Advertising: the NLPer view

[Brother]

At a certain point, it just became interesting for me to structure the mechanism of advertising from the point of view of NLP. This is exactly the view of a psychologist (more specifically - NLPer) on how it works. Let's start to figure it out.

Advertising: three stages of getting inside.​

The task of any advertisement is to make a person perform certain actions: buy, vote, give money, etc. Or did not commit certain actions, for example, quit smoking, drinking and taking drugs, did not vote for this candidate, etc.

The ad-inside process can be divided into 3 stages.

1. Attracting attention

Advertising must reach a person in at least some form. Now television, radio, newspapers, leaflets, etc. are used for this. But this is not enough. It is necessary to make the person pay attention to the information, read the text ... That is, the advertisement should fall into his focus of attention.

2. Filtration

The fact that an advertisement caught the eye of a person does not mean that he will notice it and somehow react. It is important that it (advertising) passes through the filters of perception, gets inside. This is the adjustment level.

- Advertising should inspire at least some trust (primarily the unconscious).

- It must fall into the map (adjustment for values, beliefs, meta-programs).

- It must be described in a language understandable to the client (predicates, Sort Gate).

3. Impact

Well, after the advertisement got inside, it is important that it work there and make it so that the person takes the necessary actions. There are many tricks here, and more and more new ones appear.

- To attract attention -

The level of delivery is quite important - if a person does not notice, read, pay attention, all other tricks will no longer be needed. That is, in addition to the fact that she must physically get to the client, he must pay attention to her. And view / listen / read to the end (or the most important part). Otherwise, nothing will work. This idea can be used for advertising as well.

In order to attract attention, you can use just a beautiful advertisement, or something unusual. They also like to show beautiful women, naked (more often also women), half-naked women, as well as something shiny and bright. It also uses what advertisers call stopping - various tricks to attract attention. It can be:

1. Sharp color (contrasting color matching)

2. A moving object against a static (inactive) background

3. Fast movement in the frame

4. High brightness of the image

5. Loud sound

6.A sharp change in sound

7. ...

It is known that ads with moving elements attract attention on average 1.5 times more than static ones.

"Size matters ." One of the biggest stretch marks in the world is "Adidas".

The only problem is that gradually people stop responding to the stimulus (filter it out), and they have to come up with a new one. For example, some time ago the inscription "Stop!" In red on a yellow background was fashionable. After a while, it stopped working, at the same time ruining the lives of safety specialists, who did not use this inscription for advertising purposes at all.

True, attracting attention can alienate a person at the level of adjustment. That is, at first a person pays attention, but his next action will be to turn away and leave.

- Perception filters -

The main task of getting into the perception filters is to create a high level of trust in the Client. If the level of trust is high, the information is processed and accepted for information. The level of trust is low - it is eliminated.

The most important perceptual filters in the context of advertising (it is clear that this all strongly depends on the specific situation):

- Map

A map is a set of ideas of a person about the world. If you provide information consistent with his card, he trusts you. If you don't, the level of trust goes down. Roughly - but most likely a "target audience" map.

- Beliefs

Probably the most important perceptual filter: "this is decent", "this ad is worth watching", "they will cheat", etc. This also includes cultural norms: decent - not decent, etc. Not everyone will like this association.

- Values

They go in conjunction with beliefs, beliefs themselves, and determine how we interact with love, honor, frugality, reliability, security ...

- Criteria

And this is what the values are measured by - in most cases, advertising will work with criteria in one way or another (somehow associate them with a "product"). But also usually a person has criteria for which advertising is worth / not worth paying attention to.

- Advertising language

A special language is used to enter the Client's card. There is a special model for how to speak "generically". Next comes the meta-programs: basic filters of human perception.

- Channels of Perception

Next after the group are beliefs / values / criteria. Channels of Perception determine in what way a person prefers to receive information about the world in the first place: to see, hear, feel.

- Gate Sorting

What a person pays attention to in life: people, things / actions, values, process, time, place. "Sorting Gate" defines the way of presenting information, its sequence, structure of the content, which should be inside the visual row / text.

- Reference

How a person makes decisions: ITSELF, based on their own values and criteria, or OUT - based on the opinions of other people). The reference will determine how the person is motivated - by providing information, or by giving advice and referring to the recommendations of others.

