Bill Twiffer:
Yeah, big difference. Now listen here, when we downswing the opposite happens. Write this down folks, the opposite happens. You sound confident. You sound in control. You sound commanding. You sound serious and when you downswing it commands your customer to make a decision. It commands your customer to make a decision. So when you hear Donald Trump speak, do you hear him say, “You're fired.” No, he says, “Your fired.” You don’t hear him say, “Meet me in the board room in ten minutes, okay.” He says, “Be in the board room in ten minutes.” There's no ifs, ands, or buts. You know when he's talking you better be listening. Because he’s the guy in charge of all his conversation. That’s just the way he is.

Now let me give an example, “Most people in your situation find out that when they trust me and do as I say, they achieve maximum profits, and that’s what you want, isn’t it? Great, let's get started.” Now I'm going to say that with upswings. And you’ll hear how much weaker it sounds and how I'm just really asking, I'm really shy and gosh I don’t know. Please don’t be mean to me because I'm trying to be nice. I'm trying to help you out. That’s the kind of attitude I'm taking. The kind of mind set I'm taking. “Most people in your situation find out that when they trust me and do as I say, they achieve maximum profits, and that’s what you want, isn’t it? Great, let's get started.” Hear how weak that sounds, Jeff?

Jeff:
Yeah, real weak.

Bill Twiffer:
It sounds terrible. But see, people don’t understand that’s the way 90 percent of people talk. Everybody you come in contact with they upswing. And why is that? I’ll tell you why it is. As human beings we want two things, love and acceptance. It's easier to say, “Does the soup taste okay?” Then to say, “Isn’t it the best soup you’ve every tasted?” With your head nodding up and down. If - I’ll tell you what, if a waiter or waitress came up to me and said, “Isn’t that the best soup you’ve ever tasted?” I’d have to give them a standing ovation. Because I think that's great language patterns. I listen to that and I think, “Oh my gosh.” You just want to agree with them. Even if it's not the best soup, because you're thinking, “What the heck this guys having a good day. I don’t want to wreck it.” Right. So we want to be there and we want to make sure that we hear this language and we start learning these language patterns.

So let's talk now, real quick about embedded commands. Embedded commands are one to four word groups. They're one to four word groups that order you to do something and they make sense on their own. They order you to do something and they make sense on their own. They bypass conscious reasoning and speak directly to the subconscious mind. The subconscious mind just takes stuff in all the time. And these embedded commands get people to do stuff. They're like dropping little time bombs in their subconscious mind. You don’t instantly see a reaction when you drop them. They grow into an action, is what they do. And this step is around everybody in the call every single day on the radio and every single day on TV. It's around them all the time. Bow Flex commercial. Will you decide today to buy this, you’ll know you need this. Let me say it again. When you decide today to look like this, you’ll know you’ll need this. And what that is is they're showing this picture of this real ripped man with big muscles or this woman that’s real fit. They're showing that picture up there when they're saying when you decide to look like - when you decide today to look like this you’ll know you’ll need this. Then they show a picture of the Bow Flex. And this stuff is around you all the time. Then they say, “Act now. Get in shape. Take advantage of this offer. Do it.” See they're all embedded commands. And people go, “Hey, I think I'm going to do that. I want to look like that person.” So let me give you some examples of some embedded commands. Do as I say. Feel compelled. Decide now. Sign the contract. Trust me. Trust me is a tough one. You’ll really got to be careful using trust me, because every time you use trust me 99 percent of people have heard in their mind from parents, when people say trust me, don’t trust them. When people try to give you candy, if you don’t know them don’t take it. Don’t ride with strangers. People say honestly they must have just lied to you before that. They have all these preprogrammed things in their mind these beliefs that are really myths. Yet, they believe them to be true. They believe them to be their reality. So when you hear trust me immediately, your conscious mind says to your subconscious in a nanosecond. It says, “Hey subconscious, tell me a little bit about people that say trust me.” And it bomp, bomp, bomp comes back with an answer and says, “Hey listen don’t trust him. Remember what your parents said? Don’t trust people that say trust me.” So immediately it throws up red flags. That happens in such an instance that you don’t even know it's going on. But that’s what happens. Your conscious mind is the keyboard in the computer and your subconscious mind is the hard drive. That’s the thing that keeps everything running. Is your subconscious mind. It's records everything you ever said. Everything you’ve ever done. Everything you’ve ever seen. Everything you’ve ever felt is in your subconscious mind. It's real easy to pull stuff up which triggers anchors. Because I could go ahead and put up a song on the radio. Let's just say you have a song goes up on the radio. You're driving down the freeway in your car. A song comes up from 20 years ago. All of a sudden you think, I remember this song. And in five seconds you're singing it word for word. But ten minutes before if somebody would have asked you about that song you wouldn’t have remembered it. What happens here the tone and the melody of the song is the trigger that brings everything back to the conscious mind. You just start singing it word for word. This kind of stuff works just like that.

Let me give you some examples. “Listen trust me.” See that’s a real tough way to start out. I would never start out with one that say’s listen trust me. But I put one in for an example so you can hear right off the bat we’re telling them to do two things but both of them are really like a double negative. “Listen” you don’t want to tell people that. Because immediately it throws it in their direction and they're like backwards. They're just back on their heels thinking, “Why do I have to listen to you.” And then they say, “Trust you.” “I don’t want to trust you.” So I throw this in as an example, because I want you to hear this so you don’t use language this way. “Listen trust me. When you decide now to take this offer you can final close the file on that property. Won’t that be great?” See, listen, trust me is tough to do. So I would take listen trust me out of here and I put. “Bob, when you decide now, to take this offer you can finally close the file on that property. Won’t that be great?” So decide now and take this offer are embedded commands. They're one to four word groups that stand alone and make sense on their own. And then at the end “Won’t that be great?” that’s the assumptive tag phrase. So what I'm trying to do folks, is get you to understand some of these language patterns, because they're out there all the time. I can't tell you what to do. I mean, you have to convince yourself, Jeff, to take action and get the ball rolling. See, instead of just saying, “Well, Jeff, it's up to you. It’s your decision, what do you want to do?” That’s normal conversation. When you start using things like this, “I can't tell you what to do, I mean you have to convince yourself, Jeff, to take action and get the ball rolling. I mean, you want out of your situation, don’t you? Great let's get started now and make the right decision. Okay?” You see how we’re using those language patterns, Jeff?

Jeff:
Absolutely.

Bill Twiffer:
And it's so much stronger than, “Well, it's up to you. What do you want to do?” And that's what people do all the time. And when they do that kind of stuff that’s where they lose people. “Well, I don’t know. Can you get me out of my situation?” “ Well, I don’t know, you know, it's a pretty tough deal and we’re doing this with Countrywide and Countrywide is really tough to deal with.” Now are you building any confidence with the homeowner there?

Jeff:
Not really.

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