# The Sentence Shift That Made Millions

Most people know about the Pareto Principle, or the 80-20 rule.

Eighty percent of the “work” of any system is done by twenty percent of the system.

Twenty percent of your clothes you wear eighty percent of the time.

Publishers make eighty percent of their revenues from twenty percent of their books.

Twenty percent of sales people in any company make eighty percent of the sales.

Most of the time, this just happens naturally.

When you bought one of your twenty percent shirts, you probably felt the same as when you bought one of your eighty percent shirts.

“Hey, this looks cool!”

But one of them ended up in the 20-80, while the other ended in the 80-20.

Same with a lot of sales jobs.

They just hire people, and figure they’ll sort themselves out.

And when it comes to sales, some people are naturally “good” and some people are naturally “not so good.”

But if you start to understand human nature, human thinking, etc., you can EASILY catapult yourself into the top twenty.

Or the top twenty of the top twenty.

Because IN that top twenty, the Pareto Principle still applies.

Mathematically, it means that 4% of any given system is doing more than 60% of the work.

4% is twenty percent of twenty percent. 60% (or 64% to be specific) is eighty percent of eighty.

How do you do that?

Here’s a very famous case.

A company was selling things on TV.

This was way back before the Internet, or even cell phones.

But despite how well the product tested out in pre-release marketing, it was a dud on TV.

So they called in a Fixer.

A lady who was an expert in selling anything to anybody.

She looked at the entire system, the product, the commercial, all the people, even what they were wearing.

And she only made ONE small change.

And the sales went from ZERO to THROUGH THE ROOF.

What was the change?

The final call to action was, “Call now, operators are standing by!”

But what this did was create an image of a bunch of operators sitting around waiting for customers.

Not very enticing!

She (the super genius marketing lady) changed that one sentence to:

“Call now! If operators are busy, please be patient!”

This created a MUCH DIFFERENT image in the TV viewers mind.

It fired both scarcity AND social proof.

Social proof because it implied that tons of people were calling. That’s why the operators would be busy.

But scarcity also because if other people are calling, and you wait too long, by the time you call, they might run out of stuff!

(FOMO, or fear of missing out, is based on scarcity).

One small tweak made the company TONS of money.

How many tweaks can you make?

Learn How:

Seven Laws

# How To Imply Massive Authority

One of the most groundbreaking studies in psychology is the famous Milgram experiment.

It’s been repeated several times, all with the same results.

There was a guy in a white lab coat, posing as a researcher.

There was a guy behind a class window, posing as a test subject.

Then there was the guy or gal who was supposed to give electric shocks to the guy behind the glass.

The supposed study, as told to the poor dude giving the shocks, was that it was some kind of new memory technique.

For every wrong answer, the guy behind the glass got a shock.

But the REAL study was to see HOW HIGH of a shock a person would deliver.

The shocks were actually fake.

And the guy screaming in pain was only pretending.

The results were horrifying.

Most people gave enough shocks to kill somebody, had they been real.

The guy behind the glass even pretended to have a heart attack.

But the test subjects kept shocking away.

All because lab-coat guy said it was OK.

The study was cooked up soon after WWII ended.

Everybody was curious how a country like Germany could go crazy and let a bunch of Nazis kill millions of people.

Turns out that we humans have a bunch of switches in our brains.

And if you know to flip those switches, you can get people to do ANYTHING.

In that particular study, they were leveraging the AUTHORITY switch.

Most people turn off their brains when a scientist in a lab coat tells them it’s OK to shock somebody.

Of course, these switches are neutral.

They are neither bad nor good.

They are like the proverbial driver who can either drive a getaway car or an ambulance.

If you use these switches for good, you can get people to do things that benefit EVERYBODY.

How many of these switches are there?

Seven.

Advertisers have been using them for a long time.

To get us to buy all kinds of stuff.

Many dating techniques are based on them.

But one thing most people DON’T know is how to COMBINE them with the Milton Model.

The patterns of conversational hypnosis.

It cost a lot of money to set up that experiment.

It’s kind of like a con in the movies.

You need a lot of actors (a guy playing a scientist, a guy playing the dude getting shocked, etc.) and you need to create the situation.

But with the Milton Model, you can hypnotically imply ALL of these switches.