- Focus Comparison

Some people are more likely to pay attention to differences, others to similarities. And if there is a comparison in advertising, then it will depend on the focus of the comparison, pay more attention to how the product differs, or what it looks like.

- Time

Some are more inclined to think about the future, others about the present, and still others about the past.

- Impact

Advertising creates motivation. Actually, it cannot create anything else.

- Motivation: K or OT?

So, we need motivation to take an action that we don't want to do: part with money, get off the couch, drag a bag, waste time, etc. This can be done in the following ways:

- show how bad it will be if you DO NOT do this (OT motivation);

- show how good it will be if you do it (motivation K);

- to show that everything is not so scary (reducing the barrier);

- a combination of the previous methods.

What is more effective in each specific case will actually depend on this case: the target group may be inclined either to a certain type of motivation (K or OT), but may not have a pronounced inclination (or the distribution may be more or less uniform) ... It can also greatly depend on the product offered. For example, when buying drugs, people are more inclined to motivate "OT", and when buying accessories - "K".

It is also possible that, instead of increasing the level of motivation, the size of the barrier decreases. That is, it is assumed that the desire to buy, for example, is already there, it may not be possible to increase it especially, but you can convince that "everything is not so scary." For example, a typical advertisement for "lowering the barrier" is an advertisement for the Mega shopping center. All the way you are convinced that it is close, convenient and everything is in one place. The implication is that people enjoy shopping, you just need to convince them that shopping in Mega is not as scary (most enjoyable) as in other places.

An example of effective (based on results) advertising based on OT motivation. That is, motivation is a balance: you can increase the desire to receive (or the unwillingness will lose), or you can decrease the negative assessment of the action.

For people motivated by K, for this, they need to create a vision of a wonderful future as a result of a perfect action:

- The Kaiff vacuum cleaner will make your life happy!

- Do you want to have beautiful and healthy hair? Buy Milo shampoo!

- If you put money in OUR BANK, you will receive 110% profit every month!

Motivated K have a good idea of what they want to get, this attracts them and pulls them towards themselves. And the more pleasant and beautiful “it” is, the stronger their motivation. That is why there are such a bunch of descriptions of the advantages of the offer in advertising, which are often very unrealistic and not environmentally friendly:

- Only our product will make you completely happy

- Chewing Rezina chewing gum exclusively will have beautiful white teeth

For people motivated by OT, this requires creating a terrifying picture, and the more terrifying it is, the more motivated a person of this type will be. The horrifying picture of caries or the no less striking appearance of dandruff leading, according to the creators of advertising, to almost premature death, is a fairly typical example of this. The above advertising slogans aimed at motivated OTs would look something like this:

- Without the Kaiff vacuum cleaner, your life will turn into hard labor!

- Has your hair become brittle, brittle? And do you want to get rid of dandruff? Buy Milo shampoo!

- If you do not put money in OUR BANK, you will not receive 110% profit every month!

These people usually have a good idea of what to avoid, but what they want to achieve is a little more difficult for them to define. In everyday life, this may be so. The motivated C in order to force himself to wash the floor imagines all the delights of sparkling cleanliness, praise from relatives and a sense of achievement. A motivated OT for the same will imagine all the horrors of complete littering, abuse of living together and condemnation of neighbors, as well as harsh reproaches to himself. Naturally, people usually use both methods of motivation. And some first say what they are leaving, and then what they are striving for.

- Has your hair become brittle and brittle? Do you want to see them healthy and strong? Buy Shampunn shampoo!

At the same time, we can say that people with K motivation are more focused on the “positive” aspects of life, and people with OT motivation are more focused on the “negative” ones. There is one feature of the Russian mentality: the primary motivation of "OT". That is, you need to intimidate and intimidate a potential buyer, and then he will rush to buy the offered product.

- Impact. Anchors in advertising -

An anchor is what precedes a conditioned reflex. Under certain conditions, you can create a clear link: incentive - state (for example, a label - a desire to buy). Anchors are the first and main tool. With anchors, the main difficulty is not so much setting the anchor as creating the state. There will be special difficulties with this: if you want to sell something, not every, even a very pleasant state, causes the motivation to buy (negative anchors are usually placed either on competitors' products or on a “did not buy / did not "Situation).

