Word~Power is the key tool in any personal development program.

Without this unique understaning you will never fully succeed.

Access the hidden power of natural language used by experts in personal development but never shared until now.

Word~Power gives you the edge.


A personal development programme

Copyright 2009 – This work may not be reproduced without permission
Training Courses & Seminars available
contact the author here


Language exerts hidden power, like a moon on the tides.

Rita Mae Brown


Would you like to be more persuasive when dealing with other people?

Would you like to excel more than others and have more personal power?

Would you like to change your life but don’t know what to do or how to change it?


If the answer is ‘yes’ then you have found what you are looking for.


Forget what you have tried in the past, as I assume it hasn’t worked for you, this is due to one very simple reason, you have responded to your meaning of the described technique and not the real meaning, for this very simple reason many self help and improvement techniques will never work, as you do not have the correct instructions to use the technique described.


Word~Power will introduce you to the `charge of natural language and the `real meaning of communication to make your physical actions much more powerful in obtaining what you want, your desired goal. This new mental map will help you achieve your goals and improve your physical ability to act and get what you really want out of life.


Whatever your circumstances, if you want to improve your life in some way, it will almost definitely involve getting either yourself or others to act to get what you really `want.


If you want to have more influence with your kids or whether its getting your client to say ‘yes’ to a large order or ‘ok’ to your proposition, your ability to influence others is always under pressure, getting others to act based upon what you ‘want’ is the basis of Word~Power.


Word~Power focuses on providing you with a richer knowing and understanding of how everyday language can be used to improve your own personal power and give people a more rewarding experience when dealing with you.


The user of the Word~Power techniques is called ‘The Word~Power Professional’.


Word~Power Professionals have greater personal presence and renewed vigour and are naturally dedicated, they possess formidable powers of persuasion and are always more self aware, they exude confident and are able to react to any given situation as they possess the clarity of thought to achieve the desired goal.


Due to this deeper comprehension and use of natural language, whenever two or more people meet, one person will rise above the others and control that situation, that person is the Word~Power Professional.


Word~Power is a new understanding in the use of natural language to make you much more powerful and effective, life will be less of ‘what happens to you’ and more of ‘what you make happen’.


The entrepreneur is essentially a visualizer and an actualizer. He can visualize something, and when visualizes it he sees exactly how to make it happen.

Robert L Schwartz



Preface: The Word~Power Distinctions


First learn the meaning of what you say, and then speak.

Epictetus (55 AD - 135 AD)


Word~Power is a study about words and their meaning. In life there are certain key words which you hear all the time but they have little meaning to you and hence no power for you. By removing this generalisation you will become more associated to their real meaning and hence improve your ability to act, as your physical actions are driven by your conscious understanding.


You may have read numerous self help material in the past but I guess it didn’t really work for you in the way you had hoped. One reason for this is you place a reactionary meaning to the words describe in the work and hence respond to what you think they mean instead of what they actually mean.


Word~Power is the basis for all development if you fully understand the one common resource we all share natural language, then you can accurately understand all communication and respond accordingly, without a clear understanding you are always dealing with what you `think is meant as apposed to what is `actually meant’.


This work will examine some key words used in society and business and by becoming more associated to them you can begin to use the charge of natural language to power your actions. This new knowledge and understanding will greatly improve your ability to act and you will seem to others like you have a unique understanding of the world around you.


We will look closely at a series of distinctions that will improve your understanding and hence your performance and we will also examine your conscious levels of understanding.


To gain maximum benefit from using Word~Power and share in the distinctions that follow you must first understand the Word~Power style of communication.


This process is divided into two parts:


1. Realising all communication had hidden power – a `charge


2. Using that `charge to make your actions more effective.


Peg:     For many of us, our poor results are a direct result of our poor conscious understanding.


During any interaction or in carrying out any tasks, there is no doubt your actions are subconsciously controlled. Therefore many of your actions lack any real power due to an inadequate conscious process called `transference. Transferring mental knowledge into physical power.


Word~Power is designed to reverse this phenomenon by making you consciously aware of meanings, so you can use your mental knowledge the ‘charge’ to aid you physically in the performance of any task.


Peg:     Mental knowledge can be transformed into physical action, by a process known as `transference.


Transference is simply a process of discovering the correct meaning of words, and then how to use that meaning to power actions.


Natural language is the core of all your communication, actions, and abilities. Many people place a reactionary meaning to certain words, and respond and react to what they think the word means, and not what it actually means.


NLP states ‘the meaning of your communication is the response you get’. You say (and mean) one thing but to the other person it means something different, therefore they respond to their meaning and not yours. This is the basis of all miscommunication and mistakes.


If you understanding that all natural language has a hidden `charge to power your actions then simple words can used as a mental resource for you which means you are always dealing with the correct meaning and not a reactionary one. This one key distinction alone will allow you to function in the `reality of the situation and not the `illusion.


So how does it work?


Throughout the text I will mark the certain words that I want you to pay special ‘conscious’ attention to. By marking these words with a ‘ sign or by underlining them, you will begin to think about these words and what they actually mean and therefore remove the Generalisation that robs you of your power and begin to access the hidden charge of natural language.


A cycle is developed, the more your analyse `meaning the more empowered your become.




The essence of intelligence is skill in extracting meaning from everyday experience.



Where words that are marked with the following symbol ( ` ) I want you to discover their `real meaning, this may actually involve looking the up word in a dictionary to find the actual meaning and not using the reactionary one you presently hold.


i.e. there are many theories in business about `motivation and the importance of this element in achieving an `effective workforce.


In the above sentence there are two words that require you to discover their `actual meaning:


a) `motivation.

b) `effective.



But before you do this, think for a moment what these words actually mean to you now, write down your present understanding of the word motivation:




I also want to you write down what you would ‘do’ to motivate someone:




Furious activity is no substitute for understanding.

H. H. Williams


If you have an incorrect or weak understanding, then your ability to `motivate others will be poor. If you actually had to `motivate some one now, what would you actually say or do? It is this poor or weak understanding that restricts your effectiveness and robs you of your power to effectively motivate others.


Whatever these two words `mean to you now, will be used as your mental energy (the charge) during the physical activity of:


1. `motivating others and

2.  being `effective at doing it.


Your ability to motivate and your effectiveness at doing it, are `controlled by the depth of your conscious knowing and understanding, about what these words `actually mean. As the words `marked in the text become more `meaningful to you, your conscious awareness of them deepens and as a result improves your `ability to `perform them.


A cycle develops that is lead by:


a) firstly, removing your Generalisations

b) then increasing the depth of your `conscious understanding.

c) which will improving your actual `ability to `execute the task.


In order to become competent at any task it must first be transferred from a conscious understanding to a subconscious skill.


Learning is not attained by chance, it must be sought for with ardor and attended to with diligence. Abigail Adams (1744 - 1818), 1780


Every word that is marked by the symbol ( ` )  requires you to `think about its real meaning. As your understanding `develops your ability to `perform these tasks improves, i.e. you will become more `effective at `motivating others, when you discover what real `motivation is.


It is the `quality of your `meanings and the `depth of your conscious `understandings (understanding = the meaning that you have or give to your words) that `indicates and `dictates your `level of physical `performance and therefore the `quality of your results.


By following the Word~Power programme you will remove this generalisation for most of the key words used in society therefore improve your ability to perform in the real world.


The words that are marked in the text with a `require you to ask yourself, "What does this word `actually mean, and what does it mean to `me?".


Peg:     The `difference between the `actual meaning and the meaning you currently `have or `give, is the `difference between being able to perform that task or not.


Now look up the word motivation in the dictionary and compare your understanding of the word to the correct meaning. Write out the correct meaning now. Motivation actually means



  1. Motivation: Something that motivates; an inducement or incentive
    1. The act or process of motivating.
    2. The state of being motivated.
  2. the psychological feature that arouses an organism to action; the reason for the action; "we did not understand his motivation"; "he acted with the best of motives

In all the above it is clear that you are required to ‘do something’ to make others act. It is what you do, how you do it and what you say that counts, in motivating others.

Ability is what you're capable of doing. Motivation determines what you do. Attitude determines how well you do it.

Lou Holtz


By comparing your two levels of understanding about motivation, before and after the task you are now more empowered to perform the task i.e motivate someone, at least now you have a clear understanding of what is `actually required when motivating others.


This `process will begin to remove your Generalisation that has built up in your life and robs you of your power. Compare this new charge to your previous charge and you can begin to realise that the potential for developing of your skills & abilities are enormous.




The essence of intelligence is skill in extracting meaning from everyday experience.



As a simple test one day, I sat with my brother and asked him what his children meant to him. He sat there for a few seconds and said “ they mean everything to me”. This is an excellent example of how generalisations were actually robbing him of the pleasure derived from his children.


We sat there for over half an hour delving the depth of his conscious to discover what his children actually meant to him. The actual moment he `discovered what they meant was like a eureka experience. He became fully associated to the situation. He now has more drive, determination and enthusiasm for his work as he realises his children are his true driving force.


Meanings are a very `crucial element in achieving real results:


a)       They improve your own personal performance during the execution of any `activity,

      known as `ability.


b)       They improving your ability to `influence others during any interaction.


Peg: Meanings improve your ability and influence.


The meanings you have or give to your word/actions are the very `foundation of your `ability to perform any task, so they are considered in great detail throughout this work.




The greatest pleasure in life is doing what people say you cannot do.

Walter Bagehot


Once you have the correct meaning, you then need the correct `actions. You must be consciously `aware of the physical actions that are involved or required in the `execution of any word that is underlined.


In the previous example with the word `motivation, where you thought about what `motivation actually was, now I want you to `think about what you would `actually do, `physically to motivate someone.


The physical ACTIONS `involved or `required `during any process are:


A `process of `doing or `performing, the `exertion of `energy, `effort or `influence, a `thing `done, a series of `events or `stages, a `mechanism, a `mode or `style of `operating or `movement, actions, basically "What would you do?"


What you would `say? What you would `think? What physical actions would you take?

What would you `prepare? How would you `behave? What would you `actually do.


I want to train you to think about the physical actions, involved or required `during the execution of any `activity underlined.





Where a word is marked with the both highlights, I wish you to be aware of the `mental and physical actions `involved or `required, to accomplish the `task the word refers to.


In the example with `motivation, there are two `actions that need to be considered:


a)   Firstly, consciously `think about the `real meaning of the word motivation.


b)       Then think about what physical actions you would take to motivate someone.


This `process of marking certain words and wishing you to pay special attention to them will `train you to `realise that simple words can be your `gateway to greater `power.


Peg: Words = Power


This two stage process can be used by you (consciously at first) to `power and `improve your physical performance to get what you want.


It will `train you to think about using language differently and as a mental `resource for your physical actions. Powering your actions in this way represents the `real power in improving your `performance and your `ability to act, to achieve a state called pro-using. 


NLP states that only 7% of all communication is actually verbal, 38% tonality and 55% body language. NLP would have you focusing on creating rapport by mirror matching and pacing someone’s breathing in the hope you would achieve rapport, however in a real life situation if you can not give people what they want, it doesn’t matter how much rapport you try to create, you will be dismissed even though you are mirroring their posture and breathing. NLP tend to focus on the finer nuances rather than the bigger picture.




Where the heading "Peg:" appears, it is used as a mental pin to `summarise key points and    

`aid your `understanding and `learning.




Wherever the word `comprehension is used in Word~Power it refers to your `depth of conscious `knowing and `understanding.




The Word~Power Professional is the user of the Word~Power techniques and uses them to influence his actions to achieve `pro-using.




The `styles of communication I have `developed are designed to give you a `clear and `structured `approach to learning, making future reference to certain points easy for you to `identify and use. This work is designed to be used as a working `aid to improve your personal `effectiveness and performance.


Word~Power is a simple to use, easy to `follow `guide that will explain to you much about how we function as people and `how to use this knowledge `during your interactions. Anyone that would like to `achieve more `power and `control in their lives, will find `something useful for them to use in Word~Power.


Word~Power is not solely intended for the business user, it can be used by anyone who wants to understand and know more about himself and others. Word~Power has many applications within every area of life, personal, business, relationships, and social.


For ease of writing I refer to the business environment and the male (he) for easy of `communication. The reader is invited to simply `substitute my points of reference (the customer/client) for their own to lead to a more meaningful `application.





The `discoveries that lead me to the creation of Word~Power also `directed me to a `fundamental `need for a more `meaningful `application of the one common `resource we all share, words and natural language. I discovered that the real `power to `influence others and `improve my own personal performance came from the `depth of my own conscious `knowing and `understanding of what the words used actually `mean, and `then using that meaning to my `advantage to be more `effective.


The `applications I have developed to increase my own knowing and understanding are called Single Entity Strategies™ and WritemarkTM and can be used to `improve:


1. Your own personal performance `during the `interaction, and in the `execution of your



2. Your `ability to `influence others.


Words have amazing `power, but this power remains `untapped by most of us as we are not taught how to `access and use it freely. Some people have access to it `naturally, and are able to use it to `influence others, and get what they `want. When the words you and others use `become more `meaningful to you, you can use that `meaning in many ways.


The `need for a more meaningful application and use of natural language was becoming more `apparent, as I made greater distinctions about the use of language and the `affects it had on others and myself. An `application that would make it `easy for `you to `identify and use the same `power of natural language, to get the `result that you `want.


Peg:     The next killer application is `application.


There are two `crucial `elements to language and the use of `words,


1. The speaker who `delivers them.


2. The listener who `interprets them.


By having a `better understanding of natural language and the `affect it has on `yourself and `others, you can `harness this `power and use it `freely. Your ability to `influence, depends upon the `current understanding you `have, of what the words used actually `mean, i.e. to `manage, `lead, `control, `persuade, etc. you must understand the real meaning of these words, and the actions that are `involved or `required to achieve them.


The `process of `thinking about the `actual `meanings, and the `actions that are `associated to them, will `remove the `Generalisation that is `restricting your `ability to influence others and will also improve your physical performance.


It is a fact we are all far to `dismissive when learning to communicate, we think we know what the other person means and it is this dismissive approach that then form the basis of our interactions with everyone around us.


To achieve a better understanding, you need to able to `de-structure language and break it down into it's `influential core elements and deal with each of these elements as `series of separate `entities and not a `generalised `whole. To accomplish this I divided natural language into two separate `stages to aid your `learning and `comprehension, they are:


1. Single Entity StrategiesTM


The systematic reduction of language down to it's component parts to gain a deeper `understanding.


2. WritemarkTM


What these component parts actually `meaning and `how to use that meaning to:


a)  Power your `actions `during any interaction to `improve your `performance and `quality of



b) Influence others.


By `attacking language in this way, you will be able to use simple `words as a `vast `resource for your actions, in a way that is not available to you at this `moment. Words are only `labels that provide a `gateway to more `meaningful `information and `power. The `quality and `amount of `information they `provide are your "blueprints for action".


When the words you and others use are simply `words, they contain `little or `poor `quality `information for you to use, hence your "blueprints for action" are `inadequate, making your actions very `weak. Word~Power works by reversing this `process and making your words more `meaningful to you, where the `information they `contain is `detailed (charged) and hence your `actions are much more `powerful and controlled, therefore improving your personal performance and your `ability to influence others.


By way of `example I want you to `think about what the word `requirement `means to you now and how much `information it gives you in terms of `aiding your performance to `influence and deal with others `effectively. We will come back to this word at a later point.


There are many `words in natural language which contain a hidden `charge (meaning and detailed information), which can be used to improve your actions `during any `interaction. Word~Power will introduce you to this `charge and show you how to use it to your `advantage.

The `understanding Single Entity Strategy, and `application Writemark, I have `developed will `highlight the important aspects of the text so they are more `meaningful to you, when the words that `you and `others use become more `meaningful to you, you are able to use that meaning to:


1. To be `effective.


Your `actions `during any interaction or in the `execution of any activity are `derived and `controlled by the `depth of your conscious `knowing and `understanding about what the words used actually `mean. Some words `describe a state that is to be achieved by carrying out some kind of `activity, i.e. to `convince, `motivate, `teach, `manage, `lead, etc. you will have to do `something. If your `understanding of these words `is `insufficient (surface structure) your actions `during the execution of that `activity will be `weak and you will not be able to achieve the state the word refers to, i.e. you will be a `poor `manager, `teacher, `motivator, etc.


Peg:     Your subconscious `performance, personal `effectiveness and `quality of` results are controlled by the depth of your conscious understanding.


The real `power to act comes from your conscious `comprehension of what the words used actually `mean, and the `quality and `amount of `information they `contain in your deep structure, not from the surface structure `word itself, which is just a `label. To many people, words are simply `words, a means of communication, to the Word~Power professional they are a `source of `power, `information and `control.


2. `Influence the `actions of others.


Your ability to `influence other’s `behaviour `during the `interaction is also `derived from the `depth of your conscious understanding about what the words used `mean. When you have a `deeper understanding you are able to use it to `associate others to what they are `actually saying and `influence their actions by examining the `validity of their `argument.


Obtaining a `deeper `comprehension and use of natural language is the `core of the Word~Power professionals `strength in dealing with others `effectively and `efficiently `during his `endeavours. These tasks are achieved by using the Single Entity Strategy and Writemark approaches to natural language.


Words are the common `resource we all `share, for some they are a `source of `power, `control, `information and `guidance, for others they are `merely `words. Your ability to `act, is `controlled by your `depth of understanding of what the words used `actually mean, and the actions that are `associated to them.


Peg:     Word~Power is concerned with teaching you how to use `language `effectively to influence others, and how it can be used as a `guide for your own actions across the `range.




Peg:     Any word can `contain an `infinite amount of `information for you to use to `power   your actions `during any `interaction or in the `execution of any activity.


The word itself is only the `surface and contains no `real `authority or influence in your actions. The emotional `energy and mental `power to influence your actions, and `control your `behaviour, is contained `deep within your deep structure. The `process that Word~Power `develops is to make you `consciously aware of `how this `deep structure `information can be used by you, consciously at first, to improve your own performance and ability to influence others.


Your `depth of `comprehension for any WORD is `measured in two ways:



1. Surface structure: Little `comprehension producing a `negative charge and hence poor                                    `performance.


2. Deep structure: Very detailed `comprehension producing a `positive charge and hence a                  improved `performance.


Peg:     You have a `surface structure and `deep structure `comprehension for all of your `words.


Peg:     Your `level of performance and `quality of  `result are `governed by the `depth of your knowledge and understanding (either surface or deep structure) about what your words `mean.


The `power to act (during any interaction, and in the `execution of any activity), does not come from the actual word `itself, but from your conscious `knowing and `understanding of what the words used `actually mean, and how to use that meaning to guide your physical actions. These `actual meanings and mental energies are crucial to understand and `master.


This `utilisation of mental information into physical action in known as: `transference.


Meanings control your life, and by making you consciously `aware of  `how they effect you and others, you will be able use that `awareness to obtain greater influence and `control in yours and other's `behaviour.


It is the `quality (or lack of) of `information contained `within the word that produces your ability to act. When a word has `little or `no meaning for you, your actions are `weak, and often produce no `effect. When the word is `charged for you, it is `more than just a word it is an `anchor to `meaningful `information that can be used by you `mentally to `power your physical actions and produce `results.


Peg:     Words are `anchors to `greater performance.


If I told you that you can make most people do something for you if you have `leverage over them, would you know what to do, to `obtain leverage? Do you even `know what `leverage `really is?


If your `understanding of this word is only `surface structure, i.e. `inadequate, it is not `positively `charged, and you will not be able to obtain the `leverage you require to make others act for you, and get what you `want. Your `ability to perform the `task will be `poor.


i.e. Leverage is using `whatever your client `wants as a `tool to gain his `co-operation `during the interaction. You are able to move and `control him `mentally, using what he wants (the end result) to get what you want `during the meeting - pro-using.


Peg:     Pro-using is using what the other person wants, to get what you want.


If your client wants to "maintain his high level of service", then he must `co-operate with you `during the meeting, which may involve him having to make certain `concessions in your favour, to get what he wants at the end.


His focus of attention is on the end result, your focus of attention is on controlling what happens to create that end result. Leverage creates a `moral pressure within your client at key points within the interaction, a kind of trade off, which is used by you, as a `lever and a means of accomplishing your `purpose. It is your `hold over him which `guarantees his `co-operation `during the event, as he `thinks, he will get what he `wants at the end, by co-operating `during.


When dealing with others, do you think it would be `useful if you had the `ability to obtain this kind of `moral pressure over them? If you do, then your `ability to `actually do it, will `depend upon what you `consciously `know and `understand the word `leverage to `mean, and the `actions that are `associated to achieve it, `during the interaction.


The word `leverage, now has a `deeper more `meaningful (deep structure) application to you, you `now have some `idea or `image (additional-charge) of what would be involved or required to `achieve the `task the word refers to. The word itself is not the `power, it is the `stronger mental `idea and `image it creates, (the additional-charge) which `powers your actions `during the interaction and in the execution of that `activity. When you have this `kind of mental `map to follow, your actions are much more `focused and `direct.


i.e. What does the word `effective mean to you?


By `associating to the meaning of the word `effective you should `know that it is referring you to your ability to produce a `result from the `actions that you take `during an interaction. If you are `effective then the actions you take `during, produce the `desired result, if you are ineffective then the actions you take `during, `fail to produce the desired result.


The `word simply provides a `gateway to further `power and `information (the charge). This deep structure `meaning is used by you, `consciously at first, to `influence and `control your actions `during any `event when dealing with others, i.e. you will `know what to do to obtain leverage.  In order to make others act and `co-operate with you, you must use `something they `want as `leverage over them.


Peg:     Every `single word is a surface structure `gateway to deep structure `information and `power.




The real `meanings, the `depth (surface or deep structure) of `understanding, and `type of `information `contained within a word, provide the `charge for you to use in the `execution of that `activity. By `re-connecting `mentally (associating) to the `actual meaning of the word and the actions `involved to achieve it, you can create a powerful `charge for any `word, and use that `charge to `power your physical `actions at all `times, in `any circumstances, in all `areas of your life. Word~Power will introduce you to this `charge and how to use it.


Peg:     Some `words contain a hidden `charge to power your `actions `during any   interaction.




Using Word~Power is easy, it only requires you to `think about using language to `achieve your `goals. I am `training you to `think about using `words as a `single `entity in their own right and then what each of these single entities actually `mean and the `actions (both mental and physical) that are `required or `involved in achieving the `task the entity refers to, so you can use the `power of language to `improve your personal `effectiveness with others.


Through the `process known as `Generalisation you loose `contact with the `power of natural language and your ability to act `suffers because of it. Writemark works by reversing the `Generalisation `process which `robs of your `personal `vigour by getting your more `associated to the `power of natural language.


Before you can interpret and understand Word~Power `successfully, you must first understand the Writemark style of communication and how it makes words more meaningful to you, so you can use that `meaning to `improve your performance. The next section will introduce you to Single Entity Strategy and how to use it `effectively with the Writemark style of communication.





An `entity is a `thing (unspecified entity) with `real `existence. Single Entity Strategy works by breaking your `environment (`surroundings, `situations, `conditions and `language {sentences and words}) down to their `component parts, allowing you to deal with each of these separate parts as an individual `entity, `providing you with a deeper understanding of the `whole.


Peg:     It is dealing with each individual `word/label as a separate `entity, and asking "What is it in itself?".


Every single `word is a separate `entity and has its own `meaning. These meanings can be used by you as a `resource to `influence the `range. Single Entity Strategy requires you think about using words individually, and not collectively, so they become a `source of `information and `power.


Single Entity Strategy enables the Word~Power `professional to acquire an unusual objectivity by `dealing with his `environment in a logical and structured way.  By `de-structuring your environment in this way, you are able to built up an `idea (additional-charge) of what is `actually `involved or `required to accomplish `any task referred to by a word, therefore making your `actions more `refined, `transference.


An important aspect of Word~Power is `understanding what `words actually `mean and then using that meaning as a `resource for your `actions. Before you can use the `meaning you must be able to:


1. `Identify and `isolate it.


2. `Understand and use it.


Writemark trains you to achieve part two by making those `entities more `meaningful to you.


When you begin to break `down your `environment in this way and `remove the generalisation that has built `up around you, you will begin to `appreciate the `power of natural language immediately.


Treating each word as a separate `entity will allow you to apply `clarity and `understanding to any situation, and allow you to deal with the `reality of the situation and not the `illusion, saving `precious `resources from being `wasted.


Peg:     Deal with your `environment as a `series of `separate `entities not a `single   `experience.




Once you have broken your `environment down to it's component parts, you are ready to use the power of each of these separate parts to aid your actions and `performance. To `raise your level of `awareness and access the hidden `charge of words and language you only have to follow these simple instructions.




Through the process known as `Generalisation many of your `words have become meaningless `labels. It is this `process of generalisation that results in a lack of any real understanding and `prevents/restricts your ability to act in many situations. By making you `conscious aware (re-connecting to the meaning) of the word, you are able to reverse the `process of generalisation and use that `awareness to `power your ability to act.


The very hub of `all your `actions stem from the `meaning that you `have or `give to your `labels and the `depth of your `knowing and `understanding of what those `labels actually `mean, as in the previous example of  `leverage.