Which means just by having a conversation, you can conjure up all kinds of authority.

Or any of the other seven laws.

Learn How:

Seven Laws

# The Secret Rules of Life

Imagine playing a game of basketball without knowing the rules.

You had to play before you knew how.

And the only way to learn was to learn by playing.

If you had two teams under these conditions, it might actually be pretty interesting.

Assuming you had refs and scorekeepers who DID know the rules.

Part of your strategy would be to figure out the rules BEFORE the other team did, but to keep them secret as long as possible.

After all, if your team knew the rules and the other team didn’t, you’d have a HUGE advantage.

Now imagine ONLY your team didn’t know the rules.

The other players, the other coaches, all the fans, the scorekeepers, and the refs knew the rules.

It would be horrible!

For many of us, this is EXACTLY what it feels like during our normal lives.

It’s like everybody else knows the rules, knows all the secrets, but they forgot to tell us.

We’re shuffling along, trying our best, and everybody’s just whizzing by having the time of their lives.

Sometimes it even seems like they purposely tilted the rules in their favor.

And to a certain degree, they have.

Despite our system of “laws,” the golden rule will always apply to some degree.

The golden rule being, “He who has the gold makes the rules.”

But if you can understand how the game is played, it’s not so bad.

Especially if you not only get how the game is played, but how people think.

This would be like knowing the playbook of the other team, AND knowing which plays they were about to play.

Of course, how you USE this information is up to you.

But you better believe that plenty of people who DO know these inside ideas are using them to benefit themselves, at the EXPENSE of others.

You can think of knowing these as a kind of insurance policy.

Just in case.

When I was a kid everybody was into skateboarding.

And we all had our own “custom” skateboards.

Certain kinds of wheels, the board itself, the bearings.

There was one surf-skate shop me and my friends would hang out downtown.

When we were both saving up our money to buy our next board.

We’d look over all the choices and put other the ideal board.

Same when we were buying Vans.

You could have them custom make all the colors.

They had this big book of fabric you could look through and pick all the different swatches for the different parts of your shoes.

Being able to put together a custom set of ANYTHING is pretty cool.

Sometimes we take it for granted, like ordering a meal at a restaurant.

Because it’s “normal” we don’t get excited about being able to choose between fries and a baked potato.

But other areas, we don’t even consider that we have choice.

If you look closely, however, you’ll see that we ALWAYS have choice.

Or almost always.

You can’t really choose to be taller.

But you can choose pretty much everything else about who “you” are.

Most people don’t think of things like social skills, communication skills or charisma as something we can “custom order.”

We tend to think of it like height or how much hair we have.

But if you look just below the surface, there is much more choice than most people realize.

It’s not quite the same from picking swatches out of a book and waiting for your custom made personality to come in the mail.

But you CAN build it however you like.

All you need is a model.

Somebody to copy.

After all, modeling (or copying) is how you learned a LOT of things.

Walking, talking, etc.

And if you’re going to model some folks to custom build a better personality (or better social skills or persuasion skills or leadership skills or WHATEVER skills) you may as well choose the most outrageous.

You can always “dial back” the parts that are too much.

And fine tune the PERFECT set of skills.

Learn How:

# What Is The Meaning Of You?

What does “meaning” mean?

It’s a squishy concept.

It’s worse because some meanings are “easier” to accept than others.

Just like some food is “easier” to eat than others.

For example, if you’re hungry, there’s a couple things to consider.

One is how “easily” you can get the food.

Another is how “good” it will taste.

A third is how “healthy” the food is.

But since the “healthy-ness” of the food is not dependent on ONE single meal, it’s easy to dismiss.

So let’s say that in our hypothetical example, “healthy-ness” is a concern, but not a very big one.

So we’ve got two choices.

A big juicy cheeseburger (or your favorite fast food) which can be in your hands in less then five minutes.

OR you could go the grocery store, buy the ingredients, and cook something that’s as tasty, and a little bit healthier.

The cheeseburger is the EASIER choice.

But it’s also pretty clear that there is a better choice, that is also MORE DIFFICULT.

It’s the same with meaning.

The meaning we give to events when there is no way to really KNOW what the meaning is.

You smile at somebody and they don’t smile back.

What does that “mean?”

