Conference and Next Model

It’s be a little while since my last post. If you were wondering what happened to me, I was chairing a Toastmasters District Conference.

As chair, I took a large role in the marketing as you can imagine. Our typical attendance over the past few years has been 80-100 people. Most of those conference lost a substantial amount of money. We budgeted for 125. People were saying we were too optimistic and needed to make plans for what to do if fewer people showed up.

I put NLP marketing to the test… and we ended up with 202 paid registrations. I credit much of that to the quality of the speakers, the offer we created and that we focused on creating a good value for people. Of course people wouldn’t have known about all that without the marketing.

You might be surprised to know we had no budget for marketing. We’re a non-profit. We were supposed to break even for the conference when it was all said and done. So far, we’ve made a profit and will have more money coming in from audio recordings we’ll be offering our members. Our biggest problem now is what to do with the extra money so we can bring it back down to break even.

This event consumed most of my time the past couple of months. I should be done with all the final wrap ups in the next couple of weeks.

In the meantime, I’ve been working on a model for graphic design. I’m actually meeting with my exemplar for the last look at the model to make sure it’s all an accurate representation of what she does. It includes everything from project planning and management to what she actually does to make it look good. I’ve learned a lot about it myself.

I’m also going to be working on a model of using violence to save your life. I realize it’s not marketing but I’ve had an interest in self defense for years. I’ve found a couple of fighting systems that are principle rather than technique based so I can model them. The trick to this one will be connecting kinesthetic knowledge through hearing. I think as long as it’s anchored to movements the listener is already familiar with, it will work. One idea I’ve been wondering about is whether “muscle memory” is simply subconscious knowledge.

I’m thinking of doing another business skill after that. I haven’t settled on one in particular so if you have any preferences, let me know – either comment or email me.

That’s all for now.


PS. If you’re wondering how I got so many links to my prior post, I submitted it to a bunch of blog carnivals. I’ll do that again for the next post with more universal appeal.

Presuppose Greatness

One of the things I consistently see people doing is presupposing problems.

We’re all trained by our educations to look for problems. Mistakes were the most frequent things pointed out in our work. Follow any weekend warrior sporting event and you’ll plenty of folks beating themselves up over the shot they missed.

The simplest presupposition there is, is existence. When you talk about something, there’s a presupposition that it must exist or else your statement won’t make sense. If I ask you if you saw the frogglewomp, you’ll rightly ask me what one is. You’d be assuming that there is such a thing until you had a chance to check it out (Google says there’s no such thing if you’re wondering).

When you’re communicating with people, there’s a strong tendency to talk about what we’re noticing, what we think the other person might be noticing or what we’d like them to notice. If we’re noticing problems and talking about problems, that’s what the other person will notice too.

The thing of it is that if you’re the one sending the message, the other person is usually going to go along with your presuppositions. If you say call me if you have any problems, the person is then going to be looking for problems. If you say call me with any success stories or other feedback, the other person will be more inclined to expect good things.

If you want people to expect to have a good experience with you, it helps for you to presuppose greatness in as many of your interactions as possible. The way to form a habit of that is to notice things that are going right. Tony DiCicco, coach of the US Women’s Soccer team, wrote a book called Catch Them Being Good. If you get in the habit of noticing good things, you’ll notice more good things. You’ll communicate positive expectations more often.

In the interest of disclosure you’ll need to convey things that you can’t put as positive a spin on. At least that’s what my parole officer says (just kidding).  When that happens, do your best to reframe it as a positive, talk about it in the past tense or nominalize it. All those techniques are covered in my “Be A Hypnotic Writer” course.

Instead of only noticing the shot you missed, notice what you did right in the approach and what you’d try differently the next time. Notice that you had the guts to try.

The point is to presuppose greatness more often. Talk about it and people will assume it exists. They’ll set their expectations accordingly.

Give it a try and see what happens.

24 Hour Special on Copywriter’s Mind

The copywriting model is finally available.

I’m going to be selling it for $100 but for the next 24 hours you can buy it for $35. That’s my way of thanking you for reading this blog.

If you missed the discussion below, I used David Gordon’s NLP modeling protocol (enhanced by some other modelers) to create a model of direct response copywriters. There were about 68 copywriters worth of interviews that I combed through with an eye to the essential features required for a complete model.