Any words or phrases that are `marked require you to `think (connect/associate) about the `meaning of the `word and what it is. The actual `meaning of the word contains the hidden `charge that is used by you to `power your `actions. This `process is designed to `associate you to the meaning of the word so you are `consciously aware of it and can therefore use that `awareness to improve your `performance `during the `interaction and in the execution of any `activity, an action known as `transference. Sometimes in may be necessary to obtain the `exact meaning from a dictionary.


Peg:     It is the `meaning that you `have or `give to your `words, which `dictates your `level of `performance.


Peg:     If your life lacks `power, then it is likely it lacks any real `meaning.


Peg:     Your ability to act and `level of `performance come directly from your           `comprehension of what `words mean to you.


Peg:     I want you to` know and `understand what `things (unspecified entities) `mean.


Peg:     Your `words are your `resources.



Peg:     WORDS > processed into  MEANINGS > processed into  CHARGE > processed into  ADDITIONAL-           CHARGE > processed into  ACTIONS DURING > processed into  END RESULTS.


Peg:     Your `words have `meanings which produce your `charge, to power your `actions.


Some words `indicate physical states that are to be `achieved by carrying out some activity.


i.e. What is `motivation?


Whatever this word `means to you (the charge) is used as your `guide (additional-charge) in carrying out that `activity (transference), i.e. motivating others and your `actions in doing it.


The `quality of your `actions are `dictated by the `depth of your `understanding and what that `word `means to you. Your personal `effectiveness, `level of `performance and type of `results you obtain from carrying out those actions, all stem from your understanding of the word and it's `meaning. Think about what the word `motivation `means to you.


Peg:     The `meaning is your `charge which produces your `effectiveness.


Peg:     When a word has `little meaning, it produces a `negative `charge which is a `poor `resource for you to use.


If you are `good at `motivating others, then the `charge you have for that `word is `positive and produces a `strong additional-charge (good understanding) to `guide for your actions, it is `detailed and `correct. However, if you are `bad at motivating others, or worse still, have no `idea about how to do it, then the `charge you `have is `negative, and produces a `poor mental `guide and physical actions. `Understandings which is lacking in `detail or in-correct (surface structure), and will be a poor `resource for you to use in accomplishing a task, i.e. motivating others, as your `actions will have little effect, i.e. no `power.


If you are `struggling to find a `good useful `meaning for the word `motivation, then for you, the actual word itself is not `charged and is not a good `resource for you to use in your `actions. Your `comprehension of this word is only `surface structure and hence your ability to actually do it will be `poor.


Motivation is: `something that `induces a person to act, or a `motive for their `actions, or to   

                       `stimulate `interest in `something.


Now `think about what these things mean to you. Inducing a person to act, what would `you have to do? What is a `motive? How do motives influence actions? If you wanted to stimulate `interest in `something, what would you say/do? Have you ever `interested anyone in `anything, if so `how did you do it? etc.


The word `motivation is only a `label, the `power of  being able to fulfil that `label (motivate someone) comes from your `understanding of the `word, what it `means to you, and the `amount and `quality of `information the word contains for you, (the charge). By `knowing the real meaning of the word you are `instantly able to `conjure up a mental `idea, `image, or `process (additional-charge) that `relates (associated) to that word, the `Associated additional charge. These `associated additional-charges are the very hub of your `actions and `abilities and `dictate your `level of `performance `during the `execution of any activity, i.e. `transference.


If you have no `idea, `image or `process to follow (`weak additional-charge) for the word `motivation, your `ability to actually do it will be `poor. If you have a `strong additional-charge for that word and hence some `idea of what is `involved or `required to accomplish the task, your `ability to do it will be `improved. Your `level of `performance comes from the kind of `productive charge you have and this is `derived the `depth of your `comprehension of what a `word means, `surface structure or `deep structure.


The collective term for the `charge (`understanding, `meaning, and `information) and `associated additional-charge (mental `idea, `image and `process) is THE PRODUCTIVE CHARGE


Another crucial element which dictates your level of performance is your own personal `experience.


i.e. What does it feel like to be motivated? `When were you `most motivated? What were you most motivated about and why?


By `adding your own personal `experience of the `word and what it `feels `like to be, i.e. `motivated, to the `productive charge, you have three `sources of mental `reference to `power your physical actions `during any activity/interaction and `raise your `level of your `performance: 


1. The real `meaning of the word, your `understanding of it, and the `information it contains -

    the `charge.


2. The mental `ideas, `images and `processes the charge creates -  the `additional-charge.


3.  Your own personal `experience of that word.


The collective term for these three elements is the PERSONAL CHARGE


The `process that is important at this stage is not motivating others but your own `internal mental processes that are `present as you begin to `think about what the word `motivation `means to you and your personal `experience of it. As you begin to create these `ideas and `images of `motivation, and recover your own experience of it, the actual `process of creating these `ideas and `images fills the mental `void and acts as a `resource for your `actions, i.e. if you had to `motivate someone.


Peg:     You have a mental `idea or `image ( strong additional-charge) to use as your `guide            (reference structure) in how to `act.


By examining the `personal charge itself, you will begin to `appreciate that without it, you have a mental `void and your physical `actions are `weak. The personal charge is best created `naturally, by knowing the meaning of the words used, and adding your own `experience of them. The main point to `consider is that, `without this personal charge, your actions are `feeble, with it they are `powerful.


Peg:     Without the personal `charge your actions `during any activity/interaction are `weak,           with it they are `controlled and `focused.


I do not want to create a `reactionary meaning to the use of this `tool. The ideas and images mentioned in the additional charge are best created `naturally by the `depth of your `comprehension about what certain words actually mean, not by `consciously creating these images which is an entirely different tool.


This simple `process of using the productive charge and your own personal experience of it in a `structured `format could be the difference between:


a) getting what you `want from life, by being instantly `resourceful.


b) not getting what you want, by being `stuck for `options.


Before this `process you were `resourceless and your ability too effectively `motivate others would be `poor, as you had `no productive charge to use as a guide in your actions. By creating a productive charge and then `adding your own experience of it, you are then able to use these two mental `combined elements (the productive charge and your own experience of the word) as a `resource in your `actions `now.

By `re-connecting (`associating) with the `meaning of the word, and `creating a `positive `charge which produces a `strong additional-charge, then `adding your own personal `experience, you are in a `more `resourceful `state than before. The `difference is in how these mental processes `change your personal `actions and the things you `say and do, from being `resourceless to `resourceful. 




There are many words that `involve or `require a `process of some kind to achieve them, `actions (both mental and physical), these `words are commonly known as `verbs or "Process Words" in Word~Power. By `associating to the real meaning of the word and the `process that is `indicated by that word you will have some `idea of `what is `involved or `required to achieve that word and `begin to build up an `image of what those `actions actually are, this `idea and `image are then used as a `guide to `fuel your `actions (behaviour -what you do).

Without this additional-charge, you have a mental `void which produces very little `aid to influence and `power your actions.


i.e. What is `managing?


Whatever this word `means to you and the `additional-charge it creates will be `how you perform the `task of managing. If the charge of this word means that you should look after others and sort out their problems then this is what you will do and no more. If it means that you should be their shoulder to cry on, or threaten them with the sack, then this is also what you will do.


Whatever kind of `charge you have for this word, will `create the additional-charge (`ideas and `images) of what is involved or required to `execute and `accomplish that `task.


`Managing is to `skilfully deal with others by `succeeding in achieving your `aims with limited `resources, to organise and regulate others, to `control their activities and utilise `their `resources to the `best of `their `ability to `achieve a common `goal, to `cope, to have effective and influential `control, to be `flexible in your approach and have more than one `style of management to use, managing is all of the above and more.


The `difference between the `first and `second `charge is, and what this commonly used word `actually `means to `you, are the actions that you would take to produced the state the word refers to.


Peg:     The kind of `charge you have `produces your `guide in carrying out that activity.


Peg:     The `idea you have and the `image you `create, are a `resource for `you to use and `act as a `guide in `how to `behave `during the `execution of that activity.


Word~Power is as the name suggests, using the power of words to release your potential.


Peg:     By creating a positive charge for a word, you produce a strong mental additional-charge which is then used as `transference, you become instantly resourceful.




If I asked you to `describe your job with `passion, would you know `exactly what to do and how to `sound? Would you start talking `romantically? Is this what `passion `means to you?


If I told you that `passion is "strong enthusiasm" would you `now have a `stronger additional-charge to `follow and `explain about you job? By explaining about your job with "strong enthusiasm" you will `appear to be `passionate about it, but you are not using the word `passion as a `resource, you are using the `charge and `additional-charge to power your `actions, and not the word itself.


This is the real `key to using language to be more `effective, the word itself is only an `anchor to further `information (the charge) that `represents far more to you than would first appear (the additional charge). By adding you own experience of that word (personal charge) you are using a vast amount of collective information to `power you actions `during any interaction, or in the `execution of any activity, and not the word itself.


By having a positive charge and `knowing what your words actually `mean, you are able to use that charge to create some kind of `idea or `image (strong additional charge) of what is `involved or `required to fulfil them. The `ideas that `spring to mind for "strong enthusiasm" power your ability to fulfil the label. If before you had `negative charge and a `weak additional-charge (idea, image or process) for the word `passion, or a romantic `charge, then your ability to describe your job with passion would be `poor.


Word~Power is `training you to become `aware of `meanings, `understandings, `information, `charges, `ideas, `images, additional-charges, `experiences, `personal charges and `transference. It will show you how to use these tools `during your `encounters and `activities to `create `resources for your actions at all times. By `associating to the `actual meaning of word/labels used, and what is `involved or `required to fulfil them, you are able to `respond and `react on the `moment and never be in a `stuck `state about what to do, i.e. you are instantly resourceful.


Peg:     Understanding natural language provides you with `resources for you `actions to `improve you performance in any area of your life.


Without a personal charge (`information, `idea, `image, `process or `experience) to `guide your actions `during your interactions, your `ability to act is poor, however, with the `personal charge, it is greatly improved. By using the `power that is `present (but previously `untapped) in natural language, you are using a `natural `resource that is `freely available and there for the `taking. Many words contain hidden charges to power your `actions (in any situation) and improve your personal `effectiveness and therefore your `results, it is `simply a matter of `knowing which they are, `understanding them and then using them.


Peg:     If you are not aware of `something then you are not able to use it.


This `process of breaking your `words and `language down into their separate `entities and then `removing the generalisations by `re-connecting to the `actual meaning of the word (the `type of `charge present and then creating a mental `idea that builds into an `image) and `adding your own personal `experience of it, allows you to use these tools as a `guide for your actions `during any encounter, or in the execution of any activity, to be more `resourceful, this `process is known as: BEING ASSOCIATED.


Being associated is a `state of `mind that is hard to describe on paper but easy to `witness if you see two people, one who has a personal `charge for a words used and hence a `clear `knowing and `understanding about what to do, and the another person who does not.


Being Associated has the following stages,


1. Apply the Single Entity Strategy and Writemark techniques.

2. Identify the actual meaning of the word and type of charge present.

2a. Convert into a positive charge if required.

3. Recover your own personal experience of that word.

5. Combine 2 and 3 together and use them to get and `idea and create an `image to power 

    your `actions - transference.


Peg:     Being associated to the `words used is the real power in `knowing how to use natural language.



Peg:     By `being associated to the words `you and `others use, they are more `meaningful to you, which means you `instantly more `resourceful than the other person.


When the actual words used become more `meaningful to you, they will act as a `positive charge instead of a `negative charge by providing you with a deeper `knowing and `understanding about what to do to `control the `eventual outcome of your interactions. You have an instant `guide (reference structure) for your `actions in any `situation or `context, at all times.


The `process of `generalisation and the `lack of any conscious `comprehension of your `words, `meanings, `charge and `experiences, `rob you of your Personal Vigour and Personal Effectiveness.  The task of `removing the `generalisation and `being associated is an `ongoing process, and its `benefits of use will become more `apparent as we progress through this course.


Peg:     Being associated is a essential tool in order for you to gain the necessary understanding that is required when `dealing with others and being more `effective in achieving what you `want.


I do not want you to `generalise the importance of `being associated by saying things like "Oh, I know what motivation is, its getting others jazzed up and excited ....etc.". The very `essence of Word~Power Professionals `strength is on removing this `generalisation which `robs you of your personal `presence and `vigour by `accessing the real power of natural language and your experience of it, and then using these two elements to your advantage.


Being associated requires `conscious `effort initially and `commitment to `understand more than you presently do about a very valuable `resource `until it becomes a subconscious `habit that you can use `without effort to `power your `actions and `improve your performance.


Peg:     `Words become `anchors to `detailed `information which are a `resources to `aid your `ability to produce `results.




The real `meaning of the word, your `understanding of it, and `type of `information `contained within the word, provide the `charge for you to use in your `execution of that `activity. If you have a `positive charge, the word provides `good deep structure `information for you to use. If the word has a `negative charge then it only has surface structure information and is `not a good resource for you to use.




The additional-charge is your `mental `idea, `image, `process that is created by the `type of charge (positive or negative) `present in any `word. It is the `source of your `power, as it produces your mental `guide to follow `during the `execution of that `activity the word refers to, as in the previous examples of `leverage, `motivation, `management and `passion. It  also produces those internal `feelings of `certainty that only a clear mental idea /image and `knowing and `understanding can `create.




Is the collective term for the `charge and `additional-charge.




Is adding your own personal experience of a `word to the `productive charge. The personal-charge is your personal `vigour, `information and `emotional `energy that is `given to you by a `word, based upon the `depth (surface or deep) of your understanding of it. If the charge you `have for a `word is `negative, you do not have a good resource to use in your `actions as you have no UNDERSTANDING of it and no `idea, `image or mental `process to follow and carry out the activity the words refers to. If the charge you have is `positive, it `conjures up (creates), a `strong additional-charge (`idea, `image and `process) about what to do, an `idea of it , a `process for you to follow mentally, and your own personal `experience to add to the `execution of that activity.


Peg:     Negative charges produce `weak additional-charges, and hence `no `idea, `image and mental `process to `follow, producing `poor `actions.


Peg:     Positive charges produce `strong additional-charges, and hence `clear `idea, `image           and mental `process to `follow, producing `powerful `actions.




Is the utilisation of the `type of charge present and how this mental energy is `transferred into physical action by providing you with a mental `guide (map) to `follow ` during the execution of your activities. The process that is important to remember, is that with this personal charge your actions are `powerful, without you have a mental `void and your actions are` weak.


You may begin to `realise (and I will also introduce you to) that there are many `words that contain  powerful `charges and they are always available for you to use as a `resource when `dealing with other people and improve your `performance. When you are `aware of this `mental energy you will be able to use it `freely in your `actions at all times and be `instantly `resourceful, producing better `results `effortlessly.


Peg:     Tapping into the hidden charge produces superior `results.


I do not wish to create a reactionary meaning to the use of this tool. The additional-charge is best created `naturally through knowing and understanding, not by `trying to create mental images `par se. The personal charge is a `label that bests describes the `feelings you will `have as you become more `confident about `knowing and `understanding what to do in certain circumstances. By removing the generalisations and `being associated, you are `increasing your ability to act  with minimum effort.




Single Entity Strategies and Writemark are very two important tools as they are the `source of the Word~Power professional `strength  in `dealing with others `skilfully. The process of `being associated and tapping into the hidden `charge will involve `conscious `effort at first,  but it will soon become a `subconscious `habit which requires `little `effort to produce the `desired results.


We all use `natural language to `communicate and `words are the only `weapons you have to `influence others, your skills start by `deepening your knowing and understanding of these tools, and producing a `positive charge for your words, which is then `used to increase your personal performance and `ability to `influence and `control others.


These mental `ideas, `images and `processes are `created by the `depth of your `comprehension `automatically not by consciously trying to create them. If you put your conscious effort into trying to create these images you are missing the point and `labouring with a common misconception. The additional-charge is created `naturally and `automatically and is a `by-product of knowing and understanding, not consciously `manufactured as a visual guided `fantasy.


Manufacturing fantasies is a `tool that is used by the professional to `enhance his and others actions, and should not be confused with this `natural occurrence.


The use of WritemarkTM will become more `apparent as we progress through this work, at this `stage you only need to be `aware of its use and have a little `understanding of it, as we progress through this work you will `automatically become more `associated to the use of language.  The distinctions that follow in Word~Power are best `experienced rather than just read, by using the Writemark style of communication you will be able to achieve that `state easily.


Your first task is to `understand the Word~Power style of communication and then use it to `interpret and `understand the following information. The following information is `designed to give you a better understanding of yourself and others, and further distinctions in `how to use natural language as a `resource to your `advantage.


Continue the `process of `associating to the words marked and what they `actually `mean and you will begin to `remove the `generalisation that has built up around `you which `robs you of your personal `vigour. You are `associating to the words `marked and `accessing their hidden power so they are more `meaningful to you and therefore `producing a `positive `charge which can then used to get what you `want, in any area of your life.


Peg:     Word~Power is a `tool with `a universal application to improve performance in any `area of your life as it `de-generalises the one common tool to any activity - natural language.


This technique will pay enormous `benefits to you in every area of your life, as your `comprehension of natural language `grows. It will be foreign to you at the moment, I only ask that you `perceiver with it, and `implement it in the following `distinctions, using them to get what you `want.








I first wish to introduce you to `some of the commonly used words/labels of Word~Power so that you have some `knowledge of them, before I use them to explain and express my findings. The `introduction to these `tools will provide you with a `basic understanding that can be `enlarged as we progress through this work. The `tools presented in this section are only a `small amount of the whole Word~Power `arsenal and should be taken and `developed to suit your own personal `needs.




Is the `amount and `quality of `information given to you by a word, and the `depth of your `understanding about that information. The words used are a `resource for your `actions, due to this `charge. The professional uses positive charges to create `strong additional-charges that provide a mental blueprint for his physical actions through `transference.


When dealing with others, the professional’s job is to create positive charges for the key process words used by the client, which will in turn create the strong additional-charge to `guide his behaviour to overcome any `limitations that prevent his action. By using the productive charge and the personal charge at key points `during the `interaction the professional can overcome most `objections.


Peg:     The professional uses language as a `resource at all times, not only to `guide his own         behaviour, but also to `guide the `actions of others so he can achieve `pro-using.




Most of your words have become nothing more than a series of `labels. Labels are `classifying `phrases which are used to give `some information. The key word here is `some.


The `amount of the `information they give to you is the `meaning and `charge which you use to power your `actions `during any activity, they are the key to your `ability. To many of us, our words/language has become nothing more than a series of `meaningless `labels, providing little or `poor quality `information to use in our `actions.  As words are `resources, that simply means that `most of our resources are of `poor quality, unless you have a deep structure understanding of the labels used.


Peg:     Language has become nothing more than a series of meaningless `labels



This is especially prevalent in business, where `labels such as `communication, `motivation, `manage, `leadership, have very little `power for those using them and more importantly those who are expected to perform them.


Peg:     Today’s business environment is full of `misused and `meaningless labels which people      try to `fulfil, but often cannot, as they lack any `real knowing, and `understanding of how to achieve the `state the label refers to.


Peg:     Without any real `knowing or `understanding, a person cannot be expected to "fulfil the label".


We all have our own `charge for what those words mean. The `cause of much miscommunication in business (and life in general) and hence the `wasting of valuable resources, is people `responding (what they say) and `reacting (what they do) to their `own meaning for those labels and using negative charges. We will examine the phenomenon of natural language and how to use it to,


1. `Influence others

2.  Improve your `effectiveness.

3. `Communicate effectively

4. `Understand others

5.  Get what you `want


in great detail throughout this course.




Word~Power is built on action and using mental `forces that exist within us all, even though these forces are `intangible, they have enormous hold and influence in your life. I am referring to these forces "as though" they were `tangible. By thinking about them in this `way you will begin to `consider them as something that is `real and manageable which in `fact they are.


Word~Power is designed to introduce you to these forces and how to use them to your own `advantage.




Distinctions are your `ability to `clearly `perceive, `seeing the difference in `quality or `making the difference, `defining a `principal or `aspect. The `distinctions that you make `throughout your life provide you with your `understanding and `knowledge. It is being `clear in your own `mind what something `means and having the `correct meaning, which is then used in your ability to act. The `distinctions you make supply you with your `depth of understanding and therefore your `ability to act.




Are the `ability to `interpret and use the `distinctions that you make. There is a `big difference between `making distinctions (knowing what `something means), and being able to use that knowledge. Making `finer distinctions is the next stage in your `development, it enables you to use your `knowing and `understanding `freely and `accurately in your actions.


There is an old saying that "information is power", this is a `distinction. But what does this statement `actually mean? Without a `real understanding of it, it is `meaningless and `useless to you.  A `finer distinction of this `label would be, "being able to use that `information to your `benefit", this is the `real meaning of the statement and can only be obtained by `making a finer distinction from the original statement. Finer distinctions are the `real, `deeper, `more meaningful, `useful, `understanding about `what the `distinctions `really mean.


Peg:     Word~Power was created by making a finer distinction about what Zig Ziglar           advocates. 

Peg:     Being clear `about using natural language is an `ongoing `process of making `distinctions about what things mean, and then `finer distinctions about what they `really mean, and using that `comprehension to get what you `want.




These two elements are the most important aspects of `everything you `do in life. Word~Power is concerned with intensifying your conscious `knowing and `understanding to a `depth that will enable you to achieve what you want with far greater `effectiveness and `efficiency.


`Everything you are able to do or not do in life, keeps coming back to these two elements and your ability to make `finer distinctions and `acquire a `deeper level of `comprehension.


I cannot stress the importance of these two aspects enough and the importance of `attaining the internal feelings of `certainty, which develop as your level of `awareness of natural language `deepens and `grows. Applying Word~Power to you life will seem `like a `revelation and a whole new world of `meaning, `comprehension and `experience `opening up to you, `providing you will real benefits of use, not only in your business life but also in your personal life, as in both these `areas you use natural language to `communicate with others to get what you `want.




Associating is the `connection of  `ideas, `images, and `thought. `Re-connecting and `re-joining to your `experiences so they can be used to `power your actions `during any interaction/activity, - transference.


By removing the Generalisation that has built up around you, you can begin to `experience the real meaning of communication and begin to understand how your own `past experiences can be used to `power your actions in the `present (during), when you are `re-connected to them (associating). 


 Peg:    Being `associated is a `state of mind and feeling.


The `opposite to being `associated is being `disassociated, which means you are `not connected with your `resources and hence your level of performance is `poor.




A `resource is a means of `supply, `stock that can be drawn on, a `device, what is `needed, an `expedient, which is a practical means of achieving one's end. 


Your `resources are your `stock and `means of `supply in carrying out certain actions to achieve what you `want at that moment in `time. The `quality of your resources `determines `whether your actions will be `effective or `ineffective. Your resources are divided into two groups:


1. Your Internal Mental Resources -


Which are `intangible, what you `know and `understand and what you can do. Your `abilities, `thoughts, `feelings, personal `vigour, `power, `control, `charge, `additional-charge, `personal charge, and many other internal `states of `mind, which are used as your means of `supply and emotional `energy to get what you want. The `quality of your internal resources determines your level of `effectiveness and physical actions.


All internal `resource can be used to `power your actions `during any interaction to achieve your goals.




2. External Material Resources -


Are things that exist in the tangible `real world and are at your disposal to be used to your advantage. These can be time, money, other people, buildings, information etc.


The professional uses his `resource (internal and external) to `optimum effect, allowing him to act `during, with greater `influence, `power and `control.




A model is a `simplified `description of `something.


Where the word "Peg:" appears it is designed to act as an `anchor for your understanding. I will present certain points that are to be remember and each point will stack one on top of the other to provide an overall base for `understanding.




The word `position when used in Word~Power refers to your `mental `attitude or state of `affairs, the current situation of either the `client or the `professional at that `moment in `time.


Your `position is where you `are `mentally and `physically with yourself. Whether you are `ready to act or `not. Your `position refers to your `global ability to `do something. The `position is at this moment in `time, it may `change as time changes, it is a VARIABLE.




A `process is a course of `action or `proceedings, a `series of `stages, a sequence of `change, something you do, a step by step plan, a `strategy that you follow `during the `execution of any actions.


Every "process word" involves `action in order to achieve the state the word refers to. To `motivate, `lead, `communicate, `manage, etc. you must do something, what you do is your `process for that word.  If you cannot achieve the results you want, then the `process you are using is `faulty. To accomplish whatever you want in life you use various `processes (strategies) to achieve the results. If the `process you are using is faulty in some way, the results achieved will not be desirable, the professional can alter the `process it to improve his and others’ performance.


Peg:     The power is in the `process.




An `idea is a `thing (`vague to `clear mental image) conceived by your `mind, a `plan (`reference structure or `guide) about what to do. It is an `intention or `aim, it does not refer to "coming up with ideas" which is commonly known as `invention. 


Word~Power uses the word `idea to explain how your brain works in `recalling and `creating information and how it makes this information `meaningful to you. Your subconscious stores `information in `images but they are not `images par se. The images are not produced `instantly, they are compiled over a period of time(seconds to minutes) from an initial `idea you have, (or not) until you have a `complete mental `image/picture (additional-charge) and hence a very good `comprehension of what to do and your actions become `stronger.


Peg:     If you have no `initial `idea then you can not create a `useful mental `image.