- Just beautiful ... -

We create a state (visuals, music, etc.). A beautiful girl runs along the seashore, a beautiful girl rides a horse, a white stork flies, a cat sneaks. I really want to shove a child into the frame (children and animals definitely cause a pleasant state) - but there is a legislative restriction. But if the goods are for children ... If this is not a video clip, but a poster, then the goods are simply present in the frame. Quite often - just a label in the corner.

Pros:

More or less unambiguous state call. The condition is known. Relatively low cost. Favorable perception of the audience (beautiful calm visuals, pleasant music). Can be used in static advertising.

Minuses:

It is difficult to induce a strong state. It is difficult to induce a state of desire. A large number of impressions are required to achieve the desired result. The video itself (poster size) must be long enough for a more or less unambiguous state call.

- Insight

In this video, you will be told the whole truth about ..., or will draw your attention to ... State: "Exactly! I didn't think." This can also include "original" advertising - that is, a funny association, ambiguity, and so on.

Pros:

The condition is quite intense. Can be used in static advertising.

Minuses:

Advertising works for a fairly short time (until everyone gets insight). A really fresh idea is required. It is difficult to find the exact state.

- Template break -

There are a number of images (both visual and auditory and meaningful) that create a certain association (or refer to a known association). Then it suddenly turns out that the association is not correct: the oil that flowed beautifully is machine oil, the waterfall is a stream on the road. A person reacts to a break in the template by falling into a fairly deep trance. And in this state, he is much more susceptible and much less critical. Therefore, the command can be effectively inserted at this point.

Pros:

A fairly unambiguous state call. The condition is quite intense.

Minuses:

Advertising works for a very short time (the template can be torn only once - after that it does not work). A really fresh idea is required. It is difficult to create static ads.

- We use existing anchors -

We can also use existing anchors: famous athletes, artists, politicians; popular ringtones. Then it is enough to simply combine the product and the person (melody) in the frame. He can talk about the delights of the product, use it, maybe some funny story (well, the viewer should watch it). If this is a poster, it is enough to simply place them together (a person and a product) into the frame.

It is clear that if people are known (in the good sense of the word), they just by themselves cause a high level of trust, a desire to become such, and in general all the associations that are associated with them. They trust their words (a prerequisite for passing filters and for influencing), they want to look at them, etc. Only they are expensive for advertisers ...

Pros:

More or less unambiguous state call. The state is known (interest, delight, trust). "I want to be like him / her" also works. Most likely a high level of trust in the source. The video itself can be quite short. The number of impressions may be lower than in previous cases.

Minuses:

High cost (first person payment). The product is unambiguously associated with this person - if, God forbid, he does something wrong, then this “wrong” will go to the assessment of the product (Michael Jackson - "Pepsi").

- Women in Advertising -

Women love to be thrust into advertisements just for any reason. Whether a split system, a camera, a car, a razor, toothpaste, juice is advertised - they will try to show you a woman everywhere. In other words, both women and men like to look at women. But there are some differences. Men like to look at women in the context of "And I want this." And to women: "I want to be like that." And that's a pretty strong difference. The bitch who builds everyone into men is a more attractive image for women, but can alienate men. And vice versa, an obedient beauty with a disproportionately large bust, ready for anything - is likely to please men, but women may not like it very much.

- Impact. Command injection -

Anchors are great, but with anchors you can only associate an object with a state. How exactly a person will react to this condition is not entirely clear. I would like to be able to have a more "targeted" impact. For example, commands like: "go there, do it".

And, indeed, such a possibility exists. Specific speech commands can be sent to the unconscious level, where they will be perceived simply as "programs to execute". There are several approaches to this. True, for the "implementation" of the command, it is required to fulfill many more conditions than, for example, for the installation of anchors.

The most important condition is a high level of trust in the source of the "team". If the anchors do not strongly depend on this very trust (the linking of the state and the product occurs completely mechanically) for all speech techniques, rapport is simply necessary. Without it, these things just don't work.