If I were to name the copywriters, you would probably recognize many of their names. If you want to know if a certain top copywriter was included, I can say there’s a 95% chance they were.

What I ended up with is a complete model for anyone who’s ever wanted to learn copywriting. Normally you’ll read a book or take a course and pick up some skills and techniques but you won’t really have the ability or the confidence that a pro has. This model bridges that gap.

In addition to it being a model, I took the acquisition protocol and turned it into a dual induction hypnosis session like Paraliminals. One ear has the modeling protocol and the other has a therapeutic metaphor containing the optional strategies, beliefs and emotions. While most people will go into trance easily with a dual induction session, I made sure of it by overlaying the audio with theta brainwaves. As long as you’re really listening and using headphones, your brain will go into that meditative state.

Since the sequence matters and the copywriters I modeled use a set procedure or checklist, I included one as well. It will help activate the model that your subconscious learned while listening to the audio. As with hypnosis, it’s possible that it might take more than one listening to get the full effect. I’m really not sure.

If you’re not a fan of hypnosis, you can use the included model and acquisition instructions to run the the entire process consciously. You can also listen to one track at a time of the audio. So whatever your learning preference is, there’s a solution for you here.

The link to Copywriter’s Mind is:

The sales page says $100 but if you click through to Kunaki, you’ll see the 24 hour special price of $35. Once the special is over, I’ll change the price to $100. I intend to do that around 10 am CST tomorrow.

Hypnotic Writer Upgrade

In putting on the finishing touches to my copywriting model, I went ahead and upgraded my “Be A Hypnotic Writer” course based on what I’d learned.

Specifically, I:

  • Added a strategy checklist to tie everything together
  • Added an audio to put your brain into a relaxed/flow alpha state
  • Added an audio to put your brain into a brainstorming/creativity theta state
  • Turned it into a physical product through Kunaki

If you’ve already purchased the course, I’ll be sending you the upgrades sometime this week. If you took advantage of the previous $1 trial offer and you’re still in the trial period, I’ll send it after your trial is over.

The upgraded version is at:

I plan to release the copywriting model this week sometime too. I plan to offer it for $100 with a 24 hour $35 special. Watch this blog for the announcement. That’s my thanks to you for reading the blog.

If you’d like to see the sales page so far, it’s at:

Using NLP Analog Marking

I heard about this technique the other day. It’s an interesting way to do what sounds similar to creating an embedded command. I can’t say whether it would work in writing or not but it seems worth testing.

Of course I’d mark out the intended message the same way you’d do with embedded commands… very discretely.

Rather than try to explain it, I’ll let Steve G Jones who I heard about it from do so:

NLP Analog (Analogue) Marking Explained

Don’t Think of a Purple Elephant

I’ve seen a number of folks do this in the past couple of weeks so I thought I’d comment on it.

Whenever you tell people not to do or think something, they have to go inside their head and make a representation of it before they can negate it. Even if they decide not to do it as you recommend, they’ll still have experienced whatever it was like to make that picture, sound, feeling, etc.

Some folks will even go so far as to say that the subconscious doesn’t process negation at all. It will get you what you focus on even if you’re thinking of avoiding it. I’m not sure how we’d know that for sure either way but it makes sense.

Instead, whenever you find yourself telling people what you don’t want, stop. Ask yourself what you do want and feature that. Most of the time that will accomplish the same logical argument without causing them to make an undesirable representation.

It’s funny sometimes that people don’t consider the images they’re inadvertently putting into people’s heads. A friend was recently heating up some wax and half-jokingly said not to eat it. My response to comments like that has become, “I was just about to, I’m glad you said something.” That lets them make the representation in their head of how silly their statement was without me having to resist it directly.

This is different than taking a problem/solution approach. That works too. You’ll have to test it to know which converts better for your particular context.

And I wish whoever came up with the purple elephant example would have picked something else because I don’t represent that very well in my mind. I think I’m more likely to resist and wonder why the heck we’re talking about purple elephants. Why not “don’t think of a car” or “don’t think of pizza”?

So when you’re editing your copy, make sure to filter for negations and see if there’s something else you’d prefer your reader to be thinking about.

Multivariate Testing NLP Language Patterns

I recently got my copy of MuVar 2009 which is James Brausch’s multivariate testing software.

