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Associated = ____________________________________
Dissociated = ____________________________________
Page 50 Copyright © 1995-2000 by Kenrick E. Cleveland. All rights reserved.
Maximum Persuasion 2000 Home Study Course
Useful States to Elicit
What are some useful states to elicit?
1. Buying
2. Excitement
3. Pure desire
4. Something you must do
5. Something that is no longer true for you but used to be
6. _______________________________________________________
7. _______________________________________________________
8. _______________________________________________________
9. _______________________________________________________
10. _______________________________________________________
Here are the two primary techniques you can use to elicit any emotional state:
1. Use emotionally-charges words in your conversations or writings.
2. Ask the prospect about the state directly: What's it like when you are completely X'd?
Anchoring
Anchoring is based on ______________ _______________ conditioning.
The famous psychologist Pavlov discovered that our brain is capable of ________
_____________ learning. What this means for the process of persuasion is that we can
create an emotional state in someone and then create a stimulus that, when repeated by
us, they will immediately experience the emotions again.
Anchoring is based on eliciting a state in someone and then providing a unique stimulus
that makes an association in their mind between your stimulus and their emotional
response.
The procedure is:
1. Elicit a state in a person
2. At the peak of their emotional response, set your anchor.
3. Calibrate closely to their state so you can see if you did it right.
4. Let go of your anchor before their emotional state subsides.
5. Test the state.
6. Leverage the anchor by firing it when you want them to have that response to
what you say.
Page 51 Copyright © 1995-2000 by Kenrick E. Cleveland. All rights reserved.
Maximum Persuasion 2000 Home Study Course
You can make an anchor covert by anchoring in one of the coding systems that the person
_______ _____ in right then.
How do you get rid of an anchor? _________ it with another anchor of at least as much
emotional strength.
Question: How long does an anchor last?
Answer: Until a __________ emotion is collapsed into the anchored one.
You can increase the power and longevity of an anchor by:
1. Anchoring in as many of the rep systems as possible. You have to determine if
this is advisable based on your need for covertness.
2. Firing the anchor repeatedly.
3. Anchoring at the peak of the emotional state.
4. Stacking other similar and beneficial emotional states together.
Page 52 Copyright © 1995-2000 by Kenrick E. Cleveland. All rights reserved.
Maximum Persuasion 2000 Home Study Course
The Illusion of Choice
Where single binds create a mental bind in the mind of the listener, double binds create
the illusion of choice. With this pattern, you'll be able to:
" Create the illusion of choice
" Use that illusion to install suggestions
" Hide your use of "illusion" so that it's unrecognizable
" Begin learning to use "controlled confusion" to install suggestions.
Double Binds are sentences that give the ___________________ of choice. You give
two "choice", where either choice they choose, they will end up doing what you want or
having the thought you want them to have.
How to Make Double Binds Effective
1. Be sure to have gained ____________ before using these. Even a little is enough.
2. Use a ________________ from the mental to the physical. It is always best to bind a
person's _____________ then work progressively toward binding physical movements,
such as signing the contract, etc. (NOTE: You can bind them into signing right from the
first if you bind them to making the decision, not the physical action of signing!)
3. You must deliver these in a meaningful way, as if what you said actually made sense.
This is very important!
The Structure of Binds
The formal structure of binds is: X (choice) or Y (choice) where either choice is basically
the same, only worded differently.
Example:
So far you have been learning different ways to speak indirectly to people to make it
easier for them to do what you want them to do and as you continue to learn and use
these patterns, will youfindthemuseful in your daily work and personal life or will you
simply integrate them into your behavior?
Page 53 Copyright © 1995-2000 by Kenrick E. Cleveland. All rights reserved.
Maximum Persuasion 2000 Home Study Course
1. What is the bind?
2. How do the embedded commands support the bind?
3. Notice the pacing and leading. What are the pace(s) and lead(s)?
Now, come up with five or more examples of double binds that would be useful for you
to use.
Examples: Learn or Understand, Buy now or Decide to do this, Desire this or Be
compelled to get it, Be happy or Experience excitement, etc. Do not write the complete
sentence yet, only the bind itself.
1. ______________________________________________________________
2. ______________________________________________________________
3. ______________________________________________________________
4. ______________________________________________________________
5. ______________________________________________________________
Now, put each of the above binds into sentences that fit the context of where you'd like to
use them:
1.
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
2.
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
3.
________________________________________________________________________
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