Grabbing them by the Emotions
I hate beer. So how could something entice me into drinking it (or at least thinking about it) on a hot sultry Australian summer day. Marketers have come a long way.
My cave person marketer may have said “hey buddy, I’ve got some brewing down by the stream – want a sip?” It’s pretty easy to entice someone when the product is right there, and he can see, smell and taste it for himself.
At a slightly more intangible level, when marketing to the next village, he may have sent a messenger with first hand experience. So Grog says “my friend down by the stream makes great beer, I love it on a hot day, he keeps the skins in the water so it’s cool and refreshing, want me to bring some back?”
Our world has become bigger and more distant. The products we want to sell are intangible and the benefits can become increasingly symbolic. How do you sell the concept of refreshing? When you are marketing to the world, how do you translate even tangible things to a digital ad?
One way is to use immersion. When I studied Multimedia game development, I found out why I could play for hours with no awareness of time and place. Many use association and kinesthetic processing. Engaging the emotions with music and images.
And of course surround sound, 3D pictures will take you further into association than a tinny sound that seems to come from a long way off and a flat faded image. Manipulating submodalities can take you into or out of emotions whenever you please.
So what did it take to make me consider beer? Check out the ad
Or here is the link to the High Definition version.
What do you think? Is it the 3D effect, the drums, rhythm, music or all of them? Can language come close? How do you get immersed in a story which has none of these. How can you get sucked into a memory when it is all in your imagination?
The Curse of Knowledge and NLP
I’ve been reading “Made to Stick: Why Some Ideas Survive and Others Die” by Chip and Dan Heath and I decided I have the curse of knowledge about NLP. That I know so much about it, what it means and what it can do that I don’t know what it is to not know. Which makes it difficult to explain to others.
My friend Trish once told me she thought the NLP experts deliberately hold back the essence or the real steps in their books so you have to do their training. But I think it’s the curse of knowledge in action – it’s almost impossible to remember what skills and understandings you didn’t have as a newbie.
I tend to talk about and think about NLP abstractly and can’t go back to that beginners mind. Once you know something you want to go forward – to go into more complex areas. Once you know how to read, you don’t think about the letters. The way to get around this according to the book is to find the core message. If I were to go back to the core message of what Neuro Linguistic Programming is all about, it would be this.
Change can happen in an instant.
You can rewire your thinking immediately. It doesn’t have to take months or years like many psychologists believe. Change doesn’t have to be hard work.
Most of us have grown up with the idea that change is hard, long and painful, not to mention usually expensive. “Therapy” – to change something about a behavior, state or how you see yourself requires absolute commitment and sometimes a lifetime of control and dedication.
That the need to drink alcohol for instance can only be dealt with one day at a time. You can never relax. You must be ever vigilant and be prepared to do battle. It’s like living in a swamp and fighting the rising damp – you have to stay on top of it or it will quickly overwhelm you.
But those who have mastered NLP, understand that struggle is not only unnecessary, but often perpetuates the problem. They know that looking for “why” is a red herrying and that what is vital is finding the structure of the problem. For instance, with phobias, the structure of the problem involves the submodalities of association and dissociation.
I was watching the Biggest Loser the other night and the trainer asked “why do you eat like this?” and the contestant began crying and talking about her childhood. It doesn’t matter why or when it started. The structure is that when she feels empty (emotionally or physically) her brain sees eating fish and chips as a solution
Cyclone Yasi – the big picture
This incredible satellite picture shows Cyclone Yasi only hours before crossing the coast of North Queensland. It looks serene and magnificent from where I sit. That is the thing about a big picture view, and you probably can’t get much bigger than a satellite view. 
On the ground though it’s a different story. As I have just seen on the news, people are huddled in evacuation centers and emotions are raw. The winds are blowing stronger and everything is becoming more terrifying. This monster is huge – not just in intensity, being a category 5 (the largest) but is some 500 kilometers wide.
That is what happens when you go into the detail on the ground. Chao reins. In life it’s the same. While some negative event is happening, we get sucked into the detail, the devastation, the moment to moment happenings.
When it’s over, some of us get stuck in that detail, re-experiencing. In NLP we call this kind of re-experiencing association, but the intensity of our reactions also relates to the chunk size. Our focus stays in the tiny pieces rather than the whole.
Others deal with past devastation more powerfully. They remember the whole. They treat “the event” as though it was one big chunk.
Mostly this happens over time, although some people don’t ever get on top of it, get distance on it. If we can step back, even get a satellite view of “the event” we can see it in the context of our lives.
It doesn’t change anything except our response to it. Standing back makes us better able to cope. It gives us resilience – the ability to bounce back and regroup.
Lesson in Enthusiasm
Do we all start out being this passionate? Not to mention unselfconscious?
Most of us want to have more confidence – can you remember a time when you felt this alive and involved? When you immersed yourself in the role of a great conductor or super hero?
Just for today, pretend you are the person you always wanted to be, no holds barred.
Is There an Australian Personality Type?
I often wonder if countries have a personality. OK that is a huge generalization, but on Australia Day this is my tribute to a common group of Aussies that I’ve known.
I’m not native to Australia, so it was noticeable that they are masters of the understatement and the most laid back, tough nuts you can imagine. Talk about laughing in the face of danger. If I were to guess the nation’s Myers Brigg’s personality type I’d say ESFP – summed up goes like this…
The ESFP combination adds outgoingness, pleasure, friendly, accepting, flexible and spontaneous to equal “party animal”. They love people, fun and the joys of the material world.
This incredible video taken by two such party animals during a storm that many described as a mini cyclone that caused a trail of destruction in Brisbane’s north in December 2008
Here’s to you David and Ray – hope you had a most excellent Australia Day celebration
Secrets of Talent
I am reading “Now Discover Your Strengths” by Marcus Buckingham. While I agree that focusing on what we do well rather than trying to fix our flaws and become well rounded is useful advice, there are a couple of basics he’s really missed the boat on.
Firstly he mixes up types of people, attitudes and behaviors and calls them all strengths. Secondly, he insists we are born with these talents and can’t change them.
Just because you do a survey – admittedly a very comprehensive one through the Gallup poll machine, doesn’t mean the results are valid and never changing for individual people
Just because training such things as attitudes or identity type behaviour has a low success rate, doesn’t mean fundamental behaviours can’t change.
Recent research into brain plasticity (for example “The Brain that Changes itself”) backs up what NLP has always claimed – how changeable our brains really are. That doesn’t mean if you logically decide you want to change a behaviour that your unconscious is going to come on board.
One of the major strengths of the NLP models is they look at the structure of behavior rather than it’s appearance. If you want to learn empathy you need to know about the structure of empathy. It involves a second position shift. It cannot be taught by giving reasons why empathy is importance, or all the productivity and persuasion opportunities having this as a skill can open up.
Modelling a skill takes a real mind leap. Training traditionally only models observable behaviors. At what the person does or says – content. It doesn’t say “what do you do in your brain when you are able to predict how someone might react to something? What are you seeing, hearing and feeling? What are the qualities (submodalities) of those thoughts?
Good spellers for instance see the word they want to spell in their visual remembered area (usually top left). When they see a word spelled correctly, they get a good feeling and when it’s spelled incorrectly, they get a bad feeling. Teaching this strategy enables someone to develop the skill (they still have to code the words of course) Having students recite words robotically or sound out words, does not reproduce the skill.
So the author of this book concludes that skill training doesn’t work. Not because it hasn’t been de constructed correctly or the structure is not being taught, but rather some people have a talent for it, and some don’t.
So while focusing on our strengths, rather than the education system’s focus on fixing our flaws, empowers us to do our best, sometimes it’s more important to take our foot off the brake rather than keep trying to accelerate. The art is knowing when the lack of skill holds us back, and when we can get around it.
A Year for Driving your own Bus
This post from the Pegasus NLP Blog reminded me about one of the most powerful lessons from learning NLP.
..it’s a lot easier to be able to blame others for when we feel bad. Then we don’t have to take responsibility for the mood but can just blame them – and intimidate them through anger or guilt into getting their act together and behaving as we think they should!
But, if we look at things calmly and rationally, no-one is able to get in there and actually change how our brain cells and body chemicals function to produce the mood. It’s our own thinking which does that! We create our own negative moods.
I recently read “The Globalization of Addiction” by Bruce Alexander. A most impressive and well researched study about the cause of all kinds of addictions from excessive consumerism to alcohol. His solution to the problem however was to change the entire planet’s world view and our acceptance of the free market economy! Oh my!
So the way someone might overcome a serious and debilitating addiction is not by changing her feelings of disconnection or whatever purpose the addiction fills, but to change the extensive acceptance of capitalism.
Good luck with that.
A long long time ago, in a galaxy far far away I remember studying “A course in Miracles” and I got stuck on a particular lesson – “I am never upset for the reason I think”.
I thought this was ridiculous. It was obvious I was upset by
- idiots and jerks whose purpose in life was to ping me off
- the system
- the weather
- my circumstances
- the universe
- some other unknown thing
When I did NLP training, and learnt about the structure of states and how to get myself into and out of them, I felt relieved.
Of course it took sometime before I was able to truly master this skill, but it was incredibly empowering to know it was even possible. That my mood was something I created inside by how I responded rather than something that was in the control of other people or things.
Knowing this absolutely didn’t change the number of jerks, the system or anything else. It only changed my own reaction to them. And saved me a great deal of mental energy trying to change the world so I wouldn’t be upset.
Welcome
Welcome to the NLP Blog. This is the blog for the NLP Mentor site, where I can share the latest news and my thoughts on all things related to Neuro linguistic programming.