I find it really interesting that not may top copywriters do multivariate testing that I’m aware of. They’ll split test things but generally speaking they write one good letter and that’s that.

I’m planning to install MuVar on my site to get better conversions but also to see which NLP language patterns work better. I don’t know if anyone is doing that. So far, opinions of what works better seems to have been based on what works better in speech or guesses about what the reader might think.

I’ll be posting some of the results here. I anticipate releasing some of the results to customers who’ve purchased the Be a Hypnotic Writer course.

The main thing to know is that I’m also going to be multivariate testing the $1 trial offer. If MuVar decides that the traditional full payment up front converts better, that’s what I’ll go with.

If you’ve been waiting to take advantage of the $1 trial offer, I recommend you do so before Monday. I’m going to set up some variables by then. After that, MuVar may show it less often and even stop showing it all together.

Again, that link is:

[EDIT 9/29: I’m having a terrible time setting MuVar up. Evidently it has some “features” that aren’t explained in the set up videos and I don’t know how to get it to work. And then James doesn’t offer support on any of his products so I may be out of luck until I can hire someone to straighten out the php code. Ugh.]

Mind Sync vs Neuro-Programmer 2

I got to the point where I was ready to create the brainwaves that will accompany my copywriting model.

I’d previously downloaded the shareware program, Mind Sync. Following the directions, I created a track. When I went to save it, it gave me some strange message saying it couldn’t find the file so could save it.

Given the fact that it was created in 1992, I guessed there was probably some problem with it that I couldn’t fix.

I went to that I’d bookmarked previously and found they had a trial version of their software, Neuro-Programmer 2. I downloaded that and it’s been very easy to use compared to the other.

I mentioned to someone I met yesterday that I do some work with hypnosis and she asked if I could help her loose 5 lbs before her wedding. Since I was playing around with Neuro-Programmer 2, I created a track with the appropriate tones, added some prerecorded scripts to make a dual induction track, and set it to Pachabel’s Cannon… all in about 20 minutes.

Another interesting feature of NP2 is the screen flashing. Evidently the way it works is that beats or pulses can create brainwave entrainment more effectively than the two wavelengths way (binaural) except when you want to go down to the delta frequency. Since I’m mostly working with alpha and theta, beats will work.

Screen flashing is supposed to work the same way the beats do. The only caveat is that if you’re in a public place like I was when I was working on this, people are going to wonder what you’re watching with your eyes closed and light flashing on your face… not easy to explain.

Obviously I’m pleased with the Neuro-Programmer 2. I’m still using the trial version but I anticipate buying the commercial license so I can market the audios I prepare.

Future Matrix Learning Topics

Although I’ve been pretty swamped between my involvement in Toastmasters and freelancing lately, I’ve still been thinking about the next matrix learning titles.

I recently finished viewing a DVD course put out by Target Focus Training (TFT) called, “Surviving the Most Critical 5 Seconds of Your Life.” It occurred to me as I was watching it, that some of the participants were asking questions that indicated that they weren’t understanding any of the principles that had been explained. [Cue superhero music] I thought this would be perfect for matrix learning.

On the TFT blog, they just posted about how it’s not the techniques but the principles that make the difference in this system. Principles can be absorbed and integrated fairly well with this kind of matrix learning. It would also make sense to include something along the lines of the permissions protocol so that listeners get over their aversion to violence when their life depends on it. So that would be a fun product to create.

Another topic I’m considering is an ability to “do math.” During my time as a math teacher, I often heard adults tell me they weren’t “good at math.” By that I imagine they mean they aren’t as fast as they’d like to be with arithmetic and don’t have effective problem solving strategies when facing numbers or conceptualizing a live word problem. Again, that’s an easy thing to model. It’s really a set of attitudes rather than memorizing formulas.

Some other matrix models I’ve considered are public speaking, impromptu speaking, business building (online or raising private capital for example), athletes (how about an instant soccer pro product?), artisans (musicians, cooks, illustrators, etc), or different social skills. The list is really endless.

I also got the book “Know How” that contains a number of models. I’m hesitant to do the ones on weight loss (ie having effective nutritional strategies) because I don’t know how I’d distinguish it from other weight loss hypnosis products. Maybe by the time I get to it, it won’t be an issue.

If you can think of any other cool ideas for matrix learning, let me know.

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