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A Table of Contents of Sorts…

PSYCHOLOGY CHECKLISTS
The Robert Cialdini Checklist
The Joe Sugarman Checklist
The Tony Robbins Checklist

BUSINESS CHECKLISTS
The Jay Abraham Business Audit
The Dan Kennedy Tool Box
The Eben Pagan Tool Box
The Charlie Munger Checklist

COMMUNICATION CHECKLISTS
The Gary Bencivenga Weapons Checklist
The Victor Schwab Checklist
The Robert Collier Reminders
The Eugene Schwartz Checklist
The Jeff Paul Copywriting Checklist

NLP CHECKLISTS
The Main Meta Programs Checklist
The Five Step Value Elicitation
The Twelve Part Meta Model

The Twelve Part Meta Model

The Twelve Part Meta Model

1. DELETION: Simple Deletion
2. DELETION: Lack Of Referential Index
3. DELETION: Comparative Deletions
4. DELETION: Unspecified Verb

5. DISTORTION: Nominalization
6. DISTORTION: Cause and Effect
7. DISTORTION: Mind Reading
8. DISTORTION: Lost Performative
9. DISTORTION: Complex Equivalence

10. GENERALIZATION: Universal Quantifiers
11. GENERALIZATION: Modal Operators of Necessity or Possibility
12. GENERALIZATION: Presuppositions

The Robert Collier Reminders

The Robert Collier Reminders

…it is important that you differentiate between the motive that makes him desire a thing and the one that impels him to take the action you desire, for the whole purpose of your letter is to make your reader act as you wish him to. He may not want to pay a bill, for instance. He may need the money badly for himself, and all his inclinations may be toward keeping it in his pocket. But if you can “sell” him the idea that his credit means more to him than the possession of the money or anything it can buy him, you have touched the right motive. What has he to gain by doing as you wish? What to lose by refusing?

How is it that a letter which sells histories and O. Henry stories in unusual volume is just as successful in selling bed blankets and travelling bags?
Because the one constant factor in selling is human reactions. We seldom try to sell merchandise. We sell ideas. And my experience has been that a fundamentally sound idea that will sell books in great volume will be just as successful in moving travelling bags or bed blankets or any other merchandise, if properly adapted to them.
The adapting is the job. Many writers make the mistake of thinking that if they copy the WORDING of a successful letter, their letter is bound to pull too. There is no bigger mistake. The wording counts for little. It is the way you adapt the idea back of the successful letter that counts.

We did not need to know anything about coat manufacture to convince you of that. All we needed to understand was human reactions to certain ideas, and these are what we studied.

The one thing that should always be borne in mind is that it is not merchandise you are selling, but human nature, human reactions.

A knowledge of your product is essential, of course. But familiarity with human reactions, human response to familiar stimuli, is even more important.
Oftentimes when we have been asked to write a letter about some new product, we have sketched the first rough draft of it without seeing the product at all, or knowing any more about it than our average reader. We put into that first draft everything that we should want in the product if we were buying it. Then – after we had our mental picture of the ideal product from our point of view as a user – we took the product itself, studied it, and determined how it compared with our ideal

As to the motives to appeal to when you have won the reader’s attention, by far the strongest, in our experience, is vanity. Not the vanity that buys a cosmetic or what-not to look a little better, but the unconscious vanity which makes a man want to feel important in his own eyes and makes him strut mentally. This appeal needs to be subtly used, but when properly used, it is the strongest we know.
Next to it, perhaps, is the premium of “Gift” idea – starting your letter with a gift of some unimportant article, to lead your reader on to the buying of your real product.
Selling, you know, is just a matter of making people WANT some one thing you have, more than they want the money it costs them. And the easiest way to make them want it is by sugar-coating your offer as a doctor sugar-coats a bitter pill – for oftentimes it is bitter to dig up money for something you do not really need. This sugar-coating takes many different forms, of which the gift or premium is the most common.

How much better then to use the sort of persuasion that leaves a smile in its wake, that extracts the money, but instead of an aching void, leaves in its place the pleasant glow of a favor done for a friend.

The Eben Pagan Tool Box

“MONEY IS MADE WHERE VALUE IS CREATED. That’s the bottom line. Money is made where value is created.
Money is a medium of exchange. It’s the in between point. It’s just the lubrication that helps us trade value types quickly and easily. That’s the way to think of it. You don’t want to keep all your value in money…remember I said Money is the lowest intrinsic form of value that value can take. You don’t want to keep it there, you want to keep it in things you and other people find really valuable.
FIGURING OUT HOW TO CREATE AND GIVE VALUE ON A MASSIVE SCALE – THAT’S THE GAME.”

“PERFECT THE ART OF CREATING AND GIVING MASSIVE VALUE. PERFECT THE ART OF CREATING AND GIVING MASSIVE VALUE TO AS MANY PEOPLE AS YOU CAN WITHOUT CONCERN FOR WHAT YOU’RE GOING TO GET BACK.
Learn to overcome that, just like you learn to overcome when a woman is challenging you, learn to overcome that dark feeling that comes up of ‘I’ve got to be treated fairly I got to get mine’. Learn to look at the bastard across the table who’s getting $99 and you’re getting $1 or $100 over and over and over while you’re getting NOTHING, and smile and say “I created value for someone, someone else got value” and learn and keep going and keep creating the value.”

“THAT is what keeps us from attaining what we want to attain. That’s it. That’s the game in a nutshell. That nut keeps us from having what we want, in the most general and specific sense. The answer is to let go of the nut.”
Clinching vs Relaxing
Judger vs Perciever
ADAPTIVE RESPONSE

The Fundamental 5
You
Your Market
Your Marketing
Your People
Your Systems

…Your People take care of your Systems, Your Market defines your Marketing…Leaving you to focus on Your Market and Your People.

Make success inevitable – Inevitability Thinking.

Use Case Thinking.

“Make sure the person you want to have buy it:
1. is experiencing pain AND urgency or irrational passion [make sure there is a strong emotional desire inside of that prospect] Really really strong emotional desire, they want to buy something to help that desire get met. Strong. Pain+Urgency is the strongest. Anything else, losing game.
2. make sure that prospect is proactively seeking solutions, they have got to the points internally where they are out looking for a solution themselves [search engine marketing – by definition you are advertising to people who are looking – search marketing, make sure the prospect is looking for a solution – the prospect has gotten to the point where they want the solution so bad that they are proactively looking, they’re going out and looking themselves – they’ve got emotion and now they’re looking – by definition search engine marketing, they’re out there searching]
3. They have few or no percieved options [if someone has lots of percieved options then now you have to compete with everyone, if they have no or few perceived options to have their need met and their proactive and you’re there – who’s the obvious choice?]
4. (Frequency) / Relationship potential
Focus on an emotional need [pain and urgency / irrational passion], proactively looking for solutions, few or no perceived options…that’s the equation.
Fortunately you know this stuff, and you don’t just build a product, you build a category intentionally. There’s strategy behind this.
Use those 3 criteria for your ideas when trying to sell anything, it can save you so much time hassle and energy. Get out of your head and into theirs.”

Feature – Advantage – Benefit

On Empathy
“Negative capability – turn your stuff off so you can imagine what it’s like to be the other person, put yourself in their shoes. “see through” seeing through the eyes of another person. Shutting your stuff down long enought to imagine what it’s like to be them. Empathy. Compassion. Proactive empathy. Really wanting to know what it’s like to be them and what they value. Shut your stuff off and closing your eyes and: “What are my fears, frustrations, desires?””

