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Embedded Commands Bonus Embedded Directives Report

This document discusses embedded directives, which are hidden suggestions placed within text to influence readers subliminally. It explains that embedded directives are designed to create positive expectations in readers and reduce resistance while guiding them towards the author's desired conclusion. Examples are provided of embedded directives used in marketing text, including commands hidden within sentences. The document argues that embedded directives can improve marketing letters by bypassing resistance and motivating action without readers' conscious awareness, potentially increasing responses by 10-20%.

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100% found this document useful (1 vote)

591 views

Embedded Commands Bonus Embedded Directives Report

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Rey David

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Download as PDF, TXT or read online on Scribd

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Special Report

Embedded Directives
In
Sales & Marketing

A report on the use of

Invisible Influence TechnologyTM

By Kenrick E. Cleveland

1990 – 2008 MAXpersuasion – All rights reserved

How Embedded Directives Influence
Reader Awareness

Influencing people with language has been the object of study since at least the 5th
century B.C., when the early Greeks developed the science of rhetoric as a way of
persuading people. The following data is based on experimental findings in social
psychology and information-processing theory.

Embedded directives are sophisticated techniques for communicating with readers

subliminally, to help satisfy the needs of both the reader and the writer. They are hidden
suggestions that fit into the sentence without calling attention to their existence. They are
designed to create positive reader expectancies, while reducing the internal resistance of
the reader and enhancing movement towards successful closure. Some of the forms these
subliminal persuaders might take include:

! Use of italics
! Underlined words
! Hidden suggestions in a quote
! Embedded questions
! Implications
! Presuppositions
! Implied cause and effect statements
! Hidden double binds
! Embedded indirect commands within an anecdote
! Word associations
! Affect bridges
! Use of ambiguity
! Analogy
! Multiple-level communication
! Polarized yes/no responses
! Yes-sets
! Use of partial remarks

Embedded directives are composed of small segments of larger statements, which are
marked out for the attention of the reader’s unconscious mind. Like post-hypnotic
suggestions, subliminal directives evade scrutiny by normal waking consciousness
and are retained in unconscious secondary memory, and may influence subsequent
behavior without the reader being aware of what is determining his responses (Dixon,
1981)

According to Johnson (1988), embedded directives can reinforce potential

behavior and help the reader come to a faster decision. These hidden commands are
used effectively and frequently in newspaper and television advertising. In Buick
commercials we hear “wouldn’t you really rather “have a Buick?” Of course, the
embedded directive used in the sentence is “have a Buick.”

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According to a study conducted at Harvard University and reported by Johnson
(1988), certain trigger words have a positive impact on motivating people to take
action. Using subliminal directives acts similarly to these motivating triggers.

How Embedded Directives Work

The purpose of embedded directives is to by-pass the observing critical ego, to

direct inner experience while modifying the reader’s awareness, and finally, to help alter
his point of view on the topic presented. Utilizing both indirect and covert modification
of reader attention, the casual writing style weaves suggestions for conscious alterations
of reader awareness. The use of slight confusion depotentiates the reader’s habitual
frame of reference. Then, as the reader follows the dialogue, the acquisition of right
hemispheric functioning begins providing modifications of internal images. The writer’s
use of questions, and direct and indirect suggestions, creates expectancies of behavioral
changes in the reader. These implications to the reader’s subconscious mind help create
an internal reality that is amenable to further modification using the linguistic techniques
described above (Erickson and Rossi, 1979).

Thus, through a consistent series of linguistic maneuvers, the reader is taken

further and further away from a rigid and resistant frame of reference and closer and
closer to an ‘open-mindedness’ regarding the outcomes suggested by the writer.

Watzlawick (1985) describes the use of these linguistic patterns as practicing

hypnotherapy without trance, and states “the use of these linguistic structures has a
virtual hypnotic effect.”

Some examples and Suggestions

Any and all of the techniques centered around the use of suggestions and
language patterns contained in my Home Study course will increase the power of your
writing exponentially. Care needs to be taken so as not to “load up” your writing with
too many directives and language patterns.

Some of the better patterns to use are:

A. Embedded Directives
B. Cause and Effect and Implied Cause and Effect
C. Single Binds
D. Any and all of the 18 most powerful words (Presuppositions)
E. Pacing and Leading
F. Time-released Suggestions/ Future-Pacing

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Here are some examples of the use of Embedded Directives, along with some
additional language patterns. Embedded Directives are marked out by both bolding and
italicizing the commands. Note that the commands make sense on their own.

1) As you read this information, letting your eyes follow each word, you’ll
discover the benefits of how this information can significantly make your
life easier.
2) The ability to eliminate resistance in learning to persuade is paramount.
In fact, the more you understand how to make someone believe in these
concepts, the more success you’ll have in getting them to do what you
want.
3) Reading this information enables you to understand why you are starting
to become convinced that you should take the kind of action I’m
suggesting you take and to do it now!
4) Thank you for having read this so far. Having done this identifies you as
the kind of person who really wants to get ahead and is willing to take the
kind of action necessary for that to happen. As you become aware of just
how powerfully this information has affected you, now and into the future,
have you decided just what will continue to signal you and remind you of
your excitement about this? I could suggest that getting in your car, or
talking with a business associate or friend, or just sitting and relaxing will
be the signal that creates this – however – I think that you should decide
for yourself what will cause that to happen.
5) Of the three most powerful techniques for persuading other, the one I’d
like you to learn quickly is the subtle use of Verbal Pacing and Leading.
In doing this, you can experience results fast so that your writing takes on
a much more powerful and compelling personality. As this starts to take
place and you find yourself starting to feel great about your ability,
remember to use this knowledge more and more and also in all that you
write that will be used to influence others.