 

[Jollier]

Materials of NLP training by R. Bandler "States of Shamanism"​

Due to the variety of what I could do, psychiatrists could never be completely sure whether I really believed the Indian medicine man or the participation of any God or something else - because they tell me that the devil does not exist - and I answer - how do you know this? Perhaps it does exist. Once I was hired to work with a little girl, to whom an angel came and talked to her; her parents were very strict religious people, they thought it was blasphemy. At first they tried to get the church to stop talking about it, but the girl continued; then they sent her to a psychiatrist who was a member of the church, and he got to the point where he decided to hospitalize her. One of her schoolteachers thought it was crazy and approached family members with a suggestion to use the last resort - me. I'm not the one to whom people immediately turn to, but ... when I came to the girl, she told me that she spoke with an angel, I replied: "Okay - where?" Because it seems to me that you can always start asking "why" and convince a person that his experiences are not his experiences, while missing the really important things. And when I asked her: "Where?", She went down to the first floor, opened the toilet door, pushed the towel aside, and this angel is a decoration for the Christmas tree, the girl pulled on a small spring on the back , and the angel spoke. He said: "God loves you", the angel was creepy - his eyes were on the back of his head spinning. It looked like Voodoo, but why was it hidden in the closet? These people thought that all this was crazy - the neighbors gave the angel to the girl, and she hid him because she liked him, because her parents did not approve of such things - obviously, in their religion, one can only worship certain images - but not this one. Apparently there was no Christmas either.

I always have problems with Christians because they all have many different rules and other things. They all believe that there is only one god, and they worship three instead of one at once, they have so many oddities - there is only one god, and the rest are angels; for example, the devil is an angel? The story in the Bible says this: the devil argued with God about clothes - about who is the most beautiful, Jehovah claimed that he is the most beautiful, and Satan says: "No, you know that I am the most beautiful," and God cursed him, as it were for dressing better.

When I listen to stories like this, I realize that two things can be drawn from them. The first is deeply religious, which makes people have beliefs, which makes them connect with their deity or deities, and this helps them live the best and receive healings. It is impossible to deny what is happening in Lourdes: the place is filled with people - I cannot understand how this dirty water can help and would not touch it if I was really, really sick - but it is full of crutches and wheelchairs. They did something pretty interesting in Mexico, they combined the old god with the new; so Guadeloupe became a saint, the church announced that it was not going to get rid of the old goddess, and would consider her a saint, thus making her part of the Catholic Church, they just connected everything. But this is not a goddess anymore,

So there are people who worship the Immaculate Mary and there are people who mix both Santa Ria, something like a Voodoo treatment, and Christianity. There is so much there, a whole city full of people doing surgery using telekinesis, and the effectiveness of Western Medicine is constantly decreasing, and there are documents that confirm this. However, this is not in line with my experience, I saw an acupuncturist in the Philippines passing electricity through various objects. I saw that he set fire to the paper. He just folded his hands, threw the newspaper on the floor, said "phew" and it caught fire. I even tried to repeat, would it be great for a consultant? Isn't that so - you bring your papers to some person, and as soon as he tries to write something nasty about them, you do "phew" and set them on fire. You know, for me, that would be pretty fun but that guy used it primarily for healing. He even said that while growing up, he mastered a certain type of yoga, where he learned to absorb and control electricity.

After showing the film about this guy by British documentary filmmakers to all the medical school students in Arizona (they invited me to give a lecture), I started talking about how there are many more different things in the universe than they noticed; and if they tried to experiment outside their own framework, perhaps they would not have gotten a shopping center for which they save up in three years, but they would have opened up new possibilities for treating patients with whom they have no idea what to do now ... As far as I know, giving people advice and placebos is absolutely painless.

By the way - in the UK they started using placebos again, I'm proud of you guys - in the US they still don't. They think placebos are dangerous ... I wanted to make a product called a placebo. Wanted to give people empty gelatin capsules and the booklet you read; you look in the readings - headache - it says there - in 9 out of 10 cases, the placebo acts like aspirin, so take 11 for it to work. They told me that placebos only work because people are deceived, but they don't. The placebo helps because people believe.

My theory is a little simpler, all because I've seen so many strange things in my life. I have traveled to very strange places. But I noticed one thing - I even, as a physicist, accepted it, and took it, as it were, as the foundation of the philosophy on which everything I do is built - I believe that everything is alive in its own way. The ingot of gold knows when to melt. He knows how to react to fire. Studying chemistry, you understand that it is very consistent: certain elements interact only in a certain environment and for a certain time, put the same elements in a different environment, and they will not interact. As long as you are within the earth's atmosphere and the temperature is not lower than liquid nitrogen, because when the temperature changes, all laws change.