On Partnering
1. Giving vs Getting
2. Long term vs Short term
3. Relationship vs Money

At The Heart and Root of It All, All Business Problems Boil Down To Failing To See/Understand The Perspective of Another Human Being

A Great Question To Ask: (subset of give/get in terms of value)
“At first glace [gut level], Does it feel like it’s going to give me something [learn something, etc], OR Does it feel like it’s going to take something away from me [like it’s trying to get something from me]?” “Looks like a give/take…”
Design = Trustability
The response should be: “You’re trying to give me something”…it shouldn’t take away credibility (it doesn’t happen consciously, but unconsciously)

“Getting Kills Wanting”

Marketing:
Endorsed Marketing + Proof (others / self)
“What’s the essence of selling and marketing? VALUE. Got it? That’s the essence.
Endorsed marketing, find someone that’s already got your customers, give value to them, get them to endorse your stuff, and when the people show up, show them proof, give them things so they can prove it to themselves, and then show them examples of other people who have done it [case studies and testimonials].”
Eben’s 6 Qualities of Star Players:
1. Driver
2. Being highly networked
3. being emotionally and socially intelligent
4. having millionaire next door sensibilities
5. having passion and aspirations
6. having strong personal passion about business
In addition to these, identify any other traits and qualifications needed for the specific role you’re considering

“Under Hand Toss” test

…organizing parts into a whole…

…what they’re putting in is more valuable than the money you’re giving them…
…find out from them what decision should be, and have them tell you what they should be doing…
…power is accumulated through learning to work with large groups of other people…execute things through groups of people…
…passion….track record of successfully driving projects to completion…
…stars don’t do it for the money, they do it for IMPACT…

Visual Dashboard
Systems – McDonalized to Harvard … Rigid to Flowing

Value and Monkey story and Infinite Justice Mechanism:
“THAT is what keeps us from attaining what we want to attain. That’s it. That’s the game in a nutshell. That nut keeps us from having what we want, in the most general and specific sense. The answer is to let go of the nut.”
“Notice this mechanism inside of you and get over it. When it triggers and you’re like ‘unfair, fair’ – go ‘oh right, that’s what’s keeping me in prison, got to let that go, I’ve got to relax into that’. Let it wash through you and say ‘no, no, no, I’m going to keep adding value – infact I am going to diligently add value, I’m going to add so much value I’m going to piss myself off so much that eventually I’m going to let go of it’ And if you stick at THAT and figure out what’s valuable and you add it and you do it and you keep at it…eventually there’ll be a drop that’ll come back, then another drop, and you reinvest those drops into adding even more value and creating more value and learning about what value is for your audience, and then the drops turn into a trickle, and then you reinvest that in learning and developing and adding more and more value and you keep reinvesting it and creating value for others and learning what value is, and then you wake up one day and there’s a huge river of value just flowing through your life…and like Napoleon Hill says “when it finally shows up, when success and money and wealth shows up, it comes with such force, you go ‘where has this been!? how could this possibly be?’ how could it be?” And that’s how it could be – because you change your mindset a little bit.”

“So be a superstar, be a star, be a driver, take responsibility, create more value, get off of money, get into creation of value, build a network, add value to really powerful people, upgrade your mastermind continually, and do not give up – do not give up”