The EASY meaning is that they aren’t interested or attracted to you.

It doesn’t require a lot of brainpower. (Like eating the cheeseburger doesn’t require a lot of cooking power).

But could there be a BETTER meaning?

Unless you are going to go ask them, (and prove yourself right or wrong) why not?

If eating certain foods can (even though it’s a bit more difficult) keep us healthier, and even ALIVE longer, what about thinking specific thoughts?

Choosing specific, or at least, more helpful meanings.

Certainly, it’s not easy, it’s not automatic, and it takes effort.

Just like choosing healthy food to put in our body isn’t easy, isn’t automatic, and takes effort.

But the benefits are enormous.

Health, long life, more happiness, better sleep, better (more) sex.

What is the MOST IMPORTANT meaning you can choose for your ENTIRE LIFE?

The meaning you apply to yourself.

This is the “meaning” you project to the world, all the time.

The meaning YOU give to yourself will impact every decision, every relationship, and ever act you make.

Sadly, most of us have meanings that were GIVEN to them by others.

And we just accepted them.

But we don’t need to.

We can shrug them off, and choose different meanings.

It’s not easy, it’s not automatic, and it takes effort.

But it very well could be the MOST IMPORTANT decision you ever make.

Learn How:

Stop Manipulation

# They’ll Want You More

When I was a kid we had this dirty trick we’d play on each other.

You told your buddy that if you rubbed your palms really hard together, in a certain direction, it would make them smell like roses.

Then when the “sucker” put his palm up to smell it, somebody would push it into his face.

Then everybody would run, and the “sucker” would chase us.

Then we would all go and do it to somebody else.

As you can guess, it didn’t take long before all the kids knew the “con.”

But the structure has been around for a long time.

Using people’s natural tendencies against them.

This is how goofs like Jim Jones build massive cults that willingly follow him to their deaths.

But driving skills, as they say, can be used to drive a getaway car or an ambulance.

Or a hammer can be used to build a beautiful home or to destroy something.

For example, a very common tendency for us humans, when we hear somebody tell us about their big plans, is to question them.

And not neutrally, usually from a slightly “critical” viewpoint.

Trouble is most of us tell ourselves that we’re “just trying to help.”

Like somebody says they are going on a trip alone to a foreign country.

We say something like, “Wow, isn’t that kind dangerous?”

We pretend that we’re concerned, but in reality we’re jealous.

We’d LOVE to be able to do the same thing, but for one reason or another, we don’t.

And most people don’t really like the idea of other people doing all the fun stuff.

So we throw out the “Wow, isn’t that dangerous?” statement, pretending to be concerned, but really trying to throw a tiny wet blanket on their plans.

OF course, since everybody does this to everybody I’m sure you’ve been on the receiving end quite a few times.

What’s the antidote?

To simply do the opposite.

Instead of saying something silly like, “Wow, isn’t that dangerous?” We can ask them a question that PRESUPPOSES they will be able to handle ANYTHING that comes up.

And this actually WILL help them.

Not only that, but it will make them feel much better about what they’re doing.

The cool thing is you can use this “trick” ANY TIME somebody is talking to you about something they want.

Even if they only “halfway” want it.

By the time the finish talking to YOU, they’ll want it a lot more.

And they’ll associate that WANT with YOU.

# Are You An Eloquent Speaker?

### Ideas To Words

The other day I attended this rather interesting lecture. It was downtown at the Learning Annex, where they have pretty interesting talks from time to time. Sometimes they sound pretty interesting, but the speaker is not quite as energetic and charismatic as you’d hope.

Once I went to see a lecture that was about Greek history and politics that surrounded the era of Plato, and how it led to his various philosophies. It sounded great on paper, and they must’ve had some pretty decent writer come up with the marketing material, but the speaker just didn’t give the topic justice. Most agreed that he was uninspiring, to say the least.

It’s amazing the difference between knowledge that’s in your head, and the knowledge that comes out of your mouth. I don’t know if you’ve ever had the experience of getting ready to say something, and when you think about saying it inside your head, maybe even hear yourself saying it in your own voice, it sounds really fantastic and persuasive and eloquent. Then when you open your mouth and spit it out, you sound like a complete dufus. People look at you as if you’d just announced you discovered mustard for the first time.

