An embedded command is a suggestion that is hidden within written or spoken language. It is used to communicate to the conscious mind while also sending a message to the subconscious mind. The intent is to actually bypass the conscious mind and communicate directly to the subconscious mind. Since embedded commands usually remain undetected by the conscious mind, they are very commonly used in marketing and advertising. It is in this covert way that marketers can create expectations and desires within their audiences without encountering resistance.

Often, the embedded commands are small fragments that fit into a full sentence. For example, Pepsi used to have the slogan that encouraged, "Have a Pepsi Day." The embedded command was "Have a Pepsi."

The most effective embedded commands are short and concise. In fact, ideally they should be no longer than two to four words. It is much easier to use these commands in persuasive writing than persuasive speaking because you can visually highlight the command with boldface or italic font, for example. When using this persuasive technique, first determine what exactly you are trying to say to your audience. Then create the sentences where the embedded words and phrase will logically and contextually fit. Finally, set the embedded commands apart in some visual way: italicize them, boldface them, underline them, highlight them or use a different color.

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While harder to emphasize, embedded commands are also a powerful tool in persuasive speaking. Certain phrases have specific command forms that follow the "two to four words" rule. Effective phrases can include word associations, cause and effect statements, presuppositions, questions, hidden suggestions or analogies. Essentially, when incorporating embedded commands into our spoken presentations, we are looking for phrases that jump out at us. Consider the following examples:

• Become wealthy

• Buy now

• Use this material

• How good it feels

• Going to happen

• Read each word

• Feel good

• Follow my lead

• Act now

• Change your life

• Become really interested

• You will understand

• Learn this material easily

• Invite you to notice

• Use this process

• Learn quickly

• Enjoy life

• Use this skill

• Learn how

• Improve your results

Studies show that embedded commands can actually change our attitudes or beliefs, even if we are totally unaware that they have. Embedded commands are effective simply because the conscious mind has no opportunity to analyze or evaluate them. Because of this, we can create expectations of behavioral changes with embedded commands as well as with and direct and indirect suggestions. The subconscious mind will create an internal reality to match the commands being received.

Summary

Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you've seen some success, but think of the times you couldn't get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.