On YOU
“…You walk around in a simulation of reality pretending you’re awake, pretending you’re in control of your thinking and life
…accumulation of knowledge may be pushing you AWAY from learning
…repeating back lines is the simulation thinking you’re in control and can game the system a little better
…don’t believe anything too much because there will always come a time when it’s not true
…we live in a simulation of reality we have created [a map or model in our head – and we act on that – and not on reality] and have lost touch with the basic experience of life. We have a myth or a story, each of us individually, that shapes our perceptions, shapes our perspectives, shapes how we see things – we don’t remember where it came from, early wiring, imprints, our learnings we got when younger, impressions – and that is our story for everything, we’re not aware of it and we can’t escape it. ‘Waking up’, having more awareness, being more conscious of ourselves and what’s going on around us – this is the most important key to success with relationships – waking up, becoming more aware. In order to change we must get outside our comfort zone, change does not come from being inside your comfort zone – it happens outside, over the boundary. In order to get outside of our comfort zone, we need to build a base of safety and security – that’s our foundation, so we have an inner strength and centeredness, so we can go outside the comfort zone. we must face that which makes us uncomfortable DIRECTLY – face it, look it right in the eyes. Understand that attracting and keeping “a total 10” requires a level of authenticity and honesty that we do not yet have, a new level. The things that attract and keep a total 10 are not what you think they are, they’re something different, they’re things that are outside of your awareness right now, they require a new way of thinking, you don’t know that you don’t know them, you need to learn a new way of thinking, a new paradigm, not something you can get in a technique. In order to develop yourself to the point where you can attract and keep “a total 10” in your life long term, you must transform yourself, You must go through transformation, Transformation, And the interesting thing about transformation – is there’s no way of knowing what it is where you are, You can’t conceive of your next level from the level you’re at, Transformation is transcendent beyond where you are, You only get there when you get there, You don’t get there by simulating it in your mind. Don’t settle for quick fixes.
…most of these ideas are external, technique oriented, situational, or they’re nominalizations
…be honest about where you’re being externally influenced / noticing how your environment and people around you – coming to grips with what you may not be in as control with as you think, and figuring out what that thing behind the scenes is can be empowering i.e. “I worry about others before I worry about myself” -> may not be about you or them, may be the SCRIPT is “worry” and that’s the problem
…Inevitability is about Conditions (inevitability thinking) “How could I make it so that the outcome I want to achieve is inevitable?” It is something you realize inevitably. How do I create inevitability? How do I make it so that my outcome is inevitable? Takes care of all potential unknowns. It’s about setting up the conditions so that what you want to have happen happens automatically. So what are the conditions you need to set up in your life so what you want to have happen happens automatically – it is inevitable? It will happen. It may be things that are uncomfortable, hold you accountable. Formula? Get Leverage on Yourself. (sidenote: Arbitrage your own success, simply another application of margin of safety) “I could do it if I wanted to” is an excuse to making yourself do it. That “I could if I wanted” prevents you from getting leverage on yourself. Throw your hat over the fence first, then you have to climb it. What is something you need to make inevitable in your life? An outcome? A behavior? “I’m going to do whatever it takes to make this thing inevitable”?
YOU WILL SAY: “This one thing doesn’t matter, I’ll just put it off” so what could you put in place so that it becomes inevitable so that you absolutely do that – what is something that is much greater to move away from that will make you look at the current thing and go looking at it thinking ‘If I don’t do this thing, I got to deal with THAT – and it’s easier for me to do this thing'”
…personal evolution, paradox of ‘it wouldn’t be me’ that some part of us must fade or die to continue becoming ‘not me’, holding onto things and clinching vs relaxing
…your idea of who you are is really only a simulation anyways and your self imagine is something you made up in your mind – it’s a map you put in there, it’s not really who you are, it never is really who you are, FOR ANYONE
…Other people don’t like it when you’re outside your comfort zone because it puts them outside their comfort zones by definition (when you change, the things they do to manipulate you stop working and they don’t like that)
…people stay in this zone with convincing reasons upon getting close to edges, but when we cross the line outside our comfort zone we know something good will happen. Continually and habitually – physically, emotionally, logically – get outside your comfort zone. You win when you get outside your comfort zone. When doing things that get outside your comfort zone – to know whether it’s good or bad stuff because other people don’t like or it’s you or them – it’s irrelevant. Because that whole issue is INSECURITY. But if you get to a point where your INTENTION is right and you feel secure in yourself – you don’t need to ask whether you did the right thing or not, because you’re coming from the right place. As long as you’re coming from the right place, you’ll be okay. If you continually get outside your comfort zone you will have a critical mass where you feel “I feel like a different person than from who I was” – standing on a chair consistently and persistently for your own good
…Willpower is most precious form of energy we have (intentionality of thought, emotion, behavior). We burn willpower on internal conflict, external conflict, when something comes up for us we try and hold it down. In negative energies we’re burning energies inefficiently. Stop burning willpower on friction and conflictings – get rid of that stuff – notice where there are structural things in your life causing conflict, making it so you deal with people you don’t want to deal with etc that’s burning energy that could change your life – conserve that energy to make yourself strong first
…Being aware allows to create useful routines “oh wow I’m only going to be around for a while”. Awareness
…It never to ‘I got to remember to do it next time’ – what works is PRACTICING. Doing it proactively. It’s automatic next time you do it
…How to change your life long-term: Wake up, have a little awareness, marshall your willpower, get into a new thing you’re doing, get into a habit, then move onto the next one
…We often wait to figure it out when we get there instead of taking time to focus on the steps you’re going to take – plan the new behavior out..
…Wherewithal – YOU NEED A BASE OF SECURITY AND SAFETY, set aside time to create a foundation of safety and security – what gives you an inner feeling of safety and security, what brings you that inner “i’m okay” “Is the universe a friendly place?” – if you feel it’s a safe place, safety and security will flow from that – how do you get to feeling it is? Reptile brain – physically what do you need to do to feel safe? Mammal brain/emotionally – create a space in your life where you are emotionally safe and secure, a foundation of safety and security. Thinking brain – next make a space in your life logically/intellectually, make some ethical decisions, decide what’s right and wrong for you, make a space inside yourself create an intellectual safe space where you say ‘I’m going to operate in this realm and I’m going to be okay there, I’m going to feel good about what I do’
…LYING – What ISN’T lying? Delete (doesn’t even hit our awareness), Distort (we see it from a perspective that’s our lens/that’s our game), Generalize (we lump a bunch of stuff in a category and say ‘that is this’). What IS lying? CONSCIOUS DISTORTION OF YOUR ACTUAL PERSPECTIVE. INTENTIONALLY MISLEADING SOMEONE ELSE THROUGH OMISSION OR COMMISSION. Pretending to know anything for sure – when you pretend to know anything for sure you are in the process of lying. STAYING ATTACHED TO ONE JUDGMENT OR PERSPECTIVE. Your perspective is just your relative perspective. It’s one way of seeing what you see relative to the thing that you’re seeing, and there are others. ALL PERSPECTIVES ARE PARTIAL PERSPECTIVES. NO PERSPECTIVE IS COMPLETE – even this one. Trying to prove you’re right? You’re in a battle of partial perspectives. And when you are attached to your perspective, you’re lying to yourself and those you talk to. Remember, don’t believe anything too much, there will always be a place where it isn’t true
…Facing things/staring things right in the eye without flinching. Honesty is just relating the perspective you see. But you can be honest and still not be facing anything in your life
…Blocks usually come down to some kind of avoidance. Looking straight into the darkness of the thing we want to avoid. It’s very exilerating. Can bring you a lot of power. The elephant in the room, the thing no one wants to talk to. When you talk to the elephant in the room, with yourself and with others – you become incredibly powerful. When you speak to it, when there’s something uncomfortable happening, when you face it. “Total 10” respects honesty vs not admitting things.
…The natural thing is not to take responsibility, on an unconscious level, and not say “When I do this, I get this result” whereas what most people do is “when one does this” or “when this happens” and that dissociates and puts it ‘out there’ and making it stuff that’s not INSIDE OF YOU. So one of your unconscious ‘avoiding processes’ may be ‘YOU not taking responsibility’. (sidenote: RESPONSE ABILITY) No one does it to you – you do it yourself.
…Being nervous? That’s not the issue. There’s something much bigger that if you face it will knock out 30 issues you’re not facing.
…Quit holding onto your own worldview and try to really have empathy to want to know where the other person is really coming from and really understand you. Trying on the other perspective honestly – really understanding it – getting to the point where you ask enough questions to where you say “oh right I see how I would feel that way if I had that perspective” and having the other person feel you really get it [sidenote: Social constructs that aren’t reality] Stop being so closed with YOUR way that it’s surprising to you that someone different from you could have something to teach you and you could learn something from them. How do I make another human being feel understood? How do I get inside their head to the point where I can relate completely to where they’re coming from and not be too attached to my thing?
