Use of the principles of Neuro-Linguistic Programming to determine the imprint codes for a client's class of product or service

How can you tell the difference between an experience that happened yesterday versus an experience 20 years ago? You'd probably say, "I just know."  Your brain has it's way of coding and recalling experience.  It's called "Modality" and "Submodality."

(1) Seeing,
(2) Hearing,
(3) Touching,
(4) Tasting, and
(5) Smelling

(commonly referred to
as the five senses.)

 
 

For purposes of marketing, we code the sensory modalities into Visual, Auditory, and Kinesthetic (touching, tasting and smelling are incorporated into kinesthetic). The shorthand version is called VAK Segmentation. Every experience gets recorded using these modalities as structural components.  In addition, submodalities are used by the brain to further code the experience.
For example, suppose you "see" a car traveling down the road.  The modality of sight would contain many submodalities for this experience like: (1) closeness; up close vs. far away, (2) color; red, white, black, blue etc., (3) motion; fast, slow, smooth, jerky, etc., (4) dimension; 3d Vs flat, (5) brightness; bright, dull....., and so the list can go on and on.

The point is, much of this recording of experience goes on "below the surface" and outside conscious awareness. Usually it's no big deal how these experiences are recorded, we just act certain ways based on all this programming. But what if you really needed to know? 
 

...you were the CEO of a company selling widget A, and you really needed to know what the coding (or imprint) was for your company's product or perhaps the "class or category" your product fits in.

Traditional research will not give you the answers. If you ask people, they'll tell you, but it's not the truth!  They think it is, because it's rational.  But they do not have the ability (nor would they even want to divulge this kind of deep personal information) to tell you the "real" reason they like or don't like your product.

People really do buy on emotion and justify on fact. We are emotional creatures. That's why, if you want the truth, you've got to decode the mind. You've got to understand the modalities, the submodalities, and the emotions surrounding the product experience.

When you understand the code, it's a simple matter to position the product to get in touch and "trigger" the right subconscious buttons to elicit the positive emotions. People get a feeling of "I want it" as they take it off the shelf and put it in their shopping basket.

The CEO is happy and the customer is happy. It's the most elegant way to position and sell your products in this fast paced and sophisticated market we are part of today.

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