In the world of science, it is believed that everything works according to certain laws, for example, when water is pumped by a pump - by counting the pressure supplied by the pump and the volume of water, you can tell how far the water jet will hit. This is true as long as the temperature of the pump is not equal to the temperature of liquid hydrogen - in this case, nothing is pumping because it is frozen. Of course, if the water is heated enough, it will come out with steam. But if you also try to change the environment so that the gravitational background is zero, everything changes. And axioms become non-axioms. I have another idea, there are some weird things that some people can grow plants and others can't. But why, then, there are so few experiments devoted to this - here is one experiment that shows what I think about science.

The scientist takes two tiny trees and connects one of them to a galvanic equipment that senses the reaction of the skin. He brings a second tree into the room, several people enter, greet the trees, and one of these people grabs a tree that is not connected to galvanic equipment, breaks it, throws it on the floor and tramples it to small pieces, while the person does all this, the second tree begins tremble. The equipment readings are off scale, thereby giving us a mysterious conclusion - this tree knew that the second was being destroyed. Another scientist wrote an article which said that all this is not very scientific. Maybe the tree was reacting to human aggression. And it did not feel what was happening to another tree, maybe it is able to understand a person. For me, the fact is not an argument that the experiment seemed frivolous to someone. While all these guys are arguing, destroying trees and measuring the other's reaction, there is something really interesting. Different people entered and left the room, after 10-15 people the tree calmed down, thinking "uh, this killer is gone", at this moment the same killer of trees enters, he does not even have time to approach the tree, as indicators of Galvanic equipment, which perceives the reaction of the skin the cover starts to go off scale.

Now they are beginning to draw conclusions, but for me it all comes down to the fact that the tree is not just alive - it is much more alive than all these scientists notice. For me, to say that a person has a problem - you can look at it as a mechanical device, this is what I tried to get people to do in neuro-linguistic programming, so that the faulty part could be removed and repaired. I still think that this is something that requires a person to put in a huge amount of energy, sometimes all his life. People's fears are always present. I have seen people reasoning about this logically, I have seen it religiously, I have seen those who have been healed - even I myself have done it several times. Once I set up a tent for Christian services, gathered people there, brought in one mentally retarded, worked with him a little and drove the demons out of him. Now the question is

My first experience with demons happened when I was not in the Catholic Church, but in a group of pagans who were quite wild. At that time, I was interested in the question of whether demons exist or not, I did not even take any drugs, because these people wanted everyone to be cleansed, they made everyone sit down and began to sing, there were small candles everywhere, twilight, there was a big table. They took the guy out - I don't know why they thought he was possessed, he looked fine, but then people started talking about the demon, and suddenly the guy changed, it seemed that you were watching a movie about werewolves - the guy changed. His face changed, his voice changed, he began to wriggle. The pagans were performing some kind of ritual, and then one of them approached the possessed man, grabbed his forehead, saying " I stood behind the stage and analyzed what was happening, I soon realized it was chicken blood. It turns out that either the guy had chicken blood or he suffered from a very rare disease in which there is bleeding - that explains everything.

Whether it's true or not, it's all comparable to a huge placebo for me. And in my opinion this is good. But this is completely different from when people perform rituals for two purposes. Now regarding the definition of magic - there are different kinds; there is sympathetic magic - it is as if you touch one string of the piano, while others begin to vibrate, forming harmony. While playing the guitar you can feel the harmony, when you play one string you can hear how it changes the sound of others. Because things don't have to touch each other in order to influence each other, otherwise you wouldn't hear me right now. Since the sound waves propagate - if I create a certain resonance of the sound, it will affect you.

When I was studying hypnosis, I learned a lot about how to control my voice; at that time I became interested in these guys - I went up to the Himalayas - in fact, I lied - they helped me get there. I am a terribly lazy person. I'm one of those who find it too difficult to get there by Land Rover. I hired a military man with a helicopter to get there, we flew, and the last section had to go with an oxygen mask, which was on me during the entire flight, and everything would be fine, if not for the fact that it was still necessary to descend. So we went back, got into the Land Rover and drove to the place where this guy lived, and he lived in a huge cave. He was actually an unusual person, and he told me through an interpreter: “Listen, if you stay and follow my follower for 20 years - this person was engaged in meditation and was a master in the use of various substances, to achieve chakra balance, he healed people, I read about him and other people who were doing the same thing 100 years ago, in some old books. I just wanted to find out what these substances are and how they affect the chakra, and I was not at all going to stay there for 20 years and eat rice. I didn't want to study meditation, because I believe that if you do meditation, you don't need 20 years, you can find a way to speed up the process of entering an altered state, if you know where you want to come ... I just wanted to find out what these substances are and how they affect the chakra, and I was not at all going to stay there for 20 years and eat rice. I didn't want to study meditation, because I believe that if you do meditation, you don't need 20 years, you can find a way to speed up the process of entering an altered state, if you know where you want to come ... ...