…The Belief Models exercise doesn’t have to do with the issue at hand – but UNDERSTANDING ANOTHER HUMAN BEING “Do you feel understood?” “Do you feel like the other person feels understood?” – because if the other person doesn’t feel understood you’re going nowhere with them and will be playing a little game and holding onto your thing. You could be playing your game and missing tremendous depth you could be having with other individuals. The total 10 will not play those games with you. At a deep level she’ll know whether you know if she feels understood – she’ll be able to tell. And she’ll be able to tell whether or not you care, and if she doesn’t feel like you care if she feels understood you’ll have a rift form between you and her. And it doesn’t matter who’s right. The issue doesn’t matter.
…Freezing Reality. Taking a dynamically flowing thing and turning it into a static event. Things and Events [nominalizations – turning a process into a static thing i.e. a changing feeling of two people over time and calling it “love”, love is not an event or thing, it is a process – it happens over time and is always different] or Time Binding – taking things that are happening over time and we make them one thing in our mind. Things and Events vs The Unfolding Process [Nothing is not ‘absence of a thing’ it’s just ‘there are no things’] [sidenote: “Correlations have physical reality; that which they correlate does not.”] Nothing freezes, it just doesn’t happen, things change around us but we resist it, and freezing things and time binding it’s challenging to us because how are we going to deal with it in the real world where it’s changing and moving all the time – especially if it’s changing like a relationship or interaction with a woman. The truth changes over time – and if I think ‘well the truth was this way and so it always is going to be’, well my brain is stuck and i’ve frozen it – on the other hand if I expect the truth to change, you have a different experience of life
…So, if lying is pretending to know anything for certain – then the truth might be defined as: you reporting your ongoing experience as it’s happening without expectation that it’s going to stay the same way. So what if truth was recording your experience from your perspective as it’s happening? And that was your truth – not trying to make truth be about events or things. Trying to fill your mind and life up with more things, more events more stuff – and what we’re crowding out the opportunity for something miraculous to happen to us
…Sharing is one level. But the next level is when you really feel understood, which is when a space is created because you don’t need to communicate your thing anymore or fight for your idea or justify anymore – and then what’s REALLY going on has the ability to maybe come out. Clinging – to past, now, wherever in your life, freezing and saying ‘it’s true’ generalized.
…What happened vs your story about what happened – Your experience [we’ve gotten out of touch with what we’re experiencing, how we are feeling, what’s going on inside of us, what’s coming up for us…] vs your interpretation or judgment […but we’ve gotten very attached to our judgments, our ideas, our stereotypes, our prejudices – and we’ve gotten so into them we think we’re right about them, you can hear it in the tone of voice
…Bottom line, you’re only lying when you think you’re right cause then you’re closed to the subtleties and other perspectives
…There’s a difference between what you’re actually experiencing / what it’s like to be going through in the here and now – and – all the judgments, rationales, images, generalizations and all that stuff you’ve created – there’s a distinction between the two. PROCESS and RIDE THE WAVE instead of TENSIONING IT and LET IT GO THROUGH THE OTHER SIDE – it evolves and transforms and flows and is alive. When the fear comes up or ‘my issue’ or ‘my fear’ ‘the thing’, we clinch and go ‘OH THERE IT IS AGAIN’ and now you’re stuck in that place – RATHER THAN GOING INTO WHAT WE ARE EXPERIENCING, REALLY GOING INTO WHAT WE’RE EXPERIENCING AND LETTING IT LIVE – RIDING THAT WAVE AND GOING WITH IT being with it and respecting it, and then coming out the other side – if you do it enough times you’ll just be frozen stuck in fear – [let the energy evolve and process through your body] – “I’m feeling tension”; this a judgment, STAY WITH THE EXPERIENCE, let it evolve…stop judging and trying to cling and freeze everything in place – let it ride through your body, just let it do its thing. STAY WITH THE AWARENESS – stay with your experience, not your judgments – UNDERSTAND THE DIFFERENCE? Record your experience – focus on your breathing and follow the experience. When you let the experience ride, the next time you’ll have less want to defend or be in defensive mode yourself like usual. If you go into your head and do your judgment stuff cause that’s just what we do, you’ll miss what’s happening and you’ll block it and you won’t let it process through and you won’t actually be able to be alive, you’ll turn yourself into an event that keeps happening over and over and over, you’ll be like the movie groundhog day but for the EVENT over and over and over. LET IT HAPPEN – What if you were in that situation with a woman, what if you could let what’s happening happen? You get into what you’re experiencing rather than all the judgments and freezing stuff that you have in your head. [sidenote: Everyone has their ‘version’ of this judgment stuff]. If your mind comes up and tries to judge it, relax your mind, just let it flow, follow your body, follow the experience through your body, follow the movement let it transform, it has a message for you, follow it, notice the color, notice as it evolves, notice the location, notice the muscles, continually let it evolve, riding the wave. This exercise of not intellectualizing it but just going inside it and seeing if there’s a color, texture, where’s it at – there’s a bridge between the body and the emotions [i.e. fear gets released into the body] – and you say ‘where is it?’ feel it where is it is it moving and you flow with it, it’s like a bridge between then two worlds of the physiological and emotional, and that’s the color the tension, movement – and as you follow it it processes through your body, you let it wash through you, you experience it – and the next time it happens, it comes up again and processes through, and again, and again…and eventually just like your old game, just like your old block, instead of automatically playing your game, it automatically processes through and you move onto the next thing. [Fear of Embarrassment – it’s a positive emotion to experience – some [people] guys learn to meet women and cover this fear up with an even thicker wall]
…EMERGENCE – an emergent property; when you put a complex system together and it runs, properties emerge that you could never have anticipated, complete surprise…if you stop the system, if you don’t let it run, the properties can never emerge. If you take a 1,000,000 ants and see them each in individual cells you will see ants one way, but if you take the same 1,000,000 and put them in an ant colony it will be a totally different experience because there will be an emergent property called ‘the life of the colony’ It’s like a body can do amazing things. When you follow your experience and you make the space, what emerges can be so beyond whatever it was you were trying to do and so much greater than whatever you thought was the outcome you want to have
…'[women] people don’t want to be fixed they want to be understood and heard’. [She] people want to process, they want to let that thing process so they can get onto whatever the next thing is. They want to not block it and stop it so it won’t come back to bite them in the ass later. YOU THINK THIS PROCESS COULD HELP YOU RELATE BETTER TO [people] WOMEN, ESPECIALLY A REALLY INVOLVED [people] WOMAN THAT GETS THIS INTUITIVELY, as women tend to get tension and resolution better than men a little bit better than men. You think being with your woman [whoever] who is feeling things and you say ‘I’m right here with you, let’s go through it etc’, you think that could bond your relationship more?
…Notice when your things come up and they block you or freeze you or you don’t want to look at [ie. topics of conversation with men or women] Notice when you get that ego of “no I’m right” notice when you think you understand the other person and you say back what they said and they go “no you don’t get it” Cause that’s much more the reality. It’s not just easy to understand a person. Seek first to understand, then to be understood. One lesson, if Covey had to boil it down to one lesson – it would have been SEEK FIRST TO UNDERSTAND. Some play games by not understanding and we get to make ourselves feel better, because if I had to challenge myself to really understand where you’re coming from I’d have to open my mind and evolve. I’d have to let myself flow. Have the awareness that your mind and the games it plays are not everything. Be with your process and them with theirs
…We take our mental challenges and lock them and then we don’t pay too much attention to them so when they come up we get this weird feeling we intellectualize about and try to use our mind to find a way out, instead of welcoming and experiencing the process, seeing if it has something to teach us. sometimes we get into our game, our way of seeing things and we become completely convinced ours is the right way, it is THE way to look at things, and we forget it’s just one of many perspectives and all of them are Partial.
…On Immaturity: What does it take to get past immaturity? What does it take to get past playing your games and trying to trick the system and get what I want and just fulfill my emotional needs and just stick with my own little bubble paradigm of my world and have that be right instead of integrating with the rest of my species? What keeps us immature? A lot of it has to do with our comfort zone. Everyone sits where they sat before – the mind just kind of leads us right back in there. We use our minds to create this complex story about why the game we’re playing is not really a game, and that’s what we use it for all the time. To rationalizing our game, and our myth and our story, and trying to fit our game into everything else that happens so it doesn’t seem too crazy or immature.
…Immaturity is Dependence. A lack of “I’m okay without any rules, without any laws, without a self image, without being identified with something”
…Maturity is the shift from Dependence to Independence. Independence being “not needing any of that stuff, being able to spontaneously right here come up with how I’m going to deal with this situation” Being the presence of any perspective, behaving spontaneously, Noticing when your biases and prejudices are popping up and feeling them and saying ‘interesting, hows that shifting my perception right now?’ And then be honest, reporting your ongoing truth as it’s happening, your ongoing experience. THE TRANSITION COMES FROM IDENTIFYING YOUR OWN BLOCKS. We have the road from A to B and we have to identify what’s blocking us and then we’ve got to try and remove the block, and what we all want to do is have someone else remove it i.e. 90% of new teen girls on the way to adults using credit cards for shopping. So we’re over here (A) at immature and we don’t even want to see it and we want this image that we’re better than everyone else and intellectualize with it and deal with it – how do we get from there to Independent (B)? The road there’s a block, there’s something there that’s preventing us from getting to the next level – BUT IT’S OUR BLOCK! There are category of blocks and there are tools that can help us, BUT WE HAVE TO DO OUR OWN WORK. In our instant gratification culture, we don’t want to hear that. “I want you to do my work for me”. I want to walk in one way and walk out another. To become [a man] mature you need to develop the ability to see your games, to see the block, and then go to work on removing the block, and then go to work on getting yourself to the next level. And then this becomes a spiral staircase where you just get to the next level the next etc and find one block after the other etc. HOW DO WE DO THAT? What’s the bridge? What removes the block? FRUSTRATION. FRUSTRATION IS WHAT HELPS YOU REMOVE THE BLOCK. Intentionally facing frustration and overcoming it yourself. Provocative Therapy was all about provoking other people to overcome their own stuff. Skillfully frustrating the client so they see where their block is, and they’ll wake up and go ‘oh right I’m getting frustrated – there must be something going on inside of me to trigger that – maybe I should look into that to see what it is’ And what happens? First we blame the other person (avoidance) and then we intellectualize and justify why we can’t solve the problem