An image is a `mental `representation of an `entity, a `conception of the `mind which is used to `guide your actions. The act of `communication `builds the `idea into an `image (additional-charge) to `use as a `resource in your `actions. If you have no `image (guide) in your mind to follow then your `actions are `weak and `unfocused.


When you are `recovering information from your deep structure (associating) or `explaining what you mean, the information you express becomes an `image for you. The `images are `subconscious and best created through `knowing and `understanding. These `ideas and  `images are `below your own conscious awareness at this moment, but they are `there and I wish to draw your attention to them and how they can be used to `power your `ability to act, so you can `enhance them and control your own mental `faculties and not be a `victim of them.


Peg:     Before you have a mental `image you have the `idea.


The `idea comes directly from your `charge for that word and what it `means to you. If a word has no charge for you, it will not produce an `idea and therefore no mental `guide. The charge is the very hub of your mental faculties and produces `indirectly your ability to act, (transference). A Cycle develops that `maps completely across your life, from the power of natural language to the quality of life you `experience.


i.e. Words have a `charge (or not) which produces your `idea. The idea `develops into a mental image (additional-charge) which is used by you `subconsciously (without knowing) as a `guide to `power your `actions. The `effectiveness of your actions produces your `results.

The `level of your results produce your emotional states (happy to sad). Your emotional state creates the `quality of your `life.


Peg:     Words > Charge > Idea > Mental Image > Guide > Actions During > Results >           Emotions > Quality of Life.




`Experience is your own personal `observation or `contact, `knowledge or `skills based on this personal observation or contact, or an `event that `affects you, to `feel or `undergo, to have `experience of. Everything that ever happens to you or you `feel, is your `experience.


`Subjective is your own personal view, your own `experience, `not objective but `subjective due to your `consciousness or `thinking of, or `perception of, and may be `imaginary, as opposed to what is `real.


Subjective experience explains how we are all so different as we all `perceive the world and our `experience of it `differently. As human beings we `give and `have different `meanings to our `words and `experiences of them.  It is this difference that makes the world an interesting and exciting place but is also the `cause of much `misunderstanding and `miscommunication between people.


Peg:     People `respond and `react to their `own meaning of the word and not `yours.


You make `sense of your world by using your `meanings and `experience as a `reference or `guide in how to `behave. The `input you absorb and the `output you emit are all `subjective.


Every single `word is `subjective, the written/spoken word is `fixed, however, what it `means will vary from person to person, i.e. it can `mean `different `things to `different `people. The professional's job is to clarify `only the meanings that are involved or required to accomplish his goals and ignore the others as they do not achieve anything `meaningful to the interaction.


Clarifying meanings that are not relevant to the eventual outcome, cause miscommunication and make the task of `pro-using very laborious for all parties concerned.


Peg:     The only `shared meanings are the ones you create.





Are commonly known as verbs, but verbs do not divulge enough `information to use in your actions. Process words do, they are `subjective words that do not refer to a `tangible item and `involve or `require a process (action) of some kind to achieve them.  They are `labels such as `motivation, `communicating, `explain, `understand, `caring, `loyal, `rewarding, etc. they are a group of `charged words that  `mean different things to different people. The list of process words are exhaustive, the main point is that we use these words without `consideration to their `meaning or the `actions that are involved or required to achieve them.


i.e. If you were asked to `explain how the photocopier works to the new office junior, your `idea of `explaining how it works may be very different to someone else's in your office, but in your `mind, you have `explained how it works adequately, it's not your fault if they didn't `understand.


Process words can be `source of your `power by `clarifying their meaning (charge) and identifying the `actions that are `involved or `required to achieve the task referred to, and then using them `effectively. They can also be the `cause of much `dissatisfaction and `miscommunication by `failing to communicate the meaning and process involved or required. I would like to make you `aware of your use of process words, and the `meanings and `actions that are `related to them and how they can be used by the professional to his `dominance. By being associated and `enhancing your `charge for these words, you will be able to fulfil them with far more `efficiency and `effectiveness.


Words themselves become `anchors to `resources for the professional to use by understanding what the words used `actually `mean and what is required or involved to fulfil them. It is not the actual words that are important but their `meanings and the `amount and `quality of `information they contain (charge). When the speaker loses contact with the meaning of the word it is no longer a `resource for him to use. In order to fulfil the label you must `understand what that label refers to, in order to `manage you must really understand what... to `manage `is.


All process words involve `action of some kind to be `accomplished, but they do not give any indication of what that action `is. The most common `cause of mismanagement, miscommunication, misunderstanding etc. is not `knowing what the process involved or required to fulfil the label is.


Businesses spends Millions of Dollars a year training their staff in `how to accomplish....process words, and in most cases, simply by providing the individual with an real `understanding of what that `word actually `means, they would `provide that person with a reference structure (mental guide) to use as a `resources to fulfil that `label.




Words that involve a `process of some kind are more commonly known as `verbs. Verbs indicate action of some kind but they do not give `details of `how this action was carried out or `accomplished. Any verb indicates a `process is involved or required, but does not `identify the actual process `itself.


The word `trust for example is commonly used, we all know what trust `is, we all have our own `meaning for it, but what `process is involved in `trusting? The process amounts to the step by step actions (strategy) you take, what you do, the `content and `subcontent involved.


Peg:     What is most important, is the `process you go through to `trust. The process of......


We all have our own `process we go through to accomplish `trust, the `actions that you take are called your STRATEGY (plan of action).


i.e. To `trust somebody I would have to:


a) See their home

b) Chat with their friends

c) Work with them in some way


By identifying what people actually do (their strategy) to fulfil the label you can build up their `sequence of `events for that word. If their sequence is `flawed in some way, which means they are unable to fulfil the label or they seem to experience re-occurring `pain from their actions, you can change their strategy so they can accomplish the desired result or protect themselves from future dissatisfaction.


In the above example, this is not the best way to establish `trust. If a friend of yours used this `strategy to `trust others you could suggest that he `adds a new `stage to his strategy called "Getting to know them first". 


By altering his `strategy, you will change what happens to him in the future. By altering the process, you have changed the end result. The power is in the process.


By `establishing what `process words `mean to people and `what they have to do to `accomplish the label, you can identify areas of weakness in their `strategy and change them so the person can fulfil the label `effectively. Word~Power trains you to `remove the Generalisation that surrounds these labels and `clarifies their meaning by `reconnecting you with the `actual meaning of the word, and your `experience of it, so you can use those aspects as a `resource in your `actions.




Are what you `create by what you do or `fail to do `during your encounters. The `actions you take produce a `direction and that direction is know as your `outcome. Do the `outcomes you `create take you nearer or further away from you goal? Outcomes are what you do from moment to moment and are crucial to `monitor as they can be `slow moving but taking you `further away from your goal. If that is the case, you have to `stop what you are doing and do something else, something that will take you nearer your goal. If you `fail to `monitor your `outcomes you may end up somewhere you do not want to be.


Peg:     Monitoring your `outcomes is making sure your `actions are taking you in the `direction you want to go.




To `push is to exert `strong mental `force, to `move somebody `mentally from their current `position, make one's way `forcibly or `persistently, make `demands for, `urge, `impel, a `force, `vigorous effort, `determination, the use of `influence to `advance a person in a certain `direction, to `push.


Word~Power is `conductive (a push) in that it requires you to make `things happen as opposed to `waiting for them to `happen which is a PULL approach.




To pull is the opposite `weaker mental force of `pushing, it is to `wait for, to move oneself by `attraction as means of exerting `influence, to `pull.


The `push and the `pull are two mental forces of action which the professional uses to present his proposals. The `push is far more `powerful and will `induce people to act `quicker than the `pull approach which is `tempting them. Your clients have to `made to act and they need `something to move `away from mentally, (the push - their present problems) and something to move towards mentally (the pull - the desired state). See outcome one and outcome two.


The professionals personal `orientation (a determined position) is that of `pushing and making thing happen. He uses both these mental forces to `influencing his and others `actions. By presenting his proposals in this way, he is using the twin `effects of `push and `pull.


When two people interact, one will `emerge as more `dominate with more `control. This control is achieved by personal `vigour and  `presence and these are `qualities that are `acquired if not already possessed. By using the information in the book you will operate from a `determined position of making things `happen. Nothing `happens, unless you take some `action and use this present moment to get what you want, it is the only way to `succeed.


Peg:     The professional uses the twin forces of `push and `pull to present his proposals.




Ongoing is what is already happening, and refers to what is `present, continuing, in process. We all have ongoing experience, re-occurring patterns of `behaviour, `thinking, `actions, whatever is happening at that moment in time is your `ongoing experience, processes are continuous.




The human brain is an `organ of `convoluted `nervous `tissue in the skull, it is the centre of `sensation, `thought and `intellectual `power.


To `influence others and influence their actions, you must have a `deep structure understanding of them, in order to obtain this, you must `first understand yourself. To do this you must be aware of your own `conscious and `subconscious `processes. We will examine in great detail the power of the `conscious and `subconscious throughout this work and how you can use your own `processes to maximum effect, with very little `effort.


Peg:     In order to understand `others you must first know and understand `yourself.


The brain is divided into two `parts known commonly as the CONSCIOUS and SUBCONSCIOUS.




Your `conscious is `awake and `aware of your `surroundings, it `knows of its `environment and makes an `effort to `perform/act.


Peg:     Conscious: What you are aware of.


Your conscious is your `surface structure. It holds very little `substance and contains very little of who you `are. As the name suggests it is the `surface to your `identity.


Your conscious is the smaller `portion of the brain and is located on the left -hand side of your brain. It is limited in the amount of `data and `information it can hold. Your conscious is your `short-term memory and controls your `logic. It `appreciates `words, `reason, `numbers, `tangible and `quantitative elements, . 




Your `subconscious is the part of your mind that is not fully conscious but is able to `influence your `actions


Peg:     Subconscious: What you are `not aware of, `below you conscious `awareness.


Your subconscious is your `deep structure, containing all of who you `are, your `identity, `self-image, `values, `beliefs, `hope `dreams etc. are all contained in your subconscious. As the name suggests it is `deep in the amount of `information it holds `about you and makes you `who you `are. Everything you have ever `experienced is contained in your deep structure, it is your long-term memory, and is available for you to use as a `resource for your `actions.


Your subconscious is the larger of the two portions and located on the right-hand side of the brain. It controls 95% of your actions and everything you do. The subconscious `appreciates form, images, colour, rhythm, shapes, `intangible and `qualitative elements. 


We will examine the `conscious and `subconscious in great detail throughout this course.




The conscious usually thinks in terms of either/or, ""I like it but I can't afford it..."" It thinks that there is only one of these `possibilities open to it.  The Word~Power professional thinks in terms of BOTH/AND and being more `creative. Most people `think in terms of fixed, static logic -  `either/or and suffer the limitations this creates. Word~Power trains the profession to think in terms of both/and which is more `flowing, `flexible and `resourceful. To be `creative does not mean to be good at art, it is to `create `possibility, `option, and `discover new `solutions to old problems.


I want to train you to look for `possibility,  in `how to get what you want, to be more creative, "if you could afford it, then would you buy it..." if the answer is yes, then the next statement is, "OK, lets look at how you can manage your finances, and get what you want....".


Peg:     Your clients will think in terms of either/or, when you think in terms of both/and your mental processes `surround theirs and you are much more `resourceful in terms of `creating new possibilities to fulfilling `wants.


When you are presented with an `objection in the form of "I would like to but...." you have the opportunity to use your both/and principal and be more `creative than your client. They have a `limitation `created by their either/or (fixed linear) `thinking. Your thinking in terms of both/and i.e. "What if I can solve `both aspects of this situation" and therefore overcome `obstacles that are placed in your path.


This `process will `developed over a period of time, and you will begin notice that you are `able to suggest new possible ways of `how to get what you and others want. The both/and principal is training the brain to be more CREATIVE.


The formulation of a problem is far more essential than it's solution, which may be merely a matter of mathematical or experimental skill. To `raise `new questions, `new possibilities, to regard old `problems from a `new angle, requires `creative imagination.

                                                                                                            Albert Einstein.




Imagination is a `mental `faculty of forming `ideas and `images. There are two aspects of `imagination, one has `power over the client and the other does not. The difference is `when the `client `perceives these `ideas and `images as `real or `imagined.


1. Real for the client.


The `imagination has `power over the client `when it is `REAL TO HIM. He thinks that what he is imagining will `happen and therefore has `influence in his `actions `now. It is `real to him and not `imagined.


2. Not real for the client.


When the client `perceives these images as only `imagined.  i.e. It would be nice to win the lottery and marry a supermodel, but these `ideas are `images and `not real, they have very `little power in terms of influencing your `actions, (unless to buy a lottery ticket).


The `difference in the `images and their `power over the client is down to `whether the client `perceives them as `real or `imagined, `not what is `actually real or imagined. In `reality everything that is `thought, is `imagined.


The professional uses the `power of what `appears to be `real to `influence the client in terms of creating `outcomes and `scenarios that are `real to the client, i.e. they will happen, even thought the whole `experience/event is `imagined and created by the professional for the `benefit of the client (see outcome one and outcome two).




Clarity is `clearness of mind, not `clouded, readily `perceived or `understood, free from `obstruction, being able to identify the real `issue. `Clarity is a tool with a universal applications in both business and personal situations. In order to `function `effectively you need to be able to obtain `clarity about what is actually happening so you can `deal with the `reality of the situation and not `something that is `imagined.


There are many instances of people in business `lacking clarity which have resulted in thousands if not Millions of Dollars being wasted. It is a situation that will continue to prevail in business unless the decision-makers obtain the `clarity `required to make `effective `decisions. 


The `understanding I have developed, Single Entity Strategy or SES allows you to obtain the clarity needed by dealing with your environment in a `logical and `structured way, breaking it down into single manageable entities. By being able to `deal with the actual problem and not an imagined cause, you will resolve any situation more `efficiently and `effectively.


Many people do not posses `clarity and are limited in their ability to act because of it. By applying your clarity to their situations, you are enabling them to act by resolving their `problems and `removing their `limitations or `objections, so they can get what they `want.


Peg:     Applying clarity to any `situation is dealing with the `reality of the situation and not an        imagined problems/causes which do not exist, they only `appears to exist.




The Word~Power professional focuses on what is `real, `actual and `existing, and uses `illusion and `imagination as tools to achieve his objectives. There are two elements to our world:


1. What is real – reality, which can be used as a powerful tool to induce action.


2. What is not real - imagined, illusion, a weaker force in terms of inducing action.


Mastery of these two forces allows the professional to deal with the `reality of the situation and not make the mistake of `labouring with the illusion. These are two separate `forces at opposite `poles to each other and the benefits of being able to use and `understand each of these forces with `power and `control will pay enormous dividends to the professional in his work.


By having `clarity and making a `finer distinction about its use, the professional can `present his proposal with the `power that comes from being `real, even though what he is presenting may only be `imagined, as used in outcome one and outcome two.


Peg:     The professional can present what is `imagined as `real so it has real `power over the client to influence his actions.


Many self improvement books focus on what is imagined and have the user attempting to comply with the illusion and not the reality of the `situation. Where possible I intend to make you `aware of the illusion that surrounds you in every day life so you can choose what to `respond and `react to.


Peg:     Word~Power is `utilising what successful people `actually do, (reality) not what they `say they do (illusion).




Illusion is a false belief or `deceptive `appearance. Business is full of `illusion (deceptive appearances) and `responding to them and not the `reality has cost industry and investors Millions of Dollars, Worldcom and Enron spring instantly to mind. Many people in business promote the illusion as a way of `deceiving others and influencing them. The Word~Power Professional needs to become `aware of the difference between `illusion and `reality, (what is `imagined and what is `real) and how they are used in today’s society by others.


Word~Power operates in the `reality of the situation and this is what I promote, the knowing and understanding of what is actually happening not what `appears to be happening. I will not present you with how it should be, but how it actually is. Business (and life in general) really is very simple, it is just made to `appear more `complex as a `device to deceive others.


Peg:     As humans we have a `natural desire to make things `appear more complex than they actually are.


There are many business which `promote the `illusion and not the reality, `employees, `competitors and `customers are presented with a `vainer which suggests one thing when the `reality of the situation is completely different. Barings bank, BCCI bank, Wicks, Robert Maxwell are the most obvious, but there are many, many others, that are not so obvious, and present an `illusion as a way of doing business.


Other people, as well as businesses, `present the illusion as a way to `influence others, the `professional must knows how to deal with both these aspects, and also how to use the `illusion for himself to `influence others.


Not `knowing the difference between `reality and `illusion has also cost many businesses departments Million of Dollars, one of these departments is advertising.  They have a saying that in advertising that "half of all advertising revenue is wasted, the trouble is which half...".


The reality of this statement is that 50% of all advertising revenue is responding to some `imagined problem/concern and not a `real issue. It is invaluable to be able to distinguish between what is `illusion/imagined and `not important and what is `real/existing and therefore `very important.




Knowing is to be `aware of, to have an `understanding of, to be `acquainted with or `learning of. It is your internal `state or `feeling of `certainty that makes you feel `capable.


You build `frameworks or `structures in your `mind which hold your knowledge. Your knowledge `about something or `of something can either be `deep or `surface structure. You ability to act is controlled by the `depth of your knowledge. What you `know determines how `effectively you can act.


If you have extensive knowledge, your framework or structure is `deep and refereed to as Deep Structure. When your knowledge is light, it is refereed to as Surface Structure. When you have a `deep structure knowledge about `something you have more `resources to use than if your knowledge is `surface structure. Your `deep structure and `surface structures are `resources for you to use to aid you in your `tasks.


Peg:     Surface Structure: Little or no knowledge and hence poor ability.


Peg:     Deep Structure: Full knowledge and hence greater ability.


Peg:     Your `resources can be surface or deep structure which amount to everything you `know and have ever `done




Understanding is to `comprehend, perceive the `meaning of, to `know how to `deal with, intelligence. The depth of `understanding you have about something (surface or deep) will also `dictate your ability to `learn and `perform.


Understanding is also an internal state of `certainty. You can `know about something but if your understanding of it is `limited, your ability to `actually do it is poor. In order to use any tools and techniques you do not have to understand them, this is a philosophy put forward by many other forms of self-development, while this is true to a certain degree, it is not the kind of `understanding that Word~Power wishes to `promote. If you wish to use something with power and control and use it `effectively then you have to `understand it in order to `adjust your actions if you encounter any `unexpected effects, i.e. being `flexible and `resourceful.


Peg:     If you do `not understand what you are doing then you `cannot be `flexible in your approach.


Peg:     A `lack of understanding means you are easily `misguided.


Knowing and understanding are two internal states of `feeling that provide you with `confidence and subsequently your level of performance. They are two crucial `states of `mind to achieve and are the very hub of your `power in all `areas of your life. `Confidence in yourself is a result of knowing and understanding what you can do. If you are not confident, then you are unsure about your `ability to act.


Peg:     `Confidence is acquired from `knowing and `understanding.


Word~Power promotes two kinds of `understanding:


1. SELF REALISATION: Knowing the `meaning of, Knowing how to `deal with, Being `aware,


Self-realisation of natural language makes you instantly `resourceful by being `associated and using the `power (charge) of words . It allows you to `understand and use language as a `resource for your `actions at all times.


Peg:     Where there is not understanding, there is no `power.


2. EMPATHY: Understanding others internal feelings and state of mind.


If you are to achieve what you want in life you will have to know and understand other people in order to `influence them. Empathy is the power to `identify oneself `mentally with another `persons feelings. There is little point asking people how they `feel about `something if you do not `know `how to use the answer they give you in your `actions (pro-using).


Peg:     In reality, asking people how they `feel is pointless unless you know how to use the `information they divulge to your advantage.


How well you `understand others, their `thoughts, `feelings, what they `mean and what they are `trying to `communicate, will determine your ability to `influence their `actions. By having a clear understanding of your clients present internal feelings `about something, you can influence his `actions by using your own `experience as a `guide.


Both forms of `understanding are `crucial to dealing with others `skilfully and are `created by using the "APPLY TO SELF" tool.



Peg:    Word~Power is concerned with giving you the `edge in any interaction by `knowing and `understanding how to `influence the actions of others.




A mechanism is your approach, your structured `way, a means by which you achieve something, a way a thing is done. Word~Power is concerned with providing you with a `mechanism to `achieve what you `want `during your interactions, by giving you an understanding of natural language and your environment and how to use them to your `advantage.


Your `depth of understanding and additional-charge are your `mechanism to fulfil the process words that are commonly used in today’s society. If you are involved with `managing, `leading, `motivating, `communicating, `training and many other such commonly used `labels, you will not perform to the `limit of your ability unless you `understand the actual `meaning of the word and the `processes that involved or required to accomplish them. You are simply being asked to do what you are not equip to do, i.e. you have no real `understanding of `how to fulfil the process word mentioned.




Power is the `ability to act, to do. It is used in Word~Power to infer a mental `stage that gives you `emotional `energy and enhances your actions due to knowing and understanding what to do. Many people lack any kind of `power in their lives and live as though they are `victims of what happens to them. They interpret their present circumstances as "something that just happens" and act as though they have no `control over their own `fate.


Power in your own life is divided into two entities:


1. The `power to act and influence your own and others `fate.


2. The `power that is `present in the actions that you take.




Control is `directing or `restraining use of that power. It is how you use the `power you have. Control is being able to administer your power with `effect and `efficiency to achieve a desire goal. It is having `discipline in your own actions to be `professional.


These two mental states of `power and `control are two important aspects of business that every individual `needs to `develop if they are to be `successful. They are two mental `forces that you `feel as your `comprehension of natural language grows. Both these `qualities are `automatically `acquired, as they are `by-products of increasing your `knowing and `understanding of natural language.  As you become more `associated to natural language, your ability to `influence grows `automatically and becomes `effortless. 


In order to `excel is today’s business environment you need an `edge over your opponent, whether it is your `colleague, `customer, or `boss. The edge you seek is the `power and `control of `yours and `others `actions which is not produced directly, but indirectly as a result of using natural language `effectively.


Peg:     Power and Control are `by-products of knowing and understanding.


Peg:     Word~Power is designed to help you achieve `power and `control in any interaction and not to operate from the `assumption that you are always in a `position of `weakness.




Conductive is your personal `direction (orientation), it is being able to take `control and `influence others `during your encounters. It is the approach you `choose which indicates your level of success. As the conductor in an orchestra organises and plans the music, you organises and plan your approach to interactions to achieve your aims and objectives and `make things happen. Your `thinking and `actions are all `designed to achieve a `purpose and create `outcomes which take you in the `direction you want to go. Word~Power is `conductive in that it trains the professional to achieve what he wants by using what others `want as his vehicle - pro-using.


You can progress through life being in `response to others and their demands, or you can begin to take an `active role and `affect what happens to yourself and others (being conductive). What stops most people from realising their potential is a lack of understanding in `how to do so. As your knowing and understanding develop, so will your ability to take control and be `influential.


Peg:     Being `Conductive is your `approach, it is being influential `during the interaction, having a personal `presence that is `felt by the other person and `respected. Being `conductive is a skill that is acquired.




The purpose of marking words in the text is so that you can begin to `realise the actual meaning involved and what you would `actually have to do to achieve that task. By following this procedure the text becomes more meaningful as you begin to `associate to the actually meanings rather than just `reading, where no real understanding is created.


Peg:     You are `creating an `idea of the situation.


In many tasks there are process words involved, and process words involve action of some kind.  By identifying that `process the professional is able to obtain an `idea of what is `happening (involved) or needs to happen (required) at that moment in time to achieve the desired `outcome and `goal. Each situation is broken down into its separate `processes so the professional can deal with each individually, and therefore `gain a deeper understanding of the whole situation. This understanding is then used as a `resource in `attaining what he and others want. It is a cycle of continuous improvement.


Word~Power is interested in what is `real, actual, and `existing. By dealing with what is `real and not `imagined the Word~Power Professional is able to improve his performance by `reacting to the relevant cause of the situation and therefore save valuable `resources from being wasted by dealing with the `irrelevant.




Is a `label that is very commonly used in today’s society, but how many people actually know and understand its real meaning? What makes a good communicator? How can you develop your communication skills? What is communication?


Peg:     Communication is to convey `information to others.


Word~Power  has divided `communication into two separate entities which operate completely independently of each other. They are `Global Communication and `String Communication.




Global communication is `communication (information conveyed) `about you. The key phrase here is `about you.


We are continuously conveying information `about ourselves to others. Your posture, body language, accent, use of language, clothes, habits, material features (house, car, life-style etc.) all `say something `about you.




String communication is what you actually `say, your sentence structure, the words you use to convey your `output, your `meaning and your `message, the meaning `contained.


The Word~Power Professional understands both forms of `communication and uses them to his advantage `during his interactions.


The most important aspect of `string communication is the `message you wish to convey and the `meaning of your communication. Misunderstandings, which result from miscommunication, have cost industry Millions of Dollars in wasted resources over the years. Word~Power will explain `how to communicate and avoid these common mistakes.




The `meaning `contained in communication is, intended to `convey or `indicate `information, and is often overlooked and rarely conveyed in the communication `process. The responsibility for conveying the `meaning is solely with the speaker, not with the listener to interpret and understand.


Peg:     The `meaning of your` communication is the `response you get.