Transcendental meditation seems very uninteresting to me, you just sit and wait for something to happen. Just wait for something to happen? They just come in and give you a secret mantra; more often than not, it's color - I don't actually have to tell you that, but I'm not very good at keeping secrets. Then you just repeat that color over and over. Unfortunately, when the color was named to me, it was an Indian word and I could not imagine it in any way, and since the person who taught me was not an Indian, he did not know the meaning of the word either. Someone said this word to him, and to someone else, it all went so far that I had to unravel this chain, trying to find out what all the same this stupid mantra meant, because I sat and repeated this word for hours - before I forgot what it sounded like. And what did I have to look for who knows the meaning? But that guy told me, "You have to remember your mantra," and I said, "Well, except that this word means absolutely nothing to me." When you repeat an incomprehensible word over and over again, it is assumed that it will bring you light, but that guy did not manage to tell me about all this - this is the problem of all second-rate gurus.

It is similar to how I once flew in an airplane, a man was sitting next to me with a book about the transformation of frogs into princesses, I just entered, and he had already read this book, I said - oh, a fairy tale ... And he answered me - "no, no, this is really a wonderful thing", I took the book and began to read aloud to him the part on the treatment of phobias, placing emphasis in places. I noticed that it sounds like you can get rid of fear, and he looked at me and said: "You know, I have been a psychotherapist for 25 years, so quickly people do not get rid of fears." I replied: "Okay - so the book is not about that - do you have fears?" The guy said he was afraid of spiders. I offered to try - we did a few things with him, and after that, when he thought about spiders, he was no longer scared, but he remarked: “Yes, but there are no spiders here,” I say: “Yes, but three minutes ago, at the thought of them, you were terrified, and now you think it's not scary - what has changed? ”He answers:" Oh, nothing - I'm sure if I see a spider, I will be scared again ", but I am sure that he will not be scared. I am convinced that what has changed is that there was something in him that caused fear, but no longer lives.

Whether we speak of it as neurons or as elementary particles, or demons - whether we speak of learning - these are just concepts. Simply put, if you penetrate inside an atom or a particle in physics, you can find something inside there is nothing, and at what a rather large amount. A large number does not change anything in the fact that the universe itself appears to be organized. So it doesn't make much difference to me whether you are using a magical, scientific, or some other approach. The scientific method, called a hypothesis, is based on the fact that it is possible to restore processes in laboratory conditions, that it is objective and the people participating do not influence it in any way. But there has not yet been an example confirming that this is the case.

For example, behaviorists have experimented with rats - they claim that rats don't think. Anyone who says that has never lived as a child in the city. Rats not only think, they plan like an army. They even have building plans - they are very smart animals. By the way, everyone who has dogs is assumed that dogs don't think either. Imagine how they say "raff" in their sleep, if this is a quick movement of the eyes. My dog's eyes move back and forth, he emits "raff", and if I stroke him - "raff", sometimes in the middle of the night I like to pat his paw and soon the dog is "raff". The dog makes fun of me, he always waits for me to roll over, and puts me a toy - a squeak, which emits a squeak, and I wake up. He thinks it's terribly funny. And they say dogs don ' t have a sense of humor? Of course have! It's just a dog's sense of humor. These people in Hawaii, John Lilley and others, have spent many years trying to teach dolphins to speak English. There are things that I found funny. One suggestion is that they think dolphins are smarter than humans; so dolphins can learn English, but humans can't. In fact, since dolphins constantly send and receive sonar images, we could transmit messages to them through sonar, and maybe we would develop similar abilities in ourselves, I do not exclude this. but humans can't. In fact, since dolphins constantly send and receive sonar images, we could transmit messages to them through sonar, and maybe we would develop similar abilities in ourselves, I do not exclude this. but humans can't. In fact, since dolphins constantly send and receive sonar images.