…If we stick with the process and get there, we won’t be able to go back or claim ignorance anymore and just keep acting and doing the thing we were doing mindlessly and say “Oh I didn’t know”, and that’s scary because when you’ve been able to do the thing you’ve been doing your whole life mindlessly and have your justification for it, behind that wall it takes away your justification – that’s tough to keep going and look behind the wall
…1. where are you getting triggered consistently 2. what are you feeling, can you see what the challenge is 3. where in your past as young as you can remember did you have something in your past that made an impression on you, 1 event 4. what was the emotion you were feeling
…”once I understand you better, it all makes sense to me”
…Really emotional people understand that life and success in life is largely a result of your relationships and your ability to have relationships with other people – no great success has ever come without networks of relationships and trust and bonds and all that kind of thing, and emotional people in a lot of ways know this on an intuitive level and just get it – so when they run into someone that’s all head they get upset and like “you’re missing this thing and you’re stuck in your head and trying to control me!” Controlling – and it’s opposite – Submitting to Authority might be two ends of the spectrum, but the richness of life is actually in between
…the games that are keeping you from getting what you want in your life are similar to the Giraffee and the Jeep in a lot of ways. They’re just that silly.
…The Imago – imprints you get when you’re younger about what a good spouse should look like, we participated in the creation of, and we all have one, and we think they’re the right one and our minds take over in service of them and we justify and rationalize ‘oh that’s the right way’ and if it seems weird we hide it and we go through all these weird processes, and we never see it for what it was – there’s something preventing the two guys on stage from a level of intimacy with the women in their lives, intimacy as in deep connection, deep relating, deep understanding of the other, deep being in touch with yourself, deep another person being in touch with yourself, and the two of your working together on these kinds of things – can you see how those types of issues, that we all have, can block you from having a real flow and intimate communication with an evolved woman?
…In life, remove and keep evolving your own blocks
…and the woman [people] wants when you have a relationship block not to freak out and shit but to say “Another block/Another opportunity for us to grow” There’s another opportunity for us to find the next level. THAT’S WHAT SHE’S LOOKING FOR. She doesn’t expect you to be perfect. In fact, if you won’t recognize your blocks around her, and you do your little pattern and she messes with you and you do your little pattern and she messes with you – IF YOU WON’T WAKE UP AND SAY “OH, I GOT A BLOCK/I’VE GOT AN ISSUE HERE AND I WANT TO WORK THROUGH THIS” IF YOU DON’T DO THAT, YOU’RE IN TROUBLE. You understand? Immediate disconnect. Pretending it doesn’t exist – that’s not what she’s looking for. She wants you to say ‘Oh okay got into trouble, put down the tough guy thing here for a minute, I don’t have to kill a saber tooth tiger right now I don’t have to save the day or be controlling – woman of mine of who is wonderful and powerful and I am yours – help me work through this one for a moment – work with me on this, help me through it’.
…Where do you have an imprint that’s shaping your myth?
…just be in the moment
…Staying Open – seek to understand
…Failure – the word etc might be part of your whole story
…Understanding Perspectives
…Body language – don’t act like prey. Becoming more powerful/confident/stronger internally changes your body language UNINTENTIONALLY/UNCONSCIOUSLY
…We’re all playing games with ourselves and others unconsciously and automatically. One of Eben’s games, so he doesn’t owe anyone anything and can never say “I owe that person” he always contributes more to everyone he knows. What is your game? What’s the game you play to avoid, probably an emotion, or maybe the disapproval of others and emotion, maybe to please others and emotion, maybe it’s self sabotaging, maybe you’re fighting your mom or dad or everybody, maybe it’s your attachment to something – what’s your game? What’s the game you play? You may have to keep bringing yourself back “what am I trying to avoid? where’s it at?” Summarize your game – it’d be particularly useful if it has to do with how you act with a total 10. i.e. What are you trying to avoid by being rejected? What would happen if you were rejected?
…[sidenote: getting distracted with content]
…2 strategies: Seeing some we want to change and trying to change things immediately that come up – and if it doesn’t work out, we accept it [‘learned helplessness’ – the first game is the game most people play in life that keeps them trapped where they are] VS Seeing something we want to change and saying “let me ACCEPT THIS AS IT IS” and then change it. IN ORDER TO CHANGE SOMETHING YOU MUST FIRST ACCEPT IT – not understand or intellectualize it, I MEAN ACCEPT IT – GO THROUGH ACCEPTANCE, because once you accept it, you’ll understand it and have more rapport with it and understand how to channel it, how it can move
…Acceptance Levels: level 1 is resistant acceptance, level 2 is neutral acceptance, level 3 is I REALLY ACCEPT THAT and in fact welcome it, and the highest level is INVITE IT. How much rapport will you have if “I really want to invite you” versus the others? And with humans, if you really get this, that “I really do want to accept you, I want to accept you the way you are” and you don’t harbor your secret little agenda, your judgments about them, your prejudices, your I’m a little better than you, ‘I get it you don’t’, let all that go and really “I want to really understand you as a person, I want to understand where you’re coming from, I want to invite you, I want to welcome you, I want you to feel safe” – that’s what allows you to get into rapport with them, and then channel your energy and their energy together in some way. That’s the way it works. That’s the formula. The other way to get people to do things is fear, control, being domineering, that kind of thing. Not something that’s going to fulfill you in the long term. This is particular true WITH YOURSELF. Thing you want to change in you isn’t happening logically…so first we must accept ourselves as we are. Make it okay for anything that’s going on inside of you to happen, and then welcome those experiences and emotions internally, respect it when it comes up, and invite it. And know “what’s in the treasure chest?” YOU GOT TO ACCEPT YOURSELF IF YOU WANT TO CHANGE. ON ALL LEVELS.
…Johari Window – make a treasure chest for yourself. Inside your treasure chest is your treasure. When the chest is closed – you’re unconscious incompetent. When you open up the chest – you’re conscious incompetent. You reach in and start using what’s in there and taking advantage of it – conscious competence. Eventualy you can close the chest and walk away because you’re unconscious competent and its just integrated itself into your life THE NEXT LEVEL IS ‘MASTERY/FLOW’ – and it’s when you can be ALL OF THEM AT ONCE and you can flow between them as you’ve reached such a flow of mastery. Mentoring/Teaching is when they all come at once. ALSO, JUST BEFORE, THERE’S A LOCK ON YOUR TREASURE CHEST, AND THE LOCK IS “THE THINGS YOU THINK YOU KNOW”. We’re asleep walking around in a dream with other people who are dreaming with us and what prevents us from waking up is thinking we’re already awake/assuming that we are already awake “I must be awake”. The lock is thinking that you get it. THE EGO SIDE OF US, WE TRY AND RELATE IT TO SOMETHING WE ALREADY KNOW AND SAY “YA I ALREADY HEARD THAT BEFORE, I ALREADY KNEW THAT”, when you do that the lock is on there and the box is locked. You got to let go of “ya I know it I’m a smart guy”, because of the game of anybody talked about anything you say “Ya I know something about that” – THIS PREVENTS YOU FROM LEARNING AND PREVENTING YOURSELF FROM GETTING TO THE NEXT LEVEL. So always listen for people who have a tone of “Ya I get it” and they think they’re pretty cool, cause if you got that, you probably have a really big lock on your treasure chest. And you can hear that vibe with people. It comes across in their demeanor/tone/body language. So everything you think you REALLY understand is preventing you from getting to the next level – that’s a lock on your treasure chest in that particular area. Don’t make yourself cool because you know how to do something – it’s a great way to keep your box closed and locked. Anything you think you really know or you think you’re better than anybody else or smarter than anybody else – that lock is your own box, it keeps you locked out of your own greatest advantages in life and your own gifts. Interesting paradoxes.
…YOUR PERSONAL MYTH – We each have a mythology or story that we overlay onto everything else that’s happening in life. There are the facts, and then there are the story you tell yourself about the facts – your mythology take what comes in and weaves it to your model and we believe that story as ‘that’s the way it is’ – we have a myth and we overlay it on anything that’s happening. Each person has an underlying or overlaying story that’s their thing, it’s a structure that’s over the top of every single thing they’re saying. If you can’t tell, ask them to tell you a couple stories from their life and you’ll see “Oh, that’s where the overlap is”
…moving away from approval and disapproval
…PAY ATTENTION TO THE WORDS PEOPLE USE – “I don’t want them to think I’m needy” “You wouldn’t happen to be needy by any chance?” You can tell someone “I need you to speak up cause I can’t hear well in this ear” w/o sounds needy, and feeling you’re being needy by asking may be an emotional part of ‘your story’ “It’s my duty and responsibility to communicate my deficiancy so that I don’t appear needy” – maybe that’s your story/myth, and look at all the things you’re doing in your life and say ‘is that happening?’ And now, can you let go of that story and say ‘wow, I’m conscious of it and it got me to here’ and now maybe get a new one to get you to the next level