We shall examine the phenomenon of communication in great detail as it is the premise of all human interaction and something that is rarely `defined. By mastering the tools in this book you will become a `professional communicator and have the power to `influence others `actions to get what you `want.




To `define is to state the `precise meaning of, or to describe the `scope of, if dealing with an activity or job, it is to `outline the `limits or `boundaries of. There are many aspects that need to be `defined to allow others to act.


By defining a person’s job he has a positive charge for the label and a strong additional-charge to follow in the execution of his activities. By defining natural language I am crating a shared meaning for the labels I use to describe my finding.


Defining provides others with clear objective, which they can follow to achieve many tasks, and reduces the risk of reactionary meanings.




A reactionary meaning is `subjective by placing your own `understanding to the words and labels that you and others use and not seeking to clarify (define) the meaning. Whenever you receive `data or `information from others, especially in a book, you place your own meaning to the words and `respond and `react to our own interpretation, unless the speaker/author has taken the `time and `trouble to explain `exactly what he `means.


In many cases the speaker/authors do not explain `exactly what they mean and leave the interpretation to the listener, this of course leads to `misunderstandings and `misuse of the information presented due to a reactionary meaning/understanding as a result of your subjective experience, i.e. you place you own meaning to the words used.


Word~Power is aware of the phenomenon (a natural occurrence) and takes the up most care to explain all the relevant aspects so you `shares exactly the same understanding as the author by creating `shared meanings. At times my work may seem repetitive, but this `repetition is enforcing the `understanding you `need to achieve your `objectives. I do not want you to place your own meaning to crucial aspects of my work as to do will mean that you are using your understanding `during your interaction and not mine.


Peg:     Repetition is the conscious learning `process that is required in order to become `effective and `efficient at whatever you `do.


It is worth baring in mind that `reactionary meanings/understandings are the cause of much `misunderstanding and confusion in today's business `environment, which leads to the `wasting of valuable resources such as, `emotional energy, `time, `money, `expertise and `competitiveness.




Time is an `indefinite and `continuous `duration regarded as a `dimension, a `defined or `fixed portion of time, prevailing `circumstances of a `period, a `quantity of `measure.


Time and its `effect on your behaviour are a crucial `element to understand. We all have the ability to move through time in our `minds and as human beings we are nothing more than the `sum total of our past `experience. The professional uses `time to let the client `experience certain `scenarios to induce their action. Everything you `are comes from `all the past experiences you have had. You evolve and grow as a person by the kind of experiences you have had so far in your life. There are 3 elements to time and they are crucial to `understand and use to effect others `actions.




The past has `gone by, just `over, past time, up to this present moment.  You `learn from the `past and it has an enormous hold over what you do and are prepared to do. You use your past experience (personal charge) as a `base for your actions `now and in the `future. Many of your `present limitations are as result of your `past experience. In order to combat limitations it is necessary to understand how the `past affects the `present and the `future.


Peg:     Past experiences can either `jail you or be used as a `resource to set you `free.




Is `during, `now, `existing, `occurring or being `dealt with, denoting `present action, present `time, it is the "here and now", at this moment in time, `currently, or `presently. This is the most important aspect of time as any `change will take place in the `present using the past or the `future as your `aid.  All humans have the ability to move through time in their `minds and `experience what it `was like, what it `is like and what it `will be like.


The `present is the `part of time which is `wasted by so many people. Whatever you are `going to do, you must use the here and now to maximum effect. Many people can talk about what they have done, or what they are going to do, but never get round to actually doing it and waste this `present `moment.


Your present `abilities are only up to `now. They can be `changed by deciding to do so. This present moment is a `fresh opportunity that is ready to be used to get what you `want and should not be wasted.




The future is about to `happen or `be or `become, a time to `come, an `event yet to `happen, the prospect of `success. The future is a `place where most people spend their time with `hopes, `dreams and `imagination. The future `may materialise depending on what you do in the `present. Many people make plans but fail to take any action to turn them into `reality. The reason for this is because their `focus of attention never `returns to the present and remains in the future and `what will be...


By understanding how `time effects your actions and what you are `prepared or `not prepared to do, the Word~Power Professional can use `time to his advantage in convincing others to act by `moving them through time and using their past, present and future as their `guide.



The Word~Power Professional uses natural language to his advantage at all times. Part of `this is using `time to convey your message and making your `string communication instantly more meaningful to the client. By making your communication more meaningful, it will have more `power over your client. Whenever you express yourself there is only one of three possible time `frames that you can use, they are:


1. The Past

2. The Future

3. The Present




Usually when you speak to will tend to talk using `past tense. You will explain what you have `done, what your clients `wanted, how you have `helped others. The focus of your string communication with regard to `time is in the `past. The past has little power over the client.


i.e. What did you want? How did it affect you? I have helped many others like you. We have been his supplier for many years. What problems has it caused?


These are all examples of past tense string communication.




If you are not talking about the `past and what you have done, then you will be talking about the `future and what you will do.  Again the future has little power over the client, as it is something which may not happen.


i.e. We will be able to supply your needs. When do you want to up-date? We will be able to deliver at that date.

When you talk using the `past or `future `tense they have the effect of `disassociating the client from the present moment and hence what you are saying is less meaningful to him. In order to make your string communication more `meaningful and therefore more powerful, you need to `deliver it in the `present `tense.




Is making your communication `appear to be relevant to the `here and now, `during, this present moment. It will be `more meaningful to the client and they will `feel that the conversation is more `ongoing, `flowing, and `present. The effect of this is that they will find it easier to `understand and `relate to as it is `dealing with this present moment and creating an `addition-charge which they are `experiencing now, it is not the past or future, it is happening now.


i.e. What are you `thinking about? What are you `working on? What is you `ordering date?


When you use the present tense it has the effect of `associating the client to the `activity involved in the `process word, by creating the additional-charge and hence it is more meaningful to him as it is referring to an `ongoing `event and not a `fixed ,disassociated `past or `future event.


1. The Past: Is using words that end in `ed, helped, wanted, ordered, etc. or using past tense verbs such as " he sold everything he had..." using a `frame of `reference that `indicates things have already `happened. 


2. The Future: Is using future tense verbs "he will sell everything he has..." using words that indicate what will happen.


3. The Present: Is using words that end in `ing, helping, caring, supplying, and using present tense verbs such as "he is selling everything he has..."


By presenting your string communication with the present tense the client can `instantly `experience the activity and what you are saying, as you are making your string communication relevant to the `present `moment. This is an important aspect of indirect hypnosis and `where in `time you `focus the clients conscious awareness.


Compare the difference in these two statements:


1. "It is important to give...."


2. "Giving is important...."


In sentence one the act of `giving is not very powerful to you, it is something that does not create any additional-charge (idea/image) within you of what I am attempting to communicate. It is a `fixed event and you are not `associating to it.


In sentence two the act of `giving is much more `present, it is something that is happening now and therefore more meaningful to you. It is `not a fixed event, it is an `ongoing event, and creates the `idea/image of `giving, which you are able to `associate to more `easily.


By using `time to convey your messages, you can create string communication that is much more meaningful to the client by giving him some `idea of what is involved or required in the task. The language you use indicates to the listener `when (at what period of time) the `experience/event you are referring occurred or will occur and is more meaningful to him. The present is the most powerful form of communication and presenting your proposals in the "here and now".


Peg:     Using `time to your advantage is making your communication `more meaningful to the client.




Action is the process of `doing or `performing. We communicate and also act on two levels, surface and deep structure. Your actions are controlled mainly by your `subconscious (deep structure) and sometimes by your conscious (surface structure).  When dealing with others it is sometimes necessary to re-connect them to what they are doing `consciously, so they realise the potential results of what they are doing so they can alter/change their present behaviour.


When dealing with others we are dealing with two separate `parts of them:


1. The Conscious, surface structure, logic, and actions.


2. The Subconscious, deep structure, meaning, and behaviour.


The professional deals with these two levels thereby ensuring that the clients feels that his `conscious specific `wants and `subconscious `needs are `satisfied, he feels `congruent.




Hypnosis is based on using natural language `skilfully `during an interaction to induce `action in the client. Word~Power is also based on using and `understanding natural language `skilfully to induce action in the client. In reality every form of communication is hypnosis, as whenever you speak to your words have the effect of potentially `influencing anothers `actions.


There are many `images that are conjured-up at the use of the label `hypnosis. I do not wish you to place a `reactionary meaning to the use of this word.


Word~Power uses the `principals and `processes of hypnosis to aid the smooth communication process and reduce the risk of client `resistance to a minimum. I am not referring to the trance like state that is induced in stage hypnosis, which is an entirely different matter. Stage hypnosis is for `entertainment purposes and requires the subjects to be `submissive, giving `maximum co-operation to follow a lengthy `induction `process.


Word~Power is introducing you to the principals and processes of a far more `subtle use of the word hypnosis,  but equally `designed to achieve a specific `response or `reaction in the client.


In Word~Power there are two forms of hypnosis, `direct and `indirect.




Direct is: `Conscious, `straightforward, `frank, in a `direct way or manner, `controlled, `guided, to `tell the way to, to `change a `limitation in ability.


The professional uses a `direct approach `during his encounters by using the clients `conscious to achieve his `objective and `change the clients `position/mind about `something. The client is consciously `involved and `fully aware of what is happening and participates in the `argument. He is able to offer `resistance but rarely does, due to the `skilful `utilisation the clients `awareness and use of natural language by the `professional.




Indirect is: `Subconscious, not direct, `vague, `ambiguous, `around, to `change a `limitation in `behaviour.


The client is `not consciously involved `during the process, and `not aware of any attempted `communication taking place, so they are therefore unable to `resist. They are not consciously involved and are not `consciously aware of any `change in their `behaviour taking place. Their co-operation to achieve the desired objective is not required. Indirect hypnosis takes on the form of natural language `skilfully used `during the interaction to `by-pass the conscious filter.


The `principals used in both direct and indirect hypnosis are used by the Word~Power Professional.


 The consciousness acts as a `filter `during any interaction, and this is the `cause of any `resistance. If you have ever experienced an `awkward client, then you have experienced his consciousness as a `filter to what you are saying, i.e. he disagrees with you. It is some times favourable to by-pass this conscious filter to achieve what you `want when dealing with others `during your interaction with them.


The Word~Power  Professional aims to use language in such a way that it,


a) Utilises the clients consciousness to achieve any `changes that are required, directly.

b) Bypasses the client’s consciousness and act directly on his subconscious to induce  

    change, indirectly.


One of the most famous `hypnotists of our time was a man called Milton Erickson, Word~Power will introduce you to the `principals used by Erickson in his work and examine the real meaning of communication and how to `communicate with others `consciously and `subconsciously to get what you want `during your interactions.




Nothing changes more constantly than the past; for the past that influences our lives does not consist of what happened, but of what men believe happened.

Gerald W. Johnston



We are all so different in our actions, what we value, and our beliefs due to `subjective `experience. The reason for this is due to 3 common `ongoing `processes which  `filter your `input and also your `output, so that no two people have ever had `exactly the same `experiences which they use as a `guide (deep structure) `during their actions and `throughout their lives.


These 3 filters are Generalisation, Deletion and Distortion. As humans we cannot possibly `notice everything that is happening in the world around us, and so we only `experience a `portion of the world and act according to that `portion we `experience (input) and not the real world itself.


Peg:     It is therefore said that we live in a `model of the world and not the world itself. 


Peg:     A `model is a `simplified version.




Generalisation is a `mental `process that results in a `lacking of `detail, it is `vague, not prevalent. You begin to `group your `individual `experiences and `meanings and as a result you begin to lose `contact their `importance in a wash of `similarity and `ambiguity. Generalisation effects you in many ways, the most obvious being, `devaluing the importance of your actions `during your `working activities, you work performance `suffers as you become `less conscientious.


You also experience `generalisation in your environment. As there is so much individual `data in the world you do not have to re-learn what a chair is, every time you are confronted with a `variance of a particular chair . You may have never seen that particular chair before, but you know it is a chair. The process of Generalisation allows you to operate more `efficiently in the world.


At the same time Generalisation robs you of our personal `vigour. You loose contact with the `meaning of your words/labels and the `experiences that are `meaningful to you, therefore `reducing your ability to act. Word~Power is seeking to `reverse this `process by re-connect you with the meaning of the word and your individual experiences of it, so they are more `meaningful to you and `available to be used in your `actions when required. By removing the generalisation in language and making you more `aware of what your words actually mean, you can use these meanings to `improve your personal performance in all areas of your life, being a better worker, partner, parent and friend.


Peg:     Reversing the Generalisation that built up in your life is reconnecting you with your experience and meanings in a way that will support you. They become `resources for   you to use to get what you want.




Is a `mental faculty that allows you to `dream, `fantasise and create `possibility, to be `creative. You can `alter the `reality to produce a `new possible reality, and Distortion is the true mother of invention. It allows you to `imagine and `fantasise, which the professional uses to create future `outcomes and `scenarios he would like others `experience, so he can `influence their `actions `during his encounters. He can also `alter previous `past experiences which are being used as a `limitation, so they become `resources, instead of a `drain, therefore `allowing others to act.




Is also a `mental faculty. As there is so much data present in the world around us in the form of sensory input, sight, sound, touch, smell and taste you can not possibly be `aware of all this `data at once so `delete (strike out) a `vast proportion of it. Your conscious awareness is limited to holding a maximum 9 pieces of information so there is a vast amount of `sensory `input that you are not `aware of, but is present and available for you to use.




Is also a `filter in that, you use it to communicate your `surface structure fixed logic (the spoken word), but you very `rarely make a `conscious effort to communicate your `meanings. The spoken word is simply a `fixed reference point, however, what this fixed reference point actually means will `vary depending on who is `interpreting the `data. Miscommunication is a result of not communicating effectively with others. Communicating `effectively means whatever `meanings you wish to `convey, are conveyed with the minimum amount of `effort and `actions, and the effort and actions you do take produce the `desired result.


Peg:     The spoken/written word is `fixed, however what it means will `vary depending upon who is `interpreting it, as they ask themselves "What does this mean to me?"




Through the use of these four `ongoing `filters you build up a `representation of the world, a simplified version of it, a `model and act and `respond according to your `model of the world and not the world itself.


Peg:     When you experience dissatisfaction with the world, it is usually dissatisfaction `within       your `model, and not the world itself.


The real world is a rich and varied place, providing much splendour and beauty, however your `model of it can be `impoverished in many ways. When dealing with other people it is useful to know that they `exist in their own model of the world, and as a `result, they are `different in hopes, dreams, values and beliefs.


You `seek others who share `similar models to yourself to share common `interests and `experiences, but there is no standard model which is more correct than any other. It is important to `understand that we all exist in our `reality and to influence others is to influence their reality. The tools and techniques supplied in Word~Power are `designed with this sole purpose in mind.


We are all `different and `experience the world differently according to what is `important to us at that moment in `time. Your `filters are designed to allow you to operate more `efficiently, but at the same time `prevent you from acting in the real world as they create a `model for you to use, which you `respond and `react from.




Your `conscious mind is limited in the amount of information it can pay attention to. Nearly 95% of your `actions are `habitual and `subconsciously controlled `for you, to allow your limited consciousness to focus on the specific actions at that moment in time. Your blood pressure, blood flow, hearing, immune system, habits, etc. are all controlled `subconsciously to allow you to operate `efficiently in the world. The subconscious controls thousands of processes, whereas the conscious controls a maximum of 9.


With such a limited `awareness/input, it is not surprising to find that many people `create a `impoverished `model due to their present `focus of `attention and seek some form of therapy to ease their `dissatisfaction. By careful examination of their model, their dissatisfaction can be reversed, as the trouble lies with their `model of the world and their `limited focus of `awareness, and not the `actual world itself.




You experience the world through your 5 senses which are `vision, `hearing, `touch, `smell and `taste. When you `communicate with others you tend to `express one `sensory channel more than another, this is called your PREFERRED SENSORY CHANNEL.


When you `listen to your clients talk they will `express their preferred sensory channel and what is `most important to them in terms of `sensory `input. Some clients will express what they `see, others what they `heard and some what they `feel (smell and taste being the least commonly used).


I am not suggesting that your clients will only use one channel to express themselves, simply that there is a channel that they find more `meaningful than any other and `subsequently tend to use more than any other. It is sometimes useful to `present your client with the `kind of `input he `prefers when you are making your `presentations to him or simply `communicating with him.


i.e. If you client has a `strong `visual `preference you would `litter your presentation with `visual aspects.


We use all the channels in `context to what we are explaining, however we all have a `personal preference, one that we rely on most to compile `information in our `model of the world. The 3 most commonly `expressed and `appreciated sensory channels are:


Visual:              Seeing


Auditory:           Hearing


Kinostetic:         Touching




Are the `words and `phrases that indicate which sensory channel a person is currently experiencing (using) in their model, at that moment in `time. Your client may be describing what he `saw, `heard, or `felt. By `matching these `predicates smooth communication will develop as you are `pacing his current `internal experience and continuing with the same sensory `input.


i.e. I just don't `see any point progressing.....  Well, how does it `look up to now?




The visual person `express and `rely on what they `see. How things `look to them are very important, when talking they will tell you about, what they `imagine, what they `saw, how it `looks, the `brightness of it, they will `notice the visual `aspects of their `experience more than any other.




These people rely on what they `hear, more than what they can see. Their own internal `voice and what you `say, are very important to them. They are `in tune and want to `listen carefully. They use `predicates which `indicate auditory channels which are, talk, listen, sounds, hear, clear, etc.




These people are `in touch with their environment and want to `grab a hold of the situation. They refer to `physical actions as a way of `communicating.




The use of `sensory `predicates also indicates which sensory channel an `experience (event) is `stored in, which is important in terms of recovering old experiences in order to `change them in `some way if they are being used as a `limitation.


The label `experience is used by Word~Power in two ways to describe:


1. What you are currently `experiencing: Your current sensory `input, `output and internal `processes.


2. An experience: Something that happened to you, an `event in your life, an `experience.


For easy of `learning and to `distinguish between the two, I shall us the word `event to replace number 2 `an experience.




You use all three channels continuously, and built up `strategies for your activities which you `follow `subconsciously `during the `execution of that activity. Many people have `strategies that follow their preferred sensory experience and can be `expressed in terms of sensory `input and `output.


i.e. If you were going to buy a car you may, look through the paper for the one you want, speak to the owner, think about it for a while, test drive the car, discuss it with your partner, look for something better, if nothing available, buy it. Your `strategy for buying this car in terms of `sensory experience (input and output) is expressed as follows, Ve, Ae, Ai, Ke, Ae, Ve, Ke.


e = external physical activity.

i = internal mental activity.


When dealing with others, it is useful to know their `preferred sensory channel and `strategies so you can present your `proposals in a `format that `mirrors their existing `processes, so your `proposals with be `easily `accepted and acted upon, (see presentation of information).




By listening to the use of `predicates you can identify two very important aspects of a persons `experience.


1. What sensory channel they prefer to use.


By matching the use of predicates you can lead the way to `more meaningful and `smooth communication between you and your client. If one persons preferred sensory channel is `visual and another is `auditory, you have an immediate `mismatch which will effect the `smoothness of the communication `process. By `matching the use of predicates two people can `see how it looks or be in `tune with each other.


You can also `switch a client's sensory channel to `broaden his `experience of an `event so he is `consciously aware of the other `input he may have previously been `deleting.


2. What sensory channel they had an `event in.


By identifying what channel an `event is stored, you can begin to understand the `reason for an `impoverishment in that `experience. If a person has a `limitation in their model you wish to `change, then by identifying what sensory input is `present, you also know what is `not present and therefore a possible `indication of what is `lacking to make that `event more `complete, thus `removing the limitation.


The use of sensory `input and `output will be covered in more details later in this course, at this stage I wish to introduce you to this `phenomenon and make you `aware of how it could be important in terms of understanding others, `presenting your ` proposals, and allowing smooth communication to `develop, by the `matching the internal `systems and `processes that are already in use in the client.


The main aspect of Word~Power is on fulfilling the `wants and `needs of the client and focusing on this is far more important than focusing on predicates and sensory `input or `output which is `secondary.


Peg: If you can `offer people what they `want (leverage) they will `bend their `model

around yours long enough to get it.


In order to become a Word~Power Professional you must at least be aware of these `tools and how to use them to your advantage. Their power over the customer is `limited and are simply a means to promote a more `harmonious interaction. The main focus of attention for the Word~Power Professional is on getting what he wants by helping other get what they want - `pro-using.


Important Note:


Matching `behaviour and `preferred sensory channels will not and never will fulfil what your client `wants and `needs. They are meant `only as a `tool to `promote a `harmonious approach to `communication, not to dealing with others in terms of, using your `skill to achieve what you want, as they lack any `real power in `achieving aims and objectives.


I want you to be aware of these `tools so you can make a `decision about how to use them, if at all, what is far more important is concentrating on giving your client what he `wants and `needs. These `tools are available to be used and I wish you to be aware of them as part of increasing your `knowing and `understanding of natural language and human behaviour.




Memory is a mental faculty by which `things (unspecified entities) are `recalled, or kept in `mind, what is `remembered.  All the `experiences and `events that you have ever had are stored in your deep structure as `memories. These memories are open to `manipulation as they are in the `past and subject to so many `variable elements. Your memories are a `compiled from the individual elements of experience, known as `sub-content and `submodalities.


Any memory is a `sequence of individual `smaller events (subcontents) that occurred and compile together to create the whole experience. These individual elements are only a portion of the whole `possible experience that was available at that moment in `time. It is this `fact that any memory is only a `selected portion of the whole possible event that makes it `vulnerable to being incorrect. It is possible that there was `something else that you have not noticed or taken into account that could `effect the `meaning of the event for you.


Peg:     Memories can be changed by `possibility.


If a past experience is being used by your client as an `obstacle for you, it is useful to know that the past can be `changed in `some way so that it can be used to `support what you want instead of being used to `reject what you want.


"Is it possible that if............... would have happened, or if............................. did not happen then you would feel differently about it?"


As there are so many `variables (things that could have happened but are not being taken into account in the memory) involved, it is easy to exploit the memory as being `fallible and therefore not to be used as a `reason for action or in-action now. You can altar what `did happen into what `could have happened, if whatever you want the client to `experience had of being present in the memory.


If you can remember any of the single subcontents that make up a memory you can recover the whole memory by starting with that single element and adding to it, i.e. "and then what `happened..... what did you do then..... what did you `say...... what did `he say...... etc." By Recovering the individual `subcontents you can build up the whole event.


The `past has great `importance for you and you use it to base many of your `actions and `decision on in the `present. The Word~Power professional can use the `past to his advantage by altering it with possibility. Each memory is nothing more than a sequence of individual subcontents that combine to create the whole experience. By changing these individual elements in some way (adding, removing or flipping them) the whole experience will change for that person and hence their feeling about it and the `meaning it has for them.


If you want to change the way your client feels about some past event, you would not concentrate on how he feels, you would concentrate on the process involved that `creates those feelings, the power is in the `process involved. By changing the infallible memory, you are `changing the `meaning of the event for them.




These are two very important aspects to understand as all experience is made up of these two individual elements and the professional can use both of the tools to his advantage.


The `context is the `framework for the experience, each separated experience has its own context.


The `content is the `stuffing in the actual experience itself, i.e. what actually happened.


The context is the heading, or name of the experience, i.e. "have you ever being skiing?" Skiing is the context. "What happened when you went skiing?" is the content.


The `content can be divided down into smaller individual single elements (subcontents) of experience that combine to create the whole event. By `altering the `subcontents of an `actual experience you can alter the whole experience for that person.


We will use these two elements later in the section call Natural Language.




Are the individual building blocks of experience, they are the smallest individual portions of your experience, the individual actions that you took, which combine together to `create the whole event (that experience). Subcontents are the individual elements of your actions stored in your memory, the step by step procedure you went through to `create the whole experience. By changing these `subcontents, in some way (by adding, removing, or flipping some of them) you can alter the experience, so you will never `feel the same way about it again.


When `dealing with others past experiences you are in effect `altering that experience to support what you want. You are altering the subcontent (the individual elements of the experience) or the sequence of events, to alter what happened.


By altering what `did happen to what `could have happened (if your `solution had being available) the client will `change the way he `feels about that `event. When some past experience is being used by the client to `justify his in-action, it is a useful tool to be `able to change an `experience to get what you want.


Peg:     There is no experience which cannot be changed by identifying the process involved or required and altering the sequence of events of that experience, adding, removing, flipping the subcontents.




Are the finer details that make up the `subcontents, to do with the `aesthetic portions of the experience, beauty, colour, form , shape, distance, etc. They are the `micro-elements of the subcontents and can be used to enhance the details of the `experience or `image to a very small details.


In the earlier example of buying a car and the process that you went through the application of these tools would be as follows:


The context: What the information is about, buying a car.


The content: Is what you did, the separate individual events that build up into the whole

                   experience, i.e. speak to the owner, test-drive the car, etc.


The subcontents: The smaller action involved in each of the contents stages, i.e. what did you                       actually say to the owner and what did you say to him, when did you drive                  the car, what did you inspect?


The submodalities: The smaller nuances of the subcontents, how did he sound on the phone,                           was his voice `harsh or `pleasing, how did the car drive, `smoothly or was                            it `rough and `noisy, etc.