Why You Should Use Embedded Directives

In Your Writing

The literature is rich in experimental evidence in the area of subliminal perception

(Zeig, 1985). This body of data suggests that information can be processed without
conscious awareness. The research in subliminal perception indicates that a stimulus of
which the individual is unaware can elicit a response. Experimental psychology research
supports the view that the unconscious mind can work autonomously and lead to
behavioral change, without conscious awareness (Erickson, Rossi, and Rossi, 1976).

Embedded directives can circumvent and go beyond ego-defense boundaries.

Defense mechanisms/resistance, exist within a linguistic framework, and therefore,
alterations of resistance can be accomplished linguistically.

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Wester (1985), reports these methods are extremely effective. The effectiveness
of cognitive behavior therapy, which is related to these techniques, is well documented,
(Maultsby and Ellis, 1974, Wilson, 1977, Meichenbaum, 1977).

As Wester further states convincingly, “imagery techniques and cognitive

restructuring methods are actually hypnotic and we have mountainous evidence as to its
efficacy, and in professional consulting, pragmatism is paramount, that which has been
accepted at least since the early 1940’s has a validity that would be foolish to dismiss.
When hypnosis is applied naturalistically, it may be used effectively by business people
at all levels.”

Embedded Directives Can

Improve Your Marketing Letters

The use of embedded directives allows the writer to:

! By-pass reader resistance
! Covertly give instructions
! Persuade on both conscious and unconscious levels
! Create positive reader expectancies
! Reduce the internal resistance of the reader
! Enhance movement towards successful closure
! Influence subsequent behavior without the reader being aware of what is
determining his responses
! Help the reader come to a faster decision
! Motivate the reader to take action

Increases of 10-20% in the effectiveness of your marketing letters would not be

an unrealistic expectation.

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Bibliography:

1. Andreas, Connirae. Heart of the Mind. Real People Press, 1989.

2. Bandler, Richard. Using Your Brain for a Change. Real People Press,
1985.
3. Brown, Daniel P., and Fromm, Erika. Hypnotherapy and
Hypnoanalysis. Lawrence Erlbaum Associates, Inc., 1986.
4. Citrenbaum, Charles. Modern Clinical Hypnosis for Habit Control.
W.W. Norton and Co., 1985.
5. Cleveland, Kenrick E. Maximum Persuasion 2000, Home Study
Course, Forever Free, 1990 - 2000.
6. Dilts, Robert. Neuro-Linguistic Programming, Volume 1. The Study
of the Structure of Subjective Experience. Meta Publications, 1980.
7. Dixon, N.F. Preconscious Processing. Wiley, 1981.
8. Erickson Foundation. Personal Communication. 05/09/90.
9. Erickson, Milton H. The February Man, Brunner/Mazel, 1989.
10. Erickson, Milton, Rossi Ernest, Rossi, Sheila. Hypnotic Realities: The
induction of Clinical Hypnosis and Forms of Indirect Suggestion.
Irvington Publishers, 1976.
11. Erickson, Milton H. Mind-Body Communication in Hypnosis.
Irvington Publishers, 1986.
12. Gardner, Gail G., and Olness, Karen. Hypnosis and Hypnotherapy.
Grune and Stratton, Inc., 1981.
13. Jacobson, Sid. Meta-Cation. Meta Publications, 1983.
14. Johnson, Kerry, L. Subliminal Selling Skills. American Management
Association, 1988.
15. Jowelt, Garth. Propaganda and Persuasion. Sage Publications, 1986.
16. Lankton, Carol H., and Steven R. Tales of Enchantment.
Brunner/Mazel, Inc., 1989.
17. Morgan, Robert F. Training the Time Sense: Hypnotic and
Conditioning Approaches. CSPP-F Publications, 1983.
18. N.L.P. Comprehensive of Colorado. Personal communication.
05/10/90.
19. Richardson, Jerry. The Business of Negotiation. Avon Books, 1981.
20. Wester, William, C. Clinical Hypnosis: A Multi-disciplinary
Approach. J.P. Lippincott Company, 1984.
21. Zieg, Jeffrey, K., Ed. Ericksonian Psychotherapy Volume 1.
Brunner/Mazel, 1985.
22. Zeig, Jeffrey, K., Ed. Ericksonian Psychotherapy: Volume 2:
Structures. Brunner/Mazel, 1985.
23. Zeig, Jeffrey. The Evolution of Psychotherapy. Brunner/Mazel, Inc.,
1987.

For more information on this and other topics dealing with persuasion, or to order
Kenrick Cleveland’s Persuasion Factor course which gives complete details on
the methods outlined in this report, both for writing and speaking, please go to the
website www.maxpersuasion.com or call 775-562-4625. Write to:
MAXpersuasion, 430 Franklin Village Drive #167 Franklin, MA 02038, United
States or email at [email protected]