The Tony Robbins Human Needs Checklist

Certainty |——–| Uncertainty (Internal/External Probabilities)
Significance |———| Connection (Internal/External Relationships)
Growth |——–| Contribution

The Dan Kennedy Toolbox

Marketing Is Situational By Nature Via The Interaction Among The Following Parts With Each Other…
Different Message
Different Media
Different Market
Different Competition
Different Objectives
Different Budget
Different Values

The Only 4 ways to increase CUSTOMER VALUE:

1.Frequency
Measure and Monitor
How to offer more products and services
How to utilize event-driven marketing to stimulate more activity
How to increase REPEAT purchases
How to CROSS SELL
How to create RENEWABLE income
Plug in some form of continuity = automatic frequency

2. Size of Transaction
Raise prices / fees
How to bundle (cafeteria selling vs. bundle selling – selling one book to someone VERSUS not letting them buy one book and bundling the book with audio set and video set or whatever…thus you have a higher size of transaction (price/value) and often people will buy as many ‘bundles’ as they would single books)
How to up sell (surcharge for speed etc…)
Options (can choose and add on…)
Easy payment terms (sometimes no difference between $39.95 vs. 2 payments of $39.95 / Prepays)

3. Longevity (best way: membership concept selling)
How to design and use customer loyalty – frequent buyer programs
How to create and use “membership” for your customers
How to create a loss for the customer who leaves (make it painful, inconvenient, or costly for the customer to leave you i.e. utility company / create loss)
How to remain interesting, entertaining, attractive to customers (marketing sin: being boring.)
In-house credit (Mail Order and Retail teach that a proprietary credit program increase purchase frequency and customer longevity)

4. Referrals
“WOW”-ed customers
Frequent communication
How to convey expectations
How to use RECOGNITION as motivation
How to REWARD as motivation
Formal referral marketing programs (continuous)
Referral “Surge” Campaigns, periodic
Endorsed Mailings
“Forced” referrals

7 Ways To Maximize Value
1. Increase FREQUENCY of purchasing
2. Increase FREQUENCY OF REPEAT purchasing
3. Increase SEQUENTIAL purchasing (every purchase should in some way shape or form set up the next
one-Every product, should sell the next product-I.e. Volume one suggest a Volume two. Every product
should cross sell other products. Every purchase should have an answer to “WHAT’S NEXT?” “If they buy this, what’s the NEXT LOGICAL THING FOR THEM TO BUY?” then, of course “what’s the strategy
I’m going to use to sell to them?” So that every purchase triggers a sequence of purchases.)
4. Increase average TRANSACTION SIZE
5. Increase RETENTION
6. Increase CATAGORIES OF PRODUCTS/SERVICES purchased
7. Increase DIVERSITY OF MARKETING METHODS

The Key Business Competencies

SALES/REVENUE: Ability to provide appealing products, services and offers
1. Collect Relevant Information, Market Research (maybe most important step)
2. Organize, process ideas
3. Positioning
4. Find, identify, create USP’s, “hooks”, themes
5. Innovate
6. Search

SALES/REVENUE: Ability to affordably acquire customers
1. Understand direct response advertising (‘direct’ meaning dealing directly with the customer)
2. Understand direct marketing (‘direct’ meaning dealing directly with the customer…i.e. If you’re going to sponsor soccer teams because your target market is parents who want better kids for whatever (i.e. karate) then you may sponsor a soccer team and put your logo on the shirts, but do it for getting access to the list of the soccer kids addresses/phone number etc. as now you can do DIRECT MARKETING/DIRECT ADVERTISING to the parents as well as to the kids. Now you could run an event for em’ with a soccer star etc. So you use the willingness to sponsor as a means of buying the list which they wouldn’t rent to him under any circumstance. ANYTHING THAT IS NOT DIRECT IS PROBABLY NOT WORTH WASTING YOUR TIME OR MONEY)
3. Develop profitable economic models
4. Test…Test…Test
5. Understand target marketing
6. Master “message to market match” (the power of a tight match, whether you do it or bring on a niche individual who connects with them)
7. Utilize broad array of media and tools

PROFITS AND STABILITY: Ability to manage for maximum profit
1. Get and accurately evaluate your numbers
2. Constantly re-allocate resources and attention
3. Monitor and control costs, prevent losses
4. Manage vendors effectively (pay attention to them on a day to day basis since today’s vendor could be tomorrows nightmare…and you ought to spread it around so that when one screws up or can’t deliver, another is set up. Also pay attention to price hikes. Spot check everything.)
5. Delegate to, manage staff effectively
6. Insist on direct return from each investment
7. Resist temptations to violate number 6
8. Massively exploit what works

PROFITS AND STABILITY: Ability to retain customers and maximize value (Be long term oriented ‘customer for life’ because a buyer is a buyer is a buyer, and all the cost is on the first sale, not the 4th. All the wealth is in the backend. “What’s next?” That is the most important question you should be thinking all the time-especially when someone buys. What’s the next chunk of money I’m going to get out of them and How am I going to do it and When am I going to do it and When am I going to ask for it…the most important question is “what’s next?” The customer is always ready, willing and able to respond to a ‘what’s next’. Look at every single thing in your business (every sales letter, product, service, transaction…everything you do and ask WHAT’S NEXT.))
1. A comprehensive back-end business strategy
2. Understanding TCV or LVC
3. Measure short and long-term CV
4. Continuous, frequent, interesting contact with customers
5. Effective complaint/problem resolution
6. Awareness of, re-capturing lost or inactive customers (Systems / Follow up…the list of the ones who are being lost and who have been lost is at least as good as any list you’re going to go get anywhere else, if not better. You don’t need another list…you already got a list. And it is more productive a lot of times than anything else you do to get more leads!)
7. View retention as marketing (Systems / Follow up)
8. Awareness of competition, pre-emptive response

WEALTH: Ability to develop value and equity
1. Develop and protect Positioning
2. Develop and protect Intellectual Properties
3. Develop and protect Customer Lists
4. Develop unique (complex) Marketing Processes
5. Develop key Strategic Relationships
6. Measure and work to improve benchmark numbers
7. Be a premium price / premium margin business
8. Develop renewable or automatically renewing sources of income (Some businesses although rare, have such a high transaction cost…but for everything else, not doing this, is an incredible mistake. The reason you want this type of income is simple: when you re-engineer your relationship with your customer, so they must take initiative to stop, rather than take initiative to buy again, you are going to get more money from them because they don’t take initiative. So if you can charge them automatically every year/week/quarter, whatever the deal, you will get more money from them than if periodically you must try and get them to take action to give you money. Sell them more product…lock them in. You get months and months before someone actually takes initiative to stop any continuity. You must find a way to incorporate this into your business.Which would you rather have, a business that sells a million dollars worth of stuff a year and it is repeat business but you got to sell all of it, it’s all sold every single time…or a business that does 3 quarters of a million a year but almost all the revenue is on auto-charged every month and you ship every month. Can do monthly/yearly/quarterly etc. Maintenance program for chiropractics…i.e. Maintenance program, 2 visits and a massage every month we hit your card on the first of each month – it’s like a health club.)

WEALTH: Ability to meet personal and lifestyle goals
1. Time management
2. Emotional / attitude management
3. Clarity of objectives
4. Avoid being enslaved by the business
5. Develop AUTO-PILOT MARKETING for your business
6. Extract cash
7. Exit strategies

Everything you sell is a lead generator for services/products that come before/during/after

Dan Kennedy On RETENTION
Retention Mistakes: Imposing what you find valuable and your values on others, one way vs cafeteria, teaching too much, being boring, delivering overly sophisticated or complex content, delivering too much content
Retention is based less on everything else and mostly on FEELING*
*Correct ways to get retention via making people feel happy:
getting lots of stuff
taking home stuff
surprises
getting stuff in packages
new and interesting things to do
new toys
being sent on goose chases and treasure hunts
activity that feels like accomplishment
good food and desserts
Positive Feelings
*How to create Positive Feelings and why clients remain clients [how to retain clients]:
GOLD STARS -> Ego Stroking (recognition, opportunities to show off and teach, teachers pet status)
ACCEPTANCE -> Leader and Peer Support (recognition, encouragement, a creative environment)
FRATERNITY -> Being an Insider [and superior to others] (being your client needs to be a status symbol somewhere, getting preferential treatment, being confided in/knowing secrets/knowing things first)
WOMB -> Security/Optimism (protecting against unknown dangers, part of a group that triumphs no matter what, attachment to a person who will be there for them and cares about them)
FUTURISM -> Anticipation (something(s) to look forward to, unpredictability [‘what will he/we/they come up with next?’], left wanting more, goals/ascension)
*DEPENDENCY – Make people dependent on you or Feel dependent on you
Dependency Strategies
– Frequency, so you are an addiction
– Multiple Roles: adviser, confidante, therapist
– Fulfill emotional needs – recognition, validation
Ego/self esteem damage…person will be thought less of by exist
– Cannot just be about you…
You as conduit, as access to…
You as convenience, efficiency, shortcuts…
– Must be pain of exit or disconnect, not just value of connection
Fraternity, society…cut off from, in exile
Exclusive services
You need interdependencies and relationships to unravel

