of us
have a high pitched voice while others
have a low pitched voice. When we match
the tone, pitch and speed of someone else's voice we will be in a greater degree of
congruence with that person.
To show the importance of matching voice patterns think for a second of a scenario
where a quiet spoken person who talks slowly and calmly goes to purchase a car from a
fast talking and excitable car salesman. How likely do you think it is that the quiet spoken
person will feel comfortable in the company of the fast talking car salesman? The answer
is not very comfortable at all. More than likely the will leave the car lot as soon as
possible.
If on the other hand the salesman noticed waited and listened to the way that this
person talked they could have slowed down their own voice and made their own toner
softer to match. The person who was looking at buying the car would have felt more
comfortable and would thus have been more receptive to a sale.
There is an important concept at play here and that is that you are responsible for
communicating effectively. The salesperson in the above example could simply believe
that this is the way they are and if the customer doesn't like too bad but they aren't
going to make the sale. If you want to be able to persuade people it is vital that your first
build rapport with them. And this means that you must match the way that they talk
even if it is quite different to the way that you normally speak.
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In order to be able to match someones speech you must become good at observing
people. When you are talking to someone for the first time, dont just notice what they
are saying but also how they are saying it. Then start to match their vocal patterns to
yourself. One of the reasons that people believe that voice matching doesn't work for
them is because they are not spending enough time observing the persons voice
patterns carefully enough. The way that people talk is very unique and if you want to
match it you need to not only pick up on the broader way that they talk but also the
more specific details of their voice patterns. This takes time to develop it as skills so dont
worry if it feels a little difficult at first.
Become effective at voice matching is a good skill to develop because unlike body
matching you can also be using it when you are communicating over the phone or the
other person cannot see you clearly. If you have a job that relates to phone sales or is
phone based learning how to voice match should be considered a priority for your
persuasion skills.
In order to improve your voice matching abilities choose a time when you are meeting
someone that you already feel comfortable around such as a friend experiment with
voice matching. Listen carefully to how they talking then match the speed at which they
are talking and the tone of their voice. Once you feel that you have reached an
approximation of the way that they are talking notice whether or not your
communication seems to be going more easily.
Then experiment with mismatching your communication so that if they are talking
quietly you talk more loudly or vice versa. Does this disrupt the communication and do
you feel like the barriers to communication have been increased.
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Emotional Matching
Another way to gain rapport with
someone is to match their emotions.
This is actually contrary to the way that
we are taught to deal with people. If
someone is aggressive we are taught
to be calm in order to calm them down
in turn.
However, whenever we are not in synchronicity with that person we will find it difficult
to communicate effectively with them. The key to persuasion is to first build rapport
through matching and then to lead them.
So if someone is talking fast and is obviously agitated you would match this with your
own tone and the way you act. By matching the persons emotions you are
acknowledging the fact that their emotions are in fact valid. You must though not come
across as pandering to that person. You must demonstrate that you truly relate to the
emotional state that they are experiencing. If you can demonstrate that you are not
judging their state they will be far more open to you. This is especially true of people who
are under stress or who are angry. They expect to have these emotions confronted but
when you match these emotions you will demonstrate that you are to critical ad that you
understand what they are feeling.
Once you have communicated through emotional matching that you are receptive to
their emotional state you can move towards persuading them towards resolving the
problem. It is a good idea to use a tag question here as it will make your command seem
less aggressive. It is important that the other person feels that you are working towards
the same goal and that they are not being instructed. You could say for example
something like I'm sure that you want to explain this to me, don't you? if you want
them to explain themselves more clearly.
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How to Pace
This mirroring and matching behaviour is known as pacing. This term means that you
must pace yourself with the other person before you can start to lead them in the
direction that you would like. If when you start to lead the person you discover
resistance go back to pacing to make sure that you are maintaining congruence.
When you are pacing someone you are keeping in as close step with that person as
possible. It means you should be mirroring them on a verbal, physical and emotional
level. And you must listen to what they are telling you. Through careful observation the
person that you are communicating will provide you with the information that you need
to persuade them.
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later
the
customer
and
the
salespersons
relationship will be maintained. This can be a clever way to have you viewed as more of a
guide in the sales process, helping the customer find the right product but not being
directly associated with the actual exchange of money.
Another common area where you will need to break rapport is where the subject matter
is shifting into an area that is controversial and you don't think it is in your best interests
to keep discussing it. Common examples of this are religion and politics. If you value the
long term relationship but don't believe that your own beliefs will match the other
persons it is a good idea to break rapport so that you can later on you will still be able to
lead that person.
One of the first ways that you can break rapport is through your body language. In much
the same way as the previously you would mirror the other person in terms of the way
they held themselves, whether or not they had their arms crossed and how expressive
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they are with their body. Another way to break rapport is to change the pitch of your
voice. If you are both talking loudly start to talk softly and vice versa.
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Conclusion
As you practice your abilities to persuade and communicate effectively with NLP will
improve. Focus on improving one aspect of your communication skills and mastering this
before moving onto another area. If you try to use all of the techniques in this book at
once you will find you fail to master any of them sufficiently so take your time.
Being a master communicator and persuader will open up more doors than you can
possibly imagine. The way we communicate and the ability to persuade people to work
towards outcomes which are beneficial is incredibly important. By understanding how
your life can change through mastering these skills you will be more willing to put in the
work that is required to master.
The benefits to you of mastering stealth persuasion are immense so choose to take this
opportunity and begin practicing these principles today.
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