Then maybe you backtrack, thinking maybe you didn’t set it up enough, and your point didn’t quite fall on ears that were ready to accept your magnificent insight. So you begin to give your background preamble, only to feel the bored stares of your friends and colleagues. Suddenly that brilliant doesn’t seem that brilliant any more.

It’s like that old skit that Jim Carrey did, way before he was famous, on the old show “In Living Color.” In the skit he played some rich snobby guy, on a date with his girl to see a hypnotist. The hypnotist called him up on stage, and put him in a trance. While in a trance, he’d only be able to cluck like a chicken, no matter how hard tried otherwise. So he did, and everybody got a good laugh. Only the hypnotist had a heart attack and died while Carrey’s character was still under a hypnotic trance.

Then the scene flashed forward twenty years, and the once pompous rich guy was a homeless bum on the street, still only able to cluck like a chicken. They showed him begging for money, and somebody gave me a dollar. So he went to the nearest fast food place to buy a hamburger. You could hear him practicing in his head:

“Ok, take it slow. Just say one hamburger please. One hamburger please.”

Then when he opened his mouth, all the came out was a cluck.

It makes you wonder how many brilliant minds are out there, wandering around, with brilliant, perhaps world changing and enhancing thoughts in their heads, but without the skills to persuasively verbalize them.

And I’m sure you’ve known a few people that had powerful skills of persuasion, and magnificently eloquent speaking skills, only their ideas were crap, or worse.

Adolph Hitler is considered one of the greatest public speakers of the twentieth century. You don’t have to understand a word of German to watch videos of his speeches and see how charismatic and persuasive he was, and how he could powerfully move a crowd. Of course, his ideas were poison, and it’s a tragic shame nobody put a bullet in his brain before he had a chance to do the horrible damage that he did.

I don’t know if you’ve ever read a powerfully moving book, only to find the author speaking either in person, or on TV. Many times it’s a disappointment, as effective writers are seldom as eloquent in real time as they are in print.

It’s been long believed by evolutionary psychologists that after language became part of the human repertoire, the leaders of the various tribes around the world weren’t the biggest, and the most aggressive, as in our non language using cousins, but the most eloquent and verbally persuasive. Even tribal chiefs today in various areas of the world where Stone Age life styles are still practiced are the most persuasive with words and other speaking skills.

It’s no secret that in order to become a leader of any of the world democracies today, you need to be a fairly persuasive and charismatic speaker. Even if your ideas aren’t all that great, you can sometimes get yourself elected if you can talk a good game.

It would make sense then that developing powerful verbal skills could give you a leg up in almost any field. The more you can persuasively convince others of your thoughts and ideas, the more you’d be worth to whomever you work for. For salespeople this concept is a no brainer.

As I realized in the lecture I attended recently on Greek history and the development of Plato’s ideas, you have to have a strong pre-set intention to learn in order to get through a less than effective speaker. If you are on the fence, if your neutral about any of the ideas being presented, then a speaker is obligated to not only grab your attention, but effectively lead you to naturally come to the conclusion that he or she wants you to come to.

This can be difficult, but there are plenty of ways to learn how to do this. Toastmasters has long been recognized as a great place to practice your speaking and persuasion skills. Many of the public speaking skills you’ll learn at toastmasters will easily translate into one on one skills of salesmanship.

Of course, many people are deathly afraid of getting up to speak, let alone committing to doing it on a regular basis in order to improve themselves. But in a competitive world, every edge can help. There are plenty of ways to get over you fear of public speaking. Some of the audio programs available through the link below can go a long way to eliminate your fear of public speaking altogether. If you’re interested in improving that area of your life, give it a go and see how it works out. They have a 30-day money back guarantee, so there’s no risk. You owe it to yourself to try it out for a couple weeks just to see if it can help.

Powerful Metaphysics

# The Dangers Of Your Comfort Zone

### How To Expand Your Limits

I had this fish once a few years ago. Actually, I had several fishes. I don’t know what go into me, but I got the idea that I wanted to have a tropical fish tank in my apartment. And as luck would have it, there was a tropical fish store in the mini mall just behind where my apartment was located. I suppose there is a connection there; as the tropical fish store was right next door to the cleaners I took my shirts to. (Marketers take note.)