Dan Kennedy On PRICE
Price Guidelines
Never deal with underlings
Deal only with check writers and decision makers
Sell TOP DOWN not bottom up or middle up
If a committee is involved refuse to participate. Move on.
As soon as you detect the decision-maker is unreasonably cheap, move on.
Fee Presentation Mistakes
Talking about it too soon
Switching to sell mode
Fear
How To Get Paid
Per hour
Per term project / to an outcome
Per project
Per month/year (retainer)
Automatically renewing terms
In perpetuity / til forbid / continuity
From individuals for one on one delivery
From multiple individuals for group delivery
For delivery by you
For delivery by others
How To Get Paid MORE
Charge more
Selection of clientele
Pent-up or Continually ‘pipelined’ demand
Supply v demand
Bundled goods and services
Levels
Ascension ladder
Easy payment arrangements
Exclusivity / Area exclusivity / Industry exclusivity
Coaching to consulting / Other services
Never accept predetermined assignments
EXPAND assignments
Provide strategy
Deliver work product
Bundled services, deliverables (so evaluation by item or hour is impossible)
Find a way(s) for your services to be “free”
Create a series of “what’s nexts”
How To Escape ‘Billable Hours’
Sell projects, not time
Fees+other compensations*
Work product dollars
Materials in quantity dollars
Subcontracting/Outsourcing
Staff
Recycling
Retained ownership, Multiple use
Money from referred vendors
Re-sale of good/services
Other Compensations
Performance Dollars -> Royalties / Percentage above base / “Per” something
Use Fees -> “Per” something / License fees / Renewable s
Equity
Perk

7-Figure Academy (Seven Steps To Seven Figures)
1. Extreme Status
2. Extreme Value
3. Extreme Visibility
4. Extreme Leverage
5. Extreme Productivity
6. Overcoming Resistance
7. Personal Philosophy

The Five Step Value Elicitation

The 5 Step Value Elicitation

1. Ask: what’s important to you about ? (The blank could be any contextual modifier, like relationships, working, your job, health, etc.)

2. Next, number the Values according to their importance (What is their value to
you?) Ask:
(a.) Of the above values, which is the most important to you?
(b.) Assuming you have [list values already chosen], is or more important to you?
(c.) Assuming you have [list values already chosen], if you couldn’t have but you could have , would that be OK?

3. Rewrite the list of values according to their importance.

4. Elicit complex equivalents: (To get the meaning of the words if desired).
(a.) How do you know when you’re ?
(b.) What does that mean to you?
(c.) How do you know when someone you?
(d.) What is your evidence procedure for ?
(e.) What causes you to feel __?

5. Elicit the submodalities for the values that you want to work on. Now take your number one value, which you elicited earlier, and notice how you represent it. Do you have a picture? If not, make one. Look at the picture. Notice if it is:
Associated (through your own eyes) or Dissociated (seeing yourself)
Black and White or Color?
Focused or Defocused?
Near or Far?
Bigger than Life, Smaller or Regular Size?
A Movie or Still?
Is the Movement Fast or Slow?
Panoramic or Does it have a Border?
Does it have a Location?
Are the sounds:
Loud or Soft?
Fast or Slow?
Is there anything about the Pitch, Rhythm or Tonality? Are there any feelings?

Now do the same thing with the second value and notice that some of these elements
are different in the second value. The elements that are different are the critical
variables in YOUR storage of a value. The elements that you found to be different may
not be the critical elements in someone else’s storage of values. So if you are doing
values change work with someone else, make sure that you elicit the submodalities of
the pictures that represent the values.

– Modality influence -> Submodality influence Inference influence [via Meta
Programs and Values List] -> Action

The Submodalities Summary
– SUBMODALITY INFLUENCE -> External Event -> experienced through senses. Our
cognition of event occurs as we experience the information that comes in through our
sensory input channels of:
.Visual; what we see or the way someone looks at us (sight images spatial ie;
location to the left right top bottom, size, distance, brightness [dull-bright],
color or monochrome, frame/bordered [nature of frame] or panoramic, 2d or 3d, clear
or fuzzy, shape/form [convex concave specific shape, snapshot-movie [still-moving]
movement [still photo slide-show video movie looping], style [picture painting poster
drawing ‘real life’], number of images, horizontal and vertical perspective,
associated/disassociated, foreground/background contrast)
.Auditory; sounds, words we hear, the way people say words to us (sound voice ie;
location of sounds, distance, number of sound sources, music/noise/voice, tone,
volume [low-high], clarity/intelligibility, pitch [high-low], melody, mono/stereo,
qualities [volume pitch tempo rhythm], variations [looping fading in and out moving
location], voice [whose voice one or many], other background sounds)
.Kinesthetic; external feelings, include touch of someone or something, the pressure
and the texture (location of sensations, what sensations, still/moving, pressure,
area/extent, intensity, temperature, moisture, texture, rhythm, propreceptive somatic
ie; proprioception [somatic sensation location movement], tactition [pressure
texture], thermoception [temperature])
.Olfactory; smell
.Gustatory; taste
.Auditory Digital System (location of words)
.Other Systems (balance, sensory-based/evaluative, simple/complex, self/others,
current/dated)

The Victor Schwab Toolbox

The Two Broad Generalizations: PLUS and MINUSES
+++ Show people – in words, or pictures, or both – what they can save, gain, or accomplish with your product . . . how it will increase this: Their mental, physical, financial, social, emotional, or spiritual stimulation, satisfaction, well-being, or security.
— Show people – in words, or pictures, or both – what risks, worries, losses, mistakes, embarrassment, drudgery, or other undesirable conditions your product will help them to avoid, lessen, or eliminate . . . how it will decrease this: Their fear of poverty, illness or accident, discomfort, boredom, and the loss of business, personal, or social prestige or advancement.

A Checklist To Some of the Advantages That People Want To Gain
-Better Health (greater strength, vigor, endurance, the possibility of longer life)
-More Money (for spending, saving, or giving to others)
-Great Popularity (through a more attractive personality or through personal accomplishments)
-Improved Appearance (beauty, style, better physical build, cleanliness)
-Security In Old Age (independence, provision for age or adversity)
-Praise From Others (for one’s intelligence, knowledge, appearance, or other evidence of superiority)
-More Comfort (ease, luxury, self-indulgence, convenience)
-More Leisure (for travel, hobbies, rest, play, self development, etc)
-Pride Of Accomplishment (overcoming obstacles and competition, desire to “do things well”)
-Business Advancement (better job, success, ‘be your own boss’, reward for merit)
-Social Advancement (moving in better circles, social acceptance, ‘keeping up with the Joneses’)
-Increased Enjoyment (from entertainment, food, drink, and other physical contacts)
People Also Want To…:
Be good parents, Have influence over others, Be social/Hospitable, Be gregarious, Express their personalities, Resist domination by others, Satisfy their curiosity, Be up-to-date, Emulate the admirable, Appreciate beauty, Be proud of their possessions, Be creative, Acquire or collect things, Be efficient, Win others’ affection, Be “first” in things, Improve themselves mentally, Be recognized as authorities
And They Want To Save…:
Money, Time, Work, Discomfort, Worry, Doubts, Risks, Embarrassment, Offense To Others, Boredom, Personal Self-Respect and Prestige

INSTEAD OF…
Integrity, saving, rest, self discipline, affection for the old and tried, solidity, self reliance, solitude, simplicity, restraint, wise giving, genuine thought…
The General Trend of Our Times Is Toward a Preference For
Success, spending, restlessness, self indulgence, desire for the new and novel, show, dependence, gregariousness, luxury, ostentation, easy generosity, quick impressions