By dealing with `experience in this `way as a section of `layers that compile together to create the whole event you can `influence `ideas, `images, and `experience, so they can be used as a `resource and not a `drain.




If your client has had a bad experience with a supplier in the `past and this experience is stopping him from acting now, then you can `change that experience in some way, to support his action now.


The whole experience is stored in his deep structure but he will just be `expressing a portion of it. By `recovering what actually happened, you can `identify what you would have done differently in the event and how the problem he experienced `then, would not have happened.


`By examining what `actually happened, and identifying the `problem in `that experience and removing it, you can `change the `meaning of the experience to your client (and hence the power over him). If he was dissatisfied with a previous supplier and you can identify the `reasons why, by removing these reasons and asking if these things did not `happen would he still `feel the same way `about it, you can obtain some `movement in his fixed decision.  You can `alter his feelings about the actual event itself by altering what did happen, to what could have happened.


The `past event that is being used as a `reason not to act, can be altered in some way to support his action now, (the past can either be used to jail us or as a resource for us now). By changing the `event in some way you will `change how your client feels about it `now, what it `means to him and hence what he is now prepared to `do.


Peg:     There is no experience that cannot be changed by identifying the process involved and altering the sequence of events that lead to that experience.


By `altering the `subcontents and `submodalities of that `experience you can `change the way he `feels about it and what it `means to him, therefore creating movement in his current `fixed `position.




By `recovering the meaning of your clients `words and `experiences you able to `compare his meaning with your own. The way to establish `quality is to COMPARE two `things together and the `quality of `each will become `known.


By `comparing his `meanings with your own, you can `discover any `impoverishment with his meaning, which may be the `cause (reason) of his limiting behaviour. This `process of recovering and comparing meaning is sometimes enough to bring about the `change you require in your client `position. Many of your clients `reasons for not doing `something will because of what it `means to him. By `recovering these meanings you are in a `position to `change them in some `way, so they `support his action and not his in-action.




Leverage is a `moral `pressure that is `obtained by the professional `over the client `before his interaction begins to `guarantee his `co-operation `during it, by using:


a) the clients `model of the world and

b) whatever the clients `wants and `needs as a `means of accomplishing his `purpose.


The professionals job is to `obtain leverage by using his clients conscious `wants and subconscious `needs as a `tool to gain their `co-operation - `pro-using.


Peg:     Leverage is your `hold over the client which `guarantees their `co-operation `during your encounter.


N.B. Whenever the term `want is used in Word~Power it is referring to the state of conscious desire that exists in the client for what he wants and also what he `really `needs.


In order to make others `act (buy from you, listen to you, comply with you, etc.) some kind of `leverage is always required. It is `the one `crucial element of any `interaction, and without it the client has NO REASON to `comply. In order for the professional to `influence his clients, the clients must `want something or be made to want something, either internally, to feel more secure..... or externally a better deal.... `whatever it is, is then used as `leverage over them.


i.e. I want a supplier who meet our demands... if I can meet your demands will you co-operate with me?


I want a more income to have a better lifestyle... if I can show you how you can generate more income and improve your lifestyle, will you help me?


Leverage is using what others `want as a `reason to comply with you. If you are involved in sales you will appreciate immediately the importance of having something the customer `wants, even if it is only "a great deal".  If you can `offer them `something `what they want, they will comply with you `during the encounter as you have something they `require, i.e. you have `leverage over them.


Leverage `works because of the `strength of `desire the client has to obtain what he `wants and `needs, and the professional is `seen as somebody who can `help the client achieve it.


The client is `conscious of what he wants and so it has `power over him, the professional is using these internal `mental `intangible `forces to his own ends, and using the clients `conscious `processes back on him to achieve the state of `pro-using.


Peg:     The first element in any interaction is to obtain `leverage over your opponent


Peg:     Leverage is something they `want, a personal gain of some kind, "What's in it of me?".


You must be able to offer a personal gain or something they `want, in order for the other person to be `interested in what you have to say, your `proposal.




An `atmosphere is a `mental or `moral `environment which `compliments the `moral pressure that is created through obtaining `leverage. It is the `tone or `mood of a `situation that you `set.


The `professionals job is to `create the `atmosphere of fulfilling wants, by `focusing the meeting on what the client wants, which is always his specific `needs `satisfied. Whenever a person `wants something they have a `weakness that can be `exploited.


Peg:     The more the other person `thinks he will get what he wants the easier he is to `influence.


Peg:     Wants are a `weakness


The professional uses what others `want as his `leverage over them and then creates the `atmosphere of them getting it by `focusing the interaction on the clients conscious wants and subconscious needs. It is a `process that `focuses the professional actions to achieve what he wants by helping others get what they want, using the four basic forces to `influence the client.




To `exploit is to take `advantage of, to use or develop for ones own ends. The professional must exploit every advantage he has to its maximum, failure to do so, is to `waste precious resources and be `inefficient. The professional must `exploit his relationship with others, his expertise, his knowledge and understanding, every tool that is at his disposal.


A finer distinction needs making about the use of this label, I am not suggesting that you maliciously exploit others, merely that you exploit you own resources to their full potential at all times to assist you in your activities.


Peg:     Exploiting what you have got is being `efficient and `effective.





In order to create the kind of `success you want, you will have to "make it happen" and `break-out of your `emotional and `social `constraints. Many people `breakout, but lack the `power and `control to use their new found `freedom `constructively and become `wild. You can however, use this `freedom by being `conductive and applying it to your life in a `controlled way, to be more `effective.


Vigour is activity and `strength of `mind and `body, healthy growth, `mentally and `physically.


To be a professional you need to be `different from others and be `outstanding in your actions. To do this requires `strength of `mind that comes from `knowing and `understanding what you are going to `achieve at that `moment in `time. It is having a `purpose for your actions at every moment, focusing on your `goal and doing and `having what it `takes.


Personal Vigour is what most people do `not possess as it represents too much `effort in terms of `harnessing a freely available natural mental power. By `making the `effort to be `more than you `are, and `harnessing the natural power of language, you will be `different from others and be `noticed for it.


Word~Power is concerned with `claiming what is already available, but `unused by so many, reclaiming your "personal vigour" does not involve doing anything `unnatural or `artificial, it is `harnessing and using what is `physically `existing, but just `unused by you at this `moment in time. 


Peg:     Word~Power is concerned with `recovering and using the basic `powers you have `naturally, but `evade you in the `search of something more `complex.


Peg:     Personal Vigour is what we use to have as a `Nation, but have let `slip away.




Communication is to `convey information. We communicate on two levels at all times:


1. Surface structure `requests - what you `say


2. Deep structure `requirements - what you actually `mean


What you say is `expressed as your surface structure and `usually has no real substance or real `power `over you. Your surface structure (the spoken word, logic) is `derived from your deep structure which contains your real `requirements (and meanings) and this is the `essence of your `communication.


The professional has to distinguish between these two levels of communication and when the surface structure is to be `ignored (or not taken literally) and when it used as a `resource. I have developed a tool (need a name for it) to create a deep structure representation from surface structure comments to aid the professional in his task of `learning from others.




A `request is `asking for `something and these `kind of `wants are commonly expressed and used by many people. They have no real `substance and to respond to these `literally is to waste valuable `resources and time. They are described as `wishy-washy and have no real power over the client. An example of `surface structure `requests is:


" I want some information..."


" I have to know more about your products...."


" I need time to consider your proposal...."


To `respond and `react to these `literally is to respond to the `illusion that is present and not the `reality of the situation. Surface structure requests are `wants that have been `generalised away, if you `deal to these you will `not be dealing with the `real issues that are present at that moment in time. There is far more important `information available to be used `on the client to gain his co-operation.




 A `requirement is a` need, `depend on for `success, `imperative, `demand or` insist on. Requirements are the real `wants that must be addressed. They are the client’s deep structure `real/specific, `conscious and `subconscious `needs. They are his `wants, `reasons, `needs and `meanings (global requirements). They are his `motivating force in his actions and your `opportunity to `create `leverage for yourself.


Peg:     Behind every surface structure `request is a deep structure `requirement.



If you are selling franchises and receive a surface structure request from a customer who states ""I would like some information on your package.."" what is this customer `really asking for?


Does he want to know your operating efficiency?

Does he want to know your profitability in percentage terms?

Does he want to know how long you have been established?

Does he want to know how much better you are than your competitors?


He may want this kind of `data but it is not what he really wants to `know. He `really wants to know if your franchise will meet his deep structure `requirements. Will it provide enough money for him to pay his bills, provide for his family and maintain the `security in his life?.


He has a whole list of deep structure `needs that have to be `satisfied and these needs can be used by the professional to `create massive leverage across his life.               


You could `respond to his surface structure `illusion or you could `react to his `real deep structure global requirements for being there and `deal with those. Which do you think will produce the best results and be more `meaningful to your client?


Peg:     Identifying and dealing with your clients the real needs will lead to a more productive and rewarding experience for all those concerned.


We communicate and act on these two levels surface and deep structure at all times. The professional uses both surface structure (logic) and deep structure (meaning) to communicate with his clients and fulfil his wants and real needs. The professional knows when to `respond and `react to `logic (when it is a valuable tool in itself), and when to `ignore it as `irrelevant.




When dealing with others they will have `wants which they feel they must have. What is important to `understand is that these people have `specific needs, and these are the real `issues that should to be `addressed and `satisfied.


i.e. Your customer may want a `digital camera because he has seen them on television, however all he really `needs is `something to take pictures. If you did not sell digital cameras, you have two options:


a) send him away and lose a sale.

b) investigate his `request and establish his real `requirement (need). 


Peg:     What is most important is satisfying the customers `real needs not always his specific `requests.




Going back to our franchise example, you want to `associate the client to his real `need to obtain a suitable income replacement/business. His `real need is to `replace his income, not to get into business, he does not want a business par se, he wants `something that will satisfy his deep structure `requirement for `money. If you had another product/business that would satisfy his real need, than he would `consider that.


This `process of examining his deep structure global requirements will `appear as though you are interested in him, which you are, it is a necessary `process in removing his `generalisation  and getting him full `associated to his global reasons for wanting to be in business. You are automatically providing yourself with massive `leverage across his life as you uncover his real need to find alternative income.


His deep structure `requirements amount to `ammunition to use on him, as a `reason to comply with you (utilising his model). If you are beginning to think is all this pressure is unnecessary, then you may not be aware of how sales situations usually progress. They are normally `hostile `environments until the customer begins to `realise that he may get what he wants, i.e. his specific `needs fulfilled.


Word~Power deals in the `reality of the situation and most sales involve some `hostility on behalf of the customer. Obtaining leverage `overcomes this `hostility and gives the customer a `reason to `comply with you, making your job very easy.


Peg:     People do things for their reasons and not yours. If you want them to assist you, you must make it to their advantage to do so, otherwise they will not.




A problem is a `doubtful or `difficult `question or `situation, `something which is `hard to `understand or `deal with. From the `professionals personal point of view, problem `avoidance is always more `efficient than problem solving, the professional should always seek to avoid problems occurring rather than solving them. However, when dealing with others, you are utilising their problems to your advantage. Many clients have various `problems that can be used by the professional to obtain `leverage.  Problems can also used to create the ` Stuck State .


Peg:     Problem avoidance, rather than problem solving, is always a far more `efficient and `effective policy.


Peg:     Problems are a `weakness that can be `exploited by the professional.


Peg:     The Word~Power Professional uses people `problems against themselves in terms of getting them to act.


Going back to our franchise example earlier, the customer has a number of `reasons for wanting `information about the business. He has `problems, `difficult decision to make and a situation he is finding `hard to deal with, he may have been made `redundant and lost his income for the whole family.


By `targeting these deep structure `problems and `associating him to them "there and then", he his more `willing to comply. You want your client to `feel the `pain of his `present situation `before you start `helping him. By `associating him to his present situation you can `demonstrate to him how you can `solve his problems and `create `value for your services.


Instead to trying to `relieve problems immediately which is a commonly used technique by many salespeople, the professional `compounds problems `before he `relieves them, therefore giving the client more `powerful reasons to act `sooner rather than `later. You want to remove the generalisations that are surrounding the clients `present situation and  `associate him with the `painful `real `reasons `why he `needs to find alternative employment fast.


Peg:     The professional utilises `problems as a way to obtain `leverage in any `situation.




Is to feel concern `about or `over, serious `attention or `interest to. A `by-product of `gathering the information you need and asking `poignant questions about your client, is that, he will think you really `care about his `situation as you have taken the `time and the `trouble to find out about `him. You are asking `questions that are of a personal and `relevant nature and questions that he has to consider at some time, you `appear to be a `caring and `considerate and interested in his welfare, you are building a relationship.




Poignant questions are `painfully `sharp, `deeply `moving, `pleasantly `stimulating and can arouse `sympathy as they deal with the clients' `problems and `limitations professionally.


Poignant questions are the `tools of the professional, as he is asking for `information that is `important to the client and `essential in terms of `influencing his actions.




In most sales situations the sales person gives up after the first or second "no" from the customer. Yet clients will give in and accept the proposal in less than five `no's. We have an instant mismatch in that the sales person will not `push more than twice and the customer will give in, and accept the proposal in less than five `rejections.


N.B. I do not wish to create a `reactionary meaning to this observation and have many of you simply refusing to take "no" for answer. There is no `skill or `understanding in this kind of approach.


What is required is a `flexible approach by the professional to alter his presentation of information to meet the style of the client, but still to focus on achieving his wants and needs.





Choice is a `variety to choose from. When people are faced with `choices and `options about what to do they feel `confused and `in-action usually results, as they lack the `clarity required to make an `effective decision. In order to get people to act, they have to feel as though they have no other options available. `Choices about what to do leads to `in-action, `confusion and `hesitation. Part of obtaining `leverage over others is to limit their choice of action down to one choice. This `systematic reduction of their options is reducing them down to a `stuck state.




A stuck state refers to your present `position, it is being at a `loss or `needing something and refers to your `present `feelings about it. When you are feeling `stuck you feel `vulnerable and in need of `assistance.


You want your clients to `feel as though they are in a `stuck state and have no other `options to take, apart from the one you are offering. What you are offering them is based upon what they `want anyway, so to act with your suggestion, is to get what they `want. The Word~Power Professional works to reduce their clients choice of `actions down to one, the one he wants them to have. Creating this limiting choice of action to get what the client wants, is establishing more leverage over him and `strengthening the professionals `position.


Peg:     When people feel `stuck they will take the first clear `directive that is `offered to them.


Peg:     One choice is no choice, and that's what you want your client to have, no choice in what to do except what you instruct him to do.


If the client feels as though he has other options available to him, that will fulfil his needs, he will `not `feel any `pressure to act there and then. In sales it is important to make the customer feel that it is within their best interests to act `sooner rather than `later. If you want to `confuse your customer then overwhelm him with choice, so he seeks your advice to `understand his `options, this is one technique used in early 1997 in the cellular phone industry, "confusion marketing".


The reason why many sales people do not `push more than twice and subsequently produce `poor results, is that they lack the `ability, `confidence and `flexibility required to out  `manoeuvre the client due to their either/or fixed, static mentality. Flexibility is the key to dealing with others and being `able to `create new possibilities and overcome objections by using what is offered to you.




Word~Power trains you to be `flexible in the way you `deal with other people to gain the advantage over them. Flexibility is not giving into others, it is using your skill to over-come their fixed, static `behaviour.


By nature most people are very inflexible (rigid, fixed) in what they want. If you are dealing with a client who has a very rigid criteria,(they must have x, y and z) then this `rigidity is their downfall, as if you can fulfil what they want, they then have no `reason not to comply with you. What they are really saying to you is "they will buy from you if you can solve their requirements..." The client thinks he is in control but you are `utilising his `inflexibility to get what you want.


The principal is very simple, people are inflexible in what they want, however if you can fulfil it, they are then in your control, it is this inflexibility that is their downfall.


Peg:     The Word~Power Professional gets people `fixed (committed) to what they want. Once they are committed they are easy to `hit and can be `closed.


The `state you are creating is one of `multiple approaches to deal with others who are `fixed. They are at the centre and your `abilities surround their by 360 degrees.


Your job is to out-manoeuvre your client in every `direction, to do this effectively they have to be `fixed and easy to hit and you have to be flexible and `creative. You want to create a state of `dependency in the client where he feels that `you are the `answer to their `problems.




Many people have a natural ability to think about `things in a `flat, `linear, `rigid, `fixed `either/or state. The professional deals with his environment as a `ongoing continuos, `changing `flow. There are many elements to our world that are not `fixed and `static.  When dealing with other people you are dealing with an entity that has many `variable parts. Dealing with others is obtaining `movement in their current position, moving then from point A to B which itself is a `process. The professional thinks in terms of `movement, `action, `processes, continuous `cycles and `reality, which make him more `resourceful than others who prefer to think about their environment as a `fixed and `static place.




Another important aspect of communicating with your client is the `presentation of your `output. What you say to the client can `either be `meaningful or `meaningless, the difference being on the `effect it has on the client in terms of `influencing his actions. This difference is down to presenting the client with `data or `information.




Data is known `raw `facts or `things used as a `basis for `inference or `reckoning.  When you talk in terms of raw `facts (what your business does or your `levels of performance, i.e. 10% more efficient, 34% decreased wastage etc.) you are presenting the client with `data. To many of us these raw `facts are meaningless, the client is not able to put any `real meaning to them in his `model and they have little `impact on him in terms of `influencing his actions/decisions to buy.


Peg:     When the client is presented with `data, he can not easily `assimilate the raw `facts into his model to `know the real value of them.


Most sales people provide their clients with `data and expect them to be able to make a decision about buying their product at the end of the presentation. What usually happens is the client needs time to `assimilate the `data and asks the sales person to 'leave it with me..' which is a surface structure `request.


The client needs time to `connect, `contrast and `compare the `data received with other existing `knowledge (information) he has on the subject, before he `feels able to make his `decision about whether it will `satisfy his deep structure `requirements.




Your clients really require, `information and not `data. Information is `knowledge about what your `products actually do and how other people have benefited from its use, the real `benefits that can `expected from using the `product. These benefits have to exist in the real world, in that, they are `real and not `imagined. The way the client will `distinguish this is, if anyone else has `actually `received these benefits before him, if they have, then the "benefits of use" are `real as they `exist in the real world, if another person has experienced them, then so can he.


If no one else has experienced the "benefits of use" then they are only `imagined and may not `materialise. The difference being, in the `amount of influence they have over the clients actions and what is "real to him".


This fact is established in `marketing where on 2.5% of the people who buy a product are `innovators, they are the first in the market who are prepared to take a risk on the `imagined benefits of use. The other 97.5% of customers only buy the product once it is `established and `real.


We require `information about a products which amounts to what they actually do, and how others have gained from their use. When you are presented with `how a product has effected the lives of others and what they gained from it, you can `experience these `benefits of use `immediately in your `model, by a process called `simple substitution.


Peg:     You have a choice about what you respond to all times, the surface structure `requests for `data or the deep structure `requirement for `information.


Peg:     What they have gained is, their present `problems being `solved, plus `further `benefits.




A substitution is a `person or `thing to act in place of `another. When you hear `information (not data) you can `experience the information (benefits of use) by simply substituting yourself in the story. You cannot do this with `data as there is no real `experience present, only a series of facts and figures.


i.e. Information: Mrs Jones lives in a 3 bed semi similar to this one and she fitted one of our `heat saving controls "cosyhome" to her boiler and she saved  £28.00 per month on her heating. She's very happy with it and says her house is alot warmer because of it.


This is providing you with `information that you can `use in your model `immediately and experience the benefits of use `clearly. It contains raw facts but they form part of the `information and are not presented on their own.


i.e. Data: This `fuel saving device is 15% lighter than any other and it is made out of titanium used in the space shuttle. You can expect to save 18% in the next quarter on your `fuel bill.


If you are presented `data about the product that it will save 18% off your fuel bill and the product is made out of a titanium used on the space shuttle by NASA, you are presented with meaningless facts and figures (data) that you are unable to `experience the benefits of use `immediately in your `model and so want time to `consider (assimilate) the `data, to `know if it is going to be of any real value/benefit to you.


Peg:     The difference between providing your customer with `data or `information is the difference in what you say being `meaningful or `meaningless.




Change is making or `becoming `different, `substitution of one for another, `variation, `alter in some way.  One of the most important aspects of your work is `change. Many of your potential clients will require some form of `change work to be accomplished before they will buy from you.


Change involves `moving your client from point A to B to get what you want. You will have to `change their `minds or previous `decisions if they interfere with what you want. In order to do this you must understand the `processes of change and what is `involved or `required to accomplish the task.


Peg:     Most people are `quick to `judge, but `slow to `change.


Many of your clients have their own `preconceptions, `opinions and `beliefs about you, your company or your product before they even `know much about you. Your clients exist in their own model of the world and this model may be `impoverished in some way, which prevents a harmonious transaction. Your job is to examine their model, discover the `limitations that prevent them from acting and overcome these limitations, so they can buy from you.


Peg:     Being ready to `combat these `limitations is something that must be `learned prior, so you can operate `during your sales call with maximum `efficiency and `effectiveness. 


Your customer may have many `reason that they feel they cannot deal with you, some may be valid and others may not. Your job is to identify these reason and `deal with them effectively. By dealing with them `effectively I am referring to the skill of being able to `overcome their objections in a way that will support their action, not be used by them as a reason not to act.




Word~Power defines `dealing with others as: behaving in a specified way, using their model of the world to support their action by `adding, `removing, or `flipping some `portion of their `experience to support action instead of using it as a reason not to act. You `utilise their own model of the world back on them in a form of `Aikido, which is using the opponents `strengths and `weaknesses back on him, a re-directing of his `force.


Peg:     Dealing with others is taking what is offered to you and using it back on them to get what you want.


Peg:     The Word~Power professional uses peoples `models back on themselves as a `tool achieve what he wants.


Within everyone's model of the world is enough `information for the `professional to use to achieve `pro-using. The client has all the `answers you need to create a successful transaction. It is simply a matter of discovering the portions of his model that are `preventing the transaction and `dealing with them.


Peg:     Whenever you are dealing with other people it is expected that you will have to     overcome their `objections or `limitations to get what you want.




A limitation is: `something that may not or can not be `passed, being limited or lacking in `ability, preventing action.


Many people have `limitations in their `model which prevent them from acting. Limitations can `real, that is they exist in the real world and are `acknowledged by others, or they can be `imagined, that is they do not exist in the real world and cannot be acknowledged by others.


Whether `real or `imagined, the limitations have the same `effect on the clients actions, in that, they `restrict him in some way.


Peg:     `Limitations need to be overcome to allow others to act and thus obtain what

 both parties want.


What is important is `how the professional deals with `limitations that he comes into `contact with. The professional must understand the difference between what is `real and `imagined `for the `client and know how to deal with each kind of limitation to overcome it `successfully.




Refer to your physical abilities and science. It is a physical limitation that you cannot fly and no matter how hard you try, this is something that cannot be changed. It is a physical limitation that if you are 5 feet tall you will never be a world class basketball player. Physical limitations are `real and `fact.




Real limitations refer to things that actually exist and are `fact for you. An example of real limitations are you present abilities, you may feel that you cannot sell, have no confidence, are shy, cannot communicate with others etc. Although these things are present internal states of mind and in reality `imagined, however, they are "real for you" and must be `dealt with as such.


Part of dealing with others is `respecting their reality and `influencing them into action, which is dealing `skilfully with their model of the world, and not always `honestly in respect of telling them that what they are currently `experiencing is only in their mind.


If it is a real fact that you cannot sell or have no confidence, etc. it must be `dealt with "as though" it were `real and `existing in the real world, as it can be `acknowledged by others. It affects your ability to perform and your performance produces results that others can see.


If you have a real limitations in your model it is only `up till now. That is, they can be `changed.


The past does not equal the future and no matter how many times you have tried and failed in the past, every `moment is a fresh `opportunity for you to try again. All you need are the correct `tools and `training and you can accomplish whatever you `desire. You must desire the results otherwise their is no personal `leverage.


Peg:     Real limitations are a `belief about your ability up till this moment in time, they

can be             changed.




What makes a limitation `real and hence having power over you, is the `fact that you have tried `something and failed, you have formed a BELIEF about it. This belief can be `changed by dealing with the actual `event which created the belief and altering it in `some way to support you, instead of it being used a `limitation for you.


The `process of changing LIMITING BELIEFS is an ongoing (continuos) theme throughout Word~Power and something that the Word~Power Professional will come into constant contact with when dealing with other people. The actual `process for changing a limiting belief will be dealt with in more detail later in this course.


Limiting `beliefs are the cause of much `dissatisfaction, `impoverishment and `in-action in peoples model of the world. Being able to overcome this `type of `limitations will allow the `professional to `influence his clients `behaviour, and `utilise the limiting belief as a `catalyst for action.





Imagined limitations have the same `effect on the client as if they were real, they restrict his ability to act and hence have power over him. If you `think you cannot do something, your chances of you being able to do it are very remote, you `create negative `images of failure which control your behaviour and restrict your `real potential. You have created these images in your own mind but they are not real, however, you `respond and `react to them "as though" they were real. Overcoming these imagined limitations will allow you and your client to act.