I met a guy who was blind since birth - in fact, he was only twelve, he had an amazing ability, I was asked to watch him for a while so that other blind people could find out about it. This young man was led into the room, he clapped his hands several times and could tell where and what furniture was in the room, how many people and where they were. If everyone moved and moved objects, he clapped in the same way, a picture appeared in his head based on sounds, and he could describe it to you. He could tell what the people were wearing, that there were two people here and one there, there was a chair, and on that side there was a table, with one low and the other high, and all this is quite accurate. I asked him: "How do you do it?" I started with small rooms where I knew how the objects are arranged, then I moved them and listened."

If we started to research and look at things instead of making science out of them. You would start looking at everything as mechanisms to start using your brain in a new way. Studying meditation, I found out that the best meditations, and most of them, are united by two things. The first is to create a mechanism that stops the internal dialogue - to force yourself to shut up. I think it doesn't really matter which mantra you use, it is important to create a mechanism for managing the internal dialogue. Of course, if you don't talk to yourself, you don't need it. I doubt it's all about getting people to do the same thing. On the other hand, everyone is aiming to focus your consciousness on something that is different from the normal state.

I would like to start this morning with a little exercise, because the purpose of our sessions is to experiment with your brain and mind. You don't have to believe all descriptions. On the other hand, sympathetic magic deals with similar objects. So, to make a tree react, you need to bring a similar tree. They experimented with yogurt, divided it into two parts, ate one part, and the other immediately began to react, sending electrical signals and spreading them far away in order to know where the other half was. They were separated by metal walls, and they knew anyway. Thereby proving that yoghurt knows yoghurt. Millions of dollars have been spent on this research, I think you will be delighted to know that this is the money of the American taxpayers, not the British. That's not to say the British don ' t waste money on stupid guys spent a million dollars building a huge oven! And I know that now you cannot figure out what to do with the ray. I looked at her, and nothing came to my mind except the circus. I have an idea, why not move the parliament there? Just a thought, they are the ones who wanted her so much.

Different from sympathetic magic - the idea of voodoo dolls. The films show that a small doll of a person is being made, a strand of his hair is attached to it, a needle is taken from the bottom and stuck in the knee, and the person's knee gets sick. I think sympathetic magicians would love to show what they do in films. During the first ten years, when I was doing hypnosis, I was constantly approached and asked about the film "Svengali". "Under hypnosis, will I do things that I normally wouldn't do?" I looked at them and said: “Are you doing now what you don't want to do?”, They: “What?”, I: “Are you doing something now against your will?”, They: “What do you mean? ", I explained:" Do you experience feelings that you do not want to experience, do you behave in a way that you do not want to behave, do you do what what don't you want to do? This is a conscious way of thinking! You don't need Svengali for this; enough pressure from others.

You are told: "We are going skiing," you are: "I have never skied." And they: “You'll like it, it's simple and very fun, they will lift you to the top of a snow-covered mountain, put a couple of sticks on your feet, lubricate them to glide better, then give you a lesson that if you go too fast, just put your socks together and you will stop, trust us, you will stop. "Then you are lifted to the top of the hill and pushed from there, the next thing you understand is that you are lying in the snow. Then you have to get up, which is really difficult. I personally decided that this is not what I want to do. But the pressure on me was incredible because everyone else wanted to. All this time I was doing things that I did not want to do, but all because others wanted it so. I didn't need to be hypnotized by Svengali.

 

[Father]

NLP: Tips for Speakers​

NLP tries to teach people to observe, understand and influence themselves and others as effectively as experienced psychotherapists and masters of communication do. Therefore, it pays great attention to the correct choice of words. It is believed that in this case, you can convince a person, influence his decision or please him.
NLP is used in many fields such as psychology, negotiation, advertising, politics. But, curiously, it can also be used for public speaking. Of course, NLP is controversial and not recognized by the academic community, but some of its techniques can be really effective. For example, for public speaking. Here are some tips on this topic.

Tip one: stories for one minute​

It will be great if you start your speech with:

• The story that happened to you.
• A story about the article you read.
• From statistics.
• A story built around a quote.

It is important that you tell the story in a way that evokes an emotional experience in the audience. The message needs to be made sensory, that is, use words that refer to the five senses: eyes, ears, tongue, smell, skin.
Link them within the story, as if it were happening to every person in the audience. In NLP, this is called pooling.