A Checklist Of Facts Which May Be Presented As Proof
-Specification of Quality (construction facts about material, ingredients, design, details of workmanship, in the product itself)
-Commendations of Users (performance evidence in the form of letters, statements, or records of the experience of the typical actual user)
-Background of Manufacturer (experience of company, reputation, financial standing, research and production facilities, capabilities of executives, workers)
-Official Recognition (won in contests, expositions, laboratory-tests, etc., against competitive products)
-Dramatic Performance (of the product in actual consumer use under exceptionally difficult conditions – such as, for example, in arctic cold or tropic heat)
-Expert Evidence (of analytical and exacting authorities (such as scientists, engineers, physicians, dietitians, etc) who commend, or use, the product)
-“Demonstration” Reasons (of (usually) a scientific or mechanical nature, clearly explaining How and Why product can and will bring advantages claimed)
-Sales Records (showing constantly increasing popularity and consumer demand, facts and figures proving consumer satisfaction)
-Discriminating Outlets (with a reputation for carrying quality merchandise who stock the product and sell it successfully)
-Guarantee (test evidence demonstrating the manufacturer’s willingness to allow the quality of the product to speak for itself)
And…
Construction Evidence, Performance Evidence, Testimony, Test Evidence (i.e. guarantee, free sample)
And To Present Facts…
1. Dramatize your facts 2. Present your facts from the consumer’s point of view 3. Be specific 4. Localize your testimonial material whenever possible 5. Use “performance evidence” when you can 6. Use statements that also RING true (i.e. if truth is unbelievable, understate the truth) 7. If a reduced price is a fact give a good reason for it

A Checklist To Some Ways To Press For Immediate Actions
-Make An Offer (use a “hook”-offer a booklet, sample, free trial, premium, introductory price, miniature model, contest, combination inducement, chart, swatches, or other extra inducement)
-Time Limit (give a time limit on your offer if you can and if such an offer is bona fide)
-Guarantee (if product is guaranteed, stress that this assurance removes cause for delay or inaction)
-Limited Supply (if available supply is limited, or if quick action for better selection is necessary, point this fact out)
-Price Going Up (if price of product is going up, emphasize this fact-giving specific date if possible)
-Price Down (if price of product has been reduced, use that fact to emphasize desirability of taking advantage of it at once)
-Gain Or Loss (stress again what your reader gains by purchasing product immediately-or what he loses daily by not owning it)

The Robert Cialdini Checklist

The Cialdini Checklist

Automaticity (automaticity can be enhanced: Increased rush, stress, uncertainty, indifference, distraction, and fatigue all lead to less thoughtful and more automatic responses. Thus by adding to these elements, we increase the effectiveness of all of these techniques. … Because: When you add a ‘because’ followed by no new information, the chances of compliance increase substantially … Default decision process: Logic is only used if there is a desire and ability to analyze the situation, otherwise, pattern matching to known social behavioral patterns is used … Desire not to think: If it requires thinking and they can back down to a simple rule of behavior, they will try to do so … Strong desire not to rethink: If it requires rethinking, it introduces self-doubt and will be avoided unless absolutely necessary)

Contrast (Contrast principle: Substantial differences tend to be exaggerated. Things are taken relative to context. After having your hand in hot water, lukewarm water seems cool. To sell something expensive, start by offering something more expensive and work your way down)

Reciprocation (Reject and retreat: This invokes both reciprocation and contrast. You start by asking for something big, then lower the request to something smaller. By reducing your request, you are both giving a concession [reciprocation leading them to offer you something] and by lowering from a higher value you are invoking contrast [the second request doesn’t look as high next to the first one] … If it costs more it is worth more: Raising the price on many items increases their sales because the buyers are looking for high quality and associate it with price … Reciprocation: People tend to reciprocate any gifts. For example, even a meaningless gift will create an obligation. Refusal to accept a return gift makes you less likable because of the lack of opportunity to reciprocate)

Authority (Experts know more than others: When someone believes you are an expert, they will tend to defer to your opinions regardless of the sensibility of those opinions … Duty to authority is deeply embedded in culture: Higher authority overrides lower ones, appearance of authority replaced real authority, titles lead to the appearance of authority, higher deference to known authorities … Appearances imply authority: Higher position appears to be taller, taller as more important, importance seen as larger, larger size implies more strength. clothing and accouterments imply authority (as a function of situation), other trappings imply authority.)

Commitment and Consistency (Commitments are honored: If you can generate a promise of some sort, there will be a strong desire to fulfill it – no matter how much effort it takes or under what circumstances the promise was given … Consistency is highly valued: Once you commit, your interpretation of inputs tend to support that committed view … Small commitments lead to big ones: Self-image is raised through making and keeping to commitments and as a result, larger and larger commitments are made over time … Active commitments are better than passive ones: Commitments where you do something are far more effective at gaining subsequent compliance than those which are passive promises … Public image leads to self image: Written statements are given more credence than oral ones – both by author and reader, there is a higher tendency to do something if you write it down, public commitments are more often kept than private ones … Increased compliance with investment: Invested time and effort [sunk costs] forms increased commitment; more pain involved increases commitment level [loyalty from hazing, more pain more gain], less external return forces more internalization of value [ownership and commitment follow], low-balling works [get a commitment, create other supports for the decision, then remove the original motivation and the commitment remains] … Consistency causes decisions: Even when remaining consistent seems foolish, people will choose new reasons to stay with a decision because to do otherwise would cause you to have to admit you were wrong and rethink your previous commitments)

Social Proof (We interpret based on how others interpret: Laugh tracks work even if we know they are in use. Seeded collection boxes cause increased donations. Popularity is taken as goodness, even if known to be wrong … Social proof replaces hard proof in uncertainty: Fear is reduced by watching others like you not fear it. Create uncertainty and generate social proof. Social proof works better when they are like you)

Liking (We like saying ‘yes’ to people we like: Twice as likely to say yet to people we like, referrals from friends increase likelihood of success in sales, MCI ‘friends and family’ is 90% effective because it ‘does a friend a favor’ to switch … Physical attraction increases liking: We are more likely to like someone we are physically attracted to and likely to dislike someone we are not physically attracted to … Similarity breeds liking: Similar dress, color, background, behaviors, accents, lifestyle, interest, age, religion, politics, and names are all examples of how similarities increase liking and differences decrease liking, even when known to be falsehoods … Compliments increase liking: Even when compliments are known to be deceptions, people still like those who give them – unless they go ‘too far’ … More contact increases liking: Familiarity improves liking unless the experience is unpleasant … Groups working together bond: Common cause increases liking and friendship between group members and groups … Groups in competition breeds enemies: Competition creates hostility and personal dislike … Messages are attributed to messengers: When a message is unpleasant, the messenger is disliked, while good messages cause messengers to be liked. The attributes of the message are attributed to the messenger by association … Association enhances liking or disliking: People are more receptive to compliance after a good meal. People associate to their nation, city, race, etc. and like it when the things they associate with succeed … People tend to associate with things that enhance their self-image: If they like themselves, they choose to associate to things that are successful through the similarities to themselves. If they have a negative self-image they tend to associate with things that fail by seeking similarities with themselves)

Scarcity (Perceived scarcity increases perceived value: Similar to Shannon’s information theory in which less frequently used syntax elements have higher information content. Scarce quantity, time, availability all make things more attractive … Loss is higher value than gain: In trading a loss against an identical valued gain, the loss is more highly valued … Desire to have what is restricted: Especially effective against teenagers and young children, but also quite effective against people of all ages. More effective if more restrictive. Exclusivity yield desire to have … Desire to have it “our way”: Even if ‘our way’ is actually not ‘our way’, the fact of choice increases desirability … Exclusive information is more valued: Secrets, information that others do not have, restricted information, all seem to make the information more valuable. Exclusive information about a shortage has more effect on driving up perceived value that the shortage itself … Drops from abundance to scarcity increase value: More value is attributed to something if it is first possessed then lost. For example, revolutions are far more likely after some political gains followed by retrenchment)

The Joe Sugarman Checklist

The Joe Sugarman Psychological Triggers List
– consistency
– product/prospect nature
– objection raising/resolution
– involvement and ownership
– integrity
– story telling
– emotion
– justification w/ logic
– proof of value
– greed
– credibility (believability a la court of law)
– satisfaction conviction (guarantee)
– desire to belong
– exclusivity
– simplicity
– guilt
– specificity
– familiarity
– patterning
– hope
– harmonize
– mental engagement
– honesty