Where there is` no real experience of `something, you have formed an OPINION about it, and this opinion acts as a (imagined) limitation for you and prevents your action in some way.


By examining the limitations in the clients model and identifying whether they are `real or `imagined, the `professional knows what he has to do and `how to deal with them. Limitations take on the more common appearance of `reasons and `meanings. By understanding `reasons and `meanings you can `deal with `limitations far `easier.


The purpose of dealing with limitations is that they `prevent the client from acting, and therefore prevent the professional from getting what he wants. You are only `interested in the `limitations that prevent the client getting what he wants and subsequently, prevent `you from getting what you want.


Peg:     Imagined limitations are your `opinion about something.


In `reality both `real and `imagined limitations are `imagined, as they are `created in the clients own `mind, the difference is how the professional deals with them in terms of `respecting the clients `reality and acknowledging what is `real "for the client" and `treating it as such.


By dealing with the clients reality in this way, the Professional is able to influence their model of the world to lead to a more productive existence.




Rapport is a sympathetic relationship that `exists between two or more people. This relationship is best created by a `deeper understanding but it can also `appear to be created by other methods. The Word~Power Professional creates rapport by fulfilling `wants and `needs. When you are working to fulfil what people `want/need and creating the `atmosphere of them actually obtaining it, `they will be trying to obtain `rapport with you.


Peg:     The state of `rapport is created as a `by-product of giving people what they `want.




Is the power to identify oneself mentally with another person. By having this kind of `understanding of others present internal state you can use this knowledge to your advantage to create `rapport and exploit their weakness. Being able to identify with your clients/partners present `feelings and `emotions about `something is a very valuable tool in business and your personal life. You can use `empathy to influence your client in many ways.


Peg:     Empathy allows you to understand another persons internal state of mind and         feelings.




Is to be `fully `aware of, conceive as `real, to understand `clearly, convert into `fact. By thinking about the meaning of the words marked you are increasing your understanding of them in such a way that the meaning can be used as a deep structure `resource in your `actions. You begin to `realise just what is `involved or required to accomplish the task identified by that word.


Peg:     Self-realisation allows you to use the power of natural language (meanings) as a    resource in your ability to act.




Pacing is a tool which allows the Word~Power Professional to use the clients `model to `communicate effectively with them and gain rapport by using their `present internal or external `experience.


Pacing is aligning and agreeing with the client’s current model so he feels understood. The purpose of `pacing is necessary to `lead the person to accept new information and possibility. You can pace a persons model (what they value, believe etc.), you can pace their body language, or you can pace their current ongoing experience.




Once you have paced their model and `respected their reality, you are in a position to lead them on to consider and finally adopt a new approach or understanding. Before you can `lead someone to accept a new possibility you much have first shown that you `accept and `understand their present `position.


The process of `pacing and `leading will pave the way for smooth communication and understanding. They lead to obtaining a `subconscious rapport with the customer.


Pacing and leading has the effect of validating something the client already knows is true and leading him on to consider and finally adopt something new. It is a `process like any other of bringing about `movement in your clients current `position by small degrees of `change.




By consciously mimicking, which is to imitate or resemble closely your client’s physical movements you can `mirror his actions. This `mirroring occurs naturally between two people who are in a sympathetic relationship. They have a `subconscious rapport with each other and are `communicating that they have a common bond, which is a sympathetic relationship.


If you have every noticed two people in a restaurant having dinner, they seem to `match each others movements, when one person leans forward, the other person leans forward also, they seem to be in a kind of `dance. By consciously `recreating this phenomenon (a natural occurrence) you can `begin to create a subconscious link with the person you are interacting with. You are sending subconscious signals that `indicates you like each other.


When your client is showing signs of subconscious rapport with you (he is following your actions as you can offer him what he wants), it is a sign that he `trusts you and wants to get to know you better, his guard is down and he is far more `open to `suggestion than ever before.


I do not wish create a `reactionary meaning to this `tool, the use of mirroring and matching is meant to be subtle and not an obvious exaggerate action. There are many aspects of a person behaviour that can be `mirrored and matched they are: body movements/language, breathing, gestures, posture, tonality and use of natural language.




Is the `collective term used to identify a number of `actions performed by the professional,


1. Obtain what he wants by giving the client what he wants.

2. Creating the `atmosphere of fulfilling the clients wants and needs.

3. Establishing `leverage over the client.

4. Focusing his actions on achieving a specific purpose.

5. Controlling the events `during the interaction.


Whenever this term is used in Word~Power is referring to one or all of the above actions.




Word~Power uses a scale to measure the clients strength of response to your proposals, this measure is an indication to the clients level of feelings about `something. It can be important to `measure the `strength of a persons feeling `about something when dealing with him. The scale moves from -2 to +2 as follows.


A-C = Additional-charge.


-2                     -1                     0                      +1                    +2

                       Strongly disagree                          Disagree                           Neutral                                         Agree                                Strongly Agree                     

                   Stronge Negative A-C                Negative  A-C                       Neutral                             Positive A-C                  Strong Positive A-C





I have now introduced you to `some of the fundamental elements of Word~Power which will explore in great detail throughout this course, I will also introduce you to `many other `fundamental aspects which are `equally `important, but too numerous to list. It is hoped by now that you have a `positive additional charge for the use of Word~Power, and how it will assist you in your `endeavours. 


The introduction to these elements is meant to act as a `peg to hang future understanding on. I do not expect you to fully `appreciate their worth at this stage, as you have only being introduced to their existence and your `understanding of them at this `stage is only `surface structure.


I would hope that by now you should have a good `idea of what Word~Power is hoping to achieve and if you are going to find the `basics put forward useful in `achieving what you want.


Many people who buy self help books do not read past the first chapter, a statistic I find hard to accept. I would urge you to not become one of those statistics and continue with the work outline in this book. You have made an `investment in you `future and I would like you to `benefit from the `use of that investment.


Self-improvement in any area of life is never easy and that's why so many people who attempt it, fail to achieve the `results they `desire. Word~Power is about achieving results, and is meant to be used as an `aid and a `coach for your `actions so you can achieve what you `want.


If you reject Word~Power what else will you turn to? What else will you do? Now is the time to stop running and start investing in yourself, by finding the `time to devote to improving your life and making it the way you `want it, not the way it is. As you `progress with Word~Power you will find that the Single Entity Strategies and Writemark techniques become `effortless, as they `become part of your mental processes, and something that is a natural a `thinking itself.


Word~Power has a very simple philosophy which it promotes to every user, "be your best" anything less is unacceptable and to become a `professional in anything, requires the `desire and `commitment to do so, and to become a Word~Power Professional is no different.


Word~Power is concerned with getting you what you `want by helping other get what they want. In many cases this it will require `influencing others. People as a rule, do not want to assist you to get what you want, unless there is some benefit for them also involved. I am presenting you with an `understanding and a series of tools to be used on people, with this basic assumption in mind. People do not wish to `comply with you and have to be made to act `even when it is in their best interests to do so. I have found this to be the `reality of the `situation, especially in business, where the sales person is usually `rejected, before being `embrace.


In order to overcome this `resistance and `hostile environment you need to be armed with `formidable `tools and `training to achieve your aims and objectives. I promote `reality, and the reality of business is that, you have to make others want to deal with you, because it will be in their best interests to do so, clients do not always welcome you with open arms and rejection is something that many sales people are no stranger to.


The world is `tough and a `hostile place and you need every `advantage that is `available for you to use, to get what you want. All that counts are the results you obtain, not what you `nearly did, what you `actually did.


Word~Power focuses on creating `results and `making things happen, giving you the `advantage over your `competitors and `clients, by increasing your `knowing and `understanding of the people you are dealing with. You will always `accomplish a more productive working environment by using your `resources with maximum effect. All I ask is that you `approach my `findings with an open `mind and ask "how could they `help me to get what I `want". 


Word~Power is a collection of `tools and `techniques that can be used to influence others. Each tool is a separate entity and has a specific purpose, they can be used `individually or `collectively to offer you a better `understanding. They connect together to provide a `global understanding of what is `involved or `required when `dealing with other people.


The focus throughout this book is on achieving what you want, and these `tools have been designed with that purpose in mind.  You can achieve whatever you want with the appropriate `tools and `training and it is hoped that Word~Power will provide you with all that you `need to achieve your `goals.


Word~Power was `created to `aid personal performance and not to hinder it. It is a set of tools to help the `user achieve what he wants by what he `does.  It is more than all these tools combined, it is the "sum total" of your being. The `results you `experience in life are determined by the `depth of `comprehension of your `actions and Word~Power is designed to improve your understanding so you can improve your results. There is no `magic involved in `being professional, only `desire, `commitment and `dedication to be your `best.


Word~Power seeks to improve your `quality of life in a way that can not be easily explained only experienced. I created Word~Power in the hope that you can use some part, if not all of it, to improve your `quality of life, not just `financially, but `emotionally, `physically and `spiritually as well.


As you begin to `apply the understanding that is revealed in these pages you will begin to find a better understanding of yourself and the world in which you live. Removing the Generalisation that built up around `you will re-new your "personal vigour" and reveal much of the natural beauty and mystic of the world which has been `robbed through this `process.


We all have the `natural ability to achieve `greatness. Being your best, is being more than the sum of your parts, it is `using your brain for a change and `releasing the massive `potential that is `trapped within us all.



Continuos extension to existing knowledge.


Apply to self tool: How to obtain a empathy and self realisation.


Selling: What selling really is and how to do it properly.


Mission Statements: What they really are and how to use them to guide the actions of others.


Criteria Words: Using the personally charged words of the clients with skilful control.


Presentation of information: How to present your proposals so they are easily accepted.


Building Desire: A model to build desire with the client.


Creating a need: How to create a need for your product before establishing a want.


Dealing with objections: What objection are and how to utilise them.


Hypnosis: The breakdown of `direct and `indirect techniques.


The power of yes: How agreement can be used to exploit the client.


Exploiting others: What it is and how to use to for mutual benefit.


The component parts of man: A breakdown of the influential parts which create our total being.


Experience: What it is and how to control and use it.


Four basic controlling forces: A breakdown of want, reason, need, and meaning.


Subconscious basic needs: A breakdown of the eight subconscious forces.


Exploiting gaps in your clients deep structure: Utilising the gaps that influence his actions.


Logic levels: Order of logical importance to you.


Leverage using the four basic forces: How each force can be used on its own to create leverage.


Role Peg: How to use what others know you own advantage.


Carriers: More than just an role model, an infinite source of real experience that creates superior results.


The 8 sources of power: 8 elements that make up your personal vigour.


Outcome One and Outcome Two: Creating scenarios to influence the clients actions.


First and Second Want: What your clients wants and then really wants.


Wanting the opposite: Being able to predict what your clients wants to experience.


The power of linking: Neuro-association and how to use them.


Mapping across: How to create leverage from a single word or action.


Managing change: Why people naturally resist change and how to control it.


Linking of pain and pleasure: Using these to force to influence the client actions.


Conditioned responses: Associations built up in your nervous system.


Decision: What they are and how to influence and change them.


Process language: Using logic as a vehicle to associate the client to any statement.


Purposive and non-purposive communication: How to communicate effectively.


Memory: What is , how to use it and how to influence and change it.


Literally: When to ignore surface structure and when to use it.


5 areas of influence: The 5 areas of your clients life he wants to influence.


Four stage of learning: How we learn and how to use it to influence others.


The sum total of experience: The experiences that make you who you are.


Creating deep structures: Using others surface structure comment to build meaningful guides.


3 factors of success: The 3 things you need to do to be successful in business.


3 stage of monitoring that success: How to keep track and make sure you monitor your outcomes.


Goals and objectives: What they are and how to use them.


Win/win Outcomes: How to create them.


Appealing to self image: Utilising others self identity.


Utilising problems: What they are and how to use them.


Communication overview: What it is and how to use it.


Basic question: Question you should ask to gather information.


One way communication: How to avoid conflict by utilisation of their model.


Flexibility: What it is and how to obtain it.


Confidence: What it is and how to obtain it.


Cost and benefit analysis: Valuing your actions and lack of actions.


Better words: How to establish better words to create a more powerful additional charge.


Continuos improvement: The standards of the professional.


The professional profile: The profile of the Word~Power professional.


Applying Word~Power to established business practises, inc. marketing and management.


Plus many, many other fundamental aspects of Word~Power .





Is designed to increase your `comprehension of the tools already put forward and move you from a surface structure `knowledge to a deep structure `understanding.


The basic assumption put forward by Word~Power is that people are `hostile towards you and do not want to `co-operate with `you to get what they want. Word~Power is designed to achieve your `requirements by helping others achieve theirs.  


By nature people are `resistant to any form of `change, yet to get what they `want, in most cases `something will have to `change, so they are in effect resisting themselves. In stead of wasting your `resources in trying to `educate others, simply `use your `power to `make then `accept what you know they want and will be of `benefit to them.


APPLY TO SELF - It is like....


Word~Power is built on `knowing and `understanding and how natural language can be used as a `resource for your `actions to improve your actual `ability. `Empathy and `Self realisation are two very important tools which share exactly the same `process to achieve two different end results. By taking the surface structure from each of these separate tools and "applying it to yourself" you can begin to gain an insight into how to achieve these two separate states.


EMPATHY: Knowing how others feel.


Is achieved by `sharing a `similar `feeling or `thoughts about `something. You may not of had the exact same `situation (context) but you may have had the exact same feelings (content), real understanding can be obtained by the sharing of the `same kind of `experiences. You apply the `content to yourself to gain an understanding of how others feel about their `context..






A : Motivating colleagues at work.          

B : Encouraging your children to do better.




Appealing to their sense of self-worth and achievement, rising to the challenge and use the situation as an opportunity to grow and develop.


In the above example the two surface structures A and B are completely different, but they share the exact same `process (content). You may think you have nothing in common with someone who is referring to a specific `context, but you can `understand how they felt/feel by using your own experience of a similar `content.


Peg:     Empathy is obtained by `accessing your own `experiences that are `similar in content `not context.


It does not matter that you have not shared the exact same event (context) what does matter is that you have shared `similar feelings, you understand how they `feel about something by using your own similar feelings as a `guide to describe their current internal state (pacing).


There are two states of empathy:


1. Understanding what they feel `like, i.e.  I'm confused


If your client feels "confused" by applying the word to yourself and accessing those feelings within your own `model and remembering what is `like (not a time when) to be `confused, you will `know how he `currently feels `internally about `something and be able to `pace his current `state of `mind. You can `begin to understand the `reasons for his `behaviour as you now `know what he `feels like `inside.


You can `explain to him how you feel when you are confused and what you do about it (suggest what you want him to do) and begin `leading him out of his current `confused state into a more `resourceful state `allowing him to act, by using your own `experience as a `guide.


2. Understanding what they are doing/did, i.e. I compromised his position


By taking the word `compromise and applying it to yourself you will begin to realise what kind of actions were involved, and what that the person would actually have to do to `compromise a `position. You would have to do certain things that put the other person under `pressure. Why did he do these things, and what `exactly did he do? What you would feel like if you were `compromising someone's position?


These kind of questions allows you to gain a deeper `understanding of others and of what they `say and how they `feel. You can use this understanding in many ways, to gain trust and rapport. If your clients feel that you understand him, he is more likely to co-operate with you without leverage.


By `understanding others internal states of `mind, you can use that knowledge to `pace and `lead them into action. It is important to understand how others current feel about something, if you wish to influence their `behaviour, but simply asking how they feel without being able to use the answer `meaningfully, is a fruitless exercise.


Another form of using your understanding about others internal states of mind is self realisation.


SELF REALISATION: Instant resources


Is taking the actual word and thinking about what it is `like to be....



Client: "I lack the confidence to do this....."


By taking the word `confidence and remembering what it is `like and a `time (an actual event) when you were `confident, you are `accessing your `resource called `confidence. You then have a `guide (additional-charge) to `illustrate your `actions and convey your `meaning for that word. By accessing your resource for confidence, you can begin to talk about what confidence actually is and how you acquire it.


Confidence can then be achieved in the others person by `asking them about what it feels like to be `confident about `something, and `when they had those feelings. This has the effect of `associating that person to an actual event when they were `confident. As they begin to describe the experience the `idea builds into an `image, (a map/guide to use a resource) they can then `use as their `resource in that context.


In most cases confidence comes from `knowing what will happen. You can `compare your similar experience (content) for that word (context) and establish a shared meaning for the word and at the same time begin to access that state in the other person.


The principal is the same in that you `apply the content to yourself, and `locate your experience for that situation to use as a `guide for your `actions in that context. The "apply to self tool" can be used to obtain an `understanding about others `internal state of mind or an `understanding of what is `required to accomplish a task.


In either case the `process is the same, `search your own `model of the world for similar `contents and use them as a `guide to `lead the other person into a more `resourceful state.




The `brain is constantly `Connecting, `Contrasting and `Comparing data and information. You should aim to use these `processes and let them work for you instead of against you. Pacing is utilising the current connections (content) that are being used by the brain (client) to carry your suggestion so they will be `accepted and not `rejected.


Whatever your client expresses at that `moment in `time is what they are currently thinking about, you can either allow this line of thought to continue (pacing) or you can alter it to a new line of thought (switching `context) by introducing a topic that is in `connection (Neuro-associations) in some way, with the one they are currently `experiencing. Utilising the clients model in this way, is using what is already `meaningful to the client to carry your `string communication.


Peg:     Pacing and leading are making use of the brains current connections and



Lost meanings:


Your `words, `phrases, `experiences, `situations and `environment have all lost their `meaning through the `process of generalisation. By `associating to the meaning of these `labels you can use that meaning as a `resource for your `actions.


The brain is always asking "What does this mean to me.." The meanings you `have and `give to things control your life, and have great `influence over you. By `tapping into "What things mean to others" you can exhort enormous `influence over their `actions.


Meanings are the highest "Logic level" and by influencing meanings you can `manoeuvre your client to accept your proposal by using what it `means to him if he:


a) Gets what he wants.

b) Does not get what he wants.


By creating these two `real scenarios (outcome one and two) for the client, you are using his `imagination and current `circumstances (that are `real to him) to create a future state that he does not want to `experience, and so `changing his present actions to `avoid what `will (if real enough) happen in the `future.


The professional uses the clients brain as a `tool to achieve what he `wants, as a part of the client that can be influenced in many ways, to achieve `pro-using.




There are various tools to create `subconscious rapport with people, mirror/matching, pacing/leading etc. The rapport state they develop in the client is `subconscious in that, the client does not know `why he feels he likes you, he just `seems to have `developed a common `bond. The `power of this bond however is only very `weak in terms of `influencing the client to act.


Word~Power wishes to create the kind of rapport that is `conscious, in that, the client `knows `why he likes you, as you are able to offer them something that he` wants. This `type of conscious rapport is very `powerful in terms of `influencing the client's actions.


Peg:     Subconscious Rapport is, a `weak connection in terms of influencing the client

to act `now.


Peg:     Conscious Rapport is, a `strong bond that has `real power over the client in

terms of influencing his `actions.



You can use various tools to achieve the `weaker subconscious `rapport but they will not consciously convince the client that you are able to offer him what he wants, they are only useful to create a `lukewarm response in your client.


If you wish to create a `hot response from your client then you must show him how you can give him what he wants. Rapport is `not an essential element that needs to be `present in terms of dealing with others and `giving them what they `want, its nice if you have it but in `reality `not required.


Conscious rapport is acknowledged by:


The clients `eagerness to obtain what you have available to solve his present `dissatisfaction.


He `knows and `understands (is conscious of it) what you can do for him, and he will `assist you in your task of helping him, `leverage, `co-operation and the ability to influence his present `actions.


Subconscious rapport is acknowledged by:


The client `unknowingly (subconsciously, and is not aware of it) likes you and matches `your body language, he feels that he can trust you as you are someone who may be able to help him get what he wants.


By being `aware of the `type of rapport you are `developing in the client, you can increase you power over him. If the client begins to match your body movements, this tells you that your power over him has increased to a `subconscious level. It is a `sign that he is `congruent, he `consciously and `subconsciously `trust you, and is `totally willing to co-operate.


Peg:     When people like each other, they are like each other.


Peg:     Conscious rapport is achieved by `pro-using.


Peg:     Subconscious rapport is a `by-product of `pro-using.




You exist in your own model of the world and you `react (what you do) and `respond (what you say) according to your `model, and not the `actual world itself. Your `values, `beliefs, self-identity (the image you have of yourself) all have an `affect on the kind of person you `are.


Your model amounts to the sum total of who you `are. Your model `maps across your life and determine the kind of person you `are, and what you are prepared, and not prepared, to do.


By `understanding the kind of `model your client exists in, it is easier to understand their `limitations and `abilities. You can influence others by using their `model to `support what you `want. The client has all the information (wants, reasons, needs, and meanings) contained in his model for you to use back on him to influence his `actions.


You generalise your words and `actual meanings, and lose `contact with the power of your `experience. By reversing this generalisation and being `associated, `words then become `anchors to `resources to use in difficult situations. When you understand the `meaning and `information `behind the word you can use it  to your `advantage in many ways.


Logic (the spoken word) is your surface structure that you express without really thinking. To `react to logic `literally, is to react to the surface structure what is often meaningless to the client. The purpose of `associating the client to what he is actually saying (his string communication) is to `uncover his deep structure `requirements (what is real) and react to those.


You should always aim to utilise what is `offered to you by the client from his model, and not make `suggestions that are out of `context. The client has all the `information in his model of the world to obtain the necessary `leverage over him.


Pacing is identifying with what is already `present in the model and `aligning with it. You can align with what they `say, `believe, what they `value, or with what they are `thinking, basically whatever is `expressed from their model. Once you have `paced their model, you can `begin `leading them to `accept something you `express.


When dealing with others you have two options available to you:


a) Utilise their model of the world.


This involves using the client's `problems and `limitations back on himself to `induce action, instead of them being used as a `reason not to act.


b) Enter their model of the world.


This is required if you need to obtain a `deeper understanding of the actual `problem or `limitation itself. It is an approach that is seldom required to achieve `pro-using, and one which is used to deal with a more serious form of limitation or problem of a more personal nature to the client. The professional will seldom have to deal with these in his task of `pro-using.




We all live in models of the world and think that our own reality is the one true reality. When dealing with others you can either, `enter their model of the world or remain in your own and simply utilise theirs. The purpose of `entering the clients model is to obtain a deeper understand of their `limitations and `problems so you can influence them. In most business setting it not required to enter the clients model, only to utilise it.


You `enter the clients model to obtain a deeper understanding of some `portion of it that is causing `resistance to `change, it is not `essential to achieve `pro-using, only in achieving a deeper understanding of the `reasons for the `limitation. 


Entering the clients model is accomplished by `identifying a key word from their model which you feel needs to be `explained to:


1.`Remove a `limitation.

2. Reverse the `generalisation.

3. Access a `resource.

4. Supply additional `information about your client.


The "key word" is the one which you think is `causing the problem or a word you feel the client needs `associating to, `to re-connect him to his `experience of that event, the word is related to. When you know what to look for in choosing your point of entry, the `process will supply you with a number of key points, it will:


1. Get the client `explaining (transferring a fixed event into an ongoing one).

2. Remove the generalisation by accessing his deep structure.

3. Get him `associated to the `event being described by his surface structure.

4. Give you `leverage points to alter his `behaviour.

5. Identify the `source of any `dissatisfaction.


By entering his model, you can `examine his `limitation in `detail and the `circumstance which `created it, which of course can be `change, to `remove the `limitation and `support the clients actions. The purpose of entering the clients model is `only to obtain a deeper `understanding of the limitation `itself, in order to change it. The limitation can be changed `without understanding it `by simply `acknowledging that the limitation `exists and dealing with it `effectively to allow the client to act.


The process of entering the clients model is to obtain an understanding about the limitation, if required, although not essential to `initiate change.




Value is `worth and `desirability. Your `actions are designed to focus on fulfilling your client's `wants so you will have `power and `influence over him, and gain his `co-operation. In order to do this, you must be able to "add `value" to his life, i.e. give him `something that he `wants. If you are able to give people something they want, or `create the `atmosphere of them actually getting it, they will `alter their `model quickly and long enough to obtain it. You do not need to `enter their model of the world to add `value to it, you simple utilise their model to your `advantage, give them what they want (the end result) and then leave.


You want your client to feel `stuck with no other options about what to do, so he can be `closed. When he feels `stuck he is easy to hit. A person with `options about what to do, is similar to a moving target, a person with no options, is a sitting target.


Peg:     Choices and options equal `confusion and `inaction. 


Peg:     Selling is about closing people down, offering them no other options and giving

them a clear directive about what to do to get what they `want.


When you are working from the premise that you are `adding value to their lives, (they just don't realise it yet), you are far more `effective in your work and `push further than the first or second `no.




Is crucial if you want to get your client to act. If your clients express a surface structure `request for information, you have to uncover his deep structure `requirements (real needs) behind this request to establish `leverage for yourself. If you do not establish leverage, the client has no `reason to comply with you, and `he is in control of the interaction and not `you.


By `examining his `requests for information you are `creating leverage by the very act of `asking for his real needs. He is removing the generalisation from his `model and you are `gathering the `information you need to `establish the upper hand.