So I went in one Saturday afternoon, not sure what I wanted, and started looking around. I priced difference size tanks, equipment, shapes that would best fit in my apartment, etc. Finally I settled on size and a price, and now was time to pick the fish.

“I need some fish,” I asked the guy. He explained to me how the shop was set up. On the left, were fighting fish. Fish that can’t live with other fish or else they’ll kick the crap out of each other. On the right were passive fish, or fish that just stare at you bug eyed from inside the tank. Since I had in mind a tank with a bunch of different fish swimming around, I decided on the passive fish.

I remember once I took this public speaking class. The guy who taught it started it off with some story, which of course was a metaphor for personal growth. The story was told to him by his original teacher at this public speaking course. It was a famous course, and most of the instructors are former members who realized incredible personal growth through the course and wanted to continue their growth by teach others.

I’m not sure if they actually designed the course that way, or if it just naturally grew that way, but it seems to be a pretty good way to build your business. The people that teach others are people that were successful in it to start, so they really know the ins and outs. And the instructors are always being created, as more and more people join the course.

That way, they really only need to worry about getting new people to sign up for the course, rather than always be on the lookout or new instructors. It is kind of self-feeding business. Just put people into the funnel and they will either spread the word to other potential members, or become instructors themselves.

This particular public speaking class has been around for many years, at least fifty or so, and has slowly grown through this method. Unless you know somebody who’s gone through the course, you likely haven’t heard of it. Of course, if you are looking for one of the best public speaking courses around, you’ll likely find this one, if you do any kind of searching.

Anyway, this guy went into a fish store, and noticed that there were several different sharks. Some sharks were pretty big, while other sharks were kind of small. At first the guy thought maybe they were different breeds or species or whatever the word is that they use to classify sharks, but then he noticed that they were all very similar in appearance. They only differed by size.

So he then assumed that maybe some were younger, and some were older. But when he asked the shopkeeper, he was surprised.

These sharks only grow as big as their cage. It has something to do with their swimming patterns. They don’t have air buoys like other fish, so they can’t just sit and float. They need to keep moving. If they are confined to a relatively small area, they won’t grow very big. They have evolved this as a way to not out strip their resources. If they are in bigger tank, or a bigger area, then they grow bigger.

Of course, the sharks really have no idea that they are in a container; they just swim around and are automatically constrained by their boundaries. Those with larger boundaries expand to meet them, and those with smaller boundaries stay small.

He asked what would happen if you took a small fish and put it into a larger area. The shopkeeper told him that they would naturally adjust, and grow bigger. He said that’s the interesting thing about sharks, is that they are like people in this regard. They are always growing to match their boundaries. If they want to grow bigger, all they need to do is increase the limits of their boundaries, and they will naturally expand to meet them.

But like most people, sharks sit around and wait for somebody else to put them into a bigger container. They expect some outside force or entity to change the shape of their cage. Some people have figured out the secret. That our cages are really only a figment of our imagination. All we really need to do is imagine that our cages are bigger, and we will expand accordingly. Most people never figure this out, and are always waiting for somebody else to guide them by the hand to bigger and better cages.

Once you know the secret, you can just re-imagine our limits until they are big enough to contain all the goals and things you want to achieve in life.

That’s when this guy realized he was at the first day of a public speaking seminar, and the instructor was giving them a kind of pep talk. Over the next twelve weeks, they would be expanding their comfort zones considerably through the practice of public speaking. And they would learn the best secret of all.

All of your boundaries are set by your fears of what you think is on the other side. When you face those fears, and realize they are only figments of your imagination, you boundaries or comfort zone will expand immeasurably. Which is exactly what they learned at this public speaking seminar.

The funny thing is that I think the shopkeeper made a mistake. Because even though I picked all passive fish, from the passive fish side of the store, it didn’t take long for one fish to eat all the rest. I started out with about six fish. Every other day or so there would be one more fish missing.

And all I had left was one fighting fish that had been mistaken for a passive fish, which was now proudly the only fish in his tank.

# How To Change Beliefs To Skyrocket Your Capabilities

If you’ve ever been hampered by a limiting belief about your capabilities, you are in luck. Today I’d like to show you an easy way to gradually shift your beliefs from limitation to enhancement. Although it may take some time, from a couple days to a few weeks, its simple to do, and the results can be absolutely profound.