Tip two: use sensory words​

This advice expands and complements the first.
In NLP, these words are called predicates. They are specially selected to evoke sensory experience.
Example:

• Hearing: hear, listen, melody, harmony, bell rings, sounds like.
• Sight: look, see, colorful, bright, clear.
• Touch: feel, rough, soft, even.
• Taste and Smell: Smell, sweet, aromatic, spicy.

Tip three: set an anchor​

The anchor creates a stimulus-response principle. It was invented by the psychologist Ivan Pavlov.
You can “anchor” a scene by using positive words on one part of the scene and negative words on another.
Once you are sure that the anchor is set, go to the "positive" side to get the audience to agree with your opinion.

Tip four: gesture positively and negatively​

When talking about something negative, point your hand away from you and away from the audience. If positive, show yourself and your audience.

Tip five: use gestures to engage your audience​

When speaking, use gestures to emphasize your speech. Pleasant moments in the story should be supported by fluid movements. It works on a deep unconscious level and engages the listener and viewer.

Sixth tip: remember that there are three types of information perception​

There are visual, auditory, and kinesthetic viewers. Make sure that you are presenting your presentation with more than just speech. Show photos or graphics. Let people touch objects (as Jobs did when he introduced his first iPhone) or perform tasks on stage.

Tip seven: focus on how inspiring your speech will be, not on the content itself​

Many speakers in their public speaking focus more on the content they want to convey. Instead, focus on that, how exactly do you want to convey your message.

Tip eight: use words that most of your audience will agree with​

Vague words allow the audience to agree with you, because there is little specificity in them, which means there is nothing to argue with. For example, we can all agree that we want to improve "education", experience "positive emotions", achieve "success" and increase "motivation".
This is the case when you are talking about transport in general, and not about a specific car brand. Such words do not directly answer the questions: "What exactly is happening?", "Who is to blame?" and "What to do?"
Also replace the verb (action) with a noun and at the same time abstract (something inactive). You cannot hold it in your hands. In NLP this is called nominalization. It is a very useful tool for public speaking.

Tip nine: use specific words​

Of course, by using only vague words, you can be considered a demagogue and a deceiver. They are vague and ambiguous, which means they automatically plunge the audience into a trance. Therefore, you need to introduce specifics into your speech.
Who exactly? What exactly? How exactly? These are questions that both you and the audience need to answer with your help. They evoke awareness.
In NLP, this technique is called the metamodel.

Tenth tip:​

In communication, we always evoke any emotions, whether we like it or not. It is important to be aware of which ones.
Curiosity is a good emotional state, which should be aroused in any public speech. With him, the audience will be involved in interaction in order to learn more. Use body language, tone and volume of voice, facial expressions and gestures for this as well.

 

[Tomcat]

NLP: Reframing​

Reframing is changing the frame of a statement to give it a different meaning.

There are 2 main types of reframing.

1. Context reframing (when the same event, placed in different contexts, acquires a different meaning).

If it rains, people who have come to rest by the sea in summer say: "Today is bad weather." But the farmer will say about the same rain: “How good it is that it is raining. There will be a good harvest."

Rain does not carry any positive or negative meaning. The frame just changes. In one situation, in one context (rest in the south), rain is bad. In another context (long drought in the fields) rain is good.

2. Reframing the content (when the event is renamed, it changes its meaning).

Examples of meaning reframing include the following phrases.

We're not retreating, we're just aligning the front line
This is not a defeat, but just another life lesson
This is not a problem, but a task to be solved.
He is not fat, but big and kind, etc.
Reframing is a very powerful communication tool. There is a basic axiom in general communication theory that a message only makes sense in the context in which it appears. Effective reframing leads to a change in experience.

Sometimes, when working with objections, it is useful to rename something or show benefits; in a different context. This allows an opponent to look at your offer, product or service from a different perspective.

Example 1
- It seems to me that this carpet is very bright.
- It's not bright. He is joyful. It improves the mood and creates a festive atmosphere. (Reframing content.)

Example 2
- Bedroom windows face east. Little light.
- This is very good for our southern city. In summer, you will have the sun only in the morning, and by noon and in the evening, when it is hot outside, you will always be cool. (Context reframing.)

Example 3
- This dress is too open and defiant.
- It is not defiant, but extravagant and attracting attention. A woman in such a dress is admirable. (Reframing content.)