Leverage is being able to offer people `what they want, and then creating the `atmosphere of them getting it. When your clients want something, they `feel motivated to get it. They know what they are `working to achieve, and are more `willing to `participate in the meeting as they have a `real `reason to do so.


You can obtain `double leverage by `asking about the internal state of the client, i.e. when you get what you want, what will it mean to you? By `linking what you have available to what they want, both `externally and `internally, you can create a more meaningful encounter. Whatever your clients wants, it will be `because of what he `thinks having it, will do for him. These are the further areas you can `exploit, the external tangible benefits, and the internal personal gain, as the internal personal gain is the  `entity that is really `motivating your client `actions.


Peg:     With every tangible entity, there is a internal personal gain, that can be



Peg:     Whatever your clients wants, it will because of what he `thinks having it, will do

for him.


You can obtain four separate areas of `leverage by using the four controlling forces to build `desire:




1. What he `wants can be used as `leverage:


What will it do for you?...  Why do you want it?..... What will `happen if he do not get it?.....


2. His `reason can be used as `leverage:


Whatever reason he `supplies can be used back him to justify his actions to do what you want.


3. The `need that is to be satisfied can be used as `leverage:


This is the real `reason for his `want, that must be satisfied, otherwise his `problems will `grow.


4. What will it `mean to him can be used as `leverage:


When he no-longer has the `problems, and he is able to `relax and concentrate on other `areas of his life, what will that `mean to him?


By `burrowing into these four aspects, that are all single entities, you can `uncover meaningful `information to the client, and obtain `further leverage for yourself at the same time. By establishing leverage `across the clients life, you are `presenting him with `undeniable truths about his current position/situation.


By `pacing his model in this way, he will `feel "as though" you `understand him and therefore `know how to solve his problems. The professional is constantly using the interaction to achieve `pro-using.




Wants are very common to us all, you would have no trouble compiling a list of everything you wanted if you have the opportunity to fulfil them. When you `really want something no matter what it is, it can have a enormous affect on your `behaviour (what you do). You can `change as a person and be `consumed by the `focus of getting what you want. The force of the want can be very intense and have enormous hold over you and what you do.


At the same time what you want can have `little or `no importance to you, it would be nice if you got it but you will not go out of your way (act) to get it. You have a scale of `force over what you `want, at one end you will alter your behaviour and become `consumed by the `thought of getting what you want, and at the other end of the scale, you will do very little to get what you want.


It is this `diversity in `force that interests me, and more importantly, how it can be used by you to `influence others. By `associating to your feelings about what it `is to actually want something, and how this `force `varies to `affect your own behaviour, you can `begin to `understand `how it can be used to `affect others as well. Once you `understand your own forces, you are then able to use it to `influence others.


Take some time now to `explore this phenomenon for yourself and what it is `actually is to `really want something and how you `feel about it.


How does this force affect your `actions? Then consider what it is like to just simply want something, but not be motivated to get it.


This simple exercise is removing the generalisation that has built up around you for one of the most basic forces in your life. When you have a good understanding of how it affects you, you will begin to understand how it affects others as well.


You have two forms of want:


High Intensity: You will do whatever it `takes to get what you want, it has enormous

`influence over your `behaviour.


Low Intensity:  You will do very little in the way of `action to achieve what we want.


The level of `intensity, high or low of the `want, is called the VARIANCE


N.B. When `wants are referred to throughout Word~Power we are referring to high-intensity wants unless stated otherwise.


Wants come from your `conscious, that is, you knowingly `decide what you want and why. You make this decision based upon everything you know and what you know you don't know (your sum total of experience). You use your sum total of your experience to `aid you in your `judgements and `decide `what you want. However after all this, it is nothing more that your `conscious `best `guess.


Peg:     What you want is nothing more than your conscious best `guess.


The `force, `power and amount of `control of your `wants, have been generalised away, and I would like you to become more `associated to their `meaning, and how they can be `exploited in others.


Just as this commonly used `label has lost much of its `meaning and `power for you, so have `most of your words that are commonly used. There is another world of `language and `meaning just waiting to be used by those who `access it. Word~Power is about `re-establishing this `link to the `power of natural language so you can used by you as a `resource in your `actions at all times, in any circumstances, `during any `interaction.




Your logic `levels are a `social or `moral or `intellectual standard of `importance to you. They increase in the amount of `influence they have on your `actions. You have 4 logic levels:


1.       What you `want:


Your wants are the lowest logic level in that they can be `changed by something  `better, when and if you know about it.


2.   Your `reasons:  


Your `motive, `cause or `justifications are more `important to you than what you want.


3.   Your `needs:               


Are very important as you `feel the driving force `within you, conscious & subconscious.


1.       Your `meanings:


This is the highest logic level and everything that you are/have has `meaning for you.


By thinking about your client as a series of `levels that `grow in importance, you can begin to realise that these four forces can be used to `apply pressure to a person. You can present your proposals in `context to the logic levels and how important it is for them to satisfy that level.




1. Focus on what they `want and what will `happen if they do or do not, get it.

2. Focus on their `reasons and utilise those which offer resistance.

3. Focus on their real needs and present your proposals using their needs as the context.

4. Focus on what it `all` means to them and what they will feel like if they don't get what they



By `rhetorical (the art of `persuasive speaking, expressed with a view to `persuasive or `impressive `effect) questioning and `statements, you can use these four logic levels to present your proposals and examine the `effects on the client that each level will have, if they are not satisfied.




These are the four controlling `influences in your life, and the professional can use these forces to influence his clients `actions. By `recovering the information behind these labels you are providing yourself with very powerful `ammunition over your client.


Peg:     If you are to obtain the power and control you seek, you must know and

understand the `forces behind your clients `actions.


The professional uses these four forces in the following way:


1. He uses what the clients `wants and really `needs to obtain `leverage over him.


2. He presents his `proposals using what the clients `want and `need, their `reason and what it will all `mean to him, if he:


a) gets it

b) does not get it.


These four forces are `focusing tools and direct the client to `think about what is most important to him.


Peg:     The basics are: `want, `reason, `need and `meaning.


In order to influence others and improve your personal vigour, you must be `associated to the basic forces in yours and others lives. The ability to influence others and improve your own `actions comes from being able to use these forces as a `moral pressure over others, and using something they `want and what it will `mean to them to your `advantage. Their logical levels can be used on them to `persuade then to act by `skilfully utilisation of their `model.


Gathering Information:


The `process of gathering information is for your benefit in using `information that is `meaningful to the client (as it has come out of his model) back on `him, to get what `you want.


In terms of obtaining leverage over your client, he has all the `information in his `model of the world, that you need to accomplish your goals, it is simply a matter of `recovering  and using it.


Before you are able to act and use your skills, you must first obtain all the `data and `information you can `about your client so it can be used  back on him `during the interaction. If you do not recover your client's deep structure global needs, you are operating from a very weak `position in terms of being able to `influence his course of action `during the event.




What does your client want? When does he want it? What will he do with it? What is he prepared to `do to get what he wants? When he gets it, how will it improve his life? Is he ready to act now to get what he wants? If not, why not? 


By examining what your client `wants and removing the `generalisation surrounding them, he will get `associated to his present `situation and `position, therefor making him `easier to deal with.





A major part of understanding others, is understanding what they are doing. Sometimes a persons present course of action can seem bizzar, however when `viewed in `context to what they `want, it then becomes `rationalised. They offer a rational but `specious (seemingly good or correct but not `actually so, plausible) explanation of their behaviour or attitude, and try to make it seem logical and consistent. This kind of mental activity `manifests itself in many forms `during your encounters, but for ease of explanation, I will refer to a simple activity.


Lets say that you `want to get fit. You will have `reasons for wanting it as you feel the `need to do so. Your `reasons may be varied, but based upon the `variance of `wanting to be fit, you will start doing something about it. What is important here is what you are doing.


The course of action you take is your `best guess at `how to get what you want (to be fit), it is your `rationalised best guess. Lets say that you start going to the gym, but after 8 weeks you have not lost any weight and do not feel any fitter. At this stage what you are doing (going to the gym twice a week) is your best guess at how to get what you want (to be fit) but it is not working. Then somebody else tells you the best way to get fit is to jog, as they lost 12 lb. in 8 weeks and feel great.


Why did you not start jogging initially?


The reason being, that you made a `decision based upon your sum total of experience (everything you know and what you know you don't know) at that moment in `time, and this `process told you that going to the gym would be the `best way for you to get what you want. It was your conscious best guess, but may not be the best course of action, it is `specious.


You go through this `process of using your `sum total of `experience to decide what to do to get what you want, every time you `decide to do something in your life, from going to the gym to get fit, to going to work to earn money. Whatever you are doing, it will be because of what you `think doing it, you will `mean to you.


Peg:     What you are doing is generally known as your BEHAVIOUR.


Peoples `behaviour may seem erratic or bizzar to the on looker but when viewed in terms of what they are trying to `achieve, it will always be their logical best `guess, but it is not always `the best course of action to take, at that moment in `time, it is `specious.


Peg:     If you are presented with a `better way to get what you want, you will change

what you are doing in a `heartbeat.




When you want to influence another persons `behaviour it is useful to `know that they will `stop whatever they are currently doing and do something else, if you can `show them a `better way to get what they `want.


Influencing what people are doing is very important, in terms of influencing their `behaviour to achieve `pro-using. At any one moment in time, your `actions will be to fulfil a `need, they are designed to achieve `something for you at all times, otherwise you would be doing things with no purpose `involved.


Peg:     Your `actions are designed to `satisfy your `subconscious needs.


Peg:     Your aim is to `influence (affect) what people do, to achieve what you both want.


Influencing others actions is a important part of manipulation. Whatever a person is doing, it will be because they `think by doing it, they will receive more of what they want. Wants and Actions are closely `linked and to understand a person `behaviour is to `identify what they want, and then what they are doing (content) will fall into `context for you.


Peg:     If you can show someone a `better way to get what they want, they will `listen to

you and `adopt the new `behaviour if it is `proven.


If you want to influence what your clients `actions, then you must find out what they really want and show them how you can fulfil it. If you want to change his `behaviour (what he does) i.e. call you instead of your competitor, then you must show him how by `changing he will get more of what he `wants.




What are his `reasons behind the want. What will it do for him? Who else will benefit from having it? Why does he want it? Reason supply you with his `motive, `cause and `justification and by `utilising his `reasons, you are using an important `part of his `model that is `logical to him, and therefore has enormous `influence and `power over his `actions.




You can use `reasons as a way to increase your `skill in dealing with others and their `excuses and `demands. The next time you ask somebody to do something with you, and they resist, ask for their `reason why they don't want to. When they provide you with the reason, `reverse it as the reason why they should do it.




Lets go out walking.... I don't what to.... why....because I'm tired.... your tired because your not getting enough exercise, it's just what you need, if you come with me now, I guarantee you won't feel tired afterwards....


`Practice taking peoples reasons not to do something and `flipping them as the reason to do it. As your skill improves, so will your ability in getting what you want in any situation.


`Utilising their `model to get what you want is the fast way to achieve `pro-using. It is also training your brain to be more `creative. By using the both/and principal and utilising others models of the world in this way, you are `training your brain to spot potential and create new possibilities, where previously none existed.


Many people in business place a "reactionary meaning" to the term being `creative. I have seen some trainers have students spin plates on sticks to access the creative side of their brain. Although this action is subconsciously controlled, it is not a creative function, merely a physical action that is controlled without thinking about it, i.e. it is subconscious.


Being creative, is `accessing the `part of the brain that is responsible for making Neuro-association and linking criteria together to solve problems and create new possibilities, it is being `resourceful and `flexible, `creating "blue prints" for your `actions in certain situations. 


There are many other similar training methods in place that are a result of someone's reactionary meaning to a fixed surface structure statement or technique. These training methods fail to produce the correct additional-charge for the trainees and so they fail to perform to the best of their ability.




If you are faced with a limitation in your clients model which stands in the way of you getting what you want, you have to overcome this obstacle to `allow your client to act. There are many techniques to use to overcome limitations, utilising their `reasons is one of them, and a very effective tool.


i.e. while at the gym one day with my brother, I wanted him to take up skipping as part of his exercise routine, but he informed me he did not like skipping and refused to do it. I asked him the `reason why he did not like it, to establish whether he had actually tried it (belief) or just did not like it (opinion).


Brother: I've tried it a couple of times and I can't do it...

                                                                      fixed event


At this point my brother has a strong additional-charge for the word skipping that is preventing his ability to act.


Me: What happens when you do it?

                               ongoing event


By accessing the actual event itself, I am turning the fixed static event into `ongoing event, which can be `changed by `associating him to it, and altering the `content, in some way.


Brother: I just can't do it for long enough and get frustrated with it....


He is supplying me with his `reason, which is based on previous experience, a `belief.


Me: So if you could do it for long enough then you would enjoy it?


I have introduced `possibility into his model, and a way for him to get what he wants, to be fit.


Brother: I guess so...


At this point, I have achieved `movement in his current position and a willingness to try again.


Me: OK then, I'll show you how to do it, so you can do it for longer and get what you want...


By gathering information from his model and reversing the reason not to do it, I created `movement by using `possibility as a tool to get what he wants. By flipping his `reason not to do it and using it as the reason to do it, I had removed the limitation that was stopping him from skipping.


The other course of action open to me could have been to `explain the virtues of skipping and how great it was for keeping fit, how boxers do it every day, how it is good for the heart, legs, stamina etc. This approach would not have convinced my brother to start skipping as it is `meaningless to him. By asking for `his reasons, I am dealing with his model of the world, and `what is `meaningful to `him, and therefore has `power over him.


This is being `creative in terms of dealing with others and not accepting what they say literally, simply using what you know to achieve what you want, and not engaging the client in lengthy discussions about the benefits of changing their present course of action.




What is the specific need behind the want? What is the client trying to achieve by wanting this? What basic need (1 to 6) is he trying to satisfy?


A conscious want is a best guess at how to fulfil a `real or `subconscious need. If you have a better way to fulfil your clients `needs, that he does not know about, then he will `automatically `want what is `better, when he knows about it. The main objective is to fulfil the `need, not necessarily to get what he wants, if you can satisfy the need with something else, then the client will `switch what he wants to the new source.


Peg:     A `need is a higher logic level than a `want. What you want can `change when

you are presented with better alternative, one which will fulfil your need more

`effectively or `efficiently.       


Peg:     A need is constant and not easily replaced, only fulfilled.


Peg:     What people want is not the most important aspect, what they `need is.


By focusing on fulfilling needs, you are in `reality, giving the clients what he really wants. The client does not always know the best way to fulfil his needs, he only has his conscious best guess, which is `specious. He will change what they wants in a heartbeat, if he is presented with something better, a more `effective way to fulfil his needs, which he does not know about, which is `ultimately what he wants.


Imagine you are selling computer printers and a clients arrives and states he `wants a laser printer. He is very `adamant about his request but you do not sell laser printers. What do you do? You can send him away to the shop which sells laser printers or you could investigate his `want and `establish his `real need.


"tell me sir, why do you `need a laser printer? He replies... to print my letters of course... is this the only thing you intend to do with it...  yes.... then sir you do not `want a laser printer to do that as they are very expensive, all you really `need to print letters is a bubble jet printer (which you sell), they are alot cheaper than laser printers, about a third of the cost.... oh o.k. then, can you show me one of those, I've never heard of them before, my friend has a laser printer at work and he told me they are very good, but if a bubble jet will do what I `want (and need) then I'll have a look at one of those..."


Peg:     The most important aspect is fulfilling the `need your client has, not what he

`wants, par se. His `want is only his `specious best guess at how to get what he

really needs (his specific need fulfilled).


Peg:     Your client will not appreciate the difference between `want and `need.


People have real/specific needs which are `context related.  As in the example above the real need is for `something to print letters. They also have subconscious basic needs which drive their behaviour. Whatever they are doing will be to fulfil their basic needs. The professional needs to understand the difference in these `needs and how to use each of them in their own `context. 




Whatever you `want or `need and for whatever `reason, they will all have `meaning for you, and it is this meaning that is most important to you. Everything in your life is there because of the `meaning it has for you. Your life is `controlled by the meaning you `give or `have.


By asking people, "what will it mean to you?" you are supplying yourself with deep structure, useable, `information, that is important to the client and therefore has `influence over him and can be used to `persuade him to act.


You are taking people through a `structured approach to what they `want, so you and the client fully understand what is `required to achieve his objective and what it will mean to him, when he gets it.


This `process of `stacking each `logic layer (a growing in importance to the client) of `want, `reason, `need, and `meaning to the client, on top of each other will `create a fully `associate `desired state, and create a `direction in which the client feels `drawn to achieving what he wants. He will feel motivated to co-operate, and participate in the interaction fully.




An important part of selling is to `build desire for what you have to offer, but `how do you build desire? What is desire?


Desire is a from of `wanting, It is an `unsatisfied longing, the feeling of `potential pleasure from `something, a `request, to ask for.


By using the four controlling forces you can build `desire in a structured and logical way.


You can take your client through what he `wants, the `reason for wanting it, the `need he has to satisfy, and what it will all `mean to him `when he gets what he `wants and `needs.


It is a cycle of logic layers: WANT > REASON > NEED > MEANING > DESIRE


If you are selling a business opportunity to a client you could introduce it in the following way.


What do you `want?       more money....


For what `reason?          to be happier....


So you `need to improve you finances?    yes....


And what will that `mean to you?   I'll be able to look after my family which will mean alot to me....


So you have a `desire for financial independence? yes....              


If I can show you a way to achieve what you want, will you listen carefully to what I have to say and co-operate with me?            yes....


OK then lets discuss how you can get you what you want....


By taking a simple `want and using the four controlling forces to `associated the person to his present situation/position, you are building desire for what you have available, and also obtaining the necessary leverage for his co-operation.


By using these four basic forces you are dealing with what is `most important to the client and therefore what has `power over him.


Peg:     The most important aspects of your life are the basic ones.


In order to influence others you must have a good `deep structure understanding of these basic forces and how to use them. They are only simple words that have been generalised away by so many people, but they have enormous `power and `influence over your `actions, and if used correctly can, `motivate, `influence, `influence, `convince, `pursued, and accomplish many other `processes with so many people.


Leverage is obtained by utilising his deep structure global reasons,


i.e. What will happen if you don't get more money? You won't be happy will you? And how will that effect you? You won't be able to improve your finances will you? And what will that mean to you? How will your family suffer? etc.


By utilising `whatever comes out of your clients model `back on him, you are dealing with what is `meaningful to the client and has the ability to `influence his actions. You may not fully understand his deep structure `reasons, what is important, is that he does.


The utilisation of `information from the client's model, will be meaningful to him, and can be used by the professional to, `manoeuvre the client from present state to desired state (outcome one and outcome two).


By using your client's `wants, `reasons, `needs and `meanings, you are dealing with the four most basic elements of his life. These are elements that he `understands very well, and you are dealing with them with `precision and `skill. Your client will think that you understand him completely `because of the kind of `poignant questions that you are asking.





You have a simple `process to take people through to build `desire for what you have available:


1. Explore their `wants.

2. Identify their `reasons.

3. Suggest or identify their `need.

4. Associate the client to the `meaning.

5. Suggest the `desire.


Once you have this `information you are ready to `present your proposals, and `tailor it exactly to their `requirements. You can tailor the presentation of your `information to fit their deep structure `requirements `exactly, if you `know what they are. You must first `gather the `information you require from the client, and `wrapping it around what you have available, so their `needs and your `proposals become one entity.


By taking `criteria from the clients model of the world and wrapping it around what you have available, the client is unable to separate these two entities and `begins to see them as `one.


You are able to take `information from your clients model and use it to present the features/benefits of your product/service/proposals etc.




You can `present your `proposals using `information from your clients model, so he will `think that his `problems and your `solution are one of the `same. You utilise his current `circumstances and `situation, his "criteria words" and `phrases, and his current `position, to present whatever you have available, so he will `accept it, as it `seems to fit his existing `requirements `exactly, i.e. "its just what I've has been searching for....".


Getting your client `associated to what he `wants and what it will `mean to him, is the first step in the "adding value process". It is `establishing a personal goal for the client, and removes his generalisations. It provides you with `material from his `model, to` link to your `product so you can establish `leverage and `create `desire, by using his current `position to get him `fixed and `easy to deal with.


By recovering this `kind of `information you are `associating the client to his present position/situation and giving him something to move `away from and something to move `towards, which is the `process required for any kind of `change. 


Without `leverage and `associating your client to his present situation there is no point progressing with your sales `presentation as the client is not `motivated to co-operate. Client `resistance is the result of the client `thinking he is not going to get what he `wants, therefore he has not `reason to comply.


Utilising his `contents:


By utilising the clients `model, you can use his `contents (which are `already meaningful to him) to present your `proposals/product. He will `understand `exactly what you are saying as you are using his `model (criteria words and needs) to `explain your product. The `words and `phrase you use are his, the `understanding you use will be his, `everything that he `wants and `needs will be presented back to him, by you, so it is `meaningful to him.




P:         What do you want from a supplier and your product?


C:         "I want somebody who is `reliable, someone who `cares about what they are doing. The product must be `strong and `robust, giving me many years of `good service. I do not want a `lengthy service contract and `high maintenance bills...."




Are words and phrases that have a `specific `meaning to the client. You can use these words without having to `know their exact meaning, what is important, is that the client knows and understands what they mean. The `fact that you are using them to present your product, indicates to the client, that they have the `same meaning for you. This goes some way to establishing a `conscious rapport with the client, as he thinks you share a common bond in the language that you use.


In the above example, the client's criteria words and phrases were: `reliable, `cares, `strong, `robust, `good service, `lengthy, `high maintenance bills. You do not have to know exactly what the client `means by `lengthy or `reliable for example, the fact that you are using his words to describe your product, will have the `effect on the client that he thinks you know what he means, and the product will seem to fit his `criteria exactly.


The more of his words and phrases you can use to `describe your product the better. The criteria words are from his model and therefore `meaningful to him.


By utilising your clients `criteria words and phrases you can present your product back to the client using his `contents in your `presentation.


P:         "One of the features of this product is the `strong steel casing, which means you will not have any `high maintenance bills. The `robust outer casing is very `reliable. Our service contract is not to `lengthy at only two years, as we `care about our clients, and want to provide a `good service. Our aim is to be a `reliable supplier...."


By utilising your client's `criteria words in your presentation you are tailoring `your product to suit `his requirements `exactly. The criteria words used are already meaningful to him and you are making use of his `meaning without having to explain every last detail. Any details that need to be `confirmed are easy to `isolate and deal with. The important point is that, you are using what is `already `meaningful to the client, he understands what he wants, and he will `feels that you do also, as you are presenting him with `information which is already `meaningful to him.


Peg:     Using your client's criteria words to `explain your proposals is an example of one-way communication.


By taking the `features and `benefits of your product and `linking them to his `criteria words you are `associating the two together, in a way that it makes almost `impossible to distinguish that they are two separate `entities. By utilising the client's model in this `way, you are providing yourself with meaningful information (to the client), to use back on him, in any situation.


In some cases it may be necessary to `clarify the exact meaning of his criteria words, but in most cases, using his criteria words to present your proposals or product `leads to a very `effective technique for your client to understand your `presentation clearly. You are utilising his `model `completely.


Peg:     Utilising your client's model is using `whatever comes out of it, to the best of your `advantage.




Behaviour is `conduct and `actions, what you do. A major part in `influencing others is to understand `why they are doing what they are, and `what they hope to `achieve by doing it. If you can `show them a better `way to achieve what they `want, they will alter their `behaviour instantly.


Behaviour is a very general term, it represents so much in terms of your actions (what you do). You have `patterns of behaviour which you `implement subconsciously (unknowingly), as humans we are all creatures of `habit and therefore easy to `predict.


What you do, can be anything from a simple action of calling a friend to, ordering a pizza, calling your supplier, doing your simple tasks at work, anything that involves action of some kind is your `behaviour.


You want to be able to `influence your client's `behaviour so you will have more `control over them. In order to obtain this `control you must understand `how their actions (what they are doing at any one moment in time) are `linked to what they `want.


By `focusing on fulfilling what people `want, you must also focus on what they are doing to achieve it. If you analyse what somebody is doing (their behaviour) you may never understand their course of action, but ask them what they hope to `achieve by doing `it, and their actions become `clear.


Peg:     When viewed against what a person is hoping to achieve their `behaviour becomes clear.


The professional uses what people are doing to get what they `want, to his `advantage by `changing their `behaviour to a new course of action, to get `more of what they `want (see actions link to wanting).




As humans, your `behaviour is driven by a `force which you cannot easily express, but feel quite clearly, these `forces are your subconscious basic `needs. You have 6 subconscious basic needs which are the `driving force in your `behaviour.


Peg:     Your conscious `actions are your `best guess at `how to fulfil your subconscious basic `needs.


Whereas your `wants are `consciously `controlled (you know about them) your `needs are subconsciously controlled (you do not know about them). You have 6 basic `needs which you strive to `obtain (to get) and `maintain (to keep) at all `times, and all of your `behaviour is `linked to fulfilling your subconscious basic `needs.