First, a little bit about how beliefs work. Beliefs are the sum total of labels or meanings that you’ve given to your past experiences. The stronger the emotional response to any past experience, the stronger the belief. For example, if you had to give a speech in third grade, and the teacher corrected you in the middle of it, you likely would have felt pretty bad. Then maybe later, when you had to speak in front of several people in fifth grade, and something else bad happened, like maybe nobody really listened to you, or maybe somebody laughed at you. Then maybe in high school you tried to tell a joke to people that you weren’t really familiar with, and it didn’t go over well.

These experiences will add up to the idea that you suck at public speaking. When you think of public speaking, your brain will quickly reference all the instances in your past, and come back with the belief that you suck at it. This happens in microseconds much quicker than the conscious mind knows.

When you project yourself into the future, you will filter any possible future through this belief. So when you think to maybe giving a best man speech, or giving a presentation at meeting at work, you will likely get nervous because you are projecting your future through this filter.

The good news is that you can easily change this belief. In the example of public speaking you can slowly shift the belief to a positive one where you will not only believe that you are a good public speaker, but you will actually seek out and enjoy opportunities of public speaking.

The easiest way to do this is through journaling. Sit down and start from as far back in your memory as you can go, and recall any positive experience of speaking in front of other people. Describe each experience in as much detail as possible, to the point of reliving it as you are describing it. You can even make stuff up if you want, and add really cool things that happened. (Just make sure to make them plausible, like people clapping, or strangers smiling).

If you do this for a few days, or even a couple weeks, your brain will automatically access these memories whenever the idea of public speaking comes up, and your fears will slowly start to vanish. Pretty soon, you’ll get to a tipping point where the good memories outweigh the bad memories, and you’ll suddenly feel like speaking in front of a huge group of people is as easy as chatting with your best friend on Skype.

This only takes a few minutes every day. The best time is to spend five or ten minutes journaling at night, just before bed. After a couple of weeks you’ll be amazed at how you can dramatically shift your beliefs about your capabilities.

And when you start to do this on a regular basis, and choose a new enhancing belief to reprogram every month, just imagine how powerful you will be a year from now. Pretty much any belief you want you can easily reprogram into yourself. For example:

Good a public speaking
Make money easily
Natural seducer of the opposite sex
Learns quickly and easily
Lose weigh easily

These are just a few examples of things that are absolutely easy to reprogram yourself to believe. It’s simple, and quick and can powerfully enhance your life.

Have fun with this.

# Public Speaking for Sales, Persuasion, and Popularity

If you’ve ever had to give a speech, you know how nerve wracking it can be. What to say, how long to give it, how to begin. Should you memorize your whole speech or use note cards? What should the topic of your speech be? Informative, funny, persuasive?

If you are in sales and you have to give presentations on a regular basis, you know how tough some audiences can be. The kind of audience you give a sales presentation to is a completely different animal that your friendly neighborhood toastmasters group.

One is completely accepting and supportive, the other sits there with their arms crossed wondering what you have of value to offer them.

One way that you can deliver a powerful presentation to either group is to harness and leverage their criteria. Eliciting criteria is fairly straightforward in an individual setting. You merely need to ask the other person what they are interested in, and explore that through some probing questions.

With a large audience, however, this can be a bit more difficult. With the two different groups mentioned above, you’ll need to develop two different strategies, both involve a bit of creative thinking

With a group of toastmasters or a class at school, everybody has the same criteria: To improve their speaking. Simply by taking turns speaking you are all fulfilling each other’s criteria. This is relatively simply. If you want to supercharge your popularity at your next toastmasters group, give a speech on how to give better speeches. It’s a pretty safe bet that is what’s on everybody’s mind, so it would be much better received and appreciated than a speech on why you visit the dentist regularly.

For a sales speech, you can get a leg up by imagining what is important to your audience based on your product. Old school sales techniques dictate that you rattle off a series of features and benefits, followed by “what this means to you isâ€¦” Unfortunately that is a bit presumptuous, and can be a little off putting.

A simple way around this is to speak of your potential clients criteria in vague terms. Make statements that sound specific to your audience, but are relatively true for any given business. What do most businesses want to do?

Increase revenue.