Brain Facts

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Persuasion Techniques

Persuasion isn’t technically brainwashing, but it is a manipulation of the human mind, without the manipulated party being aware what caused his opinion shift. I only have time to very basically introduce you to a few of the many techniques in use today, but the basis of persuasion is always to access your right brain. The left half of your brain is analytical and rational. The right half is creative and imaginative. That is overly simplified but it makes my point. So, the idea is to distract the left brain and keep it busy. Ideally, the persuader generates an eyes-open altered state of consciousness, causing you to shift from Beta awareness into Alpha ? a shift that can be measured on an EEG machine.

First, let me give you an example of distracting the left brain. Politicians use these powerful techniques all the time; lawyers use many variations which, I’ve been told, they call tightening the noose.

Assume for a moment that you are watching a politician give a speech. First, he might generate what is called a yes set. These are statements that will cause most listeners to agree; they might even unknowingly nod their heads in agreement. Next come the truisms. These are usually facts that could be debated but, once the politician has his audience agreeing, the odds are in the politician’s favor that the audience won’t stop to think for themselves, thus continuing to agree. Last comes the suggestion. This is what the politician wants you to do and, since you’ve been agreeing all along, you could be persuaded to accept the suggestion. Now, if you’ll listen closely to my political speech, you’ll find that the first three statements are the yes set, the next three are truisms and the last is the suggestion.

“Ladies and gentlemen: are you angry about high food prices? Are you tired of astronomical gas prices? Are you sick of out-of-control inflation? Well, you know the Other Party allowed 18 percent inflation last year; you know crime has increased 50 percent nationwide in the last 12 months, and you know your paycheck hardly covers your expenses any more. Well, the answer to resolving these problems is to elect me, John Jones, to the U.S. Senate.”

You’ve heard it all before. But you might also watch for what are called Imbedded Commands. As an example: On key words, the speaker makes a gesture with his left hand, which research has shown is more apt to access your right brain. Today’s media-oriented politicians and spellbinders are often carefully trained by a whole new breed of specialists who are using every trick in the book ? both old and new ? to manipulate you into accepting their candidate.

The concepts and techniques of Neuro-Linguistics are so heavily protected that I found out the hard way that to even talk about them publicly or in print results in threatened legal action. Yet Neuro-Linguistic training is readily available to anyone willing to devote the time and pay the price. It is some of the most subtle and powerful manipulation I’ve ever seen. A good friend who recently attended a two-week seminar on Neuro-Linguistics found that many of those she talked to during the breaks were government people.

Another slippery manipulation is called an interspersal technique and the idea is to say one thing with words but plant a subconscious impression of something else in the minds of the listeners and viewers.

As an example, assume you are watching a television commentator make the following statement: “Senator Johnson is assisting local authorities to clear up the stupid mistakes of the companies contributing to the nuclear waste problems.” It sounds like a statement of fact, but if the speaker emphasizes the right word and especially if he makes the proper hand gestures on the key words, you could be left with the subconscious impression that Senator Johnson is stupid. That was the subliminal goal of the statement and the speaker cannot be sued for libel.

Persuasion techniques are also frequently used on a much smaller scale with just as much effectiveness. The insurance salesman knows his pitch is likely to be more effective if he can get you to visualize something in your mind. This is right-brain communication. For instance, he might pause in his conversation, look slowly around your living room and say, “Can you just imagine this beautiful home burning to the ground?” Of course you can! It is one of your unconscious fears and in forcing you to visualize it, you are more likely to be manipulated into signing his insurance policy.

The cults, operating in every airport, use what I call shock and confusion techniques to distract the left brain and communicated directly with the right brain. While waiting for a plane, I once watched one operate for over an hour. He had a technique of almost jumping in front of someone. Initially, his voice was loud then dropped as he made his pitch to take a book and contribute money to the cause. Usually, when people are shocked, they immediately withdraw. In this case they were shocked by the strange appearance, sudden materialization and loud voice of the devotee. In other words, the people went into an Alpha state for security because they didn’t want to confront the reality before them. In Alpha, they were highly suggestible so they responded to the suggestion of taking the book; the moment they took the book, they felt guilty and responded to the second suggestion: give money. We are all conditioned that if someone gives us something, we have to give them something in return. While watching this hustler, I was close enough to notice that many of the people he stopped exhibited an outward sign of Alpha ? their eyes dilated.

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Donah Shine

Head Master

Address: 5636 Lemon Ave.
Dallas TX 75209

Phone: +1 214 5203694