We are all `different physically, but all `share the `same basic needs, which drive our behaviour. Word~Power focuses on how we are all the `same, as this makes it `easier for the professional to `understand and `control others. Many other `works focus on how we are all `different and use this `aspect to `confuse the reader and maintain their `supremacy.


By focusing on how we are all the `same, the professional can gain a deeper understanding of other by obtaining a deeper understanding of himself. 


The Word~Power Professional uses these subconscious basic needs in many ways:


1. To obtain `leverage over the client.

2. Explain to the client `how what he is `currently `doing or `failing to do, will affect these

    `areas of his life.

3. To present his proposals to the client.

4. To `influence the clients `actions.


By presenting (`asking and `explaining) your `suggestions to your client in this way, you are using their subconscious basic needs as the `context and `content for your communication, they will find it `easy to `understand and `meaningful, and you will find it easy to `influence what their `actions.


One of the most important aspects of Word~Power is to make your `interaction as easy for the client to participate in, as possible. Any `effort on your client's part should be kept to an absolute `minimum, as most clients have a limited attention span and are `lazy in their approach to `actions. This principal is used in the computer industry, where they `design programs with this exact thought in mind, the less the `user has to do, the better the program.


Your subconscious basic needs are as follows:


1. Physiological:


The need for sustenance, food, water, sleep, rest, bodily requirements. This is the most basic of all your needs and any action on the clients part will ultimately be to keep him alive and well. When presenting your proposals you can refer to this aspect of your clients needs and how they will be effected by what he is doing or failing to do.


2. To Know:  


You have a `fundamental need to `know what will happen to you, so you can `prepare and `adjust for it. You therefore need to be able to `predict, with a `reasonable amount of `accuracy, what will happen, so you can make these `mental and physical `adjustments.


3. Security:    


The need for `shelter and `safety. You work to earn money to buy food to live and provide security in your life. Whatever you are doing will be to `obtain or `maintain the `security that you `need in your life.


4. Social:         


The need for `relationships, `family, `love. No-one can exist in isolation, we all have a basic need for companionship and to feel loved.


5. Esteem:      


The need to feel a sense of `worth and `esteem. We have a basic desire to be viewed favourably by others and seek their approval.


6. Fulfilment:  


The need to `grow and `develop as human beings, to become `more than you `are. Even the most basic of tasks become tiresome for those performing them. You have a basic desire to want more, and `prove yourself, to `grow and `develop and become more than you are. Many people fulfil this need by turning to religion and the need to find meaning to their lives.


The first four needs are your `lower needs, the fifth and sixth needs are your `higher needs. You strive on a `ongoing basis to fulfil all your needs, but the `lower needs are the ones you strive to maintain first.


These six `basic needs are `surrounded by your Conscious and Subconscious needs.


Conscious needs:


Are the `needs within us all for `logic and `order. The conscious `appreciates these qualities and our society is built upon them. Your conscious `appreciate the tangible elements in your world, it likes to measure and weigh things, is has a `need to establish a `hierarchy and `status. Anything that is `quantitative (measurable) is a `conscious `need that is being `expressed. You `judge others by what you `see and the `quantitative elements you can `value.


Peg:     The conscious `appreciates the `quantitative elements of your `world.


Subconscious needs:


Your subconscious needs are the need for `illusion, music, rhythm, colour, shapes, images, beauty, `personality and form. Your subconscious `appreciates the `intangible elements of your `world, the `qualitative (quality) elements. You have a `need to `experience these elements and that is why they are `expressed and present in our world.


Peg:     The subconscious `appreciates the `qualitative elements of your world.


You have a conscious need to place a `value on your `environment and `others. You are `attracted to others by what you `see and can `measure,  however the `qualitative elements such as `personality, `values, `morals etc. soon take over. The professional acknowledges this natural occurrence and uses it to his advantage instead of trying to `fight it. A person may have a superior `personality and `beliefs, but if can not get the `opportunity to use them, they are no use to him.


Whatever you are doing or want, will be as a result of `getting or `keeping your needs `fulfilled. You strive on an `ongoing basis to satisfy `all your needs, and everything you do at any one moment in `time, will be because you have a `need to be fulfilled.


Peg:     Your `needs are outside your conscious awareness and you act `continuously to `satisfy the `forces that you `feel.


The professional uses these basic needs and the `effects they have on the client to `influence his actions. Any `behaviour can be `attributed to `satisfying one or more of these basic needs, the professional presents his proposals in terms of how the clients `actions or lack of actions will `ultimately `effect these `areas of his life. By skilful use of:


a) What the clients is doing

b) The needs that are effected


the professional can influence his client actions by making him `aware of how his basic needs will be `effected.




This statement is true to a certain `degree. We are all `different in our physical appearance and what we are doing, but we are all the `same in terms of what we `need. We all have the same basic fundamental needs, but we are all `doing different `things to achieve them.


The rich business man living in a mansion has the `same basic need as the tramp living in a box, they are simply `satisfying them `differently. They both have the `same basic need for `shelter and security.


By focusing on how we are all the `same, the professional will find it `easier to deal with others and their `problems, as he is looking for common `traits (features, needs, qualities etc.) which he can use to `influence the actions of `whoever he is dealing with, instead of thinking about people as individual and completely different entities, which we are not.


We all have different `problems, which are situation specific, and need to be dealt with differently, but even these `problems `share some `common elements. By `thinking about people in this `way, the `professional is less concerned with the how his clients are `different, which is `irrelevant, and more concerned with how they are all the `same and how he can use this `commonality to his `advantage when dealing with others.




You are `compiled from various `parts which most of the time work together to create the whole person you are. The main two parts are the conscious and subconscious, however you have many other parts which create the whole person. If you have ever being in two minds about what to do, then you have `experienced your conscious and subconscious `parts in conflict with each other, making you `incongruent.


You are the `sum of your `individual parts which form together to create a greater `whole.


`Synergy is the coming together of individual parts which are `greater than the sum of their whole. They form together to `create a `greater working `unit than they ever could individually, and become `more than they are.


Peg:     We are all `greater than the sum of our parts.


When dealing with others, you are dealing with individual parts of a person which form together to create the whole. When dealing with others and their `resistance, it is sometimes enough to ask "is their is a `part of you that agrees with me" and build from that, to overcome objections.


Your various `parts can come into `conflict with each other and prevent your action, this state is know as being `incongruent. The professional deals with others as a collection of parts, looking to resolve any `internal `conflict allowing the person to act. The main cause of incongruence is not being able to get what you want or need. By focusing on these areas, the professional can help others become congruent and feel `whole again, by using his skill to achieve `pro-using, `during the interaction.




Your `needs are `subconscious, that is we are not aware of them. Whenever the term `subconscious is used in Word~Power it simply means that you are `not aware of the activity, as it is `below your conscious awareness.


As previously stated, 95% of your `processes are subconsciously controlled, you do not make a conscious effort to control your heart beat or blood flow, these and many other `processes are controlled `for you by your subconscious brain.


Peg:     The word subconscious simply means it is `below your conscious awareness.




When I refer to the conscious, I am referring to what you are `aware of, you `know it is happening, and you are fully aware of its `existence, you are `conscious of it.


Peg:     The conscious refers to what you are aware of.




Your `needs are outside your conscious awareness, and therefore the Word~Power  Professional can `suggest what people really need (based upon what they want) as they are not aware of what they `need. By `skilful use of language you can make a `suggestion that is `accepted by your client and acted upon.


Your client is fully aware (conscious) of what he `wants, and if you suggest something other to what he `wants then you are inviting possible `rejection. However, if you `suggest what he may `need, based upon what he wants, he will not `resist you.


In the above example for selling a business opportunity the suggested `need was to improve the finances of the client. If I stated what he `wanted was to improve his finances, I am providing his `conscious filter with the `opportunity to resist me. By `by-passing the conscious filter and suggesting what he `needs (which is outside his `awareness) the client will accept my suggestion and act upon it.


Try this for yourself. Ask somebody what they want. If you suggest that they may want something else that is `related to what they want, they will hesitate before answering and most probably reject your suggestion. However, if you suggest that they `need something that is related to what they want, they will agree with you, and `accept your suggestion.


This use of language is very subtle but it is `designed to achieve a specific response in your client. It is designed to seek `acceptance from your client and not `rejection. As needs are `outside your client's conscious `awareness, when they are suggested they `by-pass his conscious `filter and `enter the subconscious where they are automatically `accepted and acted upon.


Your client is fully aware of what he wants and to suggested an alternative want is to invite conscious `activity and the possibility of your suggestion being `rejected. This technique by-passes the `conscious, which acts as a filter. Any `input is filtered through the consciousness and whatever is disagreed with, is rejected. Your aim is to present your `proposals so they by-pass this filter and are accepted by the client, as whatever enters the subconscious is `accepted and `acted upon. This is the principal used in `indirect hypnosis.




The Word~Power Professional uses his client's `problems as a way to obtain `leverage over him. If the professional were to minimise the `affects of the problem for the client, as done by so many sales people, the client has nothing to `fear as their problem has lost its `power.


The Word~Power Professional `maximises problems by `enhancing them, and building them into a bigger `scenario that will `affect the client far worse than first thought. This has the effect of forcing the client to act sooner, rather than later, to remove the problem by doing something about them. Problems present the `professional with an `opportunity to help the client achieve what he wants (their removal), and in doing so, get what the professional wants, `pro-using.


Peg:     Any problems can be used by the professional to obtain leverage over your client.


Any problem has two parts:


1. The `actual problem itself.

2. The circumstances which make up the problem (the cause).


i.e. "I don't have enough money...."  The actual problem.


"because I don't have a job...."    The circumstance that make up the problem.


Peg:     People `suffer from all kinds of `problems in their lives and the Word~Power            Professional can use these `problems to obtain leverage over the client.


By building the problem `up instead of `down the client will become more `associated to his `current `position, and hence be more `willing to act and resolve them. By using time (past, present and future) to `assess (a conscious activity) `how this problem is `effecting him, and `what it is has `cost him, you are creating leverage for yourself. Once your client is `fully associated to his current `circumstances, you are `ready to offer your `help and so create `dependency in the client, for your services.


Your client's have problems, and what they are `really looking for, are `better ways to solve them. One of your main tasks as a `professional, is to `understand your client and his `needs in depth, so you can resolve his `problems, and hence create a `need for your services. If your client makes `another wrong `decision, by not dealing with you, he is only `add to his `future problems.


By focusing him on `what he is currently `experiencing in his model (his present dissatisfaction), and getting him `associated to it, you are removing the generalisation that is preventing his action, and `associating him to his present state of `dissatisfaction, which he is trying to move `away from.


The `pain in his life, is a bigger motivating force than the potential `pleasure he may gain, which is used by so many sales people. By associating him `first to the `pain, you are creating the `push to find `something better for the client, and you will find it easier to influence his `actions. The professional uses the twin forces of `pain and `pleasure, `push and `pull to `influence the client.


Peg:     The `process of `change is moving the client away from what they have got, to what they want.


The gap between what your client currently has, and what he wants, represents your `opportunity to help and `create value for your services.


PAIN = the present state     PLEASURE = the desired state


Your client will have problems in his life which he will want to solve, `before he can think `about how he would like `things to be.


First Want:


What your client's want `first, is to `resolve their current dissatisfaction/circumstances, which are any `problems he is conscious aware of, at that moment in time (the problems which are `most real to him). The "first want" is usually the opposite to what he is currently `experiencing, their present state of dissatisfaction. When this is achieved, he will feel `congruent (whole), and be able to `think about what he `really wants.


Second Want:


`When he no longer has any `concerns to focus on, and is `congruent, he is `free to `imagine what he would really like. The desired state.


Peg:     First want: Removal of current problems/concerns, pain-push, present state -            incongruent


Peg:     Second want: What he really wants, pleasure-pull, desired state - congruent


The `professional deals with the client's incongruent first, and then creates the desired state secondly. This is `pacing the client existing `reality, as he is far more `concerned and `aware of his current problems, than he is concerned about what `may happen and getting what may be described as `ideal.


Peg:     Incongruent: Worries, problems, concerns, pain, dissatisfaction and gaps in their deep structure.


Peg:     Congruent: No worries, problems, concerns or gaps, only pleasure and satisfaction.


Peg:     The Word~Power professional creates leverage by `identifying the clients incongruities and then `creating the atmosphere of solving them.


The Professional first `associates the client to the problem (pain) to give him something to move `away from, and then offers the client a way to remove the problem, therefore allowing him to get what he wants (pleasure) by creating `something to move towards.




Whenever  a person `expresses they are `dissatisfied with their present situation they usually want to `experience the `opposite to their current `emotion. If your client tells you that they are `unhappy with their present supplier, what they really `want is to be `happy with a supplier. This very simple point illustrates a very useful technique.


This holds true for any situation in your life, whether at work, home, or socially, if you are `dissatisfied with your current circumstances, then the first thing you always want, is the opposite emotion to the one you are currently experiencing.


When your clients express their present dissatisfaction you can `suggest the opposite to what they have currently got, and you will be `pacing their model and addressing their needs, they will think that you `understand them, and more importantly, can help them. This is a useful tool to use in creating a sympathetic relationship, `rapport.


Peg:     Whenever `dissatisfaction is expressed, the opposite `emotion is always sort.




If you can solve your clients `problems they will buy from you. Word~Power is designed to give you a better understand of the basic elements that drive human behaviour so you can use this `knowledge to get what you want. You can `link the features and benefits of your product (inc. service) to your clients problems (deep structure), and `create the `need for your product, where the logical conclusion is that if your client wants to `solve his problems he must have your product. You are "selling to problems" and `showing the client how your `product can remove them. When you understand what problems `are and the `impact they have on the client, you are much better equipped to utilise them.




To `create a need for your product you have to identify a `problem for your client and the solve it by using your product. You can `create a need for your product without the client first establishing a `want. Your job is to satisfy the `needs of your client with your products.


Your clients do not always know what they need, so why be influenced by what they don't know, simply use your own knowing and understanding to `convince them. By focusing on their needs you will create the conscious `want in your client to have the product they feel they need. This is `developing the want by `fulfilling the need. Once your clients `want it, the `professional can stop selling and start order taking.


Peg:     Develop a `want by `satisfying a `need.


Insurance companies sell alot of their products by by-passing what their clients `want and exploiting what they `need.




Nobody really `wants life insurance cover, as you will be dead before you can spend the money. The product is sold on the `need to protect the family after you have gone. If they sold on the basis of who `wanted it par se, they would not sell many policies.


Their clients do not know what they need, so it is easy for the insurance companies to suggest `anything that is outside their conscious awareness and may be of `benefit to the client or his family. As the companies are establishing the need for the product `first, the client begins to `realise the benefits of the products and so consciously `decides he `wants it `second. The insurance companies have by-passed the conscious filter and created  the `want by `identifying a `need and making the client consciously `aware of it.


This technique can be used by the professional in many ways. The basis for the `push, is that, the client does not know what he needs, so why be influenced by his surface structure requests. The client  will `want the product when he `aware of its benefits and the problems if will solve for him. Without leverage this task is very difficult, with it, it is very easy.





It is very important to get your clients `confirmation at each separate `stage throughout any `process. Many sales people will be aware of the importance of getting the client to `confirm throughout the sale to what they `want. The `power of getting your client to `agree (say yes) throughout any `process is `essential.


When you say `yes to `something it has the effect of `creating a `gap in your deep structure. This gap can then be `exploited as it has power over your actions. It is very hard for you to contradict yourself once you have said yes to `something you want.


Peg:     The `process of seeking continuous agreement is `stacking the `yes and creating a `gap which can then be `exploited, as it has enormous affect over your actions.




A persons weakness is what he `want. When you want `something a `gap appears in your deep structure (your subconscious) which can only be filled by what you want. Your deep structure is the `sum total of your `experience and contains your `identity, anything that is `present in your deep structure has enormous `control over your actions.


Whatever you `want:


a) Something `internal (to feel a certain way)

b) Something `external (a material gain)


it produces a `gap in your deep structure which becomes a focus of your `attention. The longer this `gap remains unsatisfied, the greater its `influence grows over your `actions.


There is an old saying in the theatre "always leave them `wanting more" this has the effect of leaving people unsatisfied, so they always want more of your performance. It leaves a `gap in their deep structure that only be filled by more entertainment.


Peg:     Whatever a person `wants, at that moment in `time, creates a `gap in his deep structure.


Peg:     By `exploiting this `gap in others, you can exhort enormous influence over their actions.


i.e. I want a good business.... I want the best deal available.... I want to get it right.... I want my problems solved....


By `focusing on `whatever people `want, and creating the `atmosphere of them getting it, you are `presenting them with an `opportunity to obtain `something that is `important to them. They will `alter their `model long enough to `obtain it and then revert back to their natural state.


The professional works to `exploit this `weakness in others, by using what they want as a `lever to obtain their `co-operation. Once a person has lost their "walk away ability" they lose their control over their actions and usually end up buying.


If the `want is in the external world it will also have `associated internal benefits for that person and hence create `two gaps which can be `exploited.


i.e. I want to increase our market share to feel more secure....  


If you were selling advertising space and your customer wanted to increase his market share you could exploit the `fact that if he did not increase his market share he would not be able to feel the security (need 3) he `needed. By focusing your presentation on his weakness (the `need increase market share, to `feel more `secure) you are achieving two things:

1.   You are addressing what he wants `externally (to increase his market share), a `conscious

      material gain. - `quantitative.


2.       You are addressing what he wants `internally (to feel more secure), a `subconscious 

       emotional `need - `qualitative.


By making him aware of  "what will happen if you don't get what you want?" you are introducing him to a possible `outcome of what may `happen, before it actually does. He can `experience the possible `loss `now, and so influence his `actions in the present, based upon what may happen in the future. If it is real enough to him, you are therefore increasing your `power over him. In this case the `desire to increase market share is `linked to the `feelings of `security. What you `link to things is another very important aspect of Word~Power.




Linking is a mental faculty of Neuro-associations which effect your `actions. It is to `connect or `join `information and `data with existing `knowledge already held, to enhance your current `understanding.


Your brain continuously carries out 3 functions, it `Contrast, `Compares and `Connects (links) the `information and `data it receives with other `information and `data already held. What you `link to things has great influence over your `actions.


As in the case above the client `linked an increase in market share, which is an external tangible element to an internal intangible emotion, to `feel more `secure (NEED 3). (It is impossible for you to `quantify someone else's feelings, only they can do that, but you can `understand `how they feel, by applying their verbalised feelings to yourself, i.e. `empathy). 


What is important to understand is `how these two separate elements, one external and `measurable, and the other internal and `qualitative are `linked.


By obtaining `something in the external world, it will make you feel something else in the internal world. You have many `associations like these and they are a powerful `force in your life. You can `exploit this phenomenon (a natural occurrence) in others and obtain `double leverage over your clients. They have a requirement for `two things in their `life and if you are in a position to fulfil the tangible element, you can influence the intangible element to your advantage and obtain `double influence over their `actions.


Once a person is `conscious of what they want in their lives, they set about the task of achieving it, they want to feel `congruent again. Your job is to exploit their `incongruence and make them `realise how dissatisfied they are with their present situation (to associate them to the present state of dissatisfaction). Part of obtaining `leverage over others is to `exploit their current `negative feelings about `something, and then help them to achieve what they want.


Peg:     In order to make someone `change, you must first make them `dissatisfied with what they have got, or `where they `are.


Peg:     They must have something to move `away from and something to move `towards.


This is using the `pain and `pleasure principal.


PAIN - `push


You will do `more to `avoid pain in your life, than you will to `gain pleasure. Part of influencing others is to `first make them `dissatisfied with what they have `currently `got. You want to `associate them to the what is `wrong in their lives or with their `present situation. By creating these feelings you are giving them something to `move away from.



PLEASURE - `pull


Is something to move `towards, what you could `gain, how great things `could be for you. Pleasure however, is not a very big `motivating force, in terms of `inducing others to act. Many people in sales, focus `entirely on this side of the sale, what their clients could gain, the benefits they could `receive.


As stated `pleasure is not a big motivating force, but `pain is, so by using `pain and `pleasure you will `induce action in the client far `easier.




What people usually want is to get what they have `got `satisfactory. This is far more important to them than offering what may be considered as a `dream. If you were offered the car of your dreams what would you do with it? Would you keep it or sell it? Many of you will say keep it, but as you think about the `reality of the situation you will begin to `realise that if you sold the car you could use the money to sort out your financial `problems.


Peg:     Your `first want is to get what you have already got to a `satisfactory standard. 




Once you are `satisfied, you can then think about what you would `really like.


Peg:     Your `second want is to get what you would `really want.


In sales, many people focus only on the `pull side of the sale, what the customer will `gain.


This has very little `influence over their actions. You must create enough `pain with the clients `existing `circumstances that he no longer wishes to `experience them. You must first identify `problems and `exploit them, giving the customer has something to move `away from - the `push.


By focusing on the `push and the `pull side of selling, the Word~Power Professional will be `dealing with both sides of the scale, what people `actually want, and what they `really want (see outcome one and outcome two).




The basics are the `fundamental elements involved or required in any `entity. They are your `wants, `reasons, `needs and `meanings. As Humans Beings we driven by our basic `needs, we are supplied with basic `abilities to `obtain these needs. We have a basic sense of what is right and wrong, `conscience, which we use to help us in our tasks. These `basics are the core elements from which everything else stems.


Part of obtaining `clarity is identifying these elements in any `situation so you have a good understanding of that situation, so you are dealing with the `reality of it, and not the `illusion. It is this ability to `identify and deal with the basics that provides the professional with his `power in being able to deal with his environment and others, successfully, in a logical and structured way. Whether you are dealing with `people or a `situation, there are always basic elements involved which are the `source of that `issue.


Having a good understanding of `wants, `reasons, `needs and `meanings, the basic core elements of human actions will allow you to `influence not only `people but also `situations and `circumstances that you find yourself in. The tools presented in Word~Power are the basic elements required to achieve your objectives. Many people try to look for the `higher awareness, as the `answer to their `problems, when usually, it is the most `basic elements that `reveals the `true secrets. Training yourself to `identify these basic elements, is the `ability to `remove the `irrelevant and deal the `crucial aspects of any `interaction.


Clarity is `power and being `clear in your own mind about what is `actually happening or `required  to resolve that situation. When dealing with others who present a `challenge ask yourself,


What is `actually happening here?


By identifying the actions involved you will know the `real situation, once you have identified this, you can then ask yourself,


What is `actually required to resolve it?


Being clear on `problems lets you know what is `required to resolve them. The `first thing most people want is to `remove the present state of `dissatisfaction in their lives (first want). By having this kind of `understanding you `alter your approach and deal with what they really want even before they have told you what it is. You can `pace their reality by speaking generally about what they no longer want to `experience.




Every professional will have come into contact with `objections and `limitations. Objections are `reasons that the client put forwards as to `why he `feels he must `disagree. These `reasons are valid in their `model of the world, and must be `respected. Word~Power utilises objections back on the client to force his action.


You have two choice about what to do when dealing with others regarding their model of the world. You can ENTER THEIR MODEL OF THE WORLD and get tied down in their `limitations, values, beliefs or you can UTILISE THEIR MODEL OF THE WORLD to get what you both want.




It is far more productive in terms of achieving what people want to `utilise their model of the world as opposed to entering it, which simply aids in understanding the reason for the objection.


Peg:     Word~Power operates from the premise that you should `utilise whatever a client `offers you back on him, to get what





Is a technique designed to take whatever `objection is `offered to you by the client and use it to your advantage.


You can take a client's `reason (objection) and use it back on him to `illustrate (make clear) that the `reason he has have put forward is in `fact the `cause of his present `dissatisfaction. Lets say you were trying to arrange an appointment with an important customer and he gives you a `reason why he cannot see you.


"" I don't have the `time to see any new suppliers, I'm too busy solving problems....""


The `reason put forward is that he `feels he does not have the `time to see you. You can take this one word `time and use it to illustrate (make clear) how it could be the `cause of his present dissatisfaction (too busy solving problems)


" its because you don't have the `time to see me that you are to busy solving problems. My job is to remove your problems by giving you what you want, which is more `time, if by seeing me you can solve your problems and free up your `time, then that's what you want, isn't it?".



" I not interested....."


" its because you're `not interested sir, that you currently have all these problems. I can help you get what you want and I'm sure you're `interested in that aren't you?"


The `process is simply this, take whatever they `offer you as their `reason not to do something and use it as the reason to do it. It is taking one `word or `phrase and `mapping it across their lives and using it as the source of their present dissatisfaction.


Peg:     Utilise the `reason they give you not to do `something, and use it as the `reason why they should do it.


This is utilising their `model and `mapping key words `across their life, as the `cause of present `dissatisfaction.




Human Beings are creatures of habit. You have `patterns of behaviour and `routines which you follow without being aware of them (subconsciously). It is this `fact that makes your behaviour ease to `predict. Your `actions amount to a `snap shot in time. You may experience somebody's `offensive behaviour once, and give them the benefit of the doubt as to whether they will do it again. The `fact that you have only seen this behaviour once does not mean that it has never happened before, or will do again, you are just `experiencing it for the first time.


You can use a persons habitual behaviour back on themselves to get the `fixed in the same way that you can use their words and phrase back on themselves, you `utilise what is offered to us.


If you want a person to `change what he is doing, not working to full speed, not interested in